The next Google? Wikipedia.(Digital)

Advertising Age, January, 2007 by Rubel, Steve

Byline: Steve Rubel

Last month, Google accounted for a staggering 47.3% of all web searches, according to ComScore. However, for all the hype about Google vs. Yahoo et al., Wikipedia quietly looms as a huge threat to Google's dominance.

Google's leadership position will be upheld only as long as it remains the search-relevance leader. This presents a dilemma. For starters, Google feeds on Wikipedia to supply much of its highest-quality results. It even hosts Wikipedia's pages. Meanwhile, Wikipedia is gearing up to challenge Google with its own search engine. And, with the launch last week of Wikiseek-a search engine that searches only across Wikipedia pages-it becomes quite clear that you can indeed build a search engine off the collaborative...

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