As well as algorithmic updates, where your website ranks in Google will also vary due to localisation and personalisation. Localisation is where Google returns different search results, or the same results in a different order, depending on the location (country or city) of the searcher and the website. For example, someone based in Manchester who types ‘Accountants’ into Google will see different sites listed in the search results to someone based in Birmingham who searches for the same keyword.