Over the last 15 years, google has gone from one of many to being the only shop in town, and now it has a few competitors, but in terms of market share it is still dominant. Understanding whether or not this is a good or bad thing for business owners is another matter than understanding whether this is going to continue is also quite complicated.

Google has shifted the focus on what their search engine actually does, with it now being even less of a directory, and now more a place for people to find out information. This limits businesses’ abilities to market their products on there, which may explain why we’ve seen growth in businesses such as Amazon. Amazon and other search engines like it, which also focus on specific areas, could be how we’ll see google’s market share reduce in the long run.