It always seemed like it was on the cards, but Google seems to be using their personalised search data to serve more geographically relevant results.
I was doing a search for the keyword competitions, as a client was looking to promote an online prize draw they are holding and in tenth place was The Argus which is the local newspaper for Brighton, where we are based.
After logging out from my profile the Brighton result was no where to be seen.
I’m not too sure whether Google knows I live in Brighton based on previous searches I’ve made or from the post code I’ve probably had to give them at some point.
Either way it shows yet another step towards personalisation from the search behemouth and hopefully another nail in the coffin for performance measurement based purely on rankings.