Speaking to TechCrunch, Schmidt said, among other things:
“The internet needs and identity server and people have been confused and talked about this many times. But the issue in the internet is not the lack of Facebook and the internet is the lack of identity. We're trying to use the identity infrastructure kuwait phone number list to make the Google products really interesting. The most obvious one has to do with like You Tube recommendations search recommendations so forth, so on. We can do this based on who you are accurately and more so who your friends are.”
It sounds a bit vague sometimes, but it's about recommendations, recommendations from those around you. If someone you trust is visible in your search results, for example, and 'recommends' a result, the chance that you will click on it is greater. The old 'social' feeling: after all, if a friend of yours recommends a certain restaurant, the chance that you will eat there is greater, so why shouldn't this apply to search results?
Where Google used to look at connections between sites, Google is now increasingly looking at connections between people. Google is going to rank more socially: not just based on links, but also on recommendations in your social circle.