If you are wondering as to how Google's mission of Universalization and Personalization will  redefine Online Marketing, take a peek into Google's latest patents and you'll realize that the vision of Google transcends way beyond existing online marketing practices. The question that needs to be asked is "How Future aware are you" or are you simply following the herd and focusing on a top listing in Google?

This information is not just important for the numerous search engine optimization services providers, but also for all the Google enthusiasts. There is something for the Pay per click providers as well.

The story is told of two men. One built his house on the sand, with all the grandeur he could afford while the second built his house upon a rock. What the man with the house on the sand chose to ignore were the floods: and the floods came and washed his house away. The house on the rock stood firm and sturdy.

Most online marketing companies today seem to be following a very similar approach to the house on the sand. Without a 'future ready approach' many of these houses will simply disappear into the sand.

The starting point to understanding Google's march into the future would be, I believe, to understand it the way Google puts it and then to get an insight into the kind of patents Google is filing.