Mark Zuckerberg, Facebook CEO pledged on not hindering the user’s privacy which means users can only view content that's available to them through other's privacy settings. Although the plan is to eventually unlock all the information, not many of the interests of the users can be shared in the search engine either.

The expanded feature of the Graph Search is what makes it different from its rival; Google. Even though Facebook’s intention is not to fetch information alike Google, it tries to divert the users from its rival. Facebook is trying to make this a lot a more easily by finding many aspects that would be interesting to the users like movies, music, common interests, photo galleries of friends and so on.

Unfortunately, it’s hard for Google to collect the personalized information of the users as Facebook has walled off its rival and instead, tied up with Microsoft Corp to use the Bing search engine to power the traditional web searches.

Apart from Google, the online business review service, Yelp can also be seriously affected if Facebook’s “Graph Search” feature makes it simple for people to find recommendations from the people they trust, than relying on stranger’s opinions posted on Yelp. In addition, the search tool will also help users to find people working in a specific company, listed as one of the advantages of the online professional networking site, LinkedIn Corp.

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