Why Search Engine Results Pages Change Based on the User

Many people check their Google rankings to see where their website appears, but it is common to see different results from someone else searching the same term. You might see your website in position one, while a friend or colleague sees it on page two. This can be confusing, especially if you are trying to understand how well your site is performing.

The important thing to know is that Google does not show the same results to every person. Search engine results pages, often called SERPs, are personalised. Google adjusts what you see based on your behaviour, your location and other signals. These differences do not usually reflect your real ranking. They are simply tailored results.

Below is a clear explanation of why these variations happen and how you can get a more accurate view of where you truly appear.

Why Google Shows Different Results to Different People

Google wants to show the most useful result for each individual. To do that, it analyses a range of factors that influence what appears on your screen. Here are the main reasons your search position might look different from someone else’s.

1. Your Search History and Browsing Habits

Google pays attention to the websites you visit. If you regularly click on your own site or have viewed it recently, Google may show it higher in your personal results. Someone who clicks on competing websites might see those appear more prominently.

This creates different ranking positions for different people, even though Google’s main index stays the same.

2. Your Location

Your physical location is one of the strongest factors affecting search results. Even if you search the same words, a user in another city may see a different set of websites. Local businesses often appear differently depending on proximity, and Google may tailor other results based on regional interest.

3. The Device You’re Using

Results can change depending on whether you use a mobile, desktop or tablet. Mobile search often includes more local information and different layouts, which can push some listings up or down the page.

4. Google’s Use of Artificial Intelligence

Google uses advanced AI to predict what you are likely to want next. It uses information such as:

• previous searches

• what you tend to click on

• what similar users clicked

This can cause Google to interpret your intent differently from someone else, even if you type the same keyword.

5. Differences in Search Page Layout

You and another user might simply be shown different page layouts. For example, one person may see:

• more adverts

• a featured snippet

• a list of common questions

• a map pack

These additions can push organic results further down or onto the next page.

6. Being Logged In vs Using Private Browsing

When you are logged into a Google account, your results are more personalised. Searching in Incognito mode reduces this, although your location still affects results.

7. Google Running Experiments

Google often tests new designs and result orders. While you may be part of a test group, another user may not be. This can temporarily change what you both see.

How to Check Your True Ranking Position

If you want a clearer and more accurate idea of where your website really appears, you can try the following methods.

1. Use an Incognito Window

This reduces the personalisation linked to your search history.

• Open Chrome

• Press Ctrl + Shift + N

Then search again. The results will still be influenced by location, but less by your past behaviour.

2. Try Searching from a Different Location Using a VPN

A VPN allows you to select the area you want to search from. This helps you understand how users in different locations might see your website.

3. Use a Rank Tracking Tool

Tools such as Semrush, Ahrefs or SE Ranking show neutral, unpersonalised ranking positions. These are more reliable if you want to track progress over time.

4. Check Google Search Console

If your website is connected to Google Search Console, you can see real data about how your pages perform. Under Performance you can find:

• average position

• impressions

• click through rate

These metrics are based on a large number of users rather than individual personalised results.

Understanding Your Search Position More Clearly

Differences in search results are completely normal. Your website is not jumping between page one and page two from one minute to the next. Google is simply tailoring results to each user.

By knowing what influences these variations and using reliable tools to check your true position, you can make better decisions and focus on long term website performance rather than day to day changes.

If you want help checking your real ranking or improving your website’s visibility, I can guide you through the process.