Google's new personalized search has changed the rankings game for many companies, forcing them to rethink how they implement and measure Search Engine Optimization for their websites.

Google now ranks site content based on individual search behaviors, preferences, etc. derived from the user's web history. That means your company's website may now rank higher or lower in Google searches based on a person's previous activity. For example, if someone has spent time on, or completed a transaction on your competitor's site in the past, this company will be selected as more relevant to the Google servers and will be ranked higher.
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