The dominant search engine and the single biggest source of organic and paid demand for most businesses.
Official siteGoogle is a subsidiary of Alphabet Inc. and runs the search engine that still handles the large majority of the world's web searches. For marketers it is two things at once: the organic index we optimise for with SEO, and the Google Ads auction we buy from for paid search, shopping and display.
Google also sets much of the practical rulebook for the modern web. Its ranking systems, Core Web Vitals, mobile-first indexing, structured-data support and — more recently — AI Overviews and AI Mode shape how sites need to be built and written to be found.
Google crawls, indexes and ranks the web, then answers queries through classic blue links, rich results and increasingly AI-generated summaries. Alongside search it runs the Google Ads auction, Google Business Profile for local visibility, and the free tools most SEO work depends on.
Because Google sends most organic and paid search traffic, its guidelines are effectively the spec for a healthy site. Core Web Vitals affect user experience signals, structured data unlocks rich results, and the helpful-content and E-E-A-T guidance drives what kind of content earns rankings. AI Overviews now sit above traditional results for many queries, so being cited there is a growing part of the job.
We treat Google Search Console and GA4 as the ground truth for performance, tune sites against Core Web Vitals and mobile-first indexing, and implement Schema.org markup that Google actually consumes. On the paid side we manage Google Ads accounts, and on AI search we structure content and entities so pages qualify for AI Overviews and AI Mode citations.
Common questions
Straight answers on how this fits your marketing and build.
Yes. Despite growth in AI assistants and Bing-backed Copilot, Google still handles the large majority of global web searches, so it remains the primary target for both SEO and paid search for most businesses.
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