Google Search app gets personalized news feed

Google has announced a new personalized news feed for its app, offering a stream of content based on the user's search history and the topics they follow. The feed will appear in its official Android and iOS app.

The news feed appears directly below the search bar in the Google app, where users would see personalized relevant articles and media content curated by Google's machine learning algorithms. "We want people to understand that they are consuming information from Google," said Sashi Thakur, Google's engineering vice president. With the new feed, Google is hoping that it could get more user time inside the search as people do on Facebook or Twitter.

Though Google introduced its feed in December, new smart machine learning features rolled out on Tuesday take it one step further, creating a tailored experience. When users log into their Google accounts, search results are heavily personalized. The smart feed draws on your previous interactions with Google, your location, and what's trending in your area to deliver the information you might want or need. The feed could also be customized by tapping the three dots on top of the cards from which content can be shared, followed or dismissed to avoid seeing the subject again.

Google's new search feed won't behave like the news feed of social networks. This means this feed will be only about your interests and what you are doing on the internet and not about what your friends are interested in.

The news feed should start showing up from today in the US and will be rolling out globally over the next few weeks.