  Concerns affecting search engine bias vis-à-vis questions having to do with “objectivity” have two distinct aspects: (A) objectivity regarding criteria used in search algorithms; and (B) objectivity with respect to the results returned by a particular search engine in its responses to multiple users entering the same search query. With regard to (A), we saw that the traditional criteria used by Web search engine companies to rank sites was based on two factors: the number of visits to a page, and the number of other pages that link to a given page; Hinman (2005) believes that this technique would seem to give the user “some semblance of objective criteria.” He points out, for example, that even if search engines were to “get it wrong” in returning the best results for a particular search query, there was an “objective fact of the matter to be gotten wrong.” And even though the early search engines ranked their sites in terms of “popularity,” there was, as Hinman (2005, 22) puts it, a “technical and objective meaning” of popularity. But we also saw that this formula has changed dramatically in the case of Web 2.0-era search engines, where increasingly “personalized algorithms” tend to tailor search results to fit the profile of the user entering the query.