Personalized Google Search Results

Everyone talks about content optimisation, building backlinks and technical SEO as being the holy grail of ranking in search engines.

But are you aware your User Search History is one of the biggest Google Ranking Factors in June 2024?

User search history is a Google core ranking factor and personalizing your search experience is a way of trying to improve the quality of your search results. Personalization contributes to a more relevant customer experience and boosts the performance of your website by reducing bounce rate and increasing engagement.

We test many different ranking factors and the usersearch google history was not on our list of tests until we found some astonishing results when manipulating the Google autocomplete suggestions.

In our Personalized Google Search Results guide, we explain everything you need to know about why Google use personalization of SERP results based off your Google browsing history.

What is Google Personalized Search?

Google Personalized Search is a personalized search feature, introduced by Google in 2004.

All Google Searches are associated with a browser cookie record created by previous search history.

Google personalizes search using the web search history of users and tracks the recent sites that users visited with anonymous cookies.

The personalized search results are not only based on the relevance of each web page content, but also on the historical data from previous searches.

Using the historical search history provides a more personalized customer experience that can increase the relevance of the search engine results.

The side effect to creating a bespoke set of SERP results is the creation of a filter bubble, which can have detrimental effects on the general society in the sense of making people more vulnerable to “propaganda and manipulation”.

Does Google Historical Searches Influence Organic Search Results?

The google search history influences the results you see as customised google organic search results are used in the majority of searches in June 2024.

Personalized search results are used to try and improve the set of SERP results bespoke to your user profile.

The personalization of search results focuses more on fitting user search intent, bespoke to the searcher.

How does personalized search affect SEO?

Personalized search results can affect your website’s search rankings as Google tries to find the best web pages for the searcher.

With Google using previous search history it has led to websites winning with longer-form content that cover the topic fully in their articles.

SEO specialists have adapted the content expansion optimisation strategy by adding ‘People Also Ask’ questions and ‘Related Searches’ subheadings to expand the information the user might be wanting to learn.

Personalized search has an impact on where your website will be ranked for various keywords, but if you focus your content on matching the search intent for the user you will improve your website rankings in June 2024.

How do Google Customize Google Search Organic Results?

There are a few factors that can lead to customized Google search results. Let’s take a look at some of those personalization factors.

Personalization on Location-based searches

Location-based searches are a great example of Google’s personalized search results as they use the location you are searching from and append to your search query.

Google personalizes search based on the location so if the user searches for “Best Restaurant” then Google will append the location of where the search was made to return local restaurants.

Users do not need to type in “Best Restaurants Near Me” or “Best Restaurants in Manchester” as the location-based searches will be appended automatically.

Geographic location plays a major role in providing users with different oragnic search results.

This is what makes mass page websites great when building rank and rent lead gen sites because many searches in June 2024 are changed to being a local search for the searcher.

Personalization on Web History

Google personalizes search using the web history of users.

The anonymous cookies that Google places track the recent sites that users visited.

When you have recently visited a web page this can start to appear higher up in the SERPs for your customizes search results.

Using the web history can influence search results to return more relevant web pages from your user bio historical data.

Personalization on Search History

Google uses search history to customize search results in June 2024.

Google uses the previous search a user has made to understand better what the user is looking for contextually.

The previous search history helps Google determine the context behind search terms so it can better match the intent behind search queries.


Personalization provides a better customer experience and improves a more relevant set of results to the user.

We are all different in hobbies we enjoy, the food we prefer and our interests so customizing google search results can only be more helpful in my opinion.

Google have a core goal so a personalized search experience is a great way of trying to improve the quality of your search results.

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