Googles Danny Sullivan validated, once again, that customization in Google Search is an “very light” ranking signal. He stated customization is “relatively uncommon” to be utilized for ranking purposes.Danny is validating what he stated back in 2018 when he stated customization in search is a very light signal. This is beyond geo/location personalization, which is utilized for lots of questions. However for previous searches, search history and what information Google has about your likes, dislikes and demographics is not actually used to make the search results much better for you.Today, in 2021, Danny said “its incredibly light, really fairly rare, when it concerns results themselves in fact having a ranking change.”So it is unlikely you would see customization do much of anything to affect the Google Search rankings.Here are those tweets: Its extremely light, really relatively unusual, when it concerns outcomes themselves in fact having a ranking change.– Danny Sullivan (@dannysullivan) August 19, 2021 Forum conversation at Twitter.

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