Optimising websites for search engines that search based on demographics, not individuals, may become necessary in the future.

Rob Garner, strategy director of iCrossing, writes that demographic search engines are a good thing and have a place in the market, meaning that every SEO company in the future should look at them.

The main reason he likes them is that in standard, personalising search engines, there is a "shift from the objective search results (what the engine thinks is the best answer), to the subjective results (what the engine thinks you think is the best answer)".

He argues that this should not always be the case in searches - sometimes the person doing the searching doesn't know what should be top.

And he believes there are more uses such as using a geographically-biased algorithm to create local engines.

He sums up that while this form of search may not replace the likes of Google, "demographic search just might become a strong primary or secondary destination for a solid user base looking for enhanced results, and marketers will have to pay attention as these target audience shift between multiple search touch points."

So does this less-personalised form of search engine have a future?

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