Google Inc. is stepping up efforts to allow its users to personalize how they search the Web, moving beyond the one-size-fits-all approach to search it already offers.
Officials told reporters at Google's Silicon Valley headquarters on Monday of moves to allow users to share their own writings, photos, lists and other creative efforts, as well as to give consumers personalized views of the Web through use of their geographical location and search history.
The world's top provider of Web search services is bringing together the more idiosyncratic approach to finding information on the Internet under the umbrella term "iGoogle", the new name for its enhanced personalized home page services.
"We want to personalize the traditional notion of search," Sep Kamvar, lead engineer for the personalization push, told reporters. "I am an eclectic person. But everyone is. We can't go about designing products for the average person."