Search results used to simply consist of a list of web pages. Nowadays, search engines normally provided searchers with a variety of results. Luckily, searchers have the option of filtering out the content that they do not want listed, and they have the choice of even setting the primary language used.
Personalized Search
In 2005, Google launched Personalized Search. This feature allows visitors to use their search history to receive better results. For example, if you always search for the definition of keywords and often click on results from m-w.com, Google might rank m-w.com higher on the results page the next time you look for the definition of words.
Personalized search can be done when signed in or signed out of Google. When you are signed out, Google customizes your search information that is linked to your browser, using a cookie.
When signed in, you do have the option to turn off web history and remove it from your Google account.
Universal Search
Google also provides searchers with a more flexible search option. Universal search occurs when a search engine combines listings from its images, local, video, book, and news search engines from crawling web pages.
For example, if you search for singer Michael Jackson, a universal search will list his music videos, a variety of pictures, and possibly news reports on his life and death. This universal search option allows you to view every type of search result at the same time. It is reported that a larger number of searchers prefer universal search.
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