There is still a lot of progress to be made on search, a top Google executive has claimed.
Speaking to TechRadar, vice president of search products and user experience at Google Marissa Mayer, said search has a long way to go before reaching its full potential.
Ms Mayer commented that Google is already thinking about moving beyond "just keywords".
She explained that an important part of search is personalisation, adding: "What can we understand about the user and how can we tailor the results to suit them?"
One day, she added, the search engine might know its user's location and depending on the amount of information shared, it will be able to understand the likes of preferences.
Ms Mayer described the ideal search engine as the user's best friend that has instant access to facts of the world, as well as a photographic memory of everything the user has seen and knows.
As search engines stand today, many UK web users do not understand the workings of them, recent research revealed.
According to web hosting company FastHosts, 19 per cent of consumers "have no idea" how search results are even compiled, while five per cent said they think they are arranged randomly.
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