NEW YORK (CNNMoney.com) -- The online search giant Google Inc. unveiled a new service Monday that allows users to create their own personalized search engine for their own Web sites or blogs.

The free service, dubbed Google Custom Search Engine, allows organizations or individuals to create a customized, content-focused search engine, that can be limited to specific Web sites, ultimately allowing users to create a search engine around a specific topic such as a sports team, according to the company.

Users of the customized search engine can even adjust its look and functionality or use Google' AdSense program and ultimately generate revenue, Google said.

"We want to make it easy for anyone to create a search engine about all of their favorite topics, without needing a Ph.D.," Marissa Mayer, Google's vice president of search products and user experience, said in a prepared statement.

The Mountain View, Calif.-based company said two organizations are already employing the customized search service, including Intuit's (Charts) JumpUp.com and RealClimate.org.

The new service, which marks another attempt by Google (Charts) to outdistance itself against rivals Yahoo (Charts) and Microsoft (Charts), comes just after company shares closed at an all-time high and after its third-quarter sales and earnings soundly beat expectations last week.

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