Search providers have been trying to lure new customers, and keep their old ones, for years by tapping into the social aspect of what they offer, so what Google is supposedly working on is nothing new.
Yahoos photo-sharing site Flickr is one good example.
But if this is true, Googles competitors and search consumers alike are bound to take notice because of Googles leading share of the Internet search market and its world-renowned brand.
In response to questions about the rumored effort, a representative of Google, based in Mountain View, Calif., wrote that "were always exploring opportunities to expand our offerings, but dont have anything to announce at this time."
The representative would neither confirm nor deny that any project was underway.
The ValleyWag blogger mentioned an ongoing project that may be a souped-up version of Googles search history feature, in which Google users bookmarks can be seen by any other user.
For this project, Google may also tie in its tool bar, the user interface found just below a Web browsers "back" button, which contains many of Googles features. The latest version of Googles tool bar can store bookmarks.