Google and other search engines are selecting links based on what they think you will click on. From the Amazon page discussing the book.
Q: Is there any way to avoid this personalization? What if I’m not logged into a site?
A: Even if you’re not logged into Google, for example, an engineer told me there are 57 signals that the site uses to figure out who you are: whether you’re on a Mac or PC or iPad, where you’re located when you’re Googling, etc. And in the near future, it’ll be possible to “fingerprint” unique devices, so that sites can tell which individual computer you’re using. That’s why erasing your browser cookies is at best a partial solution—it only partially limits the information available to personalizers.