- [Yang] also said that the key challenge for Yahoo! and all search companies going forward will be to find ways to increased the personalization of results, i.e. making sure that a user truly finds what he or she is looking for when typing in a keyword search.
"The relevance of search is still the Holy Grail for any search application," Yang said.
At some point, to get further improvements, relevance rank will have to be customized to each person's definition of relevance. When that happens, you have personalized search.