FindTheBest Succeeds Where Google Squared Failed

During his written responses to questions from the Senate Judiciary Subcommittee on Antitrust, Google Executive Chairman Eric Schmidt identified a range of competitors that Google faces in the market today. Some were well-known and some more obscure. One of the smaller companies that Schmidt mentioned was FindTheBest. He identified the company in a list of “vertical search” providers:

We do not have to speculate as to whether there are new entrants in vertical search services such as comparison shopping and local search and review sites. There are new entrants in these market segments all the time. A new comparison shopping site, FindTheBest, launched by the co-founder of DoubleClick last year, just raised $6 million in venture funding over the summer.

FindTheBest, call it a “decision engine” or “comparison engine” if you like, allows users to see detailed, side-by-side information about an increasing range of things from financial advisors and colleges to smartphones and ski vacation spots. It’s what Google aspired to create on an automated basis with Google Squared but was unable to do.

Today the site has introduced a much improved redesign and user interface that makes it considerably more usable than it was before. The site had great data in the past but was too cluttered and complex to use. Now the streamlined interface will enable it to attract many more users and much more mainstream attention.

FindTheBest has an algorithm that mashes up user and expert ratings on products, services and institutions. It’s a kind of next-generation consumer reports. Currently the company monetizes with display ads at the margins of its pages. But it’s likely to be acquired before it needs to truly worry about monetization, given all the data and content that it’s compiling.

The company previously raised $6 million in VC funding, as Eric Schmidt mentioned in his Senate testimony.

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Related Topics: Channel: Retail | Search Engines: Other Search Engines | Search Engines: Shopping Search Engines | Top News

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About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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  • http://www.cnet.com Simon Serrano

    they went way overboard with sub-domains though. Nearly every category and sub-category is a sub-domain.

  • http://screenwerk.com Greg Sterling

    That may be so; I was merely commenting on their new look and feel.

  • Alex P

    I think it might be a bit easier for them to manage, especially with the amount of categories that they have.

  • http://always10.blogspot.com A.T.

    Yes, indeed a very dynamic site though I always based my list on their comparison. I also wonder how do they manage a much larger categories and comparison data to be of reputable one?

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