Retaining search data helps Google improve its search results, despite privacy concerns that such retention could end up in the hands of the government via subpoena.
Google tweaks its algorithm to improve the answers it delivers in response to search queries. Though webmasters obsess about PageRank, over 200 "signals" determine how relevant the algorithm thinks a particular website is in search. The search ad company's chief economist, Hal Varian, returned to theKeeping Data Is Good, Says Google
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