Google Search now offers a clearer way to identify and disable personalized results. The search giant has added a “try without personalization“ link in the footer of personalized search results. This small yet significant change aims to simplify how users control the personalization of their searches.

What It Looks Like

In mobile and desktop versions of Google Search, the footer will now indicate whether results are personalized. If personalized, you’ll see the option to “try without personalization.” If results are not personalized, the footer will read “Results are not personalized.”

Here’s an example of how this appears on mobile, mirroring the desktop experience.

How It Works

Clicking on the “try without personalization“ link activates the pws=0 parameter, which has been available since at least 2009. This parameter disables any personalization features in the search results. Once applied, Google strips out elements like location-based suggestions or previous query influences, giving you a raw, non-personalized view of search results.

Why Now?

Google has long maintained that personalization in Search is minimal, typically limited to regional relevance and immediate prior queries. However, some users may have recently noticed an uptick in personalized results. This feature could address such concerns, making it easier for users to toggle personalization off without needing technical know-how.

While Google has yet to confirm if this update is tied to user feedback, they did state:

“This change makes it easier for people to get an accurate understanding of whether their results have been personalized,while also providing them with the opportunity to explore non-personalized results. We also make it easy for people to adjust their personalization settings at any time.”

Why This Matters

For searchers and businesses alike, this change could have real implications. Personalized results impact visibility—your website might appear prominently for one user but not for another, based on their search history or location.

This update simplifies the process for users to toggle personalization off, giving everyone an unfiltered view of search results. It’s a step towards greater transparency in how Google delivers its results, which can help businesses understand how their site performs in both personalized and non-personalized contexts.

A Historical Context

Previously, Google indicated if results were personalized through the “About this result” section of search snippets. While this was helpful, the new footer option is more visible and user-friendly, allowing for quick adjustments to personalization settings.

By making these controls more accessible, Google continues to empower users with greater insight and choice over their search experiences.

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