On April 5, fellow Search Insider Max Kalehoff wrote about the likelihood of search continuing to be dominated by three players. Max, very convincingly, argued that our search activity could fragment over a number of properties, some of them vertical engines that offer more functionality, some of them alternative online properties, like social networking sites.
As search becomes an increasingly important online staple, I believe the question of where all that activity will take place also takes on increased importance. For that reason, I'd like to play devil's advocate (in this case, the devil being the established search players, Google, Yahoo and MSN) and offer some reasons why we might continue to consolidate our search activity on these familiar partners.