The folks at Google have let it be known that the search engine isn’t using much personalization in its search results any more.
Geographical location still plays a big role, and so does your last search query or two, but aside from that there isn’t much more going on.
Personalization in search results was a big todo in 2011 when Google outlined how results would be individualized for each person. But now it looks like the benefits from the approach were meager at best.
SEO is always an arms race in competitive markets and this development will help SEOs better report their success in search reports.
Read more about this announcement here: https://searchengineland.com/google-admits-its-using-very-limited-personalization-in-search-results-305469