• Andrew Swank

    This is a solid article. However, you can’t ignore the influence of social search and search history personalization (with past searches and clicks and/or with browser history) that Google employs by default. These functions aren’t readily accessible; they’re buried deep within the settings. As a result, the vast majority of googlers have these turned on. Google is basically eliminating exploration from search by using your friends’ results and past personal selections to guide top organic hits. This may or may not be the case on WAP phones, but certainly is on Android phones.