Is Google now flirting with subjective search results? Google is developing the ability to follow you around the www, learning your search history and patterns. What does this mean? Simply put, your SERP Position may soon be obsolete. If you get five different people searching for the same word, but because of third party cookies Google can Bias the results based on the persons search history, giving five different search engine results pages. Like wise Google is now flirting with a cookie in their adsense, this means your ads will now show ads based on the visitors surfing history. While many say this is the death nail fro SEO, I would strongly disagree. Even if Google bias the results, the results will still be based on good optimised content. And not to mention that believe it or not, people actually use other search engines. I would not worry too much about this new fad Google is playing with, if your site is well optimised, you should still get around the same number of quarries. Here is a video explaining it a bit further. Enjoy.