I followed a story today to cRANKy, “the first age-relevant search engine.” How does an age-relevant search engine differ from an age-irrelevant search engine? According to a press release dated today, cRANKy is “designed to deliver the most targeted search results by applying a 50-plus lens to every query . . .” The site is part of Eons, “a 50-plus media company” founded by Monster.com creator Jeff Taylor. In cRANKy’s world those who are 50+ want their data pre-chewed and still cannot process more than four pieces at a time.
I started my exploration with the “Top cRANKy Searches 2006.” Example: Top Search Number 3 is Body Mass Index. A cRANKy sidebar links to a list of its most popular search terms for 2006, which overlaps yet is different from the Top cRANKy Searches 2006: Alternative Health, Entertainment, Finances, Health/Disease, Hearth & Home, Hobbies / Fitness, Ones to Watch, Relationships, Travel Spots, Web 101. Selecting Ones to Watch in 2007 I found ten subtopics: Brain Builders, Stephen King, Blogs, Work From Home, Elderhostel, Make New Friends, Jobs After Retirement, Arthritis, Online Dating, and RVs. Putting aside the obvious that (save for Stephen King) these are not “ones to watch” but Trends, perhaps, an image began to form of the cRANKy demographic. I pictured a graying couple hopping from elder hostel to elder hostel in their RV, reading Cujo, completing Sodoku puzzles with their new friends, posting blog entries (“Five Fun Facts About Phoenix”), and making pin money by selling macramé plant hangers at craft sales. I followed the first BrainBuilder link to a results page with abundant white space. Two sponsored links appear at the top of page. Below are only four organic results, followed by another four sponsored links in smaller type. Finding additional organic search results required clicking to page 2 for results 5-8, to page 3 for results 9-12, and so on. The four-results page is a cRANKy selling point, its response to the sheer overwhelming mass of a typical Google search. (When was the last time you navigated beyond page two or three of Google results?)
How is cRANKy for general search? (As I do with other trademarks like iPod I’m trying to be fair and enter the mark as it is written, but its inelegance is off-putting). If, say, a cRANKy user wants to understand this “Facebook” her college-aged daughter is talking about, can she get her answer cRANKily? I entered “facebook” in the search field and received a query back–Did you mean factbook?–followed by the standard four results: number one to a Business Week article, number two to a Technorati page of blog posts tagged “facebook,” number three to the Wikipedia Facebook entry, and number four to facebook.com. Somehow I don’t think the cRANKy demographic will want to make sense out of the technorati page, but to be fair the site is new. It intends to rank results based on user feedback (how very Web 2.0-ish!) and in six months, perhaps, the results will better reflect the cRANKy spirit.
Would I recommend this search engine tricycle with training wheels to my 85-year old father-in-law or the residents of the continuing care retirement center on whose board I sit? Not yet.