Search engines like Google and Bing are increasing filtering user's search results based on users past search history. In the past, every user who searched for the term “mouse” would see the same results. Searching in Web 3.0, perhaps better referred to as the semantic web, with a more personalized search, a biologist would get results about the rodent, whereas a computer scientist would get results about the computer accessory.
Dou et al argue that not all queries need personalization. “…for the query ‘Google’…almost all of the users are consistently selecting results to redirect to Google’s homepage, and therefore none of the personalized strategies could provide significant benefits to users.” Benefits and Problems of personalized searching will vary from user to user, but there ought to be clarity for the user when it is being helpful and when it is being a hindrance in order to stream line searching.