If Google delivers useless search results, just erase them and you won’t see them again: That’s now possible under a new system that Google Inc. unveiled Nov. 20, reports the Associated Press. Hoping to give its search engine a more personal touch, Google now lets users reshuffle results so their favorite web sites get top billing and disliked destinations get discarded the next time they enter the same request. The new effort marks the first time the internet’s most popular search engine has allowed its audience to alter the order of search results. Although the revisions won’t affect Google’s closely guarded formulas for ranking web sites, the Mountain View, Calif.-based company isn’t ruling out eventually tapping into collective wisdom of the crowds to tweak its internet-searching algorithms. For now, Google simply wants to make specific sets of results more useful to each individual that comes to its search engine, said Marissa Mayer, who oversees the company’s search products. Users will have to have a personal login to take advantage of the editing feature. The decision to let people tinker with their results is a tacit acknowledgment that not even Google’s seemingly omniscient search engine can possibly divine which web sites will appeal to specific users. It also underscores how frequently people use Google to search for the same thing, such as "San Francisco hotels," over and over again. Google’s search recipe relies so heavily on automated ingredients that a variety of startup rivals such as Mahalo, Hakia, and ChaCha have tried to carve out a new niche by relying on humans to vet and point to results. But none of those have made a dent in a market that is increasingly controlled by Google, which processes more than 60 percent of the search requests made around the world…

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