Like it or not, personalization of the Google search results is here. Many are seeing it right now for several search queries.
Google has just been awarded a patent for language personalization of search results. They are (or will be) changing the search results based on the language you use in your search query and based on the language of the Web pages that show up on the search results.
Track your traffic, conversions, and ROI. These are the important metrics for any form of marketing or business.
http://searchenginewatch.com/3631746