Google has added a new Follow button to its search results. This feature lets users follow topics or people they care about. When someone follows a subject, Google will show more updates about it in their search feed. The goal is to make search results more personal and useful.
(Google’s “Follow Button” and Personalized Search Results)
The Follow button appears next to certain names or topics in search results. Clicking it tells Google what the user wants to see more of. Over time, this helps shape a custom feed based on individual interests. Users can also unfollow anytime if their interests change.
This update builds on Google’s effort to tailor search to each person. Instead of showing the same results to everyone, Google now adjusts what appears based on past behavior and followed topics. It does not require a separate app or account setup. Everything works inside regular Google Search.
People who use this feature will start seeing related news, videos, and other content higher in their results. For example, following a sports team might bring game highlights or player news to the top of future searches. Following a public figure could surface their latest interviews or announcements.
Google says user privacy remains a priority. The system uses on-device processing where possible and gives users control over their data. Activity used for personalization can be reviewed and deleted through Google Account settings.
(Google’s “Follow Button” and Personalized Search Results)
The Follow button is rolling out now on mobile and desktop. It may take a few days to appear for all users. Google plans to keep improving how search learns from user preferences without being intrusive.