And finally, has Google's challenger emerged in the form of Facebook?
Like Google, even Yahoo and Bing have access to most of the documents of the Internet.
However, Facebook is emerging as the top repository of 'private' content, if you can even call it that. Either way, the content generated on that social networking site is itself turning into a massive affair.
Imagine 800 million users spending millions of combined hours every day on posting billions of pieces of content in the form of status messages, comments, notes, photos and the like.
If you make you settings public, it will land up in the public domain, but if you keep it private, then only Facebook has access to it.
Either way, this is the first time that Google doesn't have access to such a large chunk of the Internet.
While Facebook hasn't been able to convert that into ad revenue that rivals Google, it's working on it, though it has already matched them on the single issue of display ads.
That's where Google’s abysmal failure in the social networking domain will hit it the hardest.
The current decade will be a key one for both giants!
Image: A sign is shown at Facebook headquarters near Facebook's User Operations Safety Team workers office in Menlo Park, California on December 13, 2011.
2011: A scary year for media and social media
Seven reasons why general elections could take place in 2012
An Open Letter to Kapil Sibal
10 reasons why the Indian media is like that only…
An Open Letter to Shahrukh Khan
Will China do a Kargil on India?
The author is a Bangalore-based journalist and blogger. He blogs at http://sunilrajguru.com/