Google has maintained a minimalist look since its launch in 1996, but that’s all about to change. Those in the U.S. will have noticed changes already, but for the rest of the world, the new personalized newsfeed will appear in the coming weeks.
Google’s feed of personalized information isn’t entirely new. It’s been a regular feature on Google’s mobile apps for Android and iOS since 2012, and on the home-screen page on Google’s Nexus and Pixel smartphones and tablets. Some of the features are iterative, with some form of them already available in Google search apps, but the addition of Google’s feed to main desktop sites is one of the most radical changes in Google’s approach to search.
While the new look is still a mystery, we do know that the newsfeed will be the default. Users will most likely need to log in, so Google can sift through the internet and find the most relevant information for you. Shashi Thakur, the 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.”
The newsfeed is expected to resemble the tablet experience, with multiple columns containing cards with news and events. Google’s desktop newsfeed will allow users to follow topics such as sports, movies, music and celebrities, straight from search results. Google have announced they will be further customizing the Google experience, using the company’s “advanced machine-learning algorithms”.
Between 2005 and 2013, Google had a period of personalised homepages called iGoogle but it was only available to those who had logged in and selected the option. Google’s latest personalized newsfeed on the other hand, is expected to become the norm.