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Few Internet phenomena have rivaled Google. Not even Yahoo! of 1994 and 1995 could claim the importance in so many lives that Google can claim. Amazon, eBay, Napster — all are milestones, but Google is a uniquely big wheel. It has been adopted quickly, its user base is of global scope, and it has influence on society at large. (A marketing survey reported that Google was a more recognized brand than Coca-Cola and Starbucks.) No online activity has become as deeply embedded in our culture and language as Googling.

The first wave of euphoria has ended. Google was launched, took over the world of Internet searching, became a public company, and settled down to life as an established Internet powerhouse. Google’s millions of users were ecstatic over the uncannily useful search results and no-fluff interface, and Googling became part of the language and part of the Internet lifestyle. Google enlightened the online citizenry, and other Internet companies, by demonstrating that online searching could be profoundly rewarding and profitable. Google is now entering a second major phase of its existence.

Now a new stage begins. Users take for granted Googling and its great results.
Competitors have wakened from their slumber and are battling Google fiercely for mindshare and search traffic. New search-related services are being introduced at a record pace. Innovation is in the air. Standards of search accuracy and relevance have been raised, and consumers know that the next great development might not come from Google.

The result of this increased competitiveness has been remarkable at Google. Always a brainy outfit that values invention for its own sake, regardless of what the marketplace seems to need, Google has expanded its Ph.D.-encrusted staff and dramatically increased the pace of its development of new products. Since the publication of Google For Dummies, Google has launched Google Local, Google Video, Google Suggest, Google Scholar, Gmail, Google Deskbar, and Google Desktop Search. The company has made extensive overhauls to Google Toolbar, Froogle, Google Groups, Blogger.com, and Google Free. Google has acquired photo-editing company Picasa and satellite-imaging company Keyhole. Google has been busy.

Google has matured and is driving forward quickly on all cylinders. Nearly from the start, more power has been under the hood than was generally recognized. Now, it is downright absurd to be using Google only as a simple Web search engine, hitting the home page with simple keyword strings, oblivious.