How often do you find yourself focused on your search rankings, finding a top result then announcing to a colleague on the next desk your achievement for them to make the same search only to find they are getting different results?

This is absolutely normal, frustrating as anything but that’s Google for you. For some time Google has been making certain assumptions with localisation and personalisation of results displayed in search. There are various theories on how they decide what results you see, from the machines IP and ISP locations, machine settings particularly when a Google product is installed or used.

Google has suggested recently that personalisation of results is of significant interest to them, although admits that they are currently focussed on news search, as the proposition of up scaling to the full Web results is not practical at this time.