Years ago, everyone saw exactly the same search results. Currently, no one has seen the exact same search results, both on Google and on Bing. Everyone has personal experience to a certain extent, even in the private search window.
Of course, there are still many similarities. Not that everyone sees totally different results. Instead, they all see many of the same “generic” lists. But some lists will also appear because of where someone is, who they know or how they surf the web.
One of the easiest factors in personalization classification is that people are shown results that are relevant to the country where they are located.
Someone in the United States who is looking for “football” will get results in American football; someone in England will get the results of the type of football that Americans call soccer.
If your site is considered irrelevant for a particular country, it is less likely to appear when you personalize that country. If you think you need to be relevant, then you might have to do your international SEO.
Articles in the categories below offer several international and multilingual tips:
Search Marketing: Multinational
Law: Right to be forgotten
Search engines don’t stop customizing at the country level. The results will be adjusted to suit the city or metropolitan area depending on the user’s location.
As with country personalization, if you want to appear when someone gets specific results from the city, you have to make sure that your site is relevant to that city.
See the following links and categories to get more information about locations:
Google: Maps and Local
Column: Local Search
How: Find Local Marketing
Bing: Maps and Local
Search engine: Local maps and search engines
Ph: personal history
What are you looking for and clicking on someone in your search results? What sites do you visit regularly?
Google and Bing use this type of personal history in various degrees and ways to influence search results. Unlike state or city personalization, there is no easy way to try to be more relevant.
Instead, it is more important for first impressions and brand loyalty. When a user clicks on “normal” search results, you want to make sure that you present a great experience so that it reappears. Over time, they can search your brand in search results, by clicking on it even if it’s below the other list.
This behavior strengthens your site and must be displayed more often to that user. What’s more, if they start social movements, like I like, +1 or Tweets that show greater closeness to your site or brand.