Let me just say from the outset; I have no problem with my search results being personalised. To me, it makes sense for search engines to want to deliver the best user experience because users will keep using them. And if I get results that are personalised, it only makes my life easier. So why then are some users not so thrilled at the evolution of search results pages, particularly the personalisation?

The inundation of negative comments on news articles/blogs/etc. has led us to ask: Is Google trying too hard to improve? To answer this with a yes would indicate that Google's results were already perfect and whilst Google does deliver quality results, I don't know if anyone would go so far as to call them perfect, including Google themselves.

There is always room for improvement. Things can always get better. Some ideas work, and others don't. Sometimes you don't know until you try, and if certain concepts don't go over well with the majority, sometimes they are scrapped.

As for personalised search, I wouldn't count on it going away anytime soon and why would you want it to? If your results are tailored to you specifically, does that not increase their chances of being more relevant to you? Does this not provide you with a better quality of traffic and increase your conversion rate?

Google has just announced the launch of a new feature that lets users start their search results for ones they like. This will lead to the starred results appearing at the top of the SERP in future searches, when appropriate. The feature is still rolling out, so if you don't see it yet, you should see it soon.