When a user enters a query into an online search engine, such as Google or Bing, they will be routed to a search engine results page (SERP). On most search engines, the results on each SERP are unique, as search engines typically present personalized search results to its users, based on a range of data points including the keywords the user entered in their query, the user’s physical location, the user’s browsing history, and their account settings.
