Bing and Google, most popular search engines crawler have unique bots which ‘crawl’ and store keywords within their own index. Each index is therefore a search engine’s representation of how they see the web. So search engines “see” the web differently.
According to Search Engine Roundtable’s Barry Schwartz, Bing’s ranking algorithm utilizes machine learning/AI in over 90% of search results.
PageRank (PR) is an algorithm to rank web pages in their search engine results. PageRank name after Larry Page, one of the founders of Google.
Understanding how search engines collect information, how they use your search keywords or phrases, how they leverage the information they know about you, and how both the advertised results and the top results in the “unpaid for” section are actually paid for, gives you the ability to make informed choices about your searches and search results. This lets you judge for yourself if the results you got are the ones you want rather than the ones companies steered you to.
With all the information search engines may be store about you, you probably have some real privacy questions. And you should. Right now it is very difficult to learn what information online companies are storing about you, and this is something that companies and government regulators are trying to address.