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CEO Dan Yomtobian and his company ABCSearch have taken the concept one step further with a social search engine aggregator Scour.com (www.scour.com). It compiles results from Google, Yahoo and MSN through its own algorithm.

A user conducts a search and decides whether the number-one listing is most relevant and can vote it up or down.

After a vote, he or she can also leave a comment about a site or read other people’s comments.

If a user finds another comment interesting he or she can contact that person through the Scour network.

“Google is a 100-pound gorilla. They have a good algorithm but the system can be gamed,” he said.

With SEO companies spending hundreds of millions of dollars to help advertisers get their listings to the top, the emergence of social search appears to be a way to help level the playing field.