Google's search results grow increasingly personalized, SEOs are growing increasingly indignant. Tracking rankings — one of the main SEO KPIs — accurately has become a challenge with location, previous searches, and browser history affecting the results users get. The concept of accuracy itself has become somewhat vague: if there are as many SERP variations as there are locations, which one should you consider "accurate"? Even worse: with so many personalization factors stepping in, you may not be aware that your ranking data is skewed, influenced by some kind of personalization you didn't take into account. Could you be making the wrong decisions based on the wrong data? In this post, I'll look at the different ways Google personalizes search results, their impact on SEO, and tips to ensure that personalization doesn't falsify your ranking data. But before we roll, let's figure out what exactly personalized search is. What's personalized search? P
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