The fifth Search Marketing Expo West conference was held in late February in San Jose, CA. The conference was upbeat, consistent with the buzz in Silicon Valley about the upcoming Facebook IPO and expanded office leasing for Google and Apple, both key players for search marketers. Search continues to grow, with 20 billion searches performed in January in the US, according to comScore, Inc, the leader in measuring the digital world. Search today is more than the traditional web search engines. It encompasses YouTube, Twitter, Facebook, and the latest entry, Google+, which has generated mixed reviews. Understanding the implications of personalized search results was a major theme for the search engine panels.