By 2009, Google began using the web search history of all its users in order to populate search results. Real-time-search was introduced in late 2009 in an attempt to make search results more timely and relevant. With the growth in popularity of social media sites and blogs, the leading search engines made changes to their search engine algorithms to allow fresh content to rank quickly within the search results. This new approach to search places importance on current, fresh and unique content.