The amount of user-specific customisation Google does is generally overrated. For the vast majority of searches, I see only minor shifts in ranking when comparing logged-in to anonymous. Case in Point: [crystal] currently gives me meth and stones before programming, even though I have done quite a few programming-related (and even crystal-lang specific) searches.
Yes, because their search completion is very good, they still have great local data if you give them a city or a zip, and they’re better at inferring what you meant to search for when you make a mistake.