Google: we don’t personalize results except for location and search history

On CNBC, Google’s Pandu Nayak said that Google does not use much personalization for the search results:

“Right now, there is very little search personalization and what exists is focused on a user’s location or immediate context from a prior search. (If you Googled something related to baseball followed by ‘The Giants,’ the results wouldn’t surface the football team, for example.)

But after a lot of effort to test personalization, Google has found that it seldom actually improves results. A query a user comes with usually has so much context that the opportunity for personalization is just very limited.”

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Johannes Selbach

Johannes Selbach is the CEO of SEOprofiler. He blogs about search engine optimization and website marketing topics at "".