The Individual Nature of Google’s Search Results

by Professor

Google do a number of things to the search results to individualise them. They use geotargeting to make the search results more relevant to your geographic region, showing local search results. They also individualize the search results in which they customise your search results based on your previous search history. This means that search results and rankings can vary from computer to computer; from city to city; and from country to country.

This is great for the user or searcher as they should get more results that are relevant to them. At the same time, it can be frustrating for the website owner trying to rank their own site highly in Google. Firstly, they will not know how well they actually rank in other regions due to the geotargeting and they are likely to rank higher on their own computer due to the personalisation of the results. It also raises the issue of geotargeting a websete.

There are a number of tools that can be used to view the search results from different regions. This geotargeting approach can also be used to geotarget online advertisements through the use of delivery platforms like OpenX.

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