MOUNTAIN VIEW, CALIFORNIA, JUNE 30, 2025 — Google has introduced a range of personalisation tools for Search and Shopping aimed at giving users more control over the content they see, without compromising the integrity of its core algorithm.
In a major update announced via its official blog, Google says the new features reflect individual browsing habits, frequently visited sites, shopping interests, and more — allowing users to tailor their Search and Shopping experiences more deeply than ever before.
Among the most notable updates is “Preferred Sources”, a feature currently being tested in the U.S. and India through Google Labs. Users who opt in can mark preferred websites, especially for news stories, by starring them under the Top Stories section. New content from these selected sources will then be featured more prominently, clearly labelled alongside other articles.
Smarter Surfacing of Content
Google Search will now automatically push fresh updates on topics users have previously searched. For example, if you’ve been following an ongoing news event, new articles or social media buzz will appear under “Top Stories” or “What People Are Saying.” The recent searches dropdown will also notify users when new material has been published.
A personal browsing boost is also coming: frequently visited websites may appear higher in search results — provided personalisation is turned on and the content remains relevant to the search intent.
More Tailored Shopping Experiences
In Shopping, Google now integrates personal style preferences directly into product suggestions. When users browse items like fashion or accessories, they may be prompted to “save your favourite styles.” These saved preferences will influence the appearance of future listings.
Additionally, Google Shopping’s homepage now shows a customised feed of video reviews, product listings, and deals based on chosen categories. Users can compare prices, discover new trends, and track discounts more efficiently than before.
Sports fans will appreciate a new Discover feed option allowing them to follow their favourite teams. This triggers relevant content such as scores and match highlights to show up directly in their feed.
All personalisation tools can be toggled on or off in Google Account settings.
