Search engines play one of the paramount roles to make visitors and users enjoy their searches. They lead, they satisfy however; when you say Google - that may connote more.

Being the cream of the crop among search engines and having billions of users each day Google is almost the world to nearly every one. Still, if you are Google, will you build a whole new search engine? Maybe yes, maybe no.

Perhaps you may not be aware of the fact that Google has in fact started a new search engine called SearchMash. If you do not take efforts by reading the site's policy, you will have the faintest idea that said search engine is in fact Google's. SearchMash is somewhat powered by Ajax.

Google has a reputation for cool and relevant sites. If you are to adjudge SearchMash, how are you to consider it?

According to Danny Sullivan, with SearchMash being covered in blogs and the SEO-centric press, it is attracting exactly the kind of test audience that Google doesn't want: "people who are the influencers or tech-heads or early adopters that Google's not trying to test against."