Advice & Opinions. By & for Marketers | | | Search Personalization and PPC Search Marketing › › ›   Paid Search Strategies BY | July 15, 2005 Google, Yahoo!, and MSN have all rolled out some level of personalized SERPs ( ), particularly in the results' algorithmic portions. This personalization movement represents not only a search evolution but also a search revolution. Search engines are struggling to gain market share from one another. Google's number one because when it launched in 1997, its PageRank algorithm was noticeably better than competitors' algorithms. Since then, Yahoo!, MSN, even Ask Jeeves (with Teoma) have significantly narrowed the relevance gap. But the relevance war between the engines is continuously thwarted by several factors: Ever-increasing amounts of site content where pages are poorly categorized, themes not ide

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