Google Introduces Try Without Personalisation Button to Enhance Search Transparency

Since its rise in the early 2000s, Google has reshaped internet searches, dominating with a 90% share of global search engine traffic. By offering personalised search results, Google ensures a tailored experience for most users. However, situations may arise where users prefer generalised results—such as researchers seeking unbiased data or shoppers comparing products objectively.

To address this, Google is introducing a new “Try without personalisation” button at the bottom of the search results page. Clicking this option will provide results akin to those seen in incognito mode or when not logged into a Google account.

“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,” said Google spokesperson Ned Adriance in a statement to The Verge. Reports suggest the feature appears more frequently on mobile devices than desktop searches and may not be visible for all queries.

Previously, the option to view non-personalised results was accessible under the “About this result” menu of individual search results. With the new button, users can temporarily switch off personalisation without altering their default settings. While users could always disable personalisation through account settings, many relied on manually adding the “&pws=0” parameter to the search URL—a more cumbersome process.

This update simplifies the experience, giving users more control over how their searches are tailored while maintaining flexibility.