Google – The Search Engine

Google Incorporate is an American company based in Mountain View, California, which specializes in Internet services, in particular searching using Google Search on the Internet. The search engine of the same name, Google, is known worldwide and has the largest market share in the area of Internet searches. The data centers are distributed all over the world and Google now has more than 70 agencies in over 40 countries.


Larry Page and Sergei Brin, two young students at Stanford University, came up with the idea of founding an Internet search service. Together they founded Backup in 1995, the predecessor of the search engine Google. The groundbreaking idea was a sophisticated search engine algorithm that automatically rates websites based on their link popularity. The patent for the so-called PageRank was registered in 1998. Google Inc. was officially founded in the same year. The success of Google Inc. is mainly due to PageRank, which forms the theoretical basis of the company and has been continuously developed.

Current development

Over the years, Google has been able to establish itself in the search engine market and is now one of the largest listed companies in the world. With the introduction of Google AdWords, Google Inc.’s most important revenue channel, the company also became known as a pioneer in the field of Internet advertising. The group generates most of its sales with advertising on the website’s search results pages: Google AdWords and the complementary platform Google AdSense account for a large part of the total profit.

Through numerous acquisitions in the Internet market and other technology sectors, Google has built up comprehensive know-how in the online segment and is pushing into technology areas that at first glance have nothing to do with the actual search engine – but can be viewed as worthwhile investments in the long term. The group wants to implement Internet connections via balloons and recently bought a manufacturer of flying drones. Google is also involved in Internet television with Chromecast

The company’s own research department Google X is working on further Google innovations.

In August 2015, Google Inc. became Alphabet. This makes Google itself part of a large corporate conglomerate that Sergei Brin and Larry Page founded on the model of Warren Buffett. Other companies of the former Google group, such as the thermostat manufacturer Nest or Google Fiber, also operate under the name Alphabet, as does the research laboratory Google X. According to the founders, the core business of the new company will remain Google Inc., which handles web searches and advertising programs Google AdWords or Google AdSense includes. Sergei Brin and Larry Page have taken over the management of Alphabet, while Sundar Pichai serves as CEO of Google Inc. He had previously taken care of the further development of Google products.

Google services

In addition to the large search engine, the Internet giant Google Inc. offers many different online services such as Gmail, Google Docs, Google MapsGoogle Trends and the recently developed social network Google Plus. There is also the Google Now service for smartphones and tablets with the Android or iOS operating system. This acts as a kind of personal assistant that can show the user the information they may be looking for, even though they have not yet entered an explicit search. Google Analytics can also be used to display real-time analyzes of visitor behaviour on a website. Many other products for the areas of web, Mobile, business, communication or navigation complete Google’s portfolio and complement each other.

The company has several international data centres so that the country-specific versions of Google can be provided in each country and new capacities can be developed through network peering.

Importance for search engine optimization

The importance of the group in the area of search engine optimization cannot be overestimated. In Germany, Google is the absolute market leader for Internet searches. The focus when optimizing websites on the search engine from Mountain View, California is correspondingly large. Of course, this also brought criticism to Google, because the search engine can, to a certain extent, determine where to go in search engine optimization. It defines what is allowed and not allowed. It determines what black hat or white hat SEO is. If webmasters want to do SEO successfully, they can’t avoid Google.


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