Google new mobile search app has personalized ‘feed’

Google has overhauled its search app on mobile phones to include a personalized feed of links about hobbies, travel, sports and other topics, putting the search company into more direct competition with social networks such as Facebook.

Google said the changes would begin rolling out in the United States and other countries in the coming weeks.

The new offering is called “Google Feed,” a name that may conjure comparisons to Facebook’s “News Feed,” a feature on Facebook used to browse updates from friends, family and other sources.

Google said, however, that it was not trying to duplicate Facebook Inc, the world’s largest social network. Instead, the company said it wanted to create another place to see a stream of relevant search results.

“This feed is really about your interests … not about what your friends are interested in,” Ben Gomes, a Google vice president for engineering, said in a briefing. Updates could include a link to a website with tips about an upcoming vacation spot, or a link to a page about cycling or another hobby, the company said. Facebook and Google are jockeying for attention online and by extension, advertising revenue.

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