Potential for personalization

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Counterfactual Estimation and Optimization of Click Metrics for Search Engines (2014, neutral): “For example, user behavior like clicks is used to infer personalized relevance for evaluation purposes [31], and to compare two ranking systems by interleaving [8].”
To personalize or not to personalize: modeling queries with variation in user intent (2008, background): “[24] have reported individual variation in what different people personally consider relevant to the same queries.”
Counterfactual Estimation and Optimization of Click Metrics in Search Engines: A Case Study (2015, unknown): “For example, user behavior like clicks is used to infer personalized relevance for evaluation purposes [31], and to compare two ranking systems by interleaving [6].”