Web search leader Google Inc. on Friday (June 18, 2004) rolled out two new services for Web site operators in a move to extend its advertising and search businesses as it marches toward an initial public offering.

The first service, called AdSense for Search, enables Web site operators to put a Google search box on their sites.

Previously available only to large Web sites and portals such as AOL, EarthLink Inc. and BellSouth Corp., the service allows sites to provide search results and related advertising to their visitors.

As part of the program, Google shares revenue from ads with Web publishers -- effectively paying them for searches as it battles to maintain its lead position amid growing competition from Yahoo Inc. and Microsoft Corp.'s MSN.

Such arrangements, called search box affiliate programs, were first used by search providers in 1999 and 2000.

Google also introduced so-called "site-flavored" search, a product from Google Labs, which builds on an existing feature and allows Web sites to customize search results to more closely reflect a site's content.

For example, an astrology site could customize its results so that when searchers enter the query "stars" they are more likely to see results about celestial bodies than Hollywood celebrities.