All of these things and many more factors can be summarized into ‘user experience’. Google wants to return results that are both relevant and provide a solid user experience.
A very cool and somewhat controversial way that Google works is through personalised data. Google keeps track of your location, past search history, and search settings to “tailor your results to what is most useful and relevant for you in that moment.”
But as many people are becoming aware of privacy issues on the internet, this may leave you extremely satisfied or perhaps, on edge.
Let’s next look at a few examples of how personalisation affects your Google searches:
We’re based in Plymouth, Devon (UK), so when we type in the letter “pl,” Google provides relevant search suggestions to my location like “plymouth argyle,” (which is our local football team), and “plymouth herald” (which is our local newspaper).
But if we lived in London, then we’d see very different results that are relevant to that location.