AOL reveals US site revamp in bid to rival Google and Yahoo!

January 2005
New Media Age;1/27/2005, p6
Trade Publication
This article presents information on the revamped search engine of America Online, as of January 2005, to enable users to search for news, images, audio, video and Web information in one place. The new AOL Search, which is currently available for U.S. users, is seen by industry analysts as a bid by AOL to catch up with Google and Yahoo!. The company said it will also update its British search service, but did not give details of when or which of the new features would be made available here. The company AOL has partnered with several technology players, including Fast Search & Transfer. Ingenio and Vivisimo for the revamp. It will offer pay-per-call using Ingenio's platform, making it the first major portal to allow advertisers to pay fees based on the number of phone calls they receive, as opposed to paying on a per-click basis. AOL has licensed clustering technology from Vivisimo. which organises relevant search results by topic and displays them alongside the list of general Web search results. The partnership with Fast Search & Transfer will see America Online further expand local search capabilities.


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