Access to the world's information is at present almost completely in the hands of a few large companies and largely in the hands of just one. As an aid to thinking rather than shopping, diversity in search might be crucial. Lack of such diversity might be bad for business, but might be even worse for humankind.
As one of the most visited websites around the globe, with over 12 billion searches sent through its engine per month and owning 67.5 percent of the U.S. search market, Google can play a huge role in the popularity of your own site. Whether it's business-related or you're just trying to establish yourself as a presence and brand online.