Odds are the last time you told someone to look something up online you didn’t pause before asking them to simply, “Google it!” It has become second nature to rely upon the search engine to answer all of our queries, ranging from the in-depth to mundane.  

Will Google be able to retain its dominant position in the search market? In order to evaluate its potential staying power, it’s important to first understand how Google has been able to secure itself as the leading and most universally recognized search engine. 

Google was founded on a revolutionary thesis and when it was introduced in 1998, it behaved differently than any other search engine at the time because it is focused on the relationships and links between websites. This progressive approach mitigates the need to search solely via specific search terms and has ultimately revolutionized how online searches operate. Google has the capacity to calculate a site’s relevance according to the number of pages and links pointing back to the original site. Using these methods, users are guaranteed a fast and reliable result every time.  

A study by SparkToro in 2019 revealed that within the United States, Google had ownership of 94% of the search engine market share; by contrast, Bing held less than 2%. A large part of this success can be credited to the fact that Google was developed with the goal of delivering consistently high-quality results for users. Google’s ability to find the most relevant result has instilled customer satisfaction; if users are consistently able to find what they need when they need it, they will be repeat customers. 

Google’s reputation for delivering efficient answers and relevant results has contributed to a sterling reputation, allowing it to be considered a trustworthy source of information. Google is always monitoring SEO and black-hat techniques used to skew searches and rank higher within the results. By ensuring less outside manipulation they are proactively safeguarding their client’s online security.  

In order to ensure client trust and satisfaction, Google is constantly updating the search algorithms and focusing on practices that will best serve the user’s needs and satisfaction. The algorithm is constantly being fine-tuned using human analysis and machine learning (AI) with the goal of perpetually improving test results.

One method they have used to stay ahead of the curve is through geo-location; they are now able to generate custom results based on the user’s location in the world. This practical addition to the search query is part of what has made Google a go-to for users around the world and helped local businesses to flourish. 

It is important to note that YouTube is also owned by Google; not only online webpages, images, and businesses, but all manner of video fall under Google’s search jurisdiction as well. By making the wise business purchase of another large platform they have demonstrated their foresight in accurately predicting the way people will continue to consume and search for content.

Not to be deterred, other search engines are looking to fill niches of users’ demands, whether it is via incognito searching or environmentally conscious by planting trees and donating to social initiatives.

Ultimately, Google’s future success will be determined by its ability to continuously adapt to their users’ needs and the advances in the market. Unless a new search engine is introduced which renders the old algorithm obsolete, odds are Google is in for another 50 years of success. 


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