Google is synonymous with Internet search engines, and even the Internet itself. From among hundreds of contenders, this seemingly simple site has made itself the first port of call for researchers and housewives alike, and has branded itself into the hearts and minds of millions of users. How did it do it?

This is the question being asked by every other hopeful contender to the search engine crown, from the established Yahoos to the soon-to-be-launched Microsoft MSN search engine. Google`s business plan, ranking system and algorithms have been dissected, bisected and analysed by the competition, who hope to bring something to the consumer that could possibly compete with the incredibly powerful incumbent. So far, it`s proved a tough model to emulate, let alone surpass.