Back in February 2007, Google began personalizing search results based on your search history. Google would do so, only when you were logged in. Now, Google announced they are personalizing search results for everyone, even if you are not logged in.
Google explains:
This is big stuff for the SEO world. No matter how much we complained earlier that the personalized search results made it hard to “optimize” for, this only impacted a fraction of all Google searchers. Most people had no idea how to even log into Google. Now, Google is personalizing results by default and these same people will have no idea how to turn off personalization. So now all these users will see different results, on some level, and it does impact the SEO space – more so than when Google launched this in 2007.
SEOs, most of them, are mad. Let me quote some of the more trusted names in our forums:
Danny Sullivan has an excellent write up about this at Search Engine Land, he doesn’t seem to touch on the SEO view of this.
Honestly, if this makes Google more relevant for their searchers – all power to them. I am not going to say I know what is better for the average searcher. They can quickly figure this out after days and decide to keep it, turn it down, or off completely. SEOs will adapt, like they always do – we are a strong and smart bunch – I am not worried.
Forum discussion is plentiful and it is at Cre8asite Forums, HighRankings Forums, DigitalPoint Forums and WebmasterWorld.