Interesting article, Personalized Search and Trustrank – Death to Link-based Algorithms . Is the supposed highly effective personalized search of the future going to eventually kill SEO? I don’t think so, yet it will definately change the way of doing things, as searches of the future are forecasted as being individualized based on the user, thus quite dynamic and throwing out an “one size fits all” type of SERP based solely on the entered keywords. However, speculation in reality is what it is… speculation. So who knows!