How Would You Like That Data?
Rand Fishkin analyzes how personalizing search results influence SEO. In the video, he talks about how Google leverages a variety of use data in activities, and how they take the aggregate of those things to create new types of results to re-rank query results and add snippets. He tells us that one important piece of information points to location awareness, and reminds us of several factors such as search that are directly influenced by personalizing results. Read the article here.