The new Google personalized search that was launched in December 2009, represents one of the biggest challenges that has been ever made to the search engine’s results page. In some very old days , this kind of feature has been only applied to users who logged into their Google account with web history enabled. Nowdays, Google Personalized search represents default, regardless of whether or not you are signed into your Google account.
On account of being a market leader in the industry, Google has continuously aimed for delivering users with most relevant results possible. It is on account of such reasons that the search results are customized. For example- you continuously search for ‘weather report in Germany’ in Google and choose to click on the result for ‘Primetime Germany City Weather’ most often, Google will connect your preference for this site as well as rank higher in the results the very next time when you perform a search thereby helping you easily find the site that you have used several times in the past.
Google performs this task by retaining upto 180 days of your search activity through an anonymous cookie in your browser. As mentioned earlier, you do not have to be signed into Google account for receiving personalized search engine results. In case, you are working on a shared computer, the anonymous cookie will eventually record the web history of these users too.
Moreover, the geographic location may also be taken into account along with customized search results. Google will decipher your country and regional location based on your IP address. It is actually this technology which ensures that you are provided with local as well as relevant search results for a given query like pizza delivery. Thus, unless and until you are signed into Google account, you would not be aware that customization has occurred.
If you don’t want customized results, then you must note that this feature of recording users’ searches is not new to Google. Instead they have always recorded your search information. But, they use this data for offering tailored results. Since everyone doesn’t need this feature and offers you, thus it offers the option to opt out.
Your website’s rank is likely to get affected by results. Your website position within Google’s search results may appear in a different manner for users who have personalized search enabled as compared to those who don’t. On account of this feature, it is crucial that you do not solely rely on your websites search engine position as a result of measure of how well your website is doing.