As they saw it, generation one was AltaVista, generation two was Google, and generation three was Teoma, or what Ask Jeeves came to refer to as Expert Rank. Teoma's technology involved mathematical formulas and calculations that went beyond Google's PageRank system, which was based on popularity. In fact, the concept had been cited in the original Stanford University paper written by Sergey Brin and Larry Page as one of the methods that could be used to rank indexed Web sites in response to search requests. "They called their method global popularity and they called this method local popularity, meaning you look more granularly at the Web and see who the authoritative sources are," Lanzone said. He said Brin an Page had concluded that local popularity would be exceedingly difficult to execute well, because either it would require too much processing power to do it in real time or it would take too long.

ExpertRank is an evolution of IBM's CLEVER project, a search engine that never made it to public.

The difference between PageRank and ExpertRank is that for ExpertRank the quality of the page is important and that quality is not absolute, but it's relative to a subject.

At Google, the preference is for working in small teams of three, with individual employees expected to allot 20 percent of their time to exploring whatever ideas interest them most. The notion of "20 percent time" is borrowed from the academic world, where professors are given one day a week to pursue private interests.