If we take sponsorships, ads, and other junk out, what would a modern search engine look like? What features could be developed if users are the customers, and not the sponsors? A startup called Kagi is working on this with features to make searching fun and quick again such as:
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the ability to focus your search on different types of websites - for example, to search forums or discussion boards, or on sites by independent creators rather than large media firms
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adjust the search to favor certain sites or completely block others
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automatically compiling all of those “listicle” sites that show “Top 10 whatever ” into a short, easily bypassed list
The whole thing is designed to make searching fast - find what you need and quickly move on.
Here’s the tricky part though. Building and running all that is expensive. Rather than sponsorships, Kagi makes money the old fashioned way: they charge for use of their service. There are a few plans; they start at $5/month. If Kagi wants to keep making money, they need to make their service really good for their end users - and it is hard to compete with the “free” service from Google. But this means their needs and ours as users - a good, fast, private search engine - are aligned.