Not so long ago in the beginning of the internet age the search engine function of the major portals was seen as a necessary evil to help drive customers to profitable areas of the business. Does anyone remember the Go Network? The companies that forgot why customers went to the portal in the first place were the first ones to go out of business. There is a solid business



adage that says you must take care of and grow your core business first and only support ancillary businesses that compliment and enhance your core business.

Most users of search engines are either searching for information or shopping. These users are the core customers of the search engine. The primary function they demand of the search engine is good search results.

If the search engine is considered the aggregator of search results, why would expect secondary aggregators to get the best results in our search.

If I am a restaurant owner and I am searching for ?restaurant supplies? and my search results are filled with directories for restaurant supplies, why not go to the directories first. Is the search engine really doing its job if the results turn out secondary results. Then I must do a second search in the directory to find my desired result.

Why are these directories ranking so high in the search engine results. If the suspected algorithms that Google uses to rank web pages show that links truly are the determinant factor in assigning page rank, this would explain the result. Explaining the reason for the result still doesn't explain the

logic that leads to directories being so prevalent in the results.

Would it not benefit the search engine, if it were to be your directory of choice? If you do not to put the word directory in your search, I would safely assume that you were not looking for a directory. Search engines could satisfy the needs of the directories by having a separate search just for directories. Otherwise don't include them. This would only enhance their customer's experience by saving them precious time and aggravation. It could even be a marketing point.

Google claims to be a democratically controlled search engine, with links equating to votes for particular web pages. Yet unannounced changes in their ranking structure have wreaked havoc on many a small Internet entrepreneur. The danger with democracies is that the customers can vote with their dollars and their time and use competing services.

In my very unscientific comparison I have found Google to be the most likely to include directory results in general searches. Lately I have found myself using Yahoo more and more in my everyday searches as the results are more relevant and less time consuming, which is good for you and me.