Jimmy Wales, the founder of Wikipedia, the online encyclopaedia, is set to launch an internet search engine with amazon.com that he hopes will become a rival to Google and Yahoo!

Mr Wales has begun working on a search engine that exploits the same user-based technology as his open-access encyclopaedia, which was launched in 2003.

The project has been dubbed Wikiasari — a combination of wiki, the Hawaiian word for quick, and asari, which is Japanese for “rummaging search”.

Mr Wales told The Times that he was planning to develop a commercial version of the search engine through Wikia Inc, his for-profit company, with a provisional launch date in the first quarter of next year.

Earlier this year he secured multimillion-dollar funding from amazon.com and a separate cash injection from a group of Silicon Valley financiers to finance projects at Wikia.

However, it is understood that amazon has also collaborated with Mr Wales on the search engine project and is expected to lend its support to the venture in the future.

Mr Wales, a 40-year-old former options trader, believes that, as the popularity of Google has grown, obvious flaws in its search engine technology have become apparent.

“Google is very good at many types of search, but in many instances it produces nothing but spam and useless crap. Try searching for the term ‘Tampa hotels’, for example, and you will not get any useful results,” he said.

Spammers and commercial ventures are also learning how to manipulate Google’s computer-based search, he added.

Mr Wales believes that Google’s computer-based algorithmic search program is no match for the editorial judgment of humans.

Google searches are conducted using an algorithm that calculates how many other websites are linked to a certain site, which in turn gives the material found by the search a ranking. Therefore, the first result in any Google search is the website that has the most links pointing to it.

Wikipedia is an encyclopaedia written by thousands of contributors from around the world, known as “Wikipedians”, using free open-source software.

Mr Wales aims to exploit the same network of followers and the same type of free software to create his search engine.

“Essentially, if you consider one of the basic tasks of a search engine, it is to make a decision: ‘this page is good, this page sucks’,” Mr Wales said. “Computers are notoriously bad at making such judgments, so algorithmic search has to go about it in a roundabout way.

“But we have a really great method for doing that ourselves,” he added. “We just look at the page. It usually only takes a second to figure out if the page is good, so the key here is building a community of trust that can do that.”

Mr Wales believes that the reputation already fostered by his Wikipedia community and the transparency of his technology will build sufficient trust in his search engine to bring in advertising revenue and make the Wikiasari venture profitable.

“The revenue model of search is advertising. Transparency in search, therefore, is like transparency in news. If the quality is there people will come.”

Catching up with Google, Yahoo!, Microsoft’s MSN or even smaller operators such as Ask.com will be a difficult challenge, Mr Wales conceded.

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