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By tracking which sites you visit, as well as what searches you make within Google, the search engine can "improve your search experience", although only users with the company's Web History tool enabled will be affected.

Google claims the admission is part of its commitment to transparency, and the company has now begun to provide details on search results pages about how the listings have been customised.

A message will be displayed at the top-right of search results pages, explaining exactly how results have been affected by the analysis

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of user data.

"Because recent search activity provides such valuable context for understanding the meaning behind your searches, we use it to customise your results whenever possible, regardless of whether you're signed in or signed out," continues the post.

However, users will be able to remove any erroneous or embarrassing pages in their history from within Web History, so that they do not adversely affect the quality or results.

IP location data

As well as using previous search terms and browsing history data, Google calculates your approximate location using your IP address. "Your specific location will be used not only for customising search results, but also to improve your experience in Google Maps and other Google products," explains a post on the Google blog.

The company has used these techniques for some time, but has only now publicly admitted it, saying that the information will allow users to make "informed choices about which products to use and how to use them."