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Thursday, January 12, 2012

Google Gets More Personal with Search Results

Google is sifting through the photos and commentary on its blossoming social network so its Internet search results can include more personal information.

The additional personal touches coming out Tuesday mark another step toward one of Google's most ambitious goals. The Internet search leader eventually hopes to know enough about each of its users so it can tailor its results to fit the unique interests of each person looking for something.

Different people should start seeing different search results more frequently now that Google Inc. is importing content from its 6-month-old Plus service, a product that the company introduced in an attempt to counter the popularity of Facebook's online hangout and Twitter's short-messaging hub. Google's main search results page also will start highlighting more content from an older online photo service called Picasa.

Facebook and Twitter pose a threat to Google because they don't allow Google's search engine to log the avalanche of photos, links and observations tumbling through those services. That's troublesome to Google because its search engine could become less useful if its system can't analyze what people are signaling is important to them so those preferences can be factoring into the results.

Google is tackling that challenge with an addition to its results called "Search, plus your world."

The feature will be automatically turned on beginning Tuesday for all English-language searches made by users logged into Google. Turning off the personal results permanently will require changing a setting in Google's personal preferences. The personal results can also be excluded on a search-by-search basis by clicking on an icon of the globe on the results page (the personal results will be denoted by a button featuring a human's silhouette).

If the new formula works as Google expects, the search results will include pertinent information culled from the requestor's Plus account. For instance, a query...

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