Peer-to-Peer (P2P) based distributed service discovery is the norm of today's Service Oriented Architecture. Query routing mechanisms in distributed P2P systems function purely at the overlay layer isolating them from the underlying Internet Protocol (IP) layer. This overloads the underlying IP-layer and degrades the performance of query retrieval time due to large amount of inter-ISP traffic and unbalanced utilization of network links. In this paper we present a novel distributed service discovery architecture, where the service discovery mechanism is performed at the IP-layer without involving overlay peers. Message level intelligence is employed at the IP-layer with the help of Application Oriented Networking (AON), which paves the way for dynamic learning of proxy-routers that accomplish selective forwarding of search queries to target registries on behalf of the query initiator. We present the conceptual design of our framework and demonstrate through analysis and simulation that our approach reduces the inter-ISP traffic and redundant utilization of the underlying links by 50 for the considered topologies.