There's a long-running gag about people so self-absorbed that they frequently run Google searches on themselves. Jay and Jeff Backer admit that they regularly check their company's status on the world's most dominant Internet search engine.
For the twin brothers, it's neither narcissistic nor laughable. When you sell above-ground pools and other recreational products based out of Browns Valley, Minn. (population 589), you better have a reach beyond the city limits.
That means your business better appear on the first screen of a Google search.
The Backer brothers say their online business, B. W. Inc., wouldn't last long if it appeared way down the list of a Google search. "If you're not on the first page," said Jay Backer, "you can see 50 to 60 percent drops in business."
As Google continually tweaks its ranking formula, the Backers find themselves up and down the company's search results. It's a common frustration among many small business owners, as the Internet company makes unannounced changes, cloaked in secrecy. "We're guessing on a moving target," Jeff Backer said.
Google so thoroughly dominates the search-engine market that businesses that rely on Internet commerce say their fates can rest on a single change to a complicated process that Google won't explain. The Antitrust Subcommittee of the Senate Judiciary Committee will seek explanation this week in testimony from Google CEO Eric Schmidt.
No one disputes that Google dominates other search engines such as Yahoo or Microsoft's Bing. Google handles 65 percent of all Internet search requests in the United States and 80 percent of searches in Europe, according to surveys. That gives the company a stranglehold not only on online searches, but also on online advertising for search engines.
The question is whether Google unfairly uses its dominance to gain an advantage for its own services and advertising clients. The U.S. Federal Trade Commission and the Department of Justice are examining whether the company has become an anti-competitive monopoly that requires federal intervention.