They each get to put a giant back button on the top of your site that takes you back to the search results instead of deeper into your site. If Google is going

They each get to put a giant back button on the top of your site that takes you back to the search results instead of deeper into your site. If Google is going to steamroll over independent websites, then the others want in on the action too. If they don't jump in, links to "your website" will all point to google.com rather than the other companies' domains.