
(shot by Lenslinger)
Man, if Jason McCabe Calacanis is nothing else, he sure as hell is one smooth-talking dude.
Ever since Silicon Alley Reporter shut down due to the crash of the web agency industry he’s been stitching together the work of other people into something ripe for purchase. Funny how a business (SAR) that pimped those very same web agencies, driving up their visibility & rates and SAR’s advertising dollars, died the same death.
I heard a lot about Calacanis’ latest project, Mahalo, over the past 6 months, primarily through friends conversations out on the left coast and the occasional Scoble / Techcrunch / Winer ruminations. But when listening to Calacanis present Mahalo to Ed Cone and the audience this past weekend at ConvergeSouth, I have to admit I was a bit taken aback by some of the claims in his elevator pitch.

When contextualizing the features of Mahalo in the search world, Calacanis spoke of Google’s search algorithm (PageRank) in the past tense. He continued on, bloviating about the old way of presenting search results, where a machine based relevancy off of explicit criteria found within the markup, such as keyword matches with domain names and titles and the number of links to individual domains. This, Calacanis argued, creates relevancy that cannot be trusted as valuable, because SEO is a game and results are flattened out without any consideration of quality.
Mahalo is apparently different because Calacanis has hired a team of employees experts to create result pages that enhance the results of the zeitgeist of society (through the top 25,000 search queries). Forget the subjective argument surrounding “expertise” and answer this one question for me:
How does this make Mahalo a search engine?
The way I see it, Calacanis has created a super-collaborative link blog. Sure, there are community elements to it and there is a search box up top, but authors (or “guides”) are simply culling together their top link choices to give further context to an idea, issue, topic, place, etc. Mahalo isn’t a destination search engine; Mahalo pages are built to show up high in… you guessed it, Google search results.
None of this is bad, but it doesn’t make Mahalo a search engine. Or at least one attempting to compete with Google.

See, the vibe of the pitch keynote leaned pretty heavily in the direction of Mahalo being the future and Google being the past. Being that Mahalo is human in a miscellaneous fashion, I won’t compare it to Yahoo! back in the day — a site that attempted to categorize every known site into a master ontology. This is much smarter, as the well structured page titles, super-relevant links and structured data makes Mahalo pages ultra-ripe for a Google crawl and a well placed search result.
Calling a spade a spade — an SEO optimized link blog, trying to gain top spots in Google to cash in eventually on AdSense or similar — isn’t what CEOs do in this world.
To front like Mahalo is revolutionary in redefining search or that it will become a destination search engine — particularly, one that can marginalize Google’s PageRank algorithm through human expertise (btw, this very same algorithm is the one exposing these secondary result pages to the general public in the first place) — is a bit of crazy talk.
For shits and giggles, say that Mahalo succeeds in creating result pages for the top 25,000 search queries from Google and Yahoo!. Then what? How many “expert” monkeys are needed to not only scale to meet the demand of the ever shifting zeitgeist, but to maintain pre-existing hand-linked search result pages?
How long can Calacanis’ pet example, “Paris hotel,” stay relevant as the months and years creep on by?
Or is that the phase in Mahalo’s strategic plan where the real crowdsourcing kicks in?

Interesting stuff to ruminate over, but to lead off a conference hyped as “Creativity online for all people”…?