One Search Query - Many Results: When Google Personalizes Search Queries

Have you noticed that when you make the same search query on Google several times, you might get different results? If that's the case, you're seeing personalized search results. With personalized search, Google tries to display the websites that are most relevant to your query. This article will explore exactly how Google does this. Spoiler alert: There is no ONE search results page.

Google Tailors Search Results Individually

There are many search engines, but with a market share of nearly 95 percent, Google has held an undisputed monopoly in Germany for years. When users are unsure about questions or are looking for detailed information, they usually turn to Google. The results displayed often show the sites you already use and value long-term. Google remembers which queries you make and which ads you click on. With this practice, Google tries to predict which search results might be most relevant for your future queries on a specific topic.

Figure 1: Market share of online search engine usage in Germany; source: Statista

But how can this be? How does Google know what makes you tick and which websites are most relevant to your search query?

Google uses what is known as personalized search. To present you with the best possible search results, information about the searcher is collected and evaluated. A key starting point is your previous search queries. In addition to search history, examples include data stored in the Google+ social network, including your circle of contacts. Before displaying the results, Google's algorithm also evaluates the searches made by those linked to you, assuming that your friends and acquaintances have similar interests to yours.

Your past search queries are stored in the web history. At the moment you make a search query, a cookie is set for you. This is a small file that the website you visit saves on your computer and is active for 180 days. Information like your preferred language and certain site settings can now be considered by the website. It doesn't matter whether you're logged into Google in any form at that moment.

The generated web history actively influences the ranking of displayed search results. For example, if you've frequently searched for flights and clicked on the comparison portal swoodoo.com multiple times in the results, Google remembers this and knows that you prefer to conduct your research on Swoodoo rather than fluege.de.

Figure 2: Sample search result on Google: Searching for "flights"

This results in the comparison portal Swoodoo appearing higher on your search results page in future searches than other sites. In this context, SEO optimization by website operators initially plays a secondary role. However, it's true that those who optimize their site and provide good content for users will receive more clicks. The more clicks, the higher the site will appear in the search results, even with personalized search.

Considering Location and Browser Usage in Search Queries

In addition to the information Google receives from the web history and your personally entered data, your current location plays a significant role in the listing of search results.
The common IP address (IPv4) is a sequence of four numbers, each ranging from 0 to 255 and separated by a dot. The general IP address allows a device to be reachable and localizable. The following information, for example, is transmitted via the address code:

• Internet provider of the user

• User's location

Through the IP address, Google learns where you are initiating your request. If you live in Berlin and search for a pediatrician, search results near you are displayed without explicitly entering the location in your search query.

Figure 3: Local search results on Google

When displaying search results, device recognition also considers which browser you are using to make the request. With Mozilla Firefox, Internet Explorer, and Chrome, the results should differ little or not at all. However, when searches are conducted through the Safari browser, Google tends to prioritize Apple-compatible websites. Here, too, Google generates substantial added value for users.

As a company primarily focused on regional customers (supermarket, doctor, bike shop, auto repair shop), it is advisable to strengthen your business regionally and in the neighborhood with local SEO in terms of search engine optimization. You can read about the proper implementation in our blog article "Local SEO – Steps to Improve Your Local Visibility".

How to Disable Personalization of Your Search Results

If you don't want Google to refer to previous search queries, you have the option to regularly delete the web history. This is done by opening Web & App Activity and deleting the appropriate data. A detailed guide on deleting search queries and browser activity is also provided by Google.

You can also edit the activity settings so that no more search queries are stored in the future.

A third option is anonymous surfing on the internet. Visited pages and downloads are not saved by Google. To enable this, you can activate "Incognito Mode" in Chrome, "Private Browsing" in Firefox, and "InPrivate Browsing" mode in Internet Explorer.

What We Can Do for You

Using geographic data is particularly exciting in the field of search engine optimization. If you need support with Local SEO, get in contact with us.