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Getting Personal

Take a closer look at the up-and-coming personalized search engine.

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This story appears in the February 2005 issue of Entrepreneur. Subscribe »

Google revolutionized the search industry. Is another revolution on the way? You bet. Do a current search for the word java on any search engine, and the top results will probably include information on java software technology. That's great if you're a programmer; however, if you're interested in visiting the island or if you're a coffee connoisseur, those results are irrelevant. Enter personalized search.

"It has a fabulous effect on how businesses market," says Jennifer Laycock, editor of SearchEngineGuide.com. Laycock explains that entrepreneurs may achieve a higher ranking, as personalized search results localize and target the outcome. For example, an independent coffee store might get top ranking over software sites or even competing chains like Starbucks.

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