According to the legislation, people would be given a way to request a "do not track" message from their browsers. For example, a person searches for terms using their favored search engines. If this user is from California, they are given an option to not be tracked. Meaning, their searches would not be seen as websites are required to honor this request. Companies could track searches so that they could target advertisements which are relevant to the searches made. It's all about optimization. Even bloggers use keyword searches to gain more traffic to their sites. With the implementation of this bill, that can't be done anymore unless people don't request a "do not track" option. While it is great that measures are being taken to ensure the privacy of consumers, business owners are wary of this bill as it might pose a problem in internet commerce.
With the passing of the Internet Privacy Legislation in California, there are hopes that it would help in moving the federal bill, of the same nature, forward. Privacy is very important and people are realizing it now more than ever. In my opinion, search terms of internet users may still be tracked but there should limitations (as with everything else). Personal, sensitive information should be protected at all costs but the innocent searches on search engines may still be tracked as this is part of smart marketing for online businesses.