Google Introduces Simpler Search Option Without Personalization

A Simpler Way to Search

Google’s latest update introduces an option for users to toggle off personalization in search results, offering a more neutral way to browse. This change allows individuals to find information without the influence of their previous searches or browsing history.

For lawyers, this allows you to quickly search for your own rankings, or your competitors rankings without biased results based on your past searches. With this filtered view available to everyone, firms have an opportunity to reach potential clients who are searching for law firms they haven’t looked up before.

Unpacking Google’s Update

The new toggle for search personalization is now available to users directly in their Google account settings. By turning this feature on, individuals can browse with fewer tailored results, creating a more impartial search experience. While personalization still plays a role in areas like ad targeting, the browsing process itself becomes less influenced by past behaviors.

For law firms, this change means that searchers might be more likely to explore a wider variety of options when researching legal services. Firms that rely on organic search visibility and targeted ads may see subtle shifts in how potential clients discover their practice. Staying adaptable and focusing on relevant, high-quality content will help law firms remain competitive in this slightly broader search ecosystem.

What This Means for Law Firm Marketing

The option to reduce search personalization offers both challenges and opportunities for law firm marketing. On one hand, it may affect how ads are targeted, as users who opt out of personalization might see less customized results. On the other hand, this change levels the playing field, allowing firms with well-optimized websites and content to capture attention from a wider audience.

Law firms should be aware that a simple Google search can produce different results for every user, and that there is a way to see a more universal search engine results page for your target keywords. This variation in results could show different rankings from any SEO rank tracking tools, as results can drastically change as shown in the example below. Notice the first organic result is a different law firm when personalization is turned off, and it’s positioned lower in the page.

TSEG: Your Marketing Partner

Adapting to updates like this requires expertise in legal digital marketing, and TSEG is uniquely positioned to guide your firm through these changes. As a marketing partner specializing exclusively in the legal industry, TSEG ensures your firm’s online presence remains strong and discoverable, even as search preferences change. From targeted SEO strategies to creating content that connects, TSEG helps you turn online visibility into signed cases. Partner with us today.