Bing's new feature adapts to previous searches

A more personalized local search experience can help users make faster decisions about where to eat, what service to use or where to see the latest local film.

Over the past year, Bing has attempted to create new and different ways to personalize search. It has already tailored results based on physical location and created functionality to "re-find" previously visited websites.

The company recently announced its third phase of personalized search - adaptive search. Bing's search engine will now use context from previous searches to provide related results to a user - or place them higher up on the results list.

According to Search Engine Land, adaptive search modifies results based on all of a user's past searches, not just his or her immediate previous search. This means if a user is fond of a certain business and has conducted repetitive searches for a company in the past, it's now more likely to be featured when its name or service is searched for in the future.

The technology is cookie-based and lasts for 28 days if an individual isn't signed into Bing - or for 18 months if they are. Bing plans to slowly roll out the feature in the U.S. over the coming days.