Here’s an overly dramatic example. Let’s say you belong to a hate group. It doesn’t matter which. Because of your past search history and the sites you’ve clicked on and visited sites that might be able to encourage you not to hate could slowly be filtered out of the results you see in future searches. The sites that continue to promote your hatred are the ones that rise to the top of the SERPs and since those are the only ones you see it reinforces your hate.

It’s an over the top example I know, but I think it’s realistic. People re-evaluate their thoughts and values all the time and it’s good that they do since it’s how we all grow as people. But in order to re-evaluate and grow we need to have new information with viewpoints that differ from our own come in front of us. We can all still go out looking for those alternate viewpoints it’s true. But I think Google has just made it a little harder.

I think they do have such an option. But I would prefer it to be somewhere near the homepage to make my life easier. I predict more spam these days. Since Social bookmarking and web 2.0 in general have been given more importance, del.icio.us and others should look out. Blackhats may blow their servers.

And, I think Google has a big eye on improving adsense with this new feature. Just think how useful it would be to render ads to people who’re searching for it. It would surely increase CTR. And, google may add a program to adwords where advertisers can target people who search for something like it.

In all fairness to Google this won’t just be about them. I assume all the major search engines, will roll out some kind of personalized search at some point. And maybe it will work in ways that doesn’t pigeonhole us. It’s too soon to know really.

One other though occurred to me about this. If you look at Graywolf’s post about Google Video you can see they recommend he look at videos by Matt Cutts and Aaron Wall. Wouldn’t you think he’s already watched them or is at least aware of them and knows how to find them if he does want to watch them.

Using SEO Book as an example I’ve been to the site a lot. I think I’ve read near every one of Aaron’s post for the last year and some of the older ones as well. I really don’t need Google showing me more of those posts when I search. I’ve read them and bookmarked many I want to read again. I also know I can search on the SEO Book site directly.

I’m willing to wait to see how personalized search ends up working, but for now I see more not to like about it than to like about it.

Personalization should be designed to reveal the full breadth of the data and enhance serendipity. The key is to make sure the personalization reaches beyond the obvious and into the surprising.

If Google does that, their personalized search will help people discover new things they would not have found on their own.