Google’s search results may be becoming more personalized, according to recent SEO findings. This is based on users comparing search results to being logged in and out of Google. Users have reported larger differences between logged-in and logged-out results, while no formal studies have yet proven this greater personalization.
SEO professionals are debating the possibility of more search personalization following Google’s core update in November 2024. Olaf Kopp and others discovered significant differences between logged-in and logged-out search results, which may explain why monitoring programs have not reported major changes since the update.
The specialists observe growing search result personalization, with domains receiving different rankings when users log in and out. While Google has previously claimed modest personalization (mostly based on location and recent searches), some experts believe it has recently increased, though this has not been fully researched.
Daniel James Stoker, an SEO specialist, examined search result variations and discovered that the position variance between internal tracking and Ahrefs rankings grew from 1.08 to 2.82 following Google’s November 2024 core upgrade, indicating more personalization.
Source- searchengineroundtable
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