At first instance it seem to totally crash down the entire concept of SERPs (search engine result pages). To an extent yes it does, but only to SEOs who only stick to rankings only. Esentially SEO is about traffic and conversions. Ranking is one such method by which you can achieve them. But with GEO targeted SERPs and personalized search, the results may be different for person sitting right next to me. Or is?

Here is an important video about what industry expert like Bruce Clay has to say.

Bruce Clay at PubCon 2008