Google Search Personalized in Beta

Google said it is moving personalized search out of the labs and into beta mode, offering Net surfers more tailored results to their online queries as the search giant looks for new ways to attract and retain users.

Google said anyone with a Google account would now be able to use the beta version of the product. Previously, it was open only to those who visited the Google labs page, where the company showcases projects that are moving closer to launching.

As the name suggests, personalized search refers to a search engine�s ability to pull up results based on the queries the user has entered in the past. When people type in ambiguous keywords, which could refer to several different things like �jaguar� or �delta,� an existing search history could allow the engine to pull up more relevant results.

The feature not only can help Google retain consumers but it also gives it bonus points with advertisers. By delivering ads based on a person�s search history, Google will be in a position to serve up more relevant ads.

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