A recent study by Pew Research Center found users, by a 2 to 1 majority, are not OK with search engines collecting their personal information in an effort to yield better and more personalized search results. At the same time, 9 out of 10 users report they find the information they need.
In the study, 65% of users expressed concern that information would be limited by constraining search results. 75% of users indicated they would consider personal tracking an evasion of privacy. Similarly, 68% of people said they don’t like being “tracked and analyzed.”
Overall the study finds people are happy with the search results they are finding, but are concerned with the methods used to yield their results. They find search results “unbiased” and “trustworthy” on the whole, but are hesitant and nervous regarding invasive and limiting techniques.
As a business, take advantage of the trust people generally have towards search engines, and ensure your business appears in the search results in a prominent but fair way. Take note that users dislike techniques they consider invasive. Be clear and transparent with your marketing, and you will be rewarded with trusting and happy customers.