Dec 4, 2009 Danny Sullivan, Editor-In-Chief of the Search Engine Land website, is widely considered a leading "search engine guru".
Sullivan reports, "Beginning today, Google will now personalize the search results of anyone who uses its search engine, regardless of whether they’ve opted-in to a previously existing personalization feature."
Danny Sullivan explains how search personalization works, discusses privacy issues, and the differences between "Signed-Out Web History and Signed-In Web History".
If this freaks you out, keep in mind:
# All the major search engines have long recorded what you search on. Google’s simply using it to refine your results, in addition to what the others do, show ads
# Your browser itself records what you search on — and often, people fail to clear their browser histories.
Sullivan shows you exactly how to opt out, which I did! You have to sign in to your Google account to opt out of this "service". I prefer to refine my own searching.
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