The BBC have made this article putting the emphasis on deciding if the results can help you decide popularity of a given subject. The article itself actually fits in quite well with some of the common factors we come across when conducting search engine marketing.

To summarise: Search engine results differ from computer to computer, whether or not you are signed in to the search engine with say your google account, what your browsing habits are, your geographical location, which google site you happened to visit, which google sever served the results to you. – There is a whole minefield of contributing factors that affect the search results.

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