Comparisons to Google are worthless, primarily for 2 reasons: 1. Every logical mind (even within Google) in 1999 would have seen that Google was heading for failure - there was no money in search. They got lucky in finding one -adwords - that worked. 2. Had the timing of their discovery been off, or had the dot-com bubble busted a few months earlier, they would have died. In saying that, they are useless as a measure…
From a make something people want theory of value, they were worth way more than anybody back then. I used to jump from engine to engine trying boolean queries, metacrawlers, keyword mixing, etc, coming up snake eyes.
I think most engines were on the 'portal' kick, which I think meant beating people over the head with banner ads and trying to force them to go to content partners. I think if those sites just stopped for a second and histogrammed what users used rather than what they were trying to force them to do, it would have been absolutely obvious that search was the key.