Google (NSDQ: GOOG) News will now highlight stories for users based on their behavior on the site. The update comes nine months after Google first introduced a set of personalization features to the news aggregator as part of a major redesign.
In the past, however, users had to indicate topics they were interested in to see a customized stream of headlines. Under the update announced today, users will automatically see a personalized stream of stories based on the type of articles they have clicked on in the past.
In its blog post announcing the update, Google says, “We found that more users clicked on more stories when we added this automatic personalization, sending more traffic to publishers.”
Users can opt out, although this is very much the way news consumption seems to be headed, with big portals, like MSN, and up-and-coming services, like Zite and News.me, adjusting what they show users based on their behavior.