I find this article an important insight into how the Internet has evolved and continues to evolve.
“Most of us assume that when we ‘google’ a term, we all see the same results — the ones that the company’s famous Page Rank algorithm suggests are the most authoritative based on other pages’ links. But since December 2009, this is no longer true. Now you get the result that Google’s algorithm suggests is best for you in particular — and someone else may see something entirely different. In other words, there is no standard Google anymore.
“It’s not hard to see this difference in action. In the spring of 2010, while the remains of the Deepwater Horizon oil rig were spewing crude oil into the Gulf of Mexico, I asked two friends to search for the term ‘BP.’ They’re pretty similar — educated white left-leaning women who live in the Northeast. But the results they saw were quite different. One of my friends saw investment information about BP. The other saw news. For one, the first page of results contained links about the oil spill; for the other, there was nothing about it except for a promotional ad from BP.