In many cases, the technologies that search engines use today are insufficient in returning relevant results. For example, a user is searching for information about the animal, jaguar. In this case, it is likely that a search engine will show results that are irrelevant, because the results are concentrated on the car, instead of the animal. A personalized search engine may provide a solution for problems like these by knowing what the user is looking for based on her prior search history, her preferences or other variables.
Personalized search will also bring along several other fascinating features to the world of searching, including search bookmarks, personalized directories and personalized layouts. Such features will not only appeal to and improve the search experience of the users, but they will also differentiate search engines.
A few search engines have already introduced some personalized search features. Google launched its Google Personalized Search beta version in March 2004 and Amazon.com rolled out A9, which also offers personalized tools, in September 2004. Shortly after A9 was released, Ask Jeeves joined the two search providers by introducing some of the most advanced personalized search features to date. (Graham 2004.)
Personalized search engine is a natural step forward. It will undoubtedly grow to new heights and innovations in personalization will revolutionize the way we search on the Internet.