Previously, Google offered only Personalized Search for signed-in users, and only when they had Web History enabled on their Google Accounts. What Google has done now is expanding Personalized Search so that they can provide it to signed-out users as well. This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser. It's completely separate from your Google Account and Web History. You'll know when they will customize results because a "View customizations" link will appear on the top right of the search results page. Clicking the link will let you see how Google customized your results and also let you turn off this type of customization.
Check out Google’s help center for more details on personalized search, how they customize results and how you can turn off personalization. Learn more by watching the video:
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