1) Their inventive search algorithm.
2) Their business model.
3) The management team.
They entered the market with a new technology that provided access to 1 billion web pages using an algorithmic search technology. Google’s business model included paid listings and related paid listings, which gave Google an advantage in selling advertising. Sergey Brin, Larry Page, and Eric Schmidt were the management triangle that brought Google to the lead of the web search industry. Their powerful business sense, groundbreaking ideas, and engineering and business experience have made Google the dominant company that it is today.
They were able to enter the market and successfully achieve a well thought-out business strategy. In my opinion, they did everything right in their early years. What stands out as a strong tactic was building upon their algorithmic search technology. By focusing solely on licensing its search technology to Yahoo! and other third-party sites, Google was able to gain a strong grip in the web search industry. With Google’s introduction of cost-per-impression and click-through-rate, they became a threat.
In analyzing what Google did wrong, I would say that they could have done a better job with customer service. Many customers and industry analysts observed that Google failed at providing customers with apt, tailored service.
I would say “yes” the search business would continue to become more focused as Google has conquered this industry and Yahoo can hope to maintain market share by offering editorial content that some users may be trapped into inspecting. But as current web surfers have become more refined and enabled to pursue out content in less conventional sites, Google’s independent style of search joined with its massive scale of indexed web pages leads to outcomes more suitable to users. This very scale of indexing grants a head start for Google that makes market entry near impossible.