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The user experience offered by Google is ending up being noticeably different for users who are logged in versus those who are not, which is where the customization comes into play. Personalized elements like a user's online search history, interaction analytics and reviews of companies or pals in their circles, can act as a trump card, enhancing certain businesses to the top of the SERP. Many of these elements can not be managed or straight affected by a brand or agency, leaving the foundational ranking elements a priority. However as Google continues to refine its personalized outcomes, search engine optimizers are delegated refine their tactics to profit from these X-factors.

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