Google has a track record of gathering extensive user data—including search history, activity, and location—to curate personalized search results. While this is designed to enhance user experience by showcasing what you are most likely to engage with, it simultaneously raises significant privacy concerns and biases in information displayed. Thankfully, you have the option to stop Google from displaying these personalized search results, granting you a more neutral browsing experience. Here’s how to take back control of your search privacy.
1. Use the “Try Without Personalization”Link
If you’re looking for a simple way to view non-personalized search results, Google has an option that’s both user-friendly and straightforward. This method is especially useful for quick searches without the baggage of personalization.
After executing a search on Google, scroll to the bottom of the results page. Look for the “Goooooogle” label, and just below it, click on the Try without personalization link.
This action will refresh your page, displaying search results that are free from personalization.
2. Add Parameters to Your Search URL
If you’d prefer not to turn off all personalization completely, you can opt-out for specific queries using a simple trick. This allows you to receive non-personalized results for designated searches.
For instance, if your search term is “Make Tech Easier, ” format the URL by replacing spaces with + and append the &pws=0 parameter at the end. Your modified search URL should appear as follows:
https://www.google.com/search?q=Make+Tech+Easier&pws=0
In this case, ‘pws’ refers to “personalized web search.” Setting its value to 0 signals to Google that you prefer non-personalized results.
3. Adjust Google Account Settings to Disable Personalized Results
Personalized results are linked directly to your Google account, so make sure you’re signed in to the appropriate account before making any adjustments.
Head over to Google’s homepage, click on Settings at the bottom-right corner, and select Search settings from the ensuing menu.
Navigating to the Privacy & Safety section, find the Search personalization settings listed under the Content tab. This will redirect you to configure your personalization preferences.
Toggle off the Personalize Search option, after which you’ll receive a confirmation indicating that Personalize Search is off.
Keep in mind that by disabling search personalization, you may lose access to Google Discover stories, film recommendations, and auto-complete suggestions based on your personal interests.
For mobile users, the process is quite similar. From your mobile browser, navigate to Google’s homepage, and tap your Google account profile located at the top-right corner.
Scroll down and select More settings.
Within the Content tab, navigate to Search personalization.
Here, tap the Personalize Search toggle to stop receiving personalized search results.
The steps for mobile devices follow a similar path as those on desktop, with slight adjustments made for screen size.
4. Disable Google Web & App Activity
Since personalized search results heavily depend on your search history, deactivating Web & App Activity can significantly limit Google’s capability to serve interest-based results.
To do this, visit Google My Activity, and navigate to Web & App Activity. If this setting is already turned off, your personalization will be minimized.
In the Web & App Activity menu, click on Turn off and confirm by selecting Turn off again. For a completely fresh start, you may also choose the Turn off and delete activity option.
While personalized search results align closely with your interests, it’s important to consider the privacy implications that accompany them. By disabling personalization, either entirely or for specific queries, you gain access to a much broader range of unbiased information.
Image credit: Pixabay. All screenshots by Jay Kakade.
Frequently Asked Questions
1. What are the benefits of stopping personalized search results?
Disabling personalized search results helps improve your search privacy by reducing the amount of personal data Google collects. It also minimizes bias in search outcomes, allowing for a more diverse range of information.
2. Will I lose access to useful features if I disable personalization?
Yes, by turning off personalized search results, you may miss out on tailored Google Discover stories, recommendations, and auto-complete suggestions, which can sometimes enhance your browsing experience.
3. How often can I change my search personalization settings?
You can change your search personalization settings at any time by following the same steps outlined for turning it off. These settings are flexible, allowing you to adjust them based on your privacy needs.
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