"One of the paradoxes of the digital age is that the boundless freedoms of the Internet also constrain our identity. Before the ubiquity of search engines you could go on a date or a job interview and construct a narrative about your life that fit the situation. No one in your book group had to know that you were a punk-rocker in high school. But it's much harder to package yourself in the Google era. Online, your digital identity often comes down to the top 10 links on your SERP, or search-engine results page."

--WSJ reporter and author Julia Angwin, writing about how she gave her Google Juice ID a makeover.