As search engines fight for dominance, search result relevance has become a crucial battleground. Users want search engine returns that relate to the topic being searched.
To help make results more relevant, Google has introduced Google Personalized Search. Currently in the beta stage, Google Personalized Search was designed to give users the ability to specify their interests by creating a profile, and to return customized results based on the interests defined by the user.
In order to use Google Personalized Search correctly, users must create a profile at Google. This profile is then stored on you personal computer, and is accessed by Google when you use their Personalized Search.
When creating your profile, you indicate what your interests are and Google determines whether your search results can be personalized, based on the indications from your profile.
Once the search is initiated, your results can be instantly rearranged by dragging a slider at the top of the page to go from no personalization to full personalization or anywhere in between.
On Personalized Search, Google uses an icon of colored balls 
Currently, personalized results are limited to the first page of results. The subsequent pages are standard Google search results. While in beta testing, Google Personalized Search will be located at Google Labs.
Murdok | Breaking eBusiness News
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