Public wifi . <| sep |> Put very simply , Google knows what you ' re looking at online you ' ve probably heard of Cookies . They ' ll use this information to tailor search results towards what you ' re looking for . Because you visit your site a lot , Google thinks that will be valuable to you when you ' re searching online , which is why your site shows up higher . When you ' re in Incognito mode , Google pretends it doesn ' t know what you look at when you search the internet , which is why it doesn ' t know to rank your own site so high up . Essentially , your incognito search is far more realistic for other users looking to find you . Searching for your own site in standard mode is going to totally skew the results . <| sep |> It ' s not really Black Friday dependent as it is actually cheaper to buy directly from google , so might do the adult thing and think on it for the weekend and maybe even do a wee budget . I disgust myself with my responsibility .