Search results are not the same for everyone across the world, nor are they the same from one point in time to the next. This is because of both augmentation and personalization. These are related, but they are not the same. Augmentation is about how search results are modified or enhanced in a general sense. Personalization is about the way Google uses the information to have about you, including search history, to modify the results that you see in response to every single query.
The rest of this chapter looks at the several ways that both augmentation and personalization are applied at Google.
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