How Google Search Got Past "10 Blue Links"

Turns out that the company with the best shot at figuring out what comes after Google may be . . . Google.

For years, tech companies launching new search tools would confidently announce that they'd come up with a new way to do search that was superior to providing a page of results with "10 blue links" to relevant websites. Microsoft made that claim. So did Yahoo. So did multiple startups.

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