Google rolls out 'feed' for Indian users

Tech giant Google is rolling out a new 'feed' feature on its app, a move aimed at enhancing the search experience and making relevant content more easily available for users.
Available for both Android and iOS users, the update to the app is being rolled out globally. Using algorithms based on a user's "interaction with Google" (search history and others), the feed shows topics that the user may be interested in.
"This update will help users better tune the flow of news and information to their phone, enabling them to dig deeper on topics that they are passionate about," Google Vice President (Engineering) Search Shashidhar Thakur told reporters here.

He added that the new feed will enable users to see cards containing the latest sports highlights, top news, new videos and music as well as information on their favourite topics in English and Hindi.
The personalised feed is similar to Google's Now offering where the user was shown cards on weather, traffic conditions, sports scores, and other information.
"This was built on the learnings from Google Now...The new feed allows the user to control what shows up on their feed and they can dig deeper into subjects by showing interest," Thakur said.

Also, relevant content is grouped together to provide easy view and even if a content is old but relevant for the user today, it will show up on the feed, he added.

In the mobile search results, users will see a new 'Follow' button under a search option. Tapping on this will help them get regular updates and stories on the topic which could be movies, sports teams, music bands etc.
Users can also "unfollow" a topic or interest.
Thakur said there is no intention of including advertisements on the feed as of now.