Where do Google searches take place? Google, YouTube, Orkut, Picasa, Gmail, Google Docs, and across 40 other Google products, properties, programs, and projects. But it's not just Web sites owned by Google. Google searches take place anywhere there's an Internet connection. They take place on thousands of sites like AOL via Google Search syndication.
They take place on thousands of blogs like Huffington Post via Google Custom Search. They take place on millions of browsers via Google Toolbar. They take place on millions of cell phones - including the Google Nexus One - via Google Search apps. They take place on millions of computer desktops via Google Desktop.
If you're online, there's a good chance Google is somewhere on your screen, whether you realize it or not. Keep in mind, Google also owns DoubleClick, the largest Internet ad serving technology. So even if you don't see a Google search box anywhere, the ads on that page could be served by Google. Part of the reason the Google habit is so hard to break is that you can't escape it.
You don't have to go to Google.com to use Google. In July 2009, of all the searches that Google powered, just over 70 percent of them took place at Google.com according to comScore. So three out of every ten Google searches originate off Google.
Google's audience is anyone using the Internet. So it created a distribution network to reach everyone using the Internet. In July 2009, over 80 percent of all Web users in the United States visited a Google-powered site per comScore. That's nearly 160 million unique visitors, more than any other Web property at the time. Google's even creating new Internet users.
In November 2009, Google announced the "holiday gift" of free Wi-Fi at 54 participating airports and on all Virgin Atlantic flights. And there's long been speculation that Google will roll out free Wi-Fi to cities beyond its headquarters in Mountain View, California, where Google has powered free Wi-Fi since 2005. In January 2010, Google introduced the Nexus One phone built on its Android mobile operating system, which emphasizes Web-based applications.
The key is to build your brand where your audience is. Don't ask people to stop what they're doing or leave where they are to come visit you. Break down your brand into assets they can use wherever they are. Find out where the conversations about your brand or offering are happening and plant seeds there.
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