How Google got it right

As marketing challenges go, there can’t be many more daunting than taking on search engine leviathan Google. With the exception of China -- where home-grown engine Baidu rules the roost -- Google's dominance is uniform. The yawning gulf between Google and its rivals has been graphically demonstrated in recent times by Microsoft’s $44bn bid to acquire Yahoo! If that deal goes through, Microsoft/Yahoo! would still have just 15 per cent of the global search market compared to Google’s 62 per cent, according to ComScore. But despite the lion’s share of Search market, is Google going as strong as it used to be. Here’s a look into what makes it the Search monopoly, and the potential threats to its position as the top online brand.