Lee Odden

Wisdom of Crowds Search

One interesting service that I learned about today was a site search service called Collarity. They offer a site based search service that can display community-clustered search results based on previous users actions. The service can also deliver optimized ads with the search results allowing publishers another way to monetize content.

An example of an implementation can be found at the My Fox LA site. I think there are multiple stories to tell about this service, both from a user perspective and the site monetization angle. The results are different enough that I think it may take users some getting used to, but it certainly invokes interest as an alternative to the ineffective site search that exists on most web sites.

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Thanks for the interesting search news Lee.
    I played with Collarity and found the search results targeted.

    Collarity would be of interest especially to bloggers who publish Blogger blogs to their own servers (the “labels feature” is unavailable to such bloggers)however, Collarity’s FAQs is vague about the ultimate bottom line:

    “Collarity shares the incremental revenue created by the ads served through the Collarity Compass. That means there’s no upfront fees …”

    Okay, so there’s no upfront fees, how much do I pay later??
    How much of a percentage would Collarity take? How can a webmaster find this answer?

  2. Thanks for this information. I have just signed up for an account and it is very easy to use. I will let you know how useful it is.

  3. Avatar Balazs Balint says

    I had a look at collarity. The idea is not bad, but I think it is not too effective. The ultimate search engine will use all the data provided by users. A user evaluates a result by the time spent on it, number and depth of returns, referers, etc. But this means an incredible amount of data. The question: Who can take the users to share these data and who can handle this mass? I think that systems based on shared resources can solve this problem.