How does Google use individual user data to personalize search results?

Google uses individual user data to personalize search results. This data comprises of two categories; data collected when a user is logged in and data collected when the user is not logged in.

Data collected when the user is logged in includes search history, location, language and device data. This provides Google with important and relevant insights regarding the user’s individual interests and search criteria.

Data collected when the user is not logged in includes IP address, browser type, settings and language preferences. Google combines this data to understanding user trends and behaviors. This helps Google to provide customized search results which are more pertinent to each user.

Personalized search results are aimed at providing a more unique search experience. By using individual user data to tailor search results, Google is able to generate more relevant search results with fewer ‘missed opportunities’. This makes the user experience more efficient, convenient and enjoyable.

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