Bing, the strongest competitor of Google has introduced personalized search. It would be based on individual search history and search pattern and that is the reason it will be able to decipher your intent and context of the search. It would save a lot of your search problems and would be a far better process as the search results would be more refined according what in fact you are looking for. It is also called “Adaptive Search.”

The ultimate objective of this project would be to reduce the ambiguity of search and to deliver what exactly the users are looking for. The deciphering of search would depend on how well Bing understands your intention and this is a gradual process, as Bing will acquire more information about your search pattern, it would develop better results, so that you do not have to refine your search or change the keywords.

To balance the effects of “filter bubble”, they will squeeze out diverse search results, so you will get both the results based on your search history and the results based on the keywords used on the same page. Of course it is bound to increase “search noise” but it will also reduce your search time.