Search: Depth, breadth and trust

This Yahoo Search vs. Google and Technorati: Link Counts and Analysis (by Jeremy Zawodny) prompted some thoughts about how search engines are going beyond a nice to have to a critical part of business and personal lives. With that comes a host of issues and makes that deciding on which search engine to use based on the number of pages it indexes and how fast it re-indexes them a secondary metric.

The most important metrics are going to become who can I trust most and who is less prone to manipulation either by inside advertisters or through extranal manipulation by sophisticated (and some not so sophisticated) linking schemes. How trust is propogated through a search engine is going to become the key differentiator (IMHO) over the next several years not the index size or refresh rate.