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Google has filed for an organic search patent, Personalization of placed content ordering in search results [appft1.uspto.gov] , to serve organic search results based on user profiles.
This is a bit different than their Google AdWords patents as this time the user profiles may be used to manipulate organic ranking in a new algo.
Kinda like Personalized Search, but the end user is not aware of the personalizarion.
Such profiles are created by Google and gathered from previous queries, web navigation behavior via tracked links and possibly sites visited which serve Google ads, computers with Google Applications installed such as Desktop Search, Google Wi-fi Connection or Sidebar, and personal information which Google identifies which may be “implicitly or explicitly provided by the user.”
Overall - probably a waste of time for search technology but may be useful for adsense.
It could also land Google with yet more bad publicity of the "Big Brother" variety.
There is a headline article about this called, "Google, Friend or Foe?", in the Dec 2005 PC Pro Magazine in the UK.
"Google knows what you buy, what you read and who your friends are. How long can we continue to trust it?"
"Stop thinking of Google's services in isolation and imagine what happens if you link them all together."
I believe that this is the single most important threat to Google's dominance and success. Many of the people who are establishment "watchdogs" probably have not cottoned on to this yet. Watch the **** hit the fan when they do ;)
Also when a whole family uses a computer the search wouldn't mean much.
Maybe it would work for setting adwords on a page.