Today, Simon Sundén published a post in Swedish called personalising search results as standard. It is no longer limited to those who are logged in. This has some pretty large consequences for search results and keyword rankings. The inclusion of real-time results and the upcoming Caffeine update are important; but personalised results as standard is a major change rather than a significant tweak.

In simple terms, it means that you’re less likely to get the same search result with the same search times in different browsers, or on different computers (and in different countries, logged in to google or not). SERPs suddenly got a whole lot more complicated.

Here’s a brief translation of the 10 consequences Simon described in detail on his blog, with followed by description:

1. Lots of companies think that they rank highest, but in reality they aren’t seen at all

It’s going to have to be explained a lot of times, but searching yourself is no longer empirical evidence that you’re poorly ranked, or well ranked.

2. Google me! or, well, don’t

Universal guaranteed search terms that rank high, won’t be quite as guaranteed anymore.

3. Optimise titles and descriptions!

Conversions from SERPs to clicks is even more important as clicks in results are now part of the ranking equation. Titles and descriptions are what are shown.

4. More important to optimise for all search types

Optimise for all search results – blended search; image, news, real-time, video. Everything that’s just not the classic organic search result.

5. Tuffer times for Ranking tools

Keyword ranking tools suddenly became a lot less accurate. They still have a roll to play as an indicator, but less so as a firm statistic.

6. Wide content scope is beneficial

As Google value well-visited sites, it’s even more important that you take good care of your visitors (or searchers so that they become visitors!)

7. Statistics even more important

It’s going to be more important to collect statistics about exactly which page visitors have come from via search engines; 1st, 2nd, 3rd?

8. Google webmaster reports become important… again

The “Top search queries” report becomes more relevant the more personalised results become. It’s the new ranking tool.

9. Bye, bye “Don’t be Evil” Google!

Google has take even one step further to being all-conquering and all-important. will be harder and hard to be perceived as not doing evil.

10. Bye, bye paid-rankings?

Various companies provide paid servicing giving top 3 or top 10 results on Google. What happens to that business model now?

Google is shaping our Internet. With almost every announcement they have the power to change not only our lives but also our businesses.