One thing that was interesting in the Marissa Mayer interview was finding out just how much impact personalization would have for most of us in our Google search experience. The fact is, right now, personalization won't make that much of a difference in many of our searches. Personalized results only show up in about one of every five searches and would only lift two results into the top 10, never replacing the number one organic result. So, as a factor that SEOs have to consider right now, it actually has less impact than a major index update might. What's significant about personalization, however, is the direction that it sets for Google in the future. Google has been very cautious about introducing personalization into the search experience but expect the degree of personalization to increase as Google gets more confident in their ability to present truly personalized and relevant results. And that signals the end of the universal or monolithic search result. As I've said a number of times, that has significant implications for search engine optimization.
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