How who you know and where you are effect what you want from a search engine.

While most search engines are currently focused on objectively ranking pages to meet individual needs, there are sufficient developments happening on the web to make us believe that the future of search will be more social. In an interview with BBC, Qi Lu, Head of Bing at Microsoft notes the importance of subjectivity in search:

“If you look at today's consumer web, by and large up to this point the search experience is designed as if you are the only person on the planet… A search result can be good for you but for others it might not be relevant at all”

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