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In 2005 Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.<ref>{{cite web |url=http://searchenginewatch.com/3563036 |title=Google Personalized Search Leaves Google Labs - Search Engine Watch (SEW) |publisher=searchenginewatch.com |accessdate=2009-09-05 }}</ref> In 2008, [[Bruce Clay]] said that "ranking is dead" because of personalized search. It would become meaningless to discuss how a website ranked, because its rank would potentially be different for each user and each search.<ref>{{cite web |url=http://www.webpronews.com/topnews/2008/11/17/seo-about-to-get-turned-on-its-ear |title=Will Personal Search Turn SEO On Its Ear? | WebProNews |publisher=www.webpronews.com |accessdate=2009-09-05 }}</ref>
In 2007 Google announced a campaign against paid links that transfer PageRank.<ref>{{cite web |url=http://www.searchenginejournal.com/8-things-we-learned-about-google-pagerank/5897/ |title=8 Things We Learned About Google PageRank |publisher=www.searchenginejournal.com |accessdate=2009-08-17 }}</ref> On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the [[nofollow]] attribute on links. [[Matt Cutts]], a well-known software engineer at Google, announced that Google Bot would no longer treat nofollowed links in the same way, in order to prevent [http://www.prime-technologies.co.in/seo/free-search-engine-optimization.html SEO service providers] from using nofollow for PageRank sculpting<ref>{{cite web |url=http://www.mattcutts.com/blog/pagerank-sculpting/ |title=PageRank sculpting |publisher=Matt Cutts | accessdate=2010-01-12 }}</ref>. As a result of this change the usage of nofollow leads to evaporation of pagerank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated [[Javascript]] and thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of [[iframe]]s, [[Flash animation|Flash]] and Javascript.
<ref>{{cite web |url=http://searchengineland.com/google-loses-backwards-compatibility-on-paid-link-blocking-pagerank-sculpting-20408 |title=Google Loses “Backwards Compatibility” On Paid Link Blocking & PageRank Sculpting |publisher=searchengineland.com |accessdate=2009-08-17 }}</ref>
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