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How long can Google stay on top

‘If it ain’t broke don’t fix it’. How many times have how many of us heard that phrase in our lives? A hundred? A thousand? Has it blurred into phrases like ‘a penny saved is a penny earned’ and ‘if it hurts when you do that, don’t do that’?

If it ain’t broke, don’t fix it.

Why change the status quo? If it’s satisfactory, why try to do better? The go getters in the world might disagree with that thought process. They might say there’s no reason to settle for something if the possibility of something better is out there. A couple of guys that might fall into that category of ‘go getters’ are Larry Page and Sergey Brin, the Stanford graduate creators of the internet juggernaut Google©.

In the early nineties the internet was just a twinkle in the world’s eye. It was new and shiny and no where near its full potential. And at the time SEO wasn’t even thought of. In fact, there was no Optimization in Search Engines. The typical search engine searched for pages based solely on how many times the keyword appeared in the content of the page. As you might imagine, that didn’t always lead users to the most useful page related to their search. So, at the time, SEO basically consisted of putting the keyword on your page as many times as possible to the web crawlers of existing search engines would find them and rank them higher on the results page.

Enter Google, originally just an idea for Page’s doctoral thesis that, after finding realizing the practical uses for the algorithms they developed, became the search engine of choice for the vast majority of users on the internet. By 2004 they were handling more than 84% of web searches being done worldwide.

In fact, their search engine was so effective that, in 2006 the term ‘google’ became a real word or, more specifically, a verb. And you know what they say, you know you’ve made it when you’re in the dictionary. In some ways, SEO as we know it today is what it is because of Google. Because Google’s algorithms were so complex, looking not just for keywords, but links, keywords in links and code, how many links and where those links are coming from. Google was good at what it did, which meant web developers needed to be good at their SEO. Throw learning search spiders, used to sniff out fake links and pages, and the variety of SEO tactics and the internet has become a word in and of itself, made of up of checks and balances that challenges that of the United States government.

Google got to the top of the search engine game by being the best at what they did at the time. And once the public gets used to doing something, like opening a Google search page instead of a yahoo!, ask, MSN, or bing page, they’re more likely to keep going back to it. So the question becomes, how much longer can Google continue to be at the top of the search engine world? How long will people keep opening that Google browser and Googling to their heart’s content? It’s been more than ten years, Google should have run it’s course by now right?

Not necessarily. Those two guys from Stanford had their business heads on straight and haven’t just stuck with their search engine. They have their fingers, visibly or not, in just about every facet of digital business.

So, back to the original question. How long can Google stay on top of SE and the internet at large. Well, let me ask you this.

Is Google broken?

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