"The idea that Google has some edge because they've got super-duper rocket scientists may be a little antiquated now," he said.

Describing the two Internet firms as "black boxes" that won't disclose how they rank search results, Wales said collaborative search technology could transform the power structure of the Internet.

Wales, a former futures trader who has become an evangelist for the free sharing of technology, said users could work together to improve search engines, just as Wikipedia users had tweaked and rewritten articles on the sprawling encyclopaedia.

The process of constant improvement would also make search technology less susceptible to spam, he said.

Founded in 2004 and now employing a staff of more than 30, Wikia hosts group publishing sites on a wide range of topics from psychology to the Muppets.

While Wikia gives away its tools free to users, the company requires that sites built with its resources link to Wikia.com, which makes money through advertising.