Google has reworked search to move away from "one-size fits all" to a more personalised approach for those with eclectic tastes.
This week will see Google enthusiasts able to share their own writings, photos, lists and other creative efforts and get a real local view of the web. Google will bring together all information they have on the user through geographical location and search engine to make results more specific to the consumer.
The personal Google homepage has also been renamed, to iGoogle, with further features and colour-coded functions. The website that was once a very simple; minimalist page is beginning to get further cluttered with search and user options.
A lot of changes are similar to tools and usability of social networking sites like MySpace and Bebo.
"We want to personalise the traditional notion of search", said Sep Kamvar, lead engineer for the personalisation push. "I am an eclectic person. But everyone is. We can't go about designing products for the average person."