It’s fascinating how the social and mobile (geolocation based) web is changing the way we search. This Gigaom article says it well:
So what will this all look like? Well, when a user searches for something, he might find a blog post or a shared link from a friend mixed high up in the results. Google will be using its algorithm to help determine how high it should place the results based on your connection to a user or how often friends have shared the same link. This further enhances the idea that your search experience will be increasingly personal. Two people may have the same query, but over time, may see diverging results that cater to their history and social connections.