The Next Google? How about

Mitch Joel had a post last week about had become his favorite research search engine.


As someone who has started to use a lot more often recently, Mitch’s post has been rambling around inside my head the past few days. Here’s a suggestion: For all the talk about the next new search engine/Google-killer (Powerset, true knowledge, Mahalo, etc.), could be a very attractive alternative to Google if it’s managed, nurtured and marketed properly.’s potential is grounded by the fact its database is being created by people as opposed to an algorithm or natural language technology. Web sites that people find interesting are tagged and categorized within, which offers a searchable database. In many respects, it’s not unlike the early days of Yahoo when Jerry Yang and David Filo – and later a team of researchers -manually categorized the Web sites they discovered.

Today, this manual mandate would be impossible given how the Web has grown. But what if you had a really popular service that encouraged people to tag and categorize lots and lots of Web sites?

Well, it already exists: It’s certainly not perfect but could become a very interesting alternative to Google with a little tinkering and a major marketing push.

The problem, however, is doesn’t seem to be getting any love from Yahoo, which acquired two years ago. Sure, the number of users has grown by 10-fold to more than three million but is arguably the exact same bookmarking service that Yahoo purchased.

The fact that is still a bookmarking service is a strategic issue that must be resolved or has no chance of emerging as a search engine player. Rather than keep on doing nothing with, Yahoo needs to give a makeover and present it in a much different light. A solid start would be a more user-friendly interface; better/easier social networking tools, and, most important, an aggressive campaign to market as a search tool.

With the right strategic push, there’s no reason why shouldn’t have 10 million, 30 million or 50 million users as opposed to a measly three million – especially given Yahoo’s brand and the fact it has more than 200 million registered users.

Sadly, it’s unlikely Yahoo is going to do much with – just like it’s done little with Flickr or MyBlogLog post-acquisition. Rather than continue to push the envelope, Yahoo seems content to maintain the status quo after its makes an acquisition. The biggest thing Yahoo has done with Flickr and MyBlogLog is force people to use Yahoo usernames and passwords – blech!

Maybe now that Jerry Yang is CEO, he will have a better appreciation of’ potential, which has been squandered over the past two years.

More: For tips on how to become a power user, check out Web Worker Daily. Here’s a recent Q&A that Search Engine Land’s Danny Sullivan did with founder Joshua Schacter and StumbleUpon founder Garettt Camp.

Update: VentureBeat suggests Facebook could be preparing itself for a battle against Google as it expand its search options. Dembot calls Mahalo as “fundamentally flawed” because the focus is on advertising as opposed to providing solid information. Look for Jason Calacanis’ comments – make for an interesting discussion.

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  • Jevon MacDonald

    FYI: Yahoo is in the middle of a huge, and complete rewrite/upgrade. The founder is in charge of it and they are in private beta right now.

    It’s being built on Symfony (a rails-like PHP framework) and they’ve been at it for at least 8-9 months now.

  • Mark Evans


    Hey, that’s good news – for and Yahoo. Maybe they’ll let me on the private beta. :)

  • Alan Lepofsky

    Hey Mark. In case you have not seen it, Lotus offers Dogear, our social bookmarking services for companies to deploy inside their firewall. That way, they can find/share the expertise of their employees, locate subject matter experts, and more.

  • Mitch Joel – Twist Image


    people are also very excited about Clipmarks. I have yet to make the leap (still happy with

    Looking forward to seeing you soon.

  • David Beach

    Mark, you’re totally correct. I’ve believed for years that delicious could become the better search engine.

    Social bookmarks from a service the size of delicious represent the most relevant and timely information about any subject. All it would take is a decent search algo written on top of delicious data. Add personalization and recommendation based on activity, then you could take on google with a very promising product.

    If I were Yahoo… and I am 1/14,000th Yahoo. I’d either build a new service on top of delicious, integrate delicious with yahoo search, or… make delicious’ focus be more search and less bookmarks.

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