Can Anyone Unseat Google?

Many web-search companies are trying, but so far the answer to that question seems to be no, especially after the launch this week of the powerhouse’s new SearchMash site.

by Kristina Knight

SearchMash lets users receive web and image search results side by side. The search results are listed on the left side of the pages with rankings similar to traditional Google searches, however, users click on the results and move them up or down the listings.

MSN, Yahoo!, and IAC’s Ask.com are hoping that the launch of more online portals and services besides Google’s search products will begin to lessen their hold on the market.

“Google’s strategy has shifted from trying to get you to information on the Web to trying to capture more and more of your time,” said Ask.com vice-president for products Doug Leeds (in an interview with Business Week). “. . .We are focused solely on getting people to their information faster."

In trying to beat out the search giant, smaller companies are forced to change their approach to searching. For example, Ask.com brings users related topics. A search for Adidas also brings up results for Nike, Foot Locker and even Illinois Wrestling. Eurekster lets friends’ searches impact your results and Microsoft’s Live Search lets topic communities enhance searches.

With Google already controlling about 51% of all search inquiries – including those from Time Warner’s AOL and NewsCorp’s MySpace – these smaller search engine companies are fighting hard to topple them. So far the results have been mixed, but the smaller engines aren’t giving up.