Comprehensive Google SWOT Analysis: Evaluating Strengths, Weaknesses, Opportunities, and Threats

Last Updated on 8 months ago by Nicky Johnson

Google, the world’s most popular search engine, is a complex business. But that’s also why everyone loves to hate it.  The fact is, Google is a complicated organization, and I think there are a few things we can do to improve the state of the search engine industry as a whole.

In today’s competitive business world, it is essential for companies to understand their strengths and weaknesses in order to improve their performance. One way to do this is through the use of a SWOT analysis.

A SWOT analysis is a strategic tool that helps businesses identify their strengths, weaknesses, opportunities, and threats.

A SWOT analysis can be helpful in gaining a better understanding of your business and what changes or improvements may be necessary in order for it to remain successful.


Google Swot Analysis

Company overview

  • Company: Google (a subsidiary of Alphabet Inc.)
  • CEO: Sundar Pichai
  • Ticker Symbol: GOOGL (Class A) and GOOG (Class C)
  • Market Cap (Sept 2020): $1.032 Trillion
  • Annual Revenue (FY2019): $161.86 Billion
  • Profit Net income (FY2019): $34.34 Billion
  • Year founded: 1998
  • Headquarters: Mountain View, USA
  • Number of Employees (FY2019): 118,899
  • Public or Private: Public

Google is a technology giant with a wide range of products and services, most notably it’s Android mobile operating system and Google search engine.

While it faces competition in each of its markets, it remains a dominant player. In this article, we will look at the strengths, weaknesses, opportunities, and threats (SWOT) facing Google.

Google Strengths

Google has a strong brand name and is widely used around the world. Its Android operating system is popular and has a large market share. Google also has a strong position in search with over 90% market share in many countries. 

Google Weaknesses

Google has been criticized for its dominance in search and for its use of data to personalize results. It also faces competition from Facebook in social networking and from Apple on mobile devices. Let’s have a complete analysis of the strengths and weaknesses of google.

Leader Market For Search Engines

Google has long been the dominant player in the search engine market. According to a study by Comscore, Google accounted for 88% of all U.S. search engine traffic in April 2018.

This dominance has led to Google becoming the go-to choice for many people when looking for information online. When it comes to search engines, Google is the undisputed king.

With over 60% of the market share, no other search engine even comes close. This dominance has a lot to do with Google’s history and its many innovations.

Google was founded in 1998 by Sergey Brin and Larry Page, two Stanford University students who were working on a research project on search engines.

They realized that the current search engines at the time were not effective, so they decided to create their own.

Google was different from other search engines because it used a technique called “PageRank” to rank websites. PageRank relied on the number and quality of links from other websites to determine a website’s rank.

This approach was much more effective than the methods used by other search engines at the time, which is why Google quickly became the most popular search engine.

Collection Of Huge Amounts Of Data

Google has a long history of creating innovative applications and tools. The Android operating system is one of their most popular creations.

Android powers a variety of mobile devices, including smartphones and tablets. Android offers users a customizable experience, with a wide range of apps and tools to choose from.

Organizations and individuals around the world are constantly collecting data in order to improve their business operations.

This increasing reliance on data has led to the development of powerful analytical tools, which allow organizations to make better decisions.

In addition to benefiting businesses, this data collection process also helps scientists and researchers learn more about the world around them.

Web Search Engine

Google is the most popular search engine in the world. It has a desktop market share of 86.6 percent. This means that almost nine out of 10 people use a search engine using Google. Google also dominates the mobile search market, with a market share of 95 percent.

The Google search engine is one of the most popular search engines on the internet. It is used by millions of people to find information on the web.

The Google search engine has a number of features that make it unique and user-friendly. These features include the ability to filter results by type, time, and location.

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There are many types of web search engines available today. Some people prefer a general search engine like Google, while others may prefer a more specialized search engine like Yahoo.

There are also many types of searches that can be conducted through these engines, such as looking for specific information about a particular topic, finding new information about a certain company or product, or simply browsing the internet for general entertainment purposes. 

A Model Ad-Based Business

Google is a search engine and internet services company, whose main source of revenue comes from advertising. In 2015, ads accounted for 89% of Google’s total revenue.

This high dependence on ads has caused some concern for investors, as the ad market is cyclical and can be unpredictable.

However, Google has been able to consistently grow its ad revenue, thanks to its dominant market share and innovative advertising products. In fact, in 2016, Google’s ad revenue was more than twice that of its nearest competitor.

While advertising accounts for the majority of Google’s income, the company also generates revenue from other sources, such as sales of apps and content on its Play Store, as well as from its cloud-computing business.

Additionally, Google has been investing in new businesses, such as self-driving cars and life sciences, which could provide additional long-term growth opportunities.

Rapid Growth

Founded in 1998 by Larry Page and Sergey Brin, Google is among the fastest-growing companies in the world.

By October 2001, the firm had only committed around three hundred employees; by January 2004, it had doubled to one thousand employees; by January 2011, it had quadrupled to eight thousand employees; and by January 2015, it was operating around fifty thousand employees.

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As of February 2018, Google had exceeded ninety thousand employees and was operating somewhere in excess of one hundred and eighteen thousand as of December 2019.

Google Weaknesses

Google’s business potential is threatened by the weaknesses that create decreased efficiency and impede growth. The analysis framework known as the Strength, Weaknesses, Opportunities, and Threats (SWOT) analysis framework defines a shortfall as an internal factor that hinders corporate success.

Dropping Of Ad Revenues

Recently, the company has seen decreased advertising revenue, and this is having a negative impact on its financial standing. This is due to downward pressures on the global economic climate as well as stronger competition in the field.

Google’s revenues will shift from its new search engine to hardware sales, as overall revenue from the search engine will decline.

High Employee Turnover

An official from June 2020 said that 1,600 Google staff petitioned the company to cease offering Office 365 support to police forces in response to the Black Lives Matter strikes.

Despite Google’s attractive benefits, its workers have access to comprehensive medical and health care services, travel insurance, and lavish vacations.

This is standard for technology firms; Amazon employees often stay with the company for at least one year, whereas Apple staff stay with us for a couple of two years.

Business Activities As Entrepreneur Cons

As the most popular search engine, Google leverages its dominant position to steer new companies out of the market. Google has been recently sued for colluding with other corporations, including Apple, to make it the default search engine for its browser in the USA.

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Google Opportunities

Android Operating System

The attempts by Google to deploy the Android operating system offer the greatest opportunity for growth. The company has a bright outlook that it is poised to make a big impact on the market.

An illustration of this is an Android platform. The operating system boasts greater customization options than iOS, making it more appealing for the user.

Google Play and Google Glass

Google is preparing to launch Google Glasses, Google Play, and Google Glass will be a significant win for Google. Seeing such a rare chance, the company does not want this offer to pass them by.

Cloud Computing

Cloud computing is a helpful resource for companies trying to enter the marketplace. It’s about 5.5% of Google’s annual revenue ($8.9 billion) in 2019 was derived from the Google Cloud Platform (GCP), making it a significant source of revenue for the web giant. Google invests in cloud services as a means of diversifying its income stream.

Google Threats

Mobile Computing

Google is facing another threat as more competitors leverage the popularity of mobile computing to introduce their own products.

Amazon vs. Google

Being on Amazon too can harm Google’s standing in people’s minds. Stores, reviews, and shops housed on Amazon have come to influence individuals greatly, causing them to rely more on paid advertisements on Amazon than on Google News.

Pandemic Uncertainty

The recent events have affected the operations and profitability of many companies, including Google.

It is expected that Google’s United States advertising revenue is expected to drop 5.3 percent next year, the first drop since 2008.

The company’s advertising revenue in the United States dropped to $39.58 billion in 2020 from $41.8 billion in 2019. Google’s revenue and profit margins plummeted in 2020 as well.


In conclusion, while Google is still the dominant player in search, it faces increasing competition from Facebook, Amazon, and others. Its lack of a strong social media presence and its weak position in the mobile market are major weaknesses.

However, its strengths include its strong brand, huge user base, and massive data set. Google should focus on strengthening its social media presence, expanding into the mobile market, and increasing its ad revenue.

Hello, My name is Nicky Johnson. I am glad to welcome you to my Site. At StyleBuzzer, we pride ourselves on delivering hot and new content daily related to fashion Trends.