Google Dominates Thanks to an Unrivaled View of the Web

Understanding how Google's search works is a key to figuring out why so many companies find it nearly impossible to compete and, in fact, go out of their way to cater to its needs. Every search request provides Google with more data to make its search algorithm smarter. Google has performed so many more searches than any other search engine that it has established a huge advantage over rivals in understanding what consumers are looking for. That lead only continues to widen, since Google has a market share of about 90 percent. Google directs billions of users to locations across the internet, and websites, hungry for that traffic, create a different set of rules for the company.