"Yes, you get to input the URL of a favourite page on the query subject, click the button and, of course, you're taken to your Google account to log in to your personalized search."
This might be an interesting way of bookmarking web pages: associating a query with one or more pages. Google already personalizes the results by looking at your search history and your bookmarks. Maybe Google will also use this data to improve the quality of the search results.
{ via Search Engine Land }