Google has introduced a new search feature that analysts are describing as a move closer to personalised search.
Through "My Search History", currently a test service, searchers will be able to review the full text of any Web page they clicked on from a Google search results page. They will also be able to disable the service or remove particular searches from their history.
Google director of consumer Web products Marissa Mayer told Reuters that the service allows people to use what they've searched in the past to build more intelligent searches.
Forrester Research analyst Charlene Li said: "The implications on the consumer side are obvious - better search." She expects that My Search History will be most appealing to students, researchers and search aficionados.
The new search function will enable Google's advertisers to better target their Web search adverts, and Li suggested that "marketers would spend substantially more if they could target ads to users based on their past search history."
Since the information will be stored on Google's servers analysts expect the service to rankle privacy advocates, but it will mean user can view their search history wherever they sign on.