Google is collecting data from user activity in order to improve search engine function.
Such as content search, access to a website, videos viewed, ads where you click, GPS information. 
In recent years collection activities have been the target of many opinions and criticisms, but it is also true that the Google service has improved every day based on this information. At present however, it was not revealed whether these collected data is used in the search algorithm. In case this is officially announced by Google, it will be a major change for the future of SEO.