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Google, MSN Search, Yahoo!, AOL, and most other search engines collect and store records of your search queries. If these records are revealed to others, they can be embarrassing or even cause great harm. Would you want strangers to see searches that reference your online reading habits, medical history, finances, sexual orientation, or political affiliation?

ou like to ask Wikipedia tougher questions than today's simple keyword searches allow? A prototype plug-in that can do just that will be demonstrated at the World Wide Web conference in Lyon, France, next month. Called Swipe - loosely short for "searching Wikipedia by example" - the software aims to let users of the online encyclopedia answer complex questions that most search engines would stumble over. For example, trying to figure out "which actresses won academy awards when they were under 30 years old in the last 25 years?" becomes relatively simple when using the program.

Note-I am going to try this for our blog. If you've ever wondered how some website that looks like it was an early draft from the proverbial infinite number of monkeys on infinite keyboards managed to get to the top of a search result page instead of something you actually want to read (or something you've written), you've been victimized by the dark art of search engine optimization (SEO). In the never-ending battle for the top of the Google search results page, and for advertising click-throughs, marketers and bloggers enlist an ever-changing bag of tricks to game search engine algorithms, often with the help of SEO consultants and a collection of tools that track the best tactics of the moment.

Search is a lot about discovery-the basic human need to learn and broaden your horizons. But searching still requires a lot of hard work by you, the user. So today I'm really excited to launch the Knowledge Graph, which will help you discover new information quickly and easily. 

It's not just about Big Data. For the big players in enterprise technology algorithms, it's about finding big patterns beyond the data itself. The explosion of online life and cheap computer hardware have made it possible to store immense amounts of unstructured information, like e-mails or Internet clickstreams, then search the stored information to find some trend that can be exploited. The real trick is to do this cost-effectively. Companies doing this at a large scale look for similarities between one field and another, hoping for a common means of analysis.

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It's impossible to grasp the consequences or outcomes of new technology, especially when that technology is developed by a twenty-something hacker. That much was already clear in January 2010, when Mark Zuckerberg told TechCrunch founder Michael Arrington that Facebook isn't just a place to connect with your friends. It was a place to be more public than ever before. "People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time," he said. "But we viewed that as a really important thing, to always keep a beginner's mind and what would we do if we were starting the company now and we decided that these would be the social norms now and we just went for it."