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Google is trying to repair the bad impression about the company because of the lack of Privacy Policy on their home page for so long and now they try to provide many informations on how they use private data in their search engine results.

Google Customized Web Search results use personal data, such as IP address, residence address of a user (if signed in to Google Account), recent searches and web history to provide more accurate results based on user location and past web behavior and habits.

Now Google customized results will be showing a message in the upper right corner of the search results page like this:

After clicking on “More Details” a user will see the following explanation page:

Pictures from Google.com

Google, by default, is using user IP address to determine the location of a user to provide more customized results. It doesn’t matter if you signed in or not. Also…

Your specific location will be used not only for customizing search results, but also to improve your experience in Google Maps and other Google products.

Regardless to sign in status Google also…

take into account whether a particular query followed on the heels of another query. Because recent search activity provides such valuable context for understanding the meaning behind your searches, we use it to customize your results whenever possible…

The only aspect of customized search results you have control over is your web history.

[Web History] belongs to you and you have complete control over it. You can remove specific items or pause the service at any time.

If you are signed out of Google Account your web history will not be taken into account when serving customized search results.

In the end Google says:

We consider this to be an important step in our commitment to transparency, and we hope you find it informative and useful.

Well, obviously Google is trying to do all they can to inform users what sort of information do they use in their search technology and i believe it’s a good thing to do. People should know how Google store and use user data. But the problem is that not everyone will read it and not everyone will know what data does Google use and how.