Michael Gray has never been a big fan of personalized search. But after watching a video from TED (the Technology, Entertainment, Design conference), he had a "Zen" moment. While personalization makes SEOing a site more difficult, it's the natural step in the process of a maturing Internet and search advertising, he realized.
In the video, Joseph Pine tells us consumers want personalization. And it all started with commodities used as raw materials to manufacture goods that eventually became commoditized. To reignite consumer interests, businesses took the commodities and customized services. This personalization has led Internet businesses and search engines to develop what Pine calls the "experience economy." If you don't get the "ah-ha" moment from the video, Gray provides a few takeaways you can use to integrate SEO and customize your Web site.