Search Engine Optimization, better known as SEO, is an ever-present focus for Insight Designs as we work to improve the rankings of sites on numerous Search Engines. More of an art than a science, SEO today depends upon such things as strategically devised meta tags and the nebulous concept of link popularity. Search for "SEO" on the internet, and you will likely be exposed to a very lengthy and dense list of companies promising to improve your rankings. Sometimes enacted SEO does change the rankings of a site, and sometimes the rankings change for no apparent reason. SEO is a tough racket but an important one -- and one that is about to change. Google, the leading search engine, recently received a patent for personalizing search returns based upon the language of the user. This means that a search in Spanish will return sites that are also in Spanish. This technology will soon expand so that search results will be personalized based upon the user's location, recent use of Google, and search history. Search returns might also be based upon factors such as whether the user is doing research or shopping. The intent of the Google user will matter as much as the SEO of the sites. This will fundamentally change what has been the focus of SEO. No longer will sites be ranked according to keywords or links. In the future, a search will return sites according to the user's needs. Whether Google's shift to personalized search results translates into a new search paradigm remains to be seen. Regardless, we at Insight Designs will continue to pay attention to these changes and keep you aware of new SEO strategies.