Former Google employees have presented a new search engine by the name of Cuil - pronounced ‘Cool’. Coolness is rarely used about search engines (if you are not within the industry), so I guess the open question is: Will ’standard’ users find Cuil cool?

In these times where ’search’ equals Google, it might be a hard struggle but still Cuil offers some nice USPs:

• Cuil’s top-USP is that it indexes and understands the context surrounding each page and the concepts driving search requests
• Cuil is able to index the whole Internet (120 billion websites) and doesn’t use popularity to rank results as Google does
• Also, Cuil displays thumbnails in search results which some users might find useful
• But the biggest USP could be that Cuil doesn’t store records of users’ search activity or IP addresses. Again, this might sound tempting for some…

Time will tell if this way of searching is ever going to amount to a degree of coolness that could threat Google.

More: Brand Republic