Google and Yahoo, Will You Be My Search Friends?

The "monetization" of Search, through PPC and Display ads, and the monopoly established by Google, Yahoo and Microsoft (together over 85% of Search Traffic) add up to what?
A better information gathering experience for Consumers?
I don't think so; well maybe, under the right circumstances.
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?
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 companies, SEM (marketing), and a host of other factors determine the "organic" (the natural selection process) results of Rankings 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 most of the time.

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

You bet your Online Purchase it does!

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." 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.

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 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.
Maybe the advertising is the revenue stream that supports the next generation of Search, Search more meaningful and helpful, more precise.
I hope so.
I wouldn't want to think the opposite; that reaching Consumers who want to buy stuff has created the opportunity for Search.
Why, that would be cynical.