In a move that could alter the strategies undertaken by search engine marketing professionals, Bing has added a new Adaptive Search feature.  This new addition will work to produce results based on a user’s past search history, according to an article published by Search Engine Watch.

An announcement regarding this new feature was made on Wednesday (September 14), as Bing looks to produce results more relevant to its users.

Adaptive Search will work by keeping a record of a user’s search history – for up to 28 days if not signed into Bing and 18 months if you are.

Rather than limiting the results seen by users, Bing is said to want to personalise results.

Speaking to SEW, a spokesman for Microsoft said that Bing had a commitment ‘to only use the relevant search history to personalize content and provide searchers with the most relevant results.’

Understanding that a number of users might not be so taken on the idea of Adaptive Search, Bing has included an opt-out  – which can be accessed through the Bing Search History Page.

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