Google tailors search results for each user. It uses information such as your location, language, and search history to do this.[9] Let’s take a closer look at these things.
Location
Google uses your location to personalize the results for searches with local intent. That’s why all results for “italian restaurant” are from or about local restaurants. Google knows you’re unlikely to fly halfway around the world for lunch.
Language
Google knows there’s no point in showing English results to Spanish users. That’s why it ranks localized versions of content (if available) to users who speak different languages.
Search history
Google saves the things you do and places you go to give you a more personalized search experience. You can opt out of this, but most people probably don’t.
Key takeaways
- A search engine consists of two main parts: index and algorithms.
- To build its index, it crawls known pages and follows links to find new ones.
- The aim of search algorithms is to return the best, most relevant results.
- Search result quality is important for building market share.
- Nobody knows all of Google’s ranking factors for organic results.
- Key ranking factors include backlinks, relevance, and freshness.
- Google personalizes its results based on your location, language, and search history.
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