MSN gets on search bandwagon

Web portal MSN is testing a new search service that touts faster, tidier results, in what is the latest development in a fast-moving contest to help people find what they're looking for online. The Microsoft-owned division launched a test site for MSN Search on Tuesday that omits banner advertisements and a large navigation column for the MSN network, freeing up more room on the page to display query results. The new site also says that it can display results 65 percent faster than before.

"At the end of the day we have to focus on what users want, and that's getting results quickly," said Parul Shah, product manager for MSN. She added that the company makes regular changes to the search service.

The changes come only days before chief rival Yahoo is expected to outline plans for an updated search service at its annual conference with financial analysts. Part of the announcement may cover Yahoo's designs for its proposed acquisition of Inktomi, whose technology powers Web search for third-parties, including MSN.

All of the major Internet publishers have turned their gaze on Web search because of its money-making power. In partnership with pay-for-performance ad companies such as Overture Services, LookSmart and Google, major Web portals make money when people click on sponsored listings within search results, a model that has shown to be lucrative for all parties involved. Commercial search emerged as the bright spot in online advertising in 2002, nearly doubling in total sales from the previous year, according to estimates from financial analysts.

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