What is the role of update based on the location of a user on the results returned by Google?
Above all, we must put things in this perspective: customized results are now applicable to all users, whether logged in or not. Previously you had to be logged in so that the results are personalized.
Personalized results are not to bother the referrers and to make their task more difficult, but simply to improve Google’s services. It provides a better user experience.
Indeed, one of the examples used to illustrate this answer based on the location: the user will be much more satisfied with an outcome that is relevant to its application both in relevance of content and consistency. The concept is easy to understand why a visitor from New York in search of a plumber would be interested in a plumber from Kolkata? The customization of the results is therefore in the interest of the user, since it allows him / her to offer the best results.
It is the same with the personalized results based on Google personalized search. For the same word, there may be several companies in different business areas. The concept here is simple: Google is seeking to return the best results according to the user. With the Google personalized search, the engine knows the interests of a user and can therefore estimate what result is more relevant to the user.
Again, this is to improve the user experience and we would also like to recall that this concept is not new and Google has always – at least for a long time – considered this aspect of navigation to provide the best results to the user. An example: the fact of not taking into account the meta keywords tag illustrates this concept since there have been many abuses and that the search has sought to eliminate “spam” to provide more relevant content.
Are the?customized results kills SEO?
It depends what you are referencing! If it is simply to be first in search engines for a visit, then it is serious. However, if you decide to work your SEO from the perspective of having a qualified traffic, etc. to fulfill your goals; then no.
Simply because the user you are targeting will normally be consistent with your industry and if your catchment area is located in your city for example and you work primarily in a local environment, the failure not appear across the country will not ruin your business anyway because you have not been converted.
Not clear? Say one person who is really not interested in Microsoft Windows, is searching for some customization of his / her real windows (we mean the windows of his / her home!). Even if Google shows him /her this website’s url as the first result; either he / she will not click it (after reading the description) or if clicks will close after loading.