Before Google’s new “Try without personalization” option, you needed to use Incognito mode to remove personalization.
The new link provides a more convenient option, allowing you to remove personalization in one click, effectively providing a clean search slate with unbiased results.
Google explains the change
Personalized results are a controversial subject as many of Google’s 4.97 billion users are unaware it exists, leading to what could be seen as encouraging biased information based on the user’s past search history.
Google has adamantly claimed personalized results are saudi arabia mobile numbers list lightweight and nonintrusive, based only on regional personalization and recent queries. However, speculation that personalization is tracking user behavior at a deeper level and that users are seeing more of it could be why Google has made the change.
A Google spokesperson sent Search Engine Land (who first reported the update) the following statement:
“This change makes it easier for people to get an accurate understanding of whether their results have been personalized, while also providing them with the opportunity to explore non-personalized results. We also make it easy for people to adjust their personalization settings at any time.”