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Alternative Web search engines are vying for any available market share they can grab from the undisputed search engine leader, Google. Hence, the battle for second place is currently pre-eminent. To chip away at Google's market share, alternative search engines are innovating on categories and functions to hone in on particular types of relevant results, from people and job searches to decision engines. Displaying pages of unsorted information may therefore become obsolete due to added work on the part of the user, as uncluttered views with relevant recommendations and suggestions based on natural language queries may one day become the norm for search engines - particularly if Google innovates in these directions.