Google finds consumers increasingly searching for advice on personal wants and needs
24 January 2018 (Edited 24 January 2018)
Google finds increasing incidence of search terms containing qualifiers like "me" and "I".
Like: "best vacation destination for me"
Or "where should I go this summer"
People doing searches like that are looking for personally relevant information.
A Google search done right now (24 January 2018) in Boston on "best vacation destination for me" produces in the first 2 pages of SERPs many magazine articles on how to pick a vacation spot, but only 2 AdWords ads (both on p.2) from somebody with a tourism product to sell:
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