Google flipped the switch on Google Personalized Search on Thursday, turning it on for all users when they create a new Google account.
Personalized Search learns from a searcher's previous queries and clicks, attempting to improve results by guessing at ambiguities.
For example, if someone searches for "diamond" and clicks on Neil Diamond's fan site, a future search query will be answered with pages related to the singer at the top.
The function also stores an individual's search history, available via a link at the top of the Google search screen. Those who don't want their Google use tracked can either sign out for a search session or go the "My Account" page and turn it off.


Read more: internetnews.com