It seems to happen often, a change occurs and SEOs feel the “sky is falling”. It happens again. Google has been serving personalized searches for a couple of years now, but SEOs really didn’t care because a person had to be logged into their Google account. This didn’t happen often, so it didn’t stress SEOs out.

And then it happens … Google announces they are going to serve personalized results whether the user is logged in or not. SEOs are freaking out because “optimization” now takes on a whole new definition because nothing was consistent. Well, nothing was consistent before … due to the fact that depending on where you lived, you were served different results from different data centers. Why no complaints then?

I agree with Barry Schwartz over at Search Engine Roundtable – I’m not worried about this. SEO is the same as it always has been. You can’t concentrate on ranking alone, as rankings fluctuate. You have to concentrate on click-through rates, time on page, and conversion rate. Focusing just on ranking is a waste of time. You have to ensure once they get to the page, their process is as easy as possible so conversion can occur.

Google doesn’t owe anything to you, it isn’t a service you pay for and they have the right to change it to make it better for them. They have no responsibility to make it better for you. It is their business, their money making the organic listings work. Deal with change. Don’t whine and don’t bitch. Instead, find a solution that meets your needs. It is out there – go find it.