Years ago, everyone saw exactly the same search results. Today, no one sees exactly the same search results, not on Google, not on Bing. Everyone gets a personalized experience to some degree, even in private browsing windows.
Of course, there’s still a lot commonality. It’s not that everyone sees completely different results. Instead, everyone sees many of the same “generic” listings. But there will also be some listings appearing because of where someone is, whom they know or how they surf the web.
One of the easiest personalization ranking factors to understand is that people are shown results relevant to the country they’re in.
Someone in the US searching for “football” will get results about American football; someone in the UK will get results about the type of football that Americans would call soccer.
If your site isn’t deemed relevant to a particular country, then you’ve got less chance of showing up when country personalization happens. If you feel you should be relevant, then you’ll probably have to work on your international SEO.
The articles in the category below offer some international and multilingual tips:
- Search Marketing: Multinational
- Legal: Right To Be Forgotten