Google customizes your search results to your search history, click history, web history, location, etc.
The only way to keep this from happening is to log out of Google and all its different utilities.
The effects are usually subtle, but they may come up if you are talking a user through a search. They may also affect your searches. If, for example, you have a longstanding pattern of ignoring a particular search result, it will start migrating further and further down your results list. Later on, when you finally need that result, it may not be where you remembered seeing it.
For an individual search, you can un-customize your results by typing &pws=0 at the end of the URL in the address bar that comes up when you get your search results.
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