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Search history

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A search engine is a service that builds an index of the World Wide Web and gives users a way to search that index. The most popular search engine is Google, but it's not the only one, and as we'll see, search engines aren't all the same when it comes to data collection.
Now that search engines put an entire Web full of answers at our fingertips, it's tempting to use them to answer all of our burning questions.
An animated GIF of three search queries being typed into a search box: "how to build a jet ski?", "are green bananas poisonous?", "what are rubber baby buggy bumpers?"
Once we type our questions and press "Search", it's up to the search engine what they will do with the data.

Collected data

Depending on which search engine we're using, our queries might be getting logged in a database and stored for all time.
A search query itself isn't typically private information - there are probably many people in the world who want to build a jet ski. However, the search engines can log much more than the query; they can add all sorts of potentially identifiable information.
A search query record in a database might look something like this:
Search queryDateTimeIP addressUser agent
how can I build a jet ski?March 11, 202011:14 AM49.121.111.73Mozilla/5.0 (Windows NT 5.1; rv:7.0.1) Gecko/20100101 Firefox/7.0.1
If you repeatedly use the same search engine on the same computer and Internet connection (as many of us do, at home), your search queries will all contain the same IP address.
Consider what multiple queries would look like in that database:
Search queryDateTimeIP addressUser agent
"how can I build a jet ski?"March 11, 202011:14 AM49.121.111.73Mozilla/5.0 (Windows NT 5.1; rv:7.0.1) Gecko/20100101 Firefox/7.0.1
"home depot near crescent city"March 11, 20204:00 PM49.121.111.73Mozilla/5.0 (Windows NT 5.1; rv:7.0.1) Gecko/20100101 Firefox/7.0.1
"cheap pizza delivery to 95543"March 12, 20209:07 PM49.121.111.73Mozilla/5.0 (Windows NT 5.1; rv:7.0.1) Gecko/20100101 Firefox/7.0.1
"windsor family tree"March 13, 20202:32 PM49.121.111.73Mozilla/5.0 (Windows NT 5.1; rv:7.0.1) Gecko/20100101 Firefox/7.0.1
Search queries suddenly start to look a lot more like personally identifiable information.
Plus, the search history could also include a cookie or even a user ID if you were logged into the search engine website when you issued the query.

Uses of search history data

By storing both our queries and our identifying information, a search engine can personalize the search results.
For example, consider the search query "Python". If the searcher is a biologist and frequently searching biology related terms, the search engine might show them this as the first result:
Screenshot of a search result for the Wikipedia article on Pythonidae, the family of snakes.
If the searcher is instead a software developer and has many programming-related queries in their search history, the search engine might instead show this result:
Screenshot of a search result for the homepage of python.org, a programming language.
For those programmers who don't like snakes, they might be very grateful for the personalized results. 🚫🐍
Search engines frequently include advertisements along with search results, since that's how they make enough money to keep operating a search engine for free. Once they start collecting a user's search history, the advertisements can be based on more than just the current query.
In addition to operating a search engine, Google also runs a very popular ads network which runs ads on millions of non-Google websites. The Google ads system can use search history to personalize the ads that show up on the non-Google websites.
For example, I once spent a day researching smart sensor networks for an article, and I still get served advertisements about smart sensors, even while reading a fashion blog.
A cropped ad that says "Ditch ineffective, Old-School Monitoring for smart, real-time wireless monitoring solutions" next to a picture of two devices.
Part of an ad that showed up on a fashion blog. (Brand cropped off)
🤔 When you see an ad on a site that seems personalized to your interests, do you feel happy that it's catering to you or mad that it knows you so well?

Risks of search history collection

From the perspective of the search engines, they're using your search history to personalize your experience and make it better.
There are dangers to any form of online data collection, however.
In 2005, the online media company AOL released three months of "anonymized" search data for researchers to use. Their anonymization strategy was to replace the username column in the data with a numeric ID. Each username was always replaced by the same numeric ID, which meant that researchers could group the data by numeric ID and see all the queries ever made by a user. 😬
In less than a week, journalists at the New York Times were able to deduce the identity of user number 4417749 by combing through her queries and piecing together tidbits of personal information.start superscript, 1, end superscript She was shocked to discover all her search queries were publicly viewable and told the journalist, "My goodness, it’s my whole personal life. I had no idea somebody was looking over my shoulder.”

What's a user to do?

If you're suddenly feeling uncomfortable typing a query into a search engine, that's understandable. But don't worry, you don't need to swear off search engines for the rest of your life.
The first step is to understand what data is actually being stored by the search engine and how they are using that data. You can read the privacy policy for the search engine to find that out.
If you don't like how they're collecting the data but want to continue using the service, you can look for settings that will let you reduce or completely disable data collection. Not every search engine will offer such settings, but many will in order to accomodate the privacy-conscious users.
If you're open to using a different service, look for alternative offerings. For example, DuckDuckGo is a privacy-focused search engine that does store the search queries to improve features such as spelling correction but does not store IP addresses, user agents, cookies, or other potentially identifiable information.squared
🤔 Are you making any changes to your search behavior after learning more? What benefits or drawbacks are you anticipating to your new approach? Share them with us!

🙋🏽🙋🏻‍♀️🙋🏿‍♂️Do you have any questions about this topic? We'd love to answer—just ask in the questions area below!

Want to join the conversation?

  • stelly blue style avatar for user aniketprasad123
    does google collect search history data ?? if so is this data is publicly viewable
    (11 votes)
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  • blobby green style avatar for user Kathryn Abernathy
    Does google use your information other then keep you logged into websites.
    (5 votes)
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  • blobby green style avatar for user dincha87
    can attackers send viruses to your device?
    (4 votes)
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  • blobby green style avatar for user basava.srinivas
    i'm not sure if it's something with my browser or search engine but in some websites you HAVE to accept the cookies. sometimes it will pop up on my screen as soon as i enter the website and i have to click accept. Does this happen to anyone else?
    (3 votes)
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    • leaf green style avatar for user Shane McGookey
      In some cases, cookies play an integral role to the behavior of the website and thus a subset of the website's cookies must be accepted to use the website. However, in many cases, websites will have both necessary cookies and optional cookies.

      Optional cookies can be declined, and usually the option to decline them can be accessed through the initial pop-up that you mentioned (albeit sometimes it can be tricky to find the option).
      (3 votes)
  • duskpin seed style avatar for user Oatwind
    Yea, I think so, but why do people use are data for money? Isn't that legall?
    (2 votes)
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    • piceratops ultimate style avatar for user Rishi
      Websites trick you into making it legal. When you press "I Accept" for cookies or privacy policies, you are making a legally binding contract that you agree to them selling your information. Be sure to always read the description for these things completely and carefully.
      (4 votes)
  • starky sapling style avatar for user Chlishtine
    Is there a way to fully erase the search history?
    (1 vote)
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  • marcimus pink style avatar for user eye.roll.autumn
    is FireFox a safe web searcher?,although i did heard that FireFox is a safe browser too,but to make sure, is FireFox truly safe?
    (1 vote)
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  • blobby green style avatar for user Anushka vashisth
    if you were to delete your search history how can you bring it back
    (1 vote)
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    • boggle purple style avatar for user linglekayla
      You could check other places it would be stored. For example, if you lost a web page that you wanted to revisit because you deleted your search history on a website, you may be able to open your browser's history of every page you viewed for whatever period of time. It's a bit messier than looking through your search history, but you could probably find what you need. As for completely restoring search history, you may be able to check the "trash bin" if it was deleted recently or contact the company and see if they can do anything.
      (1 vote)
  • blobby green style avatar for user williamsl2027
    so cookies are always on the search history?
    (1 vote)
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  • aqualine tree style avatar for user manisha sinwar
    how can i improve my coding skill?
    (0 votes)
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    • starky ultimate style avatar for user KLaudano
      I would suggest reading up on various topics in computer science, such as different sorting algorithms and data structures. geeksforgeeks.org has a number of informative articles and example programs. You can also search for coding challenges online that you can try to complete in order to get more practice. For example, projecteuler.net has a large variety of programming challenges.
      (7 votes)