Google makes search personal

Making search results more relevant is at the heart of a new feature from Google. Beginning now, users who sign up for a new Google account will have the option to have search results personalized according to past behavior.

by Kristina Knight

The new feature will be seen on new Gmail, AdSense and Google Analytics accounts. Here is how it works: users sign up for a new account and on the account sign up page there are boxes that will enable personal search history to be enabled. Current users can also sign up by activating the features on their accounts page. The new features can be turned on or off from a user control panel.

As users perform searches, Google keeps track of the results that are used most. Over time this information is used to create personalized results according to that past behavior. Users can also track their online behavior over time, but really, what user is going to use this feature?

Search marketers have been keen on behavioral targeting for quite a while now, and this new feature from Google seems to fit the bill. However, many users don't want their personal information or past history stored with companies like Google, especially in light of last year's AOL release of personal information.