CNET’s Stephen Shankland has written a thorough review of Microsoft’s BrowseRank, “Microsoft tries to one-up Google PageRank” but its this perspective that really tells the story.

It’s maddening to see yet another naive or deliberately misleading article on an innovation in search ranking, that perpetuates persistent misunderstanding of how search works and what makes search better.

Microsoft’s done some amazing work but make sure you take the hype with a grain of salt. Really understand how search engines work if you have any expectation of success as a search marketer. Ethan’s perspective is invaluable.