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Once logged in your Google account, you’ll notice that search results will look a little different vs when  you’re logged off.  This is because Google has long been working to provide a more personal search experience for the user.  This means that when you’re logged into your Google account, Google keeps track of your online activity, such as which sites you visit and which sites you visit most often.  Google will also manipulate your search results based on your search behavior – placing sites you visit more often nearer the top of the results.

This search feature provides a better personal experience for the user, while at the same time allowing Google to capture greater accuracy in their data.  However, how does this personal search feature affect SEO and Internet Marketing?

I think personal search is changing the dynamics of SEO.  Google is getting their way, and so are the users.  We all know that on-site optimization has always been an important factor of SEO, but never more than now.  Website content and structure is the undisputed king of SEO.  Although link popularity is still an important factor of SEO, off-site optimization services such as link building will probably hurt the most in the long run.  This is what Google has been fighting for all along – more quality content and less SERP manipulation through unnatural link building.

From the Paid Advertising standpoint, business can only get better.  Because Paid Advertising such as display ads, PPC and affiliate marketing are not affected by the natural search results, you can expect this market to grow.  There is some sense of ”you know what you’re paying for” with paid ad placement, so I think advertisers will be more receptive to this type of online marketing.