Search and filter bubbles

A Filter Bubble is a state of intellectual isolation that occurs when websites use algorithms to select information to show to a user.

The algorithms gather information from browser caches and search histories, location, and previous click behavior (a users digital footprint ). Recommendation agents, also known as intelligent agents, are used to match website users with products or information. Because of this, search results and suggested content will vary greatly amongst individual users. A downside to this is that users will only see content that suits their preferences and does not contradict their personal views, essentially placing them in an intellectual bubble. This has raised some ethical concerns regarding user data. Watch Eli Pariser's TED talk, "Beware online 'filter bubbles'".

Web indexing methods are also used by search engines to display relevant results to users.

The Google Knowledge Graph provides search results that not only match the search queries but entities that the searches are related to. This is done through a semantic technology approach, highlighting the importance of establishing and utilizing relationships between data.