Personalized search
[2] Early search engines, like Google and AltaVista, found results based only on key words.A deep expert, on the other hand, has comprehensible knowledge that gives it the capacity to deliver unique information that is relevant to each individual inquirer.But search engines are also capable of deep expertise in that they rank results indicating that those near the top are more relevant to a user's wants than those below.[13] In search engines on social networking platforms like Facebook or LinkedIn, personalization could be achieved by exploiting homophily between searchers and results.[15] Of various factors tested, the two that had measurable impact were being logged in with a Google account and the IP address of the searching users.It introduces potential privacy problems in which a user may not be aware that their search results are personalized for them, and wonder why the things that they are interested in have become so relevant.He argues that people are letting major websites drive their destiny and make decisions based on the vast amount of data they've collected on individuals.[16] The methods of personalization, and how useful it is to "promote" certain results which have been showing up regularly in searches by like-minded individuals in the same community.[17] Filter bubbles have become more frequent in search results and are envisaged as disruptions to information flow in online more specifically social media.This can be used to give particular influence over highly talked about topics such as gun control or even gear people to side with a particular political regime in different countries.For example, typing in 'apple' could refer to either the fruit or the Macintosh computer and providing both preferences aids search engines' ability to learn which apple the user is really looking for based on the links clicked.One concept-strategy the researchers came up with to improve personalized search and yield both positive and negative preferences is the click-based method.[21] An example of this is found in Eli Pariser's, The Filter Bubble, where he had two friends type in "BP" into Google's search bar.However, one means of managing information overload is through accessing value-added information—information that has been collected, processed, filtered, and personalized for each individual user in some way.The key contributors to this outbreak were anti-vaccine organizations and public figures, who at the time were spreading fear about the vaccine.The Google Dashboard, introduced in 2009, covers more than 20 products and services, including Gmail, Calendar, Docs, YouTube, etc.The high level of personalization that was available with Google played a significant part in helping it remain the world's favorite search engine.As people reap the rewards of convenience from customizing their other Google services, they desire better search results, even if it comes at the expense of private information.Where to draw the line between the information versus search results tradeoff is new territory and Google gets to make that decision.Google can use multiple methods of personalization such as traditional, social, geographic, IP address, browser, cookies, time of day, year, behavioral, query history, bookmarks, and more.[25][26] With the power from this information, Google has chosen to enter other sectors it owned, such as videos, document sharing, shopping, maps, and many more.Google has reinforced this monopoly by creating significant barriers of entry such as manipulating search results to show their own services.The reason behind this discovery was that 'consumers make worse choices because lower search costs cause them to consider inferior options.'Both studies concluded that a personalized search and recommendation system significantly improved consumers' decision quality and reduced the number of products inspected.For instance filter bubbles have the potential of enhancing opinion diversity by allowing like-minded citizens to come together and reinforce their beliefs.This also helps in protecting users from fake and extremist content by enclosing them in bubbles of reliable and verifiable information.This raises a privacy issue concerning whether people are comfortable with companies gathering and selling their internet information without their consent or knowledge.