Brave Search has announced the introduction of Rerank, a groundbreaking feature that enables users to personalize their search results by upvoting or downvoting specific websites. This innovative tool, available to all users, is designed to provide a more tailored search experience, moving away from the traditional one-size-fits-all approach.

The Rerank feature will be accessible on the top right of the search results page, where users can open a panel to "raise" or "discard" a domain by clicking on the thumbs up or thumbs down sign. Brave's algorithm will then adjust the search results, prioritizing sites that have been upvoted and ignoring those that have been downvoted. This level of user control is unprecedented in the search engine landscape.

Moreover, Brave's AI-powered answers feature will also take into account the user's preferences, sourcing search results accordingly and summarizing answers. This integration will provide users with a more comprehensive and personalized search experience.

According to Brave's VP for Search, Arjaldo Karaj, "Rerank enables users to easily adjust search results according to their preferences, explicitly, while being in full control. No opaque personalization is done by unknown algorithms, as Rerank puts users in charge of their search experience." This emphasis on user control and transparency sets Brave apart from other search engines.

It's worth noting that Brave has been experimenting with personalized search features for some time. In 2022, the company introduced Goggles, a feature that allows users to filter results by predefined filters such as "News from the left," "News from the right," and "Tech blogs." Over time, developers have built their own Goggles, which can be accessed through the marketplace. The new Rerank feature is powered by Goggles, but it doesn't replace them, instead aiming to simplify the personalization process.

In contrast to Google, which only allows users to search results from a particular site by using "Site:xyz.com" in queries, Brave's Rerank feature provides a more intuitive and user-friendly approach to personalizing search results. This could be particularly helpful for users who prefer referencing certain sites for specific topics.

Brave's search product has been gaining traction, currently serving over 38 million queries daily and over 1.2 billion queries monthly. The introduction of Rerank is likely to further increase user engagement and attract new users who value a more tailored search experience.

The implications of Brave's Rerank feature are significant, as it challenges the traditional search engine model and empowers users to take control of their online experience. As the search engine landscape continues to evolve, it will be interesting to see how other players respond to Brave's innovative approach.