Using an ego search to compare Google vs. Cuil

Earlier today, I out-sourced to Danny Sullivan a review of the new search engine, In a comment on that post, Bob Sacks (BoSacks) observed that he uses an ego search to decide if a search engine is any good. That makes sense to me. If I want to find out about someone, chances are the first thing I do is Google them. So I did as Bob suggested and ego-googled “Rex Hammock” — and this is what I got on the first search engine results page (SERP):

1. My Blog (
2. My Personal Tumble Log (
3. My Flickr account (
4. A photo of me at a BBQ restaurant taken by Dave Winer
5. My Company (
6 My FriendFeed account (
7. My MyBlogLog Profile Page
8. My Twitter Page (

Pretty good job, Google, except perhaps, I’d kick that Dave photo to page 2 or 3. From that SERP, you can one-click to about anything you’d ever want to know about me — and way more.

Compare that to the results you’ll get on

My Jaiku account — that I forgot I had
Several links to Techmeme posts that are two years old
A 2004 interview Steve Ruble posted on his old blog
Some posts on Dave Winer’s & Nick Bradbury’s blogs
Some other even more random links

Bottomline: Cuil is not going to be a go-to source for people who want to find information about other people — or themselves.

Bonus link: Rafe Neddleman writes how Cuil shows how not to launch a search engine. I couldn’t agree more.

Later: I just saw that Chris Brogan did the same thing with his name and discovered the same results. Says Chris, “Call me egotistical, but if you can’t find yourself in a search engine after a decade of littering the web with your presence, I’m thinking it’s not much of a search engine.” Okay, you’re egotistical. And you’re right.

Bonus video: Ouch! The WSJ’s Digital Daily puts Cuil through the meat-grinder. Title of video: How do you spell Cuil? F-A-I-L.

This will be my last comment about Cuil. I think the response is looking like “piling on.”