Most of the search engine service providers use history and experience of users’ internet usage, especially the search behaviour. The age and other demographics are being studied more carefully to understand the user behaviour. Time spent on the internet is monitored by various search engines through various legitimate approaches in order to strengthen the understanding over the user universe. Each and every click, every search query entered into the search engine, response to the search results and behavioural factors related to the web search are followed more closely. More number of third party market researchers and surveyors are taking interest in the internet user behaviour and search engine behaviour. The performance of the search engines are getting monitored and scrutinised carefully by various type of users. In this era, the search engine service providers are also keeping them on the toes and trying consistently to excel in the technology and more relevance. The algorithms are getting updated more frequently just to provide a more open and easier search process.