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Google will start to personalize search results based on the previous query. “For example, if someone were to search for [spain] and then [travel] after that, BOTH the ads and the organic results will be altered to take the previous query into account. To some degree, it will be as if the second query was for [spain travel].” According to some code from Google’s sites, Google will use not just the previous query, but a list of recent queries.