Moves by Google to offer personalised search results could be of benefit to both audiences and internet advertisers, an industry expert has suggested.

Writing on his blog, Greg Linden claims that basing rankings on particular interests and search history, can help users to find relevant content quicker and easier.

Mr Linden added: "Like the good friend that sends you links that might interest you, Google will adapt to you and help you find what you need."

He added that personalised Google results could also be helpful for advertisers as it can help them target those which are more likely to be interested in their products and services more efficiently "rather than spamming mass audiences".

Mr Linden also pointed to a speech made by Google chief executive Eric Schmidt in 2005 in which he claimed "advertising should be interesting, relevant and useful to users".

Last week, the search engine firm announced it is to merge various elements from its search facilities such as news, video content and websites into one service.

However, Dixon Jones, managing director of Receptional, suggested that unless Google can attract a greater user take-up the "marked change" from the search engine firm could "backfire".