In the Plex had an interesting section where they highlighted that Baidu vs Google in China. The interesting piece was Google was better in every way for search

In the Plex had an interesting section where they highlighted that Baidu vs Google in China. The interesting piece was Google was better in every way for search engine relevance except for recent events or trending topics in terms of relevance for that day. Google eventually fixed that. My point is, to beat Google it may be better to own niche search topics or elements of search. I remember when Bing tried the aesthetics way for a while there. I'd argue in terms of value, Amazon may be the closest competitor in search to Google. Mainly because Amazon's search data is extremely valuable as these are people set on buying things.