What is search personalization?
Search personalization means search results can differ from person to person based on location, language, device and past activity.
Two people searching the same words may see different results. The biggest factor for most businesses is location: someone searching across town may see a different map pack than you do. Language, device and, in some cases, a signed-in person's past activity can also change results. This is why checking your own ranking by searching on your phone can be misleading.
Why it matters for your business: Do not judge your rankings from one search on your own device. Rank tracking tools and Search Console give a fairer, wider picture.
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