Google's biggest rival is still itself

Interesting column by Victor Keegan (presumably no relation to Kevin) over at The Guardian, in which he argues that "Google's biggest rival is still itself".

That Google is dominant in the global search market is well known, but with competition from any number of vertical (i.e. specialist) search engines for those who are newly coming online, Google's biggest challenge is to keep their search results relevant and useful - which is something that I've certainly found has deteriorated over time - while also doing what they can to further monetise advertising revenue, such as their upcoming video search.