But clearing the activity data that's on Google's servers has never been especially easy - deterring many users from clearing the record of their darkest desires and favourite bad memes.
Tap "Your Data in Search". You'll be able to either choose to delete their data from the last hour or all of your search data.
By default, a user's search history will heavily influence both the above options, affecting the kinds of advertisements that target the user as well as refining future searches to better align with their previous searches.
The new changes to Google Search will first be available on desktop and mobile web and the same will be implemented in the Google app for iOS and Android in the coming weeks. Google plans to eventually expand the privacy features to other products, such as its mapping applications.
As long as a user is signed into their account, they will be able to access their search data without having to go to their Google Account page and click through to the "Personal info & privacy" settings. A new video from Google demonstrates some of the features accessible through the new page and provides more information on how the company uses individuals' search history in conjunction with other users. The company said the changes involve highlighting existing privacy controls, not adding new settings. Google has been reeling under pressure over a Google+ privacy flaw that left hundreds of thousands of users exposed to hacking. While it is not a huge advance in terms of our level of control, making it easy and obvious that protecting your data can and should be a habit is a small step in the right direction. Users will get quicker access to options like disabling ad personalization and preventing Google apps from saving user activity.