The big difference: users put their names--and Google's advertisements--on their knol pages and split the revenue with the search company.

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If Knol succeeds, it could steer millions of Google's search engine users back onto pages that host Google's ads, Sullivan argues.

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On Friday, the search engine announced the creation of "Knol, " a project that allows users to create their own Wikipedia-like pages on specific subjects.

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Google's Knol joins sites like eHow, About.com, Squidoo and Mahalo, which are all attempting to create pages that tap into Wikipedia's massive flood of traffic.

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If successful, Knol could have a bigger footprint than all the other content produced by search engine companies--and so displace more competitors, argues Danny Sullivan.

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Google executives have declined to comment on Knol to the media.

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"I don't think they'll give knol pages unfair bias, " he says.

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Those who make a living from trying to get their clients' pages higher on Google's search results are particularly vexed by even the idea of Knol.

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In conversations with Search Engine Land's Danny Sullivan, however, Google executives have said that Knol pages will be ranked in search results the same way as any other pages.

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Knol is far from Google's first venture into publishing.

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Mr. Stricker added that Google shares these new companies' mission of providing more authoritative answers to questions for which there may not be a lot of content online currently, citing its real-time search services and a product called Knol, which allows people to upload information about topics on which they are experts, as examples.

WSJ: Quora and Others Are Racing to Fill Gaps Left by Google