MySolitaire.com, another online diamond business, spent January to June of 2006 in the supplemental index.

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As for Google's own take on its supplemental index, the company is typically tight-lipped.

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The criteria for which pages are targeted for the supplemental index remains a subject of guesswork.

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Google's programmers appear to have created the supplemental index with the best intentions.

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"The supplemental index has been on the upswing for quite a while, " says Aaron Wall, a search engine consultant and Google-watcher.

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That's not a problem, Koppula says, because supplemental results are no less legitimate than normal results, and pages in the supplemental index aren't checked any less frequently by Google's spider.

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But he does know that his site has been condemned to the supplemental index, a dreaded backwater region of Google search results that goes by another name in online marketing circles: Google Hell.

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Asked if the supplemental index is getting bigger, he responds that "new pages are constantly being added, " but that the "algorithmic nature" of Google's spider makes it hard to measure the index's size or how fast it's growing.

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Google's official page for Webmasters cryptically notes that Google is "able to place fewer restraints on sites that we crawl for this supplemental index than we do on sites that are crawled for our main index, " a phrase that puzzles most search marketers.

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