Real-Time Personalization Of Search Results

Google’s current privacy policies discuss how the search engine currently creates personalized search results based on a user’s behaviour.

Google’s personalized search patent states that:

“…personalized search generates different search results to different users of the search engine based on their interests and past behaviour.”

We can clearly see this in action. Often used in conference presentations, proving this process is as simple as typing a string of queries into Google in one sitting and seeing how the results change depending on what you last searched.