This is basically search evolved, and tries to second - guess what you might be coming to look for based on previous searches and contextual awareness. (pocket-lint.com)
This means search results will be served based on exactly where a person's location is, there preferences and previous search business. (searchenginewatch.com)
Two people searching for the same thing will see different results based on factors like previous search history, location, and social media connections and activity. (searchmarketingstandard.com)