In the latest news, HitWise reports Google is still king in Web search. Accounting for 65% search, Google is followed by Yahoo!Search with 20.73%, MSN totalled 8.46%, and in fourth spot was Ask with 3.69%. The other search engines, 47 of them, managed to total only 1.86%. All these figures are for April in the U.S. alone.

Besides leading the game, it stands now as the only search engine to have continuously risen in volume by 11%. Marketplace and search marketing industry advisors suggest using rivals like Yahoo! and MSN to promote healthy competition the problem is there isn't much traffic at other sites. Though Yahoo! And MSN have still fared better than the remaining ones.

With growing dominance in search and advertising, Google could wring out competition limiting choice to users. Moreover, prices could be hiked and publishers forced to charge publishers sky-high CPMs. As long as Google doesn't get drunk on power and stifle itself out, there are years of sunny days ahead. To be unbiased, Google's rivals are worth giving a try.

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