“The Web is so vast … you need to extend categorization and make sense of the content and have a Web ordered for you … One of the key pieces is you have to understand and decide what the Ontology of entities is. Meaning how things are named and how are they organized into hierarchies … By mapping people’s search habits you pull all their content together and have a feed of information that is the web ordered for you.” Marissa Mayer ( January 24, 2013 )