The BBC looks at how the search engine war has moved to a new battlefield.
No longer do the different search sites compete on how many results they can provide to people not least because, as even Google admits, most people get what they want in the first five results returned to them.
Instead, the BBC suggests that whichever search engine can develop “sticky” communities is likely to be the one that sees the most growth. On that basis, my money is on Yahoo, with IAC/Ask second, followed by AOL, then MSN. While Google is doing a great job of launching lots of cool tools, the others are doing a better job of integrating their offerings with well-defined communities.