Personalised search is Google’s latest tactic of boosting rankings for domains that users have shown they are more likely to visit based upon their search history. It can be disabled, but when it’s on by default, search (and click-through) history is stored in a 180 day cookie meaning personalised search comes into play only on that browser and machine you are using; the information in the cookie cannot be passed between multiple browsers/machines. There really is only one way to react to personalised search [besides encouraging people to jump through hoops and volunteer to search for you in Google rather than simply typing in your web address] and that is by improving the quality of search listings to maximise click through rates. This should be part of your SEO task list already, but it is now more vital than ever to ensure that your search listing is as enticing as possible to ensure you get that first click. Therefore, should users go back and perform subsequent searches, your website is now more likely to get a boost in rankings due to the history stored in Google’s cookie. How do you do that? Here are some optimisation techniques that are vital for improving search listings. Make sure you’ve got them on your SEO check list: 1. Page