Search Marketing Sage

Google came out publicly about using your individual search history to personalize its natural search results for your search queries over a year ago. But recent headlines about privacy of search data and Google’s new “transparency” about use of this data in the upper right hand corner of search results “Personalized based on your web history. More Details” have brought the idea of Personalized results to everyone.

One of the best analogies I’ve found about why Google uses personalization in search results is Eric Ward’s:

” We each search for the term “Beatles” and you get results about the car, I get results about the band, and someone else gets results about the insect.”

Google would use your search history to try and customize more relevant results to each searcher, hopefully giving the car results, band results and insect results to the correct individuals.