The Netscape Communications subsidiary of America Online Inc has signed a bunch of big-name search providers for its Net Search program. As of Thursday, Excite, Google, GoTo.com, HotBot, Lycos, Looksmart and Snap.com will be listed as Premier Providers on Netscape’s Net Search Page. Whenever a user of Netscape Navigator hits the Net Search button in their browser, they are taken to this page. Users have the option of selecting a preferred search provider, while the providers get tabs and links that highlight their own particular internet services. The page also offers reviews and search tips. For specific search needs, Netscape offers categories: Search the Web; Explore by Topic, Find a Person, Find a Business, Home & Auto and the inevitable Shop & Buy.
Underneath Net Search is Netscape’s Open Directory Project, staffed by internet volunteers, and its Smart Browsing technology, which lets users enter search terms directly into the location bar of the browser. The whole package reflects Netscape’s real value to AOL, which is not as a software company but as a high-traffic aggregator of eyeballs – eyeballs whose owners can then be directed towards e-commerce storefronts and persuaded to part with their cash.
