Think about how much Google shook up the paid search world by adding clickthrough rates to the paid rankings. No more bid jamming and other tactics designed to secure a certain spot in the rankings or manipulate the bids to your advantage. It took a while, but now all the paid search engines use some variant of a hybrid ranking algorithm that is much harder to game.
That's exactly what personalized search will do, too. It will make the system so complex that it is much harder to game. Search rankings are dead—it's just that no one knows it yet. Any tricks designed to rank #1 are in jeopardy, because the ranking algorithm is about to undergo the biggest change ever.
This time, it's personal.
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