Google Personalized Search is a personalized search feature of Google Search, introduced in 2004. All searches on Google Search are associated with a browser cookie record.[1] When a user performs a search, the search results are not only based on the relevance of each web page to the search term, but also on which websites the user (or someone else using the same browser) visited through previous search results.[1] This provides a more personalized experience that can increase the relevance of the search results for the particular user. Such filtering may also have side effects, such as the creation of a filter bubble.
Changes in Google's search algorithm in later years put less importance on user data, which means the impact of personalized search is limited on search results. Acting on criticism, Google has also made it possible to turn off the feature.