Danny Sullivan points out:
There’s been a bit of a panic among some SEOs that the ramp up of Google Personalized Search Results last month will mean the end of SEO. But aside from the impact personalized search will have on SEO, personalized search also impacts link building related activities. Some of that impact is major…These types of links also have a better chance of being seen by humans that care [emphasis mine] about that content, and by extension, more likely to be bookmarked or shared.
This has been the ultimate point since we entered the online space. If you just care about humans first–and their needs, wants and motivations–you’ll be safe. Technology always evolves and adapts. Our job is to adapt with it. Fundamental human needs haven’t changed since way before Maslow ever defined them.