The situation is somewhat different for search queries that are related to entities . Here, the search history, i.e. search queries made in the past that are related to the respective entity , plays a role, as the following tests show.
I first searched for Leibniz. The following picture emerged:
SERPs first search query for the entity “Leibniz”
The entity name is ambiguous. It could mean:
The philosopher Gottfried Wilhelm Leibniz
The Leibniz University in Hanover
The Leibniz biscuit from Bahlsen
IFO-Leibniz Institute in Munich
Leibniz Association
various songs and books
When the first search query is made for this entity, Google must decide which of these entities should be used to deliver search results. Google lacks the context here and so results for the most likely entities are delivered. Google determines the probability based on the resultscore from the Knowledge Graph API and existing information about the user.
In this case, the philosopher has the highest resultscore
The philosopher Gottfried Wilhelm Leibniz (resultscore: 2316.544189453125)
IFO-Leibniz Institute in Munich (resultscore: 185.78216552734381)
The Leibniz biscuit from Bahlsen (resultscore: 117.6958465576172)
Leibniz Association (resultscore: 64.9702 301 02539062)
Google will be able to determine the resultscores based on the popularity netherlands phone number data of an entity, for example, as explained in the article How do Knowledge Panels and Knowledge Cards work? Google chose the Leibniz University entity because of my location in Hanover.
The second search query I used was “leibniz keks”. Here the entity can be clearly identified by Google.
SERPs second search query for the entity “leibniz keks”
Things will get exciting if you enter “leibniz” again as your third search query in a row.
SERPs third search query for the entity “leibniz”
Due to the changed thematic context from the previous search query, Google is no longer sure whether I really mean the philosopher and swaps the first place in the SERPs according to the previous search query "leibniz biscuit". In addition, Google no longer delivers a clear knowledge panel , but gives me the opportunity to refine the search query towards the entities Leibniz biscuit, philosopher and Leibniz association.
Ergo Google takes into account the location as well as the thematic context of previous user-related search queries for the ranking and design of the SERPs.