The folks at Google have made it known that the search engine personalization is going to show up less in the future.
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.
Search engine personalization was a big focus in 2011 when Google outlined how results were 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