Google has said they aren't using "much" personalization these days: https://searchengineland.com/google-admits-its-using-very-limited-personalization-in-search

Google has said they aren't using "much" personalization these days: https://searchengineland.com/google-admits-its-using-very-limited-personalization-in-search-results-305469 https://searchengineland.com/google-admits-its-using-very-li... and: https://www.seroundtable.com/google-personalized-search-is-very-light-25745.html https://www.seroundtable.com/google-personalized-search-is-v... So it comes as a bit of a surprise that it isn't as light as they have been saying recently.