Google has personalized search results for every user since 2009

Evidence

Yet, although it may seem that everyone should get the same search results when they google something, since 2009 Google’s rank algorithm has been using digital traces – including your browser history, logins, prior searches, and much more – to customize personal search results for every user. There is no longer a universal ‘google’. It’s the very personalized form of democracy Sunstein has warned us about. — Sander van der Linden, Foolproof, 393