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Another proposal: a standardized search protocol over HTTP that can be implemented by most web servers and a DNS-like system of search indexes that use websites' built in index query endpoints (rather than crawling). Essentially decoupling search and advertising by building a search function into the internet standards.

Perhaps commercial products can improve over the quality of results, but simple text and keyword search can work this way.

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you can't do that. when you implement search you need a global view over the collection to understand what are the most relevant documents. You are describing the paradise of the spammers :)

Would make SEO much easier, and I guess would increase the amount of spam on Google. Any website can return the search results that it would like.

I guess search engines could apply a score to each site so that those who spam, get down-graded, but then how would they do the scoring? By crawling? Then you still need a crawler and might as well build your own index.

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