Google has just unveiled on Wednesday, June 29, 2006, a beta version of its newly developed Personalised Search service. Personalised Search allows the serch engine searched results based on what’s most relevant to the user.

For example, by using Personalised Search to search the word “tackle” might give different results for a footballer and a guy who is looking for ways to tackle a girl. The service builds on the Google My Search History feature launched as a beta in April. The service ‘remembers’ past searches, allowing users to quickly retrieve a recently visited page.

So, over time the collection of past searches allows Google to learn about each user’s interests and deploy that information to deliver better search results. Kind of like artificial intelligence. :)

Of course to analyze user’s behaviour like this might raise some privacy issue, that’s why Google requires users to sign in before they can use the service, to deal with privacy concerns. They can also delete past searches from the search engine’s memory or pause the recording feature.