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How Does Google Personalize my Results?
Google personalizes individual search results by using your search history and geographical location. This allows Google to provide you with a set of results that are more relevant to what you’ve searched for and to meet your needs as closely as possible.
If you’re signed into Google when searching, the data is taken from history stored in your account. If you aren’t signed in, or you turn off search history personalization, Google will still use your location and cookies on your computer to show results it feels are best suited to you.