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Google the Giant

Google is the search engine that became a verb – to “Google it” and whose mission it is to organise the world’s information and make it universally accessible and useful. It is also the world’s most used search engine, increasing its US market share to 72.1% of all search engine queries for December 2008. This is a year-on-year increase of almost 10%, according to new research from the competitive intelligence company Hitwise.

Closer to home, late last year, Sensis and Google signed Australia’s biggest-ever search marketing agreement. The deal is that Google will power web search and text advertising for Sensis.com.au and in return, listings from the Sensis business directory, Yellow, will be integrated into Google Maps (Search Engine Room).

The implications

Australia will in effect have only two search engines – Google and Yahoo! This will increase Google’s market share even further, well over 90%.

How Google achieved search engine domination

In the fourth quarter of 2008, the company reported net income of $382 million. Total revenue was $5.7 billion, a 24 percent increase over the $4.83 billion from the year-earlier quarter as reported by Thomson Reuters.

Google’s key revenue driver is AdWords, its advertising platform for publishers that works according to a pay-per-click auction model.

Other products within its Ads product range include Google AdSense, a program that enables websites in the Google Network of content sites to automatically serve text and image ads that are precisely targeted to site content.D194

Google Analytics is arguably the most comprehensive measurement and analytics platform available to publishers and site owners. Best of all, it’s free!

Beyond these products, feature a vast list of applications and platforms, readily available for use online and in beta-testing phase.

In the last two years, Google has purchased, among others, DoubleClick, the U.S.’s top third party web ad server and YouTube, which has opened a new source of revenue, video.

Tough economic climate or not, Google is set to continue to be the dominant player in the global search engine market.

What this means for your business

If Google is on top, to maximise your business’ revenue, you need to be on top of the Search Engine Results Page (SERP) on Google. This can be achieved through a targeted search engine marketing strategy, including both Google AdWords and Search Engine Optimisation (SEO) in a continual, sustainable play to bring long-term profits to your business.

As has been reiterated in most articles, search engine marketing is more measurable and may be a more successful means of spending limited advertising.
roi.com.au is well positioned to assist your business in building a long-term, search engine marketing strategy, to rank your website at the top of Google Australia.