Google, Yahoo and Microsoft Advertising on Search Changing

It isn't that current Search and Browser Programs aren't good, they're "sufficient." that's all, driven by the need for universal access and simplicity in delivering Results to Search Inquiries. They're not the best choices, they are the only choices.

But they could be much better
What happens when SWOA (Search W/Out Advertising) gets some traction? When Search for Information or Data, is differentiated from Search for "knit Socks in Baltimore Maryland."
If Google, yahoo, Microsoft and others are the Libraries, and their Search Algorithms are the Librarians, how do we make them an "honest broker," a truth-directed and neutral trusted advisor when their objectives and ours differ?

Everything from Moon Phases to Keyword and Keyphrase manipulation, over-weighting of sources, traffic generating programs by Search Engine Optimization (SEO) companies, and a host of other factors determine the "organic" (the natural selection process) results of Resultss presented in a Search.

Non-organic Search, known as Paid Rankings, dominates Search Results presentation; just analyze any Results page to see what is presented First. And while any given Subject or Inquiry delivers from 10,000 to 10,000,000 Results, which ones are the ones you need?

Does being First or in the Top Five influence Users "clicks?"

You bet your Online Purchase it does! Otherwise advertisers wouldn't pay $40-50 dollars and up for some "Clicks."

There should be a better way to deliver a service with so much potential for Consumers, and Business for that matter, that meets their needs, without the "pay to Play" potentially influencing the results you see.

I'm not suggesting, as some do, that Search should be FREE; in fact Search IS Free- BUT Advertiser-supported. Therein the demonstrated conflict.

I am suggesting, even hoping, that in a dark dorm room somewhere, in quiet workspaces, a converted garage, somebody is working on Artificial Intelligence (AI)-based Search that not only knows how to find the precise Answers, but is guided by empirical knowledge of You.-Who, What, Where, When, Why, How.
An "overlay " that intelligently predicts the Result you need, and delivers it, even "vets" the Results for credibility as it delivers them, based on criteria you have established, and the type of Search you undertake. Your AI, (mine would be called Leonardo (DaVinci), would know the difference between, "Locate Holly on GPS map" and "Find Steakhouse in Downtown Baltimore, Display Results." Or, "Find Home health Blood Pressure Software for my AI." Or, "Find Maryland Maps that Display active Oil and Gas well locations." "Place house in Standby, activate Security when I leave."

"Leonardo, Program Kitchen to prepare a Caesar Salad."

Wait, I'm getting ahead of myself; wishful thinking.

But, you know, eventually our AI's will have the ability to do just about anything, accomplish any task.
"Leonardo, I want a bond-trading program that picks ten bonds with the highest daily trading range in U.S. Trading Markets. Find or Build"

Language skills will grow in importance to enable better word and phrase usage in assisting to define a Search or Inquiry, as will the AI's skill is translating what you said you need to a Result you can use.

And, these search programs could be either advertiser-supported, or subscription-based as part of, say, your ISP Agreement.

Much is still happening in Search Engine development, and AI, and will happen.

New products and services like Internet Cloud Computer Service-based, Health, AI-assisted Education and Cloud Commuting Programs that will change our lives in ways we have only just started to consider, and change for the better, as well.