Dave Harry defines how a personalization layer would work for phrase-based IR. He suggests the concept relies on a variety of signals for personalizing and finding relationships in phrases before changing the search results -- not by seed sets, but documents where the user has expressed a prior interest.
"Of course, you may be asking 'Great, Davey baby... but how should I use this?' No worries, there are many ways," he writes. When creating content or crafting link building programs, forget about keyword stuffing and density, which is "crap anyway," he writes Harry suggests collecting a list of related phrases, along with the core or secondary and stemming terms.