When trying to find the best search results, we look at relevance, diversity, personalization, localization, as well as serendipity and try to find the best balance we can. That helps with the diversity of the search results. For example, you can imagine limiting the number of results returned from one single site to allow other results to show up instead. We do have algorithms in place designed specifically to promote variety in the results page. nz), or on you can click "change location" on the left sidebar to enter a different city or zip code in the U.S. You can change localization by going to country-specific versions of Google (e.g. personalization has much less impact than localization, which takes things like your IP address into account when determining the best search results. Personalization tends to be a nice relevance improvement overall, but it doesn't trigger that much-when it launched, the impact was on the order of one search result above the fold for one in five search results. If someone prefers to search Google without personalization, add "&pws=0" (the "pws" stands for "personalized web search") to the end of the Google search url to turn it off, or use the incognito version of Chrome. If I had to tackle the notion of over-personalization in ~5 minutes, I'd say:
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