Google brings personalised search to every user

Google has made personalised searching the default setting for its users.

Previously, personalised search results were only used for those who were signed in to their Google account.

Personalised searching refers to delivering targeted results based on a user’s past favourite websites. These are recorded on a cookie which stores 180 days worth of data.

The theory is that the more relevant search results returned will be appreciated, although there are those who definitely won’t appreciate the new scheme.

Privacy activists won’t be pleased, as now you have to actively sign out from the scheme to avoid having your surfing habits tracked. It’s likely most people will leave the tracking on by default.

Those who specialise in website promotion and marketing will also find the rulebook altered somewhat where Google is concerned.

Of course, the data will enable Google to better place its own adverts, so the search giant is unlikely to have any sympathy.