AOL Search
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Aol Search
After a major investment from Google, Aol Search was relaunched in 2005. Google's influence has definitely rubbed off on Aol Search as they share a lot of the same features and have almost the same appearance. For example, enter in the acronym SBCC in both AolSearch and Google, and at first glance it's hard to tell the two results pages apart. Compare the links below:
Results page for Aol Search:[1]
Results page for Google:[2]
The two are very similar in style and look. It doesn't help that Google's name can be found on almost every Aol Search page as well. A quick look at both search engines "advanced search" option would reveal the same looking page as well. Also, Google provides the administration of different sources and they will sort and organize information found in a variety of media that is available in the Aol Search.
Coverage
Aol Search with its commercial partnerships provides vast coverage. It has the usual search categories: images, video, news, local and more to chose from. Clicking on the "more" tab above the search box reveals even more searching options from a drop down menu. This added feature, with its extra content, does separate it from its Google cousin. The most interesting on this list are the Jobs, MapQuest and Movies search categories. In those areas, Aol Search has brand names like, Career Builder, the popular MapQuest and MoviePhone respectively, to handle these tasks. Searches could be parsed with job listings, directions to relevant services and businesses, and even movie listings that have the entered search word in it. So if a search on "kayaking" was done, not only could you get articles, images and videos, but you could find national job listings [3], directions [4], and movies [5] on that subject. A refined search could be done from these areas too.These type of results are not neatly available on other search engines.
Content
Aol Search, with its vast coverage, provides extensive content. Adding the Jobs, MapQuest and Movies etc. options in addition to the traditional searches pulls in a lot more information on a search subject. Not surprisingly, the paid sponsored links are listed prominently. It can get tedious wading through all listings masquerading as non-objective information. Aol Search's video searching index is a bright spot. A video search brings up quick results not only from Aol, but from other popular sites like YouTube and Myspace. These listing are all displayed neatly in there respective website groups.(listed at the bottom of the results page).[6] Aol Search offers a variety of search features a few examples are SafeSearch, Preferences, Help, Search History and Calculator.[7]It also provides the Aol Toolbar which adds a quick way to search Aol no matter what site you are on.
Audience
Aol Search,with its heavily sponsored links, targets consumers (us). Infact, the first search choice listed is the "Shopping" option on Aol Search's home page.[8] Its extensive coverage seems to have something for everyone who is willing to "dig" past all the advertising.
Retrieval Options
Subject and keyword options are available as well as entering search term followed by the site:domain.Also, with the use of the Advanced Search page you are able to control and narrow your search to be more precise and have the ability to exclude specific sites and filter by using the safe search.[9]
Conclusion
Aol Search is a capable search tool for the "experienced data user". If people know what they are looking for, they will be able to get content on it. Video and image search seem to be its strongest points. The added features in the "more" tab adds an interesting angle on subjects. Something Google does not do. Its a wonder why Aol Search isn't more popular than it is. But It doesn't help that it looks and acts like Google. People will inherently defer to the more popular brand name. That's a shame, because Aol Search appears to be just as good, or better than Google.
