An overwhelming majority are not trying to take Google head on, but rather are focusing on specialized slices of the search world, like searching for videos, blog postings or medical information. Since Google’s stated mission is to organize all of the world’s information, they may still find themselves in the search giant’s cross hairs. That is not necessarily bad, as being acquired by Google could be a financial bonanza for some of these entrepreneurs and investors.

But in the current boom, there is money even for those with the audacious goal of becoming a better Google.

Powerset recently received $12.5 million in financing. Hakia, which like Powerset is trying to create a “natural language” search engine, got $16 million. Another $16 million went to Snap, which has focused on presenting search results in a more compelling way and is experimenting with a new advertising model. And ChaCha, which uses paid researchers that act as virtual reference librarians to provide answers to users’ queries, got $6.1 million.

Still, recent history suggests that gaining traction is going to be difficult. Of dozens of search start-ups that were introduced in recent years, none had more than a 1 percent share of the United States search market in November, according to Nielsen NetRatings, a research firm that measures Internet traffic.

Amassing a large audience has proved to be a challenge even for those with a track record and resources. Consider A9, a search engine owned by Amazon.com that received positive reviews when it began in 2004 and was run by Udi Manber, a widely recognized search specialist. Despite some innovative features and early successes, A9 has captured only a tiny share of the market. Mr. Manber now works for Google, where he is vice president of engineering.

The setback apparently has not stopped Amazon or its chief executive, Jeffrey P. Bezos, from pursuing profits in search. ChaCha said it counts an investment company owned by Mr. Bezos among its backers, and Amazon is an investor in Wikia. An Amazon spokeswoman said Mr. Bezos does not comment about his personal investments.

Image From left, Steve Newcomb, Lorenzo Thione and Barney Pell are the founders of Powerset, a search engine. Credit... Jessica Brandi Lifland for The New York Times

Some start-ups are similarly bullish. “We expect to be one of the top three search engines,” said Riza C. Berkan, the chief executive of hakia. It is a bold claim, given that hakia’s technology is not yet ready for prime time, and Mr. Berkan readily concedes it will take time to perfect it.