What’s new? Google's Search Personalization – SEO basis

Google has personalize Search results, in the near future, you cannot rely on search engine ranking anymore.
• So How to measure success if it’s not for ranking in SEO?
o Track your traffic, conversions, and ROI! Google customize search results based on language, location, your recent search activities as Google believe this will bring us more useful and relevant search results.
• What will happen to company website?
o Since search results are customized for users, targeting more useful or relevant information searchers are looking for, conversion will improve in the long run, but traffic may reduce.
o Perceptions of ranking in search results will change in the future
o Google’s search results will vary with different search intents, such as research, looking to buy something, or looking for something locally in our area.
o Search results will depend on your web contents, geography and IP address of users
• What to focus now?
o Web contents to ensure your users will stay on your site, and usability of your site to make sure of easy navigation; and instead of ranking, focus on overall traffic, conversion, and ROI