Google to Personalize ALL Search Results

Take a look at today’s blog post from SEO Roundtable: Google is now personalizing search results for all users by default. Which means a search performed on 10 machines could pull up 10 different results pages.

Previously, Google was personalizing results only for users logged in to their own Google Accounts. Now, by default, Google will customize search results for every user based upon 180 days of search activity linked to an anonymous cookie in the browser.

To say Google is trying to discourage rank-checking is an understatement. Too early to tell if this development will automatically favor websites with a huge reach, or if it will help to meet the needs of each and every searcher. Or both.

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