Google, Yahoo, MSN's Future... Personalization & Litigation the Keywords for 2005, says Leading Search Engine Industry Expert.
Personalization will demonstrably improve search results through anonymous yet voluntary user profiling
• Local search results will improve as users recognize the importance of identifying their location to an engine when searching for local information
• Contextual ad servers at the engines or at third parties will begin using behavioral and contextual targeting simultaneously to provide more relevant results
• Major portals will crackdown on affiliate spam in the algorithmic results of the engines
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