Google refines personalised searching

Google has developed a new version of its personalised search technology, using previous searches to refine subsequent search results for a user.

Google has developed a new version of its personalised search technology, using previous searches to refine subsequent search results for a user.

Users must have a Google account to use the updated service. If they have the personalised search facility launched earlier this year, they will be automatically switched to the new one.

It works like this. If a user has previously sought information on “Queen” because they are a fan of the Windsors, and have clicked on the relevant links, Google won't list links to the rock band in any subsequent searches.

The previous edition of personalised search relied on users specifying their personal interests. The new automated version becomes more reliable as users build up their search history with increasing numbers of searches.

Google has not announced a general release date for the improved personalised search facility.

All the main web portals, such as AOL, MSN and Yahoo, are making more features customisable for users, to boost site visits and advertising revenue.

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