Personalized search means that a search engine adjusts results for the person searching. This entry covers Google Search. The same term is also used for personalization inside website search or workplace search, which works differently.
What does Google personalize?
Google’s help page lists several inputs. Location, language, device type and the current search are always part of how results are chosen. With personalization turned on, activity in the Google Account, such as past searches, adds to that. Google notes that personalization can change the order of results or the arrangement of blocks, for example by showing more videos to someone who often watches them.
Differences between two people’s results do not always come from personalization. Google says that language and local results also make results vary between people. A search page shows a notice when personalized results are active. A “Try without” link at the bottom opens the same search without personalization, and the person’s settings stay as they are. Turning personalization off does not remove location, language or device as inputs. Google is currently reworking these settings (as of October 2026), so the names in the account settings may differ.
What does it mean for SEO?
A position seen in your own browser is a single data point. A person who searches for their own site often may see a different result than a first-time visitor. The average position in Google Search Console is calculated over many searches and is not tied to one person’s view. Rank-tracking tools fix location, language and device for each check so that results can be compared over time (assessment).
Example
Two people in different cities search for “dentist”. Both receive results that are local to where they are, even though the query is identical. The example shows location as an input. It is not a measured result.
FAQ
Can I turn personalization off in Google? Yes, in the Google Account settings. Location, language and device still shape the results.
Why do I see different results than my colleague? Google names location, language, device and the current search as inputs, plus account activity when personalization is on.
Sources
- Personalization and Google Search results – Google Search Helpsupport.google.com
- Search Services History and Personalized Recommendations – Google Search Helpsupport.google.com
- How Google Search ranks results – Googlegoogle.com
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