Since the launch of Google Search History, most of the search results we get are personalized. Personalized search, combined with local search, means no-one gets the same view of Google’s search results anymore. As a search engine optimization company, this makes our jobs interesting, to say the least. How do we track improvement in search position when everyone is going to see something different? Personally, I would be loathe to opt out of Google History as it makes my own search results better and more tailored to my interests. But the onus is on marketers and SEOs to become more sophisticated; to make each page relevant to the subject, so that personalized search knows the topics to hone in on. Hmm… interesting times ahead!