The feed of personalised information, which has been a mainstay of Google’s mobile apps for Android and iOS since 2012 along with a home-screen page on Google’s Nexus and Pixel smartphones and tablets, will become part of the main web experience in the near future, the Guardian understands.
On Wednesday Google announced it was deploying further customisation to the feed, which took over from its Google Now personalisation in December, using the company’s “advanced machine-learning algorithms”.
Shashi Thakur, vice president of engineering at Google said: “You’ll see cards with things like sports highlights, top news, engaging videos, new music, stories to read and more. And now, your feed will not only be based on your interactions with Google, but also factor in what’s trending in your area and around the world.”
Users will also be able to follow topics straight from search results for things such as sports, movies, music and celebrities, showing updates on those topics in the feed.
Google said the new additions to the feed would roll out to US users immediately and internationally in the next couple of weeks.
While most of the new features are iterative, with some form of them available in the Google search apps already, the addition of the Google feed to the main desktop sites will mark one of the biggest changes to Google’s approach to search.