Did you know that Google uses your past search history to give you more relevant results?
Here is an experiment you can try:
These are not simple matches. Google’s aim is to understand searches and find relevant web pages.
When you search, Google is trying to give to users (humans) what they would expect if they were talking to a real person. If you are looking for information on a topic, they want to be able to understand exactly what you want and where to look for it.
After having searched “allergies”, suggesting the default “food near me” makes no sense to humans like you and I. However, from an engineering perspective, having an awareness of context and maintaining state is not a simple task. Google will need multiple layers of technology such as the understanding of topic and relevance to accomplish this, by no means an easy task.
Thus, we can see Google’s ultimate direction from the technology they choose to develop.
It says that they can share your data with the public (ie. Google Trends), as long as they anonymize the data. Here is the actual text.
In actuality, in our ever-so-digital world, what ever you type into your browser (or into any computer application for that matter) can be transmitted to and stored on someone’s server without you ever knowing, legally or illegally. Don’t ever assume you are safe while logged out or offline. The next time you connect, the data can be ready and waiting to be sent in a report.
Google’s aim is to deliver to its users the most relevant content with the highest quality. When trying to figure out the topic and quality of a web page, it looks at indicators. Some indicators of quality are the website’s backlink profile, domain authority, and not being spammy. As for indicators of relevance, Google uses LSI Keywords. LSI Keywords are words a writer would naturally include when writing on a specific topic. The more a web page has of these relevant words, the more related Google thinks it is to a specific topic.
For those in content marketing, this is an important concept. You can read more about LSI Keywords and how to use them to improve your relevance to Google for your topic.