HOW SEARCH ENGINES ARE USING DATA ABOUT SEARCHER INTENT
Over time, as search engines have gotten more confident about understanding intent, they’ve become more aggressive about displaying what they think the searchers want. Overall, this is a good thing because they’re providing what searchers are looking for even more quickly, without requiring searchers to make extra choices. Most searchers aren’t power users and just want to type the words into a search box and get back the results they’re looking for with as little work as possible (remember bounded rationality?).
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