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Google Confirms That Personalization is Still an "Extremely Light" Ranking Signal Google Rarely Uses Personalization to Improve Search Results

author image Written by: Nicole McCormick           Categories - In The News, SEO

For those who were under the impression that personalization in Google Search was now a strong ranking signal, Google’s Danny Sullivan has confirmed once again that this is, in fact, not the case.

Sullivan, who is Google’s Public Search Liason, confirmed on Twitter yesterday that personalization in Google Search continues to be an “extremely light” ranking signal, and using it for ranking purposes is “fairly rare.”

Here’s Sullivan’s full statement:

“It’s extremely light, actually fairly rare, when it comes to results themselves actually having a ranking change.”

While this isn’t exactly breaking news, as Sullivan had previously confirmed this on Twitter back in 2018, the subject was raised again this week by SEO Glen Gabe.

What this means is, that previous searches, search history, along with your likes, dislikes, and demographics are not being heavily used to improve search results. So, it is unlikely that you will notice personalization affecting your Google Search rankings.

It’s important to note that this is separate from geo/location personalization, which is often used.

So, there you have it. Three years later and Google is still treating personalization as an “extremely light” ranking signal. Were you under the impression that this had changed or were you confident that things had remained the same?

Nicole McCormick

Nicole is a wordsmith wizard, passionate about the written word and an avid storyteller who uses creatively crafted prose to help bring your brand’s story to the next level. A former journalist with writing credits in both local and national news publications and a few newspaper awards under her belt, Nicole now enjoys telling your stories and finding new and creative ways to create valuable content that resonates with audiences in the digital landscape.

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