Personalized SERP is the trend of search engines to offer increasingly personalized and custom-tailored search results. What happens as this trend starts to go big?
I think it’s going to make competition that much more fierce. Users will enter a query and only see the most relevant results. This makes your job of targeting them substantially harder. Your main goal is no longer to make it into the top 10. It’s to be number one. Ideally, users will no longer have to scroll through a list of irrelevant results. If personalized search works the way it is supposed to, the user will immediately find the results they’re looking for. If you’re ranked second or third, they may never even get to you.