If you are a Google+ user, then you now have a new search tool (the encrypted site is https://www.google.com/insidesearch/plus.html). When you are signed into your Google+ account your search engine results will be sorted for relevance in different fashion. Your search results will be sorted by what your Google+ friends say about the search term. This process assumes what your friends say is more important than other content.
This personalised search relevance is a boon for advertisers that want your attention. Google isn’t the first to do this. In 2010 Bing began ranking sites in search results based upon how many of your Facebook friends “like” the site.
The search engines and advertisers have decided that people want to search for other people and their opinions over other content. How convenient for the search engines and advertisers!
If you want a full explanation of the impact this will have for the Investigator, then read Phil Bradley’s article titled Why Google Search Plus is a disaster for search. Google is no longer my first choice, I start with Bing, then DuckDuckGo, and last but not least, I search Blekko.