According to Danny Sullivan, "the biggest change that has ever happened in search engines" just went down, and was all but overlooked. Embarrassed to ask what he's talking about? It has to do with
Google's introduction of personalizing search results. "Until now, search engines have largely delivered the same results to everyone," he writes. Yet, "The days of 'normal' search results that
everyone sees are now over ... Personalized results are the 'new normal,' and the change is going to shift the search world and society in general in unpredictable ways." Does this mean SEO is dead?
No, Sullivan assures. "I've warned for years that search results would be getting more personalized ... Still, for many queries, there will continue to be 'normal' results until Google harvests enough
information to start personalizing them." SEO, he adds, remains important to ensure that businesses and brands have that first shot at being considered.
Read the whole story at Search Engine Land »
