Beating the Google advantage

A key to Google's success, in the opinion of one of its representatives, is its "willingness and desire" to get users to their search destination in the quickest time possible.

So reports CNET's Don Reisinger, who also revealed that the search engine organisation views itself as a simple middleman.

However, Randfish, in a blog for SEOmoz, disagrees with this description, due to the results of a test.

In it, subjects are asked which search results they prefer from a wide variety of options, while on occasion the company names are swapped to test brand loyalty and preference.

Randfish states that in almost every test, users picked Google as being the best search engine, without regarding the actual search results.

"If Microsoft or Yahoo! or a start up search engine wants to take market share, they're going to have to think less like a technology company trying to build a better mousetrap and more like a brand trying to win mind share from a beloved competitor," he suggested.

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