For some time now, it’s been reported that Google has personalized search results, so it’s harder to tell how well important keywords are ranking.
That is, it may appear that you are ranking well for the keyword “custom maple cabinets,” but that same search for the keyword by a particular customer may not serve up your listing.
Why?
When you use the Google search too, Google embeds cookies in your computer so that it can remember the types of things you are interested in. The goal (at least officially) is not invasion of privacy, but to better serve you by delivering pertinent search results.
If Google knows from prior searches that you are redecorating your home, then when you type in “cocktail bar,” it will serve you furniture items rather than direct you to the nearest lounge. On the other hand, if Google knows from prior searches that you like to party, it will serve you lounges rather than furniture.
Although, this makes it harder for web specialists like me to track the results of our work for clients, it’s actually a pretty good deal for the searcher. And it’s a pretty good deal for the seller. After all, attracting people who are your potential customers to your web page is your goal.
By the way, I’ve noticed that when you’re hand checking your keyword rankings, it still makes a huge difference whether or not you are logged into your Google account.
If you think you’re doing great with your keywords and you’ve been checking them while signed in to your Google account, be prepared for disappointment when you log out. Google is definitely doing more personalization when you are logged in than when you are logged out.
Even when you are logged out, Google is personalizing results. There are geeky ways to turn off the personalization. Here’s an easy non-geeky way to deactivate personalization.
Dedicate a different browser just for this purpose. When you want to check a keyword, open the browser, clear the cookies from the cache, and then run your search. Now your results will reflect a non-personalized result.
Easy Web Tip #110: When checking rankings, be sure to sign out of your Google account and depersonalize the search.
