Katzman, for one, doesn’t think the additional data will do much to change the process of sifting through that information. Google is “always trying to make searches more semantically smart,” he said, but “applying to college is not like buying a toaster.” It’s a decision that is made over weeks or months through a complex process informed by financial-aid promises, standardized-test scores, and insight from counselors or other advisers.
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Trust and privacy are the biggest reasons to leave Google and its search algorithm behind. There is no beating about the bush. The sheer number of searches conducted every single day by Google is astonishing. They hold tens of exabytes of data on every subject matter you’d care to think of. And your personal data, your personal searches, your obscure, seemingly trivial or highly embarrassing searches, are in there too.