The Fan, the Diagram, and the Early Days of Web Search

Thirty‑five degrees of heat in West Oxfordshire is enough to make even the most stoic of us look for any way at all to keep cool. So I ended up in the garden studio, hunting for an old electric fan I knew was tucked away somewhere.

I found it quickly enough. And as soon as I picked it up, I remembered where it had come from, twenty‑odd years ago. On the centre badge was a logo I hadn’t thought about for years: Overture.

My Overture Sponsored Fan

The name once meant something. Overture powered a huge share of the sponsored links on the early web — a company right at the centre of the first wave of Search Engine Marketing, and one that had sent me, and others in the field, this fan as a promotional gift.

Now, with this relic blowing warm air at me, the past felt unexpectedly close. The fan still worked. The company did not. And somewhere in the back of my mind, in heat‑induced nostalgia, a memory surfaced of a diagram — a map of how search engines once related to one another, before the web settled into the shape we now take for granted.

That rediscovery sent me back into my cloud archive. And there it was: an image file from 2004, a tangle of arrows and logos showing the hidden plumbing of early search. A reminder that the web search was once built around a federation, not an empire.

This is it:

Search Engine Relationships 2024 - Click/Tap to Enlarge

Why the diagram looked like this

Today we’re used to the idea that a search engine is a single, unified thing: one company, one index, one set of results. But in the early 2000s, it simply didn’t work like that.

Most companies calling themselves “search engines” didn’t actually crawl the web. Building a full index was expensive and technically demanding. So many licensed results from someone else. Some mixed those licensed results with their own small index. Others layered paid listings on top. And almost all of them relied on partnerships to fill the gaps.

It was a patchwork — but a functional one. A kind of cooperative competition. Everyone needed everyone else, and the boundaries between “search engine,” “portal,” “directory,” and “advertising network” were far more porous than they are now.

That’s the world the diagram captures.

How the diagram works

The diagram itself is straightforward once you know what you’re looking at.

At the top are the big names of the time: Google, Yahoo, MSN, Ask Jeeves, Lycos, AltaVista, AOL. Each sits in its own box, but none of them stands alone. Arrows run between them, showing who supplied results to whom:

• Google powering AOL’s search results

• Overture supplying paid listings to Yahoo

• Teoma feeding Ask Jeeves

• MSN still relying on partners while building its own crawler

The arrows show the actual flow of data — who depended on whose index, whose ads, whose directory listings.

Below that, the diagram widens into the “verticals”: travel, cars, shopping, insurance, property, finance, business, technology. These were early attempts to organise web search into categories. Each vertical lists the major UK sites of the time — lastminute.com, Auto Trader, Ciao!, Norwich Union, PC Pro — many of which licensed search or directory data from the engines above.

Taken together, the whole thing looks like a wiring diagram. And in a sense, that’s exactly what it is: the wiring of early web search, before consolidation simplified the picture into something far more monolithic.

Looking back, the most striking thing about this 2004 diagram is how provisional everything feels. None of the relationships were fixed. Most of the companies were still experimenting. And the whole structure depended on assumptions that didn’t survive the decade.

Three big developments reshaped the landscape.

1. Crawling the web became cheaper

More companies could build their own indexes. Partnerships became less necessary.

2. Google’s model proved overwhelmingly effective

Cleaner interface, faster index, scalable business model. Portals stopped trying to compete.

3. Advertising consolidated

Overture’s pay‑per‑click model was clever, but Google’s integrated approach was simpler and more profitable. The old PPC networks faded.

Put those shifts together, and the old ecosystem simply couldn’t hold. The arrows on the diagram stopped making sense. One by one, the portals either adopted Google wholesale or faded from relevance.

Finding that old fan — and then this old diagram — was a reminder of how different search on the web once was.

The modern landscape is simpler, and in many ways more efficient. But simplicity has its own cost. Today, Google dominates both the search index and the paid advertising that sits alongside it. And of course AI driven results, a whole other story. Bing is there, and it matters, but the balance is nothing like the distributed ecosystem shown in that 2004 diagram.

Ah well -  perhaps that’s why the rediscovery of a dusty fan on a hot afternoon felt oddly significant. It wasn’t just a piece of early‑2000s junk. It was a small, working fragment of a world that has since disappeared.

Namesake Novel

There cannot be many people who unexpectedly discover a forgotten novel bearing their own name. Yet that is precisely what happened to me recently.

Quite by accident, I learned of a little-known novel published in 1931 by His Honour Judge Ruegg KC entitled David Betterton. Given the rarity of the surname Betterton, I was astonished that I had never heard of it before. The discovery immediately raised a number of questions. Who was David Betterton? Why had Ruegg chosen the name? And what sort of story lay behind this curious literary namesake?

My Copy of Judge Ruegg's Novel

The novel has long been out of print and appears to have escaped the attention of modern literary historians. Contemporary references describe it simply as "A Novel of Staffordshire," and one rather dismissive review in The Spectator [ Link here in new tab ] referred to blackmail, socialist villains, and dreams involving Queen Mab. The description sounded eccentric enough to provoke curiosity but gave little indication of the novel's deeper concerns. But of course, I hunted it down and bought a copy.

As I read through the novel, however, a more interesting picture emerged.

The story begins not with David Betterton at all, but with a young man named Fred Dominey. Leaving home in search of a future, he falls in with a drifter named Jim Owlton. Penniless and desperate, the two decide to rob a house. Owlton persuades Fred to carry out the burglary while he remains at a safer distance.

Fred is caught.

At this point the novel takes an unexpected turn. The owners of the house do not summon the police. Instead, they take pity on the young man and allow him to go free. Legally, the matter ends there. Morally, however, it has only begun.

Although forgiven, Fred cannot forgive himself. The guilt of the attempted burglary follows him as he travels to London, where he hopes to pursue a career on the stage. Through a series of fortunate connections, he finds lodgings with a sympathetic couple whose theatrical contacts help him gain a foothold in the profession. His talent is recognised, a manager takes him under his wing, and he is given a new stage name: David Betterton.

Fred becomes David Betterton [ Click /Tap to enlarge ]

The transformation appears complete. Fred Dominey disappears and David Betterton rises to fame.

Yet the past has not vanished.

As Fred’s life as David Betterton flourishes,  Jim Owlton reappears, impoverished but armed with knowledge of the long-forgotten burglary. He begins a campaign of blackmail that grows more demanding as David's success increases. The higher the actor rises, the more vulnerable he becomes. Alongside this central conflict run a love story and later experiences of military service during the First World War.

The  plot is a melodrama. Yet beneath its surface lies a surprisingly coherent exploration of guilt, identity and redemption.

The burglary itself is not really the subject of the novel. It functions as the original moral wound from which everything else proceeds. Fred's crime is serious, but Ruegg presents him less as a villain than as a weak and impressionable young man led astray by a stronger and more unscrupulous character. Jim Owlton, by contrast, becomes the embodiment of corruption, feeding parasitically upon another man's success.

More significantly, the novel turns upon an act of mercy. The household Fred attempts to rob chooses not to prosecute him. In conventional crime fiction, punishment would provide the story's resolution. Here, punishment never arrives. Instead, the burden passes inward. Fred's real struggle is not with the law but with his conscience.

This perspective helps explain one of the novel's strangest features: the recurring dreams of Queen Mab. At first glance these seem whimsical, even eccentric. Yet they may serve a serious literary purpose. Rather than functioning as fantasy for its own sake, the dreams appear to externalise Fred's inner life, charting feelings of guilt, fear and self-reproach that he cannot easily articulate in waking life.

The change of name is equally significant. Fred Dominey and David Betterton are not merely two names for the same person. They represent two identities. Fred is the private self, burdened by memory; David is the public self,  admired by audiences. The tension between these identities becomes the novel's driving force. The more successful David Betterton becomes, the greater the threat posed by Jim Owlton's knowledge.

In this respect, the novel belongs to a familiar literary tradition. Like many stories of hidden pasts and divided identities, it asks whether a person can ever truly escape what he has done. One thinks of Great Expectations, where Pip cannot escape the origins he wishes to conceal, or even The Picture of Dorian Gray, where a secret history lurks behind a public persona. Can a new life erase an old failure? Can forgiveness received become forgiveness accepted?

The First World War is also interesting.  David – and  Jim – serve in the war, Ruegg uses military service as a kind of moral testing ground. The war becomes a crucible in which earlier social distinctions and personal failings are exposed or transformed.

These questions become all the more interesting when one remembers that the author was a judge. Ruegg understood legal guilt professionally. What seems to interest him here, however, is something beyond the reach of courts. The law settles Fred's offence early in the novel. The deeper consequences continue for hundreds of pages.

As for the name itself, Betterton is an uncommon surname with historical associations in both Gloucestershire and Staffordshire. That second possibility caught my attention because David Betterton as I mentioned earlier, is explicitly described as a "Novel of Staffordshire." If Judge Ruegg was writing about the Potteries and the surrounding district, then choosing the surname Betterton may not have been accidental at all. He may have regarded it as a recognisably local Staffordshire name. 

It is also, of course,  the surname of the celebrated Restoration actor Thomas Betterton. Given that David Betterton is a stage name adopted by an aspiring actor, one wonders whether Ruegg deliberately chose it for its theatrical resonance. Whether that is true or not, the choice seems unlikely to have been accidental. And it is clear that the name 'David' references the renowned 18th century actor David Garrick, as is made clear through the words of theatre manager Mr Abraham, who chooses the name in the story.

Portrait of Thomas Betterton

Whatever the explanation, there was something delightful for me about encountering my own name unexpectedly in a obscure  work of fiction. What began as a moment of curiosity became an exercise in literary archaeology. The result was not merely the discovery of a namesake, but of a novel – though melodramatic in tone and scope – nevertheless is more thoughtful and morally ambitious than its obscurity might suggest.

Except Ye Lord Keep Ye Cittie…

I was wandering in the town square in Ripon in the summer of 1973. I remember walking without any particular aim. I had time to spare. I was light and free.

I looked up and saw the verse carved into the frieze at the top of the Town Hall — an adaptation of the verse in the Psalm:

“Except Ye Lord Keep Ye Cittie Ye Wakeman Waketh in Vain.”

I knew the verse well enough, but the substitution caught my eye. The Town Hall had replaced watchman with wakeman. The word looked both familiar and out of place, like something that had slipped through a crack in time.

I later discovered that Ripon’s historic Hornblower — the Wakeman — would blow a horn at 9 p.m. each night to signal the start of the security patrol. But I didn’t know that then.

I stood for a while, looking at the inscription, taking in its message. Then I moved on. Without me, the square went on being a square. The day went on being a day.

But the detail stayed.

Ripon 1973

Summer light on the square. Stone warm underfoot. A bus purred at the kerb.

I walked without aim — air moving easily, the day loose about me.

High on the Town Hall frieze: Ye Wakeman waketh… letters cut like dry reeds.

Wakeman.

I stood a moment. The square held its shape. The day went on.

The word remained.