Google on Wednesday announced an overhaul of its search app on mobile phones to include a personalized feed of links about hobbies, travel, sports and other topics, a move that puts the search company into more direct competition with social networks such as Facebook.
Google, the world’s largest search engine and a unit of Alphabet, said the changes would begin rolling out in the United States on Wednesday and other countries in the coming weeks.
The new offering is called “Google Feed,” a name that may conjure comparisons to Facebook’s “News Feed,” a feature on Facebook used to browse updates from friends, family and other sources.
Google (GOOG, +0.04%) said, however, that it was not trying to duplicate Facebook (FB, +0.38%), the world’s largest social network. Instead, the company said it wanted to create another place to see a stream of relevant search results.
“This feed is really about your interests… It’s not really about what your friends are interested in,” Ben Gomes, a Google vice president for engineering, said in a briefing with reporters.