How can there be different results for the same search?

Google personalises search results, so it’s common to get different results from the same search. This is why we often advise clients that Googling their own business may not be the best way to understand your website’s search performance. Google considers location, search history and your device when choosing what to show you. This is why we use specialist software that simulates different environments to create a more objective assessment of your website’s search performance.