We often think of the Internet as a library, a marketplace, or a social hub. Yet it also acts as the hidden archive of our collective truths. People may disguise their real feelings when speaking with others, or even when facing themselves, but when typing into a search engine, they tend to be far more candid. It is there that the authentic story of human behavior begins to emerge.

Search engines, especially Google, have created a new lens for understanding human thoughts and emotions. In 2008, Americans widely claimed that race was no longer a barrier. Polls painted a hopeful picture of progress beyond prejudice, but search data revealed otherwise. The large number of racist queries across certain regions contrasted sharply with the optimism following Barack Obama’s election. Hidden in private searches was a narrative of racism that still lingered beneath the surface…