It’s called the Google bubble, and you see different results in your bubble from those who are in a different bubble. This picture illustrates. All of the words are there in all cases, but the prominence of the words varies from bubble to bubble.
Many people don’t realize that their Google searches give different results from the results other people get when they enter exactly the same search terms. The first page of results has been tailored by things Google knows about you. Advertisers love this, of course, but it drives web site owners crazy. They waste big bucks trying to get top ranking. They think they have it… until they try searching for their company using a different computer. Suddenly, they find themselves buried away on page three.
If you don’t see what you’re after in the first page of Google search results, do dig deeper. There’s a lot more good stuff outside your bubble.
If you don’t like being tracked and profiled, but still like getting the power of Google’s search engines, use DuckDuckGo when you search. Your searches are not tracked and you’ve busted out of your bubble.