In a move that will likely bolster Google's search dominance, the company late yesterday unveiled the Google Custom Search Engine, equipping anyone with the ability to set up a free, tailored Google-powered search engine on any Web site -- and make money in the process.Users may hone the content focus of their search engine, be it fishing or phishing, Playdough or Plato, bass (the fish) or bass (the musical instrument), Spam (the meat product) or spam (the e-mail blight), etc. They accomplish this by choosing which Web pages they want to include or exclude in their index, as well as how content should be prioritized.

User also may opt to allow others to contribute to their index, according to a written statement from Google. Finally, users may then customize the look, feel and functionality of their search engine."We want to make it easy for anyone to create a search engine about all of their favorite topics, without needing a Ph.D.," said Marissa Mayer, vice president of Search Products and User Experience at Google in a written statement. "Everyone -- businesses, organizations, moms, dads, teenagers, and teachers -- can harness the power of Google technology to create a personalized search experience that reflects specific knowledge and interests."The setup process is very easy, promises Shashi Seth and R.V. Guha of the Google Co-op team. "In a matter of minutes you can create a search engine that reflects your knowledge and interests," they wrote last night in the Official Google Blog.If the prospect of a free, customized, Google-powered search engine isn't incentive enough, Web proprietors may be won over by the prospect of earning money via the Google AdSense Program -- at the expense of populating their Web sites with Google text ads. In most cases, participation in the program is required if you opt to use the Google Custom Search Engine."Universities, non-profits and government organizations can choose not to run ads on their search results if they'd rather not," according to Google.Revenue from text ads, of course, is Google's bread and butter, helping to generate the $150 billion Google has piled up in its short eight-year lifespan.

Web sites already taking advantage of the Google Custom Search Engine include RealClimate.org, a site focused on providing expert opinion about the science of climate change. "They have created a searchable subset of the Web to provide reliable scientific information to its visitors," according to Google."Unfortunately, since this topical subject has become rather politicized, the quality of information [on climate change] available on the Web is very variable, ranging from the excellent to the atrocious," said Gavin Schmidt, who helps run the site. "With the Custom Google Search facility, we are able to create a searchable subset of the Web that in our expert judgment provides solid and reliable information.

"To enroll in the Google Custom Search Engine program, go to www.google.com/coop/cse/.What do you think of Google's Custom Search Engine? Do you plan to implement it on your Web site or blog?