Google is rolling out a new feature on Google Search that is adding an option to display search results without any personalization. The feature, which is available on desktop and mobile devices is shown as a link at the bottom of search results on Google Search.
Google reveals on its search pages that "results are personalized" by default. What that means is that Google uses information that it has about the searcher to display results. Google may use past searches, activity on search results pages, interaction with ads, location, but also other information to personalize results.
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Personalized search results are not limited to users who are signed in to a Google account. Even if you are not signed-in, you may get custom results based on data that Google has about you or your activity.
A click or tap on the "try without personalization" link reloads the results without any of that. In other words: you get information as if Google would know nothing about you. While that does not guarantee that results will be different, it may help Google users who dislike getting their results personalized.
Tip: you may automate this by appending &peek_pws=0 to the Google Search URL. It is probably only a matter of time before extensions are released that automate the process.
Exceptions
Google notes that it may still use the context of the query to improve results. It may use your location, language, or device type to personalize results, even when you select the do not personalize option.
Turning off personalization disables the ability to find past searches in Autocomplete furthermore, according to Google.
Additional information about the new option is available on the Google Search Help website.
Closing Words
It is quite difficult to get search results that are not personalized. Google admits that it is still using some information to generate search results, even when users are logged out and activate the "do not personalize" option.
If you do not want these to be included, you may need to use different search engines. Search engines like Startpage, DuckDuckGo, or Qwant claim that they do not personalize results.
Now it is your turn. What is your take on the new Google Search feature? Would you like to see fully non-personalized search results on Google? Feel free to leave a comment down below.
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