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What You Need To Know



What You Need To Know

The search results a person sees today may be influenced by things they looked up in Google weeks, months, or even years ago.

A user’s past is said to follow them around on Google, with the data being used by search algorithms to serve personalized results.

If that’s true, it means users are likely not seeing identical SERPs for the same query, as ranking positions for URLs could vary from one person’s search to another’s.

This chapter will investigate the claims around user search history as a ranking factor, and provide clarity around the extent to which it impacts results.

The Claim: User Search History Is A Ranking Factor

When a user is logged into their Google account, search results are said to be personalized based on their search history.

Google collects the web and app activity of all logged-in users.

You can opt-out of data collection, but it’s turned on by default.


The data is collected to better understand a person’s interests so Google can offer more tailored experiences (e.g., search results, advertising).

There are varying claims regarding the degree of search result personalization.

For the most part, user search history is thought to have a mild impact on results.

Google’s critics, however, suggest otherwise.

DuckDuckGo claims the personalization is so strong that it creates a “filter bubble,” limiting users’ exposure to new sources, ideas, and viewpoints.

DuckDuckGo has accused Google of employing extreme levels of personalization, saying two users could search for the same thing at the same time and get vastly different results.

Is user search history as great a ranking factor as Google’s critics claim?

Here’s what the evidence says.


The Evidence for User Search History As A Ranking Factor

User search history has been a Google ranking factor from as far back as 2007 when the company confirmed the update in an announcement:

“We’re constantly trying to improve the quality of your search results. One of the ways we’re tackling this is by personalizing your search experience.

After all, you’re the only one who actually knows what you’re really looking for.”

Google continues to personalize search results to this day, though the company vehemently denies DuckDuckGo’s claims that the effect is so strong it creates a filter bubble.

In fact, search results aren’t always personalized.

And when they are, the impact is light and not drastically different from person to person, according to Danny Sullivan, Google’s Search Liaison.

“Personalization doesn’t happen often & generally doesn’t dramatically change search results from one person to another. It is usually so lightly applied that the results are very similar to what someone would see without personalization.”

User Search History As A Ranking Factor: Our Verdict

Based on Google’s statements, we conclude that user search history is a ranking factor with light impact.

It’s easy to test how lightly personalization is applied.


Simply conduct a search in a fresh Incognito window and there will be no account-based activity used to serve the results.

Then compare those results to a SERP from a logged-in search.

Anyone who wants to opt-out of personalization using account-based activity can do so from the Web & App Activity settings in their Google account.

Featured Image: Robin Biong/Search Engine Journal

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Google Core & Product Review Updates Finish Rolling Out



Google Core & Product Review Updates Finish Rolling Out

Google’s recent core algorithm update and product review update are done rolling out as of September 26, 2022, the company confirms.

Google quietly announced the rollout completion via its search ranking updates page.

Screenshot from:, September 2022.


The September 2022 core update started rolling out two weeks ago, on September 12. The product review update launched a week later, on September 20.

Both updates finish rolling out on the same day, September 26, which is ideal if you eagerly await to assess their impact.

What To Do Next

Now it’s time to assess the impact of the updates by analyzing your website’s rankings and traffic patterns.

If you notice any significant and sustained changes, they’re likely the result of one or both updates.

How To Tell If You’re Impacted By The Core Update

Google applies core updates across all search results, and they have the potential to affect entire sites.


Google Search Advocate, John Mueller, explains how core updates target the whole site rather than specific elements:

“With the core updates we don’t focus so much on just individual issues, but rather the relevance of the website overall.

And that can include things like the usability, and the ads on a page, but it’s essentially the website overall.”

With that in mind, changes to search rankings across a majority of your website’s pages indicate the core update impacted you.

How To Tell If You’re Impacted By The Product Review Update

This one is more straightforward, as product review updates are only applied to search results for product reviews.

Do you publish product reviews? If not, then you weren’t impacted by the update.

If you do publish product reviews, pay careful to rankings. If you notice changes that are limited to product review pages, it’s likely because of the product review update.

On the other hand, ranking changes across your entire site are more likely the result of the core update.

Stay tuned for follow-up articles as we analyze the impact of these updates.


Source: Google
Featured Image: Pavel Ignatov/Shutterstock

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