Is Google Digging Itself?

Search engine suddenly very social. . .

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Rumors had floated for weeks Google was negotiating to buy Digg.com for purposes of enhancing Google News. But it looks like Google is already integrating Digg-like features in a surprisingly open round of testing in the search results.

With Google’s slate of engineers, one wonders why they would buy a site if they could replicate the same idea. Imagine results created by users voting them up or down, results users can comment on and rate the comments of others.

TechCrunch gets credit for the scoop and the video demonstration of a new Google user interface being "bucket tested" by selected users.

"In effect, this bucket test shows a Google that combines their search algorithm with every important feature of Digg," writes Mike Arrington. "It’s something they’ve been working on for nearly a year in various iterations, but this is the first time we’ve seen user comments, and the video shows details that you just can’t experience via screen shots."

Due to a traditionally competitive environment, Google has a history of being tight-lipped about what it’s doing in the search sector. With said competitive environment quite obviously breaking under Google’s weight, perhaps the search giant—revealed this morning to have grabbed $1.10 for every new dollar spent in search—is willing to be more forthcoming without fear of losing competitive ground.

Arrington believes if the trial proves successful, Google’s social search feature could be moved to Google Labs for more extensive testing.

Is Google Digging Itself?
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  • http://llcoperatingagreement.blogspot.com/ Joe

    The demonstration in the techcrunch article / video shows a melding of the digg user voting system into web search results.  Digg voting is limited to story posts and not applied to search engine results.  In my mind, these are different systems and there still is room for Google to buy Digg if it so wished.  Why buy Digg?  Well, Yahoo has entered the space with buzzit.  It’s getting crowded.  Google has lots of cash and a history of moving slow in the delopment world.

  • http://www.socialbookmarksmadeeasy.com/321/find-social-bookmarking-sites-without-nofollow/ Social Bookmarking

    Well, I know you can already integrate Digg pages with iGoogle and embed it right on the top of the page, so there’s something going on there. Wasn’t Digg looking for really big bucks in the past but never got it?

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