Search Is Broken

Has the background on why Google and Facebook don’t have a deal (competing social services – one might guess). But nevermind that. The point is – the search paradigm of the last several years has been broken in the drive to personalization.

Says Battelle – “I have a theory as to why all this is happening, and I don’t entirely blame Google. Back when search wasn’t personalized, Google could defensibly say that one service was better than another because it got more traffic, was linked to more (better PageRank), and so on. Back when everyone got the same results and the web was one homogenous glob of HTML, well, you could claim “this is the best result for the general population.” But personalized search has broken that framework … “