Google announced Friday “Personalized Search Results For Everybody“. We’ve had personalized search in the past, but it’s been on an opt-in basis. Now it’s on an opt-out basis only.
If you’re signed in as a Google user and have opted-in, nothings changed. If you’re not signed in, your search results will be customized based on 180 days of search activity. You can turn off personalization as well.
Watch this video for more information.