Personlized search, what does it mean for a website?

I've been researching the search personalization trend and one question that keeps coming up is what will happen to website promotion? In the past there have been some predictable ways that someone could get results on the search engine results page. That may no longer be the case as two people who search for "copper pipe" might get totally different answers based on their personal algorithm. This makes it difficult to design a website for just one type of search as has been done in the past. It will change the landscape of search, making it more important than ever to create relevant content and focused less and less on keywords.

For example, we may get to the point where a web designer makes a page highly relevant for a canoe enthusiast that wants information on TV's. What I'm saying is that the promotion effort will probably be focused around a type of individual rather than a type of search engine. By the way, you should never promote a website to be found by a search engine. Yes, you want it to find your site, but it must be because you have very relevant content, which is good for everyone.

Personalized search is going to change how we do web promotion and the way we search. The question is, will the searching public accept this new paradigm of search? Are they ready to relinquish even more privacy than in the past?

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