Brief (non-technical) history
1998+: Link-based ranking pioneered by Google
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Blew away all early engines save Inktomi
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Great user experience in search of a business model
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Meanwhile Goto/Overture's annual revenues were nearing $1 billion
Result: Google added paid-placement 'ads' to the side, independent of
search results
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Yahoo follows suit, acquiring Overture (for paid placement) and
Inktomi (for search)