When you type a query in a search box, you get some results. And when I type the same query, I get some different results. The difference lies not in the fact that we searched it differently, but in the fact that the relevance of what we searched for reflected differently in the websites of the businesses in our individual areas.
It is interesting to note how Search Engine Optimization can both be an asset to a website and a drawback. Certain SEO practices will ensure that the site is reflected as one of the top returns. The same if overdone can change the result entirely.