Google has filed a patent for user targeted, or attention targeted, search results which will change the ranking of Google's organic results per each individual user based upon that user's search behavior, location, sites visited, and even 'typing behavior'.

Google has also applied for a similar behavioral targeting patent for its advertising network, but this seems to be a first from Google with plans to integrate user profiling into natural search ranking.

Such profiles are created by Google and gathered from previous queries, web navigation behavior via tracked links and possibly sites visited which serve Google ads, computers with Google Applications installed such as Desktop Search, Google Wi-fi Connection or Sidebar, and personal information which Google identifies which may be “implicitly or explicitly provided by the user.”

This new ranking system, which is a spin off of PageRank and the current Google ranking algorithm, could be referred to as Profile Rank. What is the difference between this new ranking system and Google Personalized Search? Personalized Search was beta tested by Google users who have opted in to Google profile building while the new Profile Rank is based upon user profiles built by tracking a users web habits in and outside of Google Search, even if the user has not opted in to be served personalized results or is a registered Google Account member : Wide Spread Personalization to all users.

In the patent application Google explains that when a search engine generates search results in response to a search query, a listed site which satisfies the query is assigned a query score, QueryScore, in accordance with the search query. This query score is then modulated by the site’s PageRank, to generate a generic score, GenericScore, that is expressed as : GenericScore=QueryScore*PageRank.