Let's imagine you need a plumber and you don’t have one. You can call some of you friends, send out a tweet, maybe a print directory although doubtful or go to a search engine. Most of us think the results are a list of what we're looking for mixed with the work of savvy web designers who have mastered search engine optimization.
The keywords your customers search for may not be the ones you think they use as evidenced in the fact that Google gets thousands of search inquires every day they've never before received. And that list of plumbers in your search results may tied to your behavior more than you realize.
Search is a multi-billion industry where companies like Google, Microsoft and Yahoo make bags of money. Eli Pariser has some concerns about the world of search and
the social web. He explains in this TEDTalk. [video]
visual credit: TED