Yesterday's launch of Bing's Adaptive Search, is designed to use the "hidden context" of past searches to help Bing better identify what its users are looking for. Microsoft's Aidan Crook explains on the Bing blog: "Every time you search on Bing, the information provided helps Bing understand what you’re trying to do. The more you search, the more Bing can learn – and use that information to adapt the experience so you can spend less time searching and accomplish what you set out to do." The data collected by Bing as part of Adaptive Search can, as Cook demonstrates, be used to tailor the SERPs for the keyword "Australia." If your recent searches had been travel-related, Bing can infer that you're planning a trip and present search results for "Australia" consistent with this. Get the full story at Econsultancy