Google has announced a new version of personalized search today. It uses search history, which it has been collecting after you sign in to Google. It uses patterns in your history of searches and clicks to reorder search results just for you.

Personalized search can be turned on or off. Although I think the concept is a valid one, using past clicks and history information to deliver you targeted results (organic and paid), I personally choose not to turn it on. I'd rather keep my search history out of Google's servers, as far as that is possible.

From John Battelle, SEW