Personal data to fine-tune Google searches

Google is sifting through the photos and commentary on its blossoming social network so its Internet search results can include more personal information.

The additional personal touches that began to roll out Tuesday mark another step toward one of Google's most ambitious goals. The Internet search leader eventually hopes to know enough about each of its users so it can tailor its results to fit the unique interests of each person looking for something.

Different people should start seeing different search results more frequently now that Google Inc. is importing content from its 6-month-old Plus service, a product the company introduced to counter the popularity of Facebook's online hangout and Twitter's short-messaging hub.

If the new formula works as Google expects, the search results will include pertinent information culled from the requestor's Plus account. For instance, a query about the San Francisco 49ers might include links and comments made about the football team by other people in one of the social circles on the user's Plus account. A search request that includes the name of a dog owned by the user or a friend might turn up photos of the pet that have been posted on Plus.