A new breed of search sites are on their way, offering users access to a list of short, researched and relevant websites, at least that's the theory.
The newly launched site, 1Do3 promises to eliminate the laborious process of trailing through hundreds of suggested websites for relevant information.
"The web can be an incredibly efficient way to get things done but many people are put off by the sheer quantity of information available. 1do3 exists because we realized that by careful filtering, we could make the internet into a genuine practical tool for UK users," said David Hopson, one of the website's founders.
But 1do3 does not want to be labelled as a search engine but a 'shortal', neither is it aiming to take over from such search engines.
"We think the perfect browser set-up is to download the Google toolbar, and make 1do3 the homepage," said David Nunnington, director of 1Do3. "As a 'shortal' 1Do3 will help you find what you want, but then Google would be right there in the browser when you've something less everyday to deal with."
Research by the company showed that modern search engines such as Google simply offered the user too many matches to their search, most of which were completely irrelevant to what they were actually looking for.
"If you're after a map you don't want to search through 10 million reference pages," said Nunnington.
But this is not the only problem, according to Nunnington.
"Search Engines are so stacked full of ads and so keen to lock you in that they're just a pain to use. Broadband will make them better mechanically but it won't abate their noise and confusion," said Nunnington.
Every site listed on 1Do3 has, according to the company, been included because of its content. The site will not be sponsored by the websites listed in its search facility.
But it will be difficult for 1Do3 to make headway in this tough market place.
In terms of hits and hours spent on the site, Google has taken poll position, according to researchers at NielsonNet ratings for the last six months, a track record that will be hard to beat. In May of this year Google received 4 million members, more than any other site in the top 25.
"Google changed the environment on the net but now the big portals look increasingly like lumbering dinosaurs heading up a dead-end evolutionary track," said Nunnington.