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At first search signals were mainly provided by the content itself and now signals from the user are being incorporated.

There is already an established term for this and it’s not “filter bubble” or “tailoring” the term is “relevance” and it’s the core of search.

If the author is suggesting that data about a user’s identity, history, and location isn't usefully to providing her with the best possible results then he should stick to writing about stuff he actually comprehends and not be the umpteenth author resorting to use “Google” in the title to whore traffic.

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