The Idea Blog

The news that Google searches can now have a second layer (here’s a NY Times article on the topic) is at once controversial (to advertisers) and welcome (to consumers).

As I understand it, here’s the issue. Google’s search-within-search allows users to refine their first search from within one of the top destinations. Typing “Circuit City” in the first search, for instance, allows the user to choose from various categories on Circuit City’s site in a second, supposedly more refined search. HDTV’s, Cellphones, DVD’s and Digital Cameras might be the sub-categories I can choose from.

Here’s the rub. After the first search, the user is still on Google. And the results of the second search from within “Circuit City” might still carry a paid ad from, say, Best Buy.

In this example Circuit City might cry “foul.” The user typed “Circuit City” the first time, yet in the second search Best Buy is still able to buy their way into face time with the user.

So Circuit City may not care for this development. And Best Buy - in this case - may love it.

Tough. The user benefits. The great democratization of the web marches on, I say, and the advertiser - if he’s not already - better get to used to it.