Because a 'bass' is not the same for everyone

Google has launched a beta version of its newly developed Personalised Search service, allowing the search engine to tailor results to the user.

Google said that a fishing enthusiast, for example, would now get different results than a musician when entering the word 'bass' as a search query.

The service builds on the My Search History feature launched as a beta in April. The service 'remembers' past searches, allowing users to quickly retrieve a recently visited page.

Read more: vnunet.com