The cleverness of Google has been to stash its portalness (portality?) behind the home page, on the SERP.
ENGADGET: Editorial: FTC and Google -- why the right decision feels so wrong to so many people
Small businesses have been crushed by algorithm thrash, when they abruptly dropped out of view on the SERP due to a ranking change.
The search result page (called the SERP by SEO experts) is an editorial product, and Google's site is ... well, it's a portal.
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