Google first introduced personalized search results in 2005 for signed in users with Google accounts. In 2009, personalize search was expande to all users. However, new research on consumer sentiment on Google shows that 43.5% of respondents do not realize that their search results are personalize.
In Reality, It Has Been Almost Ten Years Since
all search results were the same for everyone. There are a number of factors that influence a user’s search engine results page (SERP).
- Country: Location is a major factor. Users from different countries will see different results for the same search terms. One example often given here is that if a user searches for “football” in the U.K.. They be shown results that relate to what the. United States refers to as soccer and the English Premier League. If a person in the Unite States searches for. Football”, they will be presente with results that relate to American Football and the NFL.
- Locality: Google goes much deeper than simply country level. Results are tailored to the user’s location right down to local city level. Most people will be familiar with searches like “best pizza near me” making it somewhat surprising that our recent research showed nearly half of respondents were unaware that Google personalizes their search results.
- Web History: The goal of Google’s personalized search results is to provide users with the most relevant and useful information possible. By factoring previous searches and viewing history into account, Google can present users with results from their preferred sites which they are most likely to visit.
- Device: People who use Google to search on their mobile device will see different results than the same search on desktop. Google uses Ghana Phone Number a different algorithm for mobile ranking with increased focus on user location.
One way personalization has changed SEO is that it makes keyword rank tracking more difficult. Personalized search results mean that tracking where your site ranks for keyword search terms is not always crystal clear. Depending on the personalizing factors we have outlined above, users will see different results for the same search terms. That means you can never really get a 100% accurate representation of your keyword ranking.
Rank tracking your non-personalized search can help you establish a baseline. And this data can help you see how changes on your site have impacted your ranking. However, it is not advisable to spend too much time obsessing over keyword rankings. Your site traffic is a much more important data point than your keyword rankings.