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Search engines train and apply a single ranking model across all users, but searchers' information needs are diverse and cover a broad range of topics. Hence, a single user-independent ranking model is insufficient to satisfy different users' result preferences. Conventional personalization methods learn separate models of user interests and use those to re-rank the results from the generic model. Those methods require significant user history information to learn user preferences, have low coverage in the case of memory-based methods that learn direct associations between query-URL pairs, and have limited opportunity to markedly affect the ranking given that they only re-order top-ranked items.
Wang et al. (2013) studied this question.