Context as an additional signal
Consider country, device, segment, recurring behavior or known preferences, to the extent that they can be used responsibly and permitted.
Search personalization
Make relevant results more personal without making the search experience unpredictable.
Personalization can use context, segments and behavior as an additional signal in addition to the search query, product data and merchandising rules.
Relevance remains leading
Personalization works best as a light refinement. The search demand and current product data remain the basis for an understandable result order.
Control for teams
Combine personalization with merchandising so that commercial priorities remain visible and manageable.
Is personalization mandatory for good search?
No. A strong non-personalized base is more important. Personalization can add extra relevance on top of that.
Does personalization need to be arranged in a privacy-friendly way?
Yes. Only use data that is necessary, appropriate and legally permitted and be transparent to visitors.
Can personalization be combined with merchandising?
Yes. Both signals can be used alongside the basic relevance.