Personalised search has long been mooted as the future for many search engines; Google is set to become the first to implement such a feature, according to an article published by the Financial Times.
The search engine giant will be taking a new approach that takes the personal and social information featured in a users Google+ profile to create a comprehensive personalised search engine - which will provide results related directly to the things that interest them.
Search Engine Land editor, Danny Sullivan, commented on Google's new Search plus Your World.
He said: "They could've done this for Facebook and Twitter and they didn't. That will probably make some antitrust people even more anxious over what (Google) is doing."
This anxiousness has already been reflected in the response of others.
Twitter's general counsel, Alex Macgillivray, commented in the form of a tweet, stating: "A bad day for the internet. I can imagine the dissension @Google to search being warped this way."
As well as having an effect on its social media rivals, Google's new approach could also effect the climate of SEO.