Google is not perfect, check out this graphic

Opportunities to push the envelope in search:

1. This graphic illustrates the main shortcomings of Google:

Google's 10 results per page paradigm is on its way out , never ending pages and pages of results are a sub par solution for helping us navigate the web.

2. Search Personalization algorithms do not alleviate the above problem, they make it worse.

Personalization algorithms lead to filter bubbles, a great illustration of the filter bubble problem can be found here : http://dontbubble.us/ . This guide was made by DuckDuckGo.com (a cool alternative search engine) . It was inspired by Eli Pariser's Ted Talk, On the Dangers of Filter Bubbles (here is the ForTechiesOnly post on it)