Yes, Google Uses Its Power to Quash Ideas It Doesn’t Like—I Know Because It Happened to Me
http://gizmodo.com/yes-google-uses-its-power-to-quash-ideas-it-doesn-t-li-1798646437?rev=1504134979112----
It is true Google does not hold a monopoly. I use DuckDuckGo for searching but there are others such as Bing.
Website builders utilize tools called SEO to make them search engine optimized. However, it doesn't matter how optimized you make your site when it comes to Google because they constantly scramble search results. A site that ranks on Page 1 of Google today won't rank high tomorrow due to this scrambling. If you want to temper this high to low bobbing of "organic" search results there is only one method to do so - advertise with Google.
Which of course is how they make their money. Supporters of Google say making tons of money is a good thing because it allows them to give us "free" features such as Google Maps that include satellite imagery you may toggle on or off. In their eyes it is a trade-off that just comes with the territory.
However, advertising with Google is like throwing money at an idea and hoping some of it sticks. If you search for Golf Shoes online you might visit several sites before making your purchase. After you make your purchase you can expect to see ads for Golf Shoes for several weeks thereafter, long after the critical date of purchase. Those paying for those ads are wasting their money. But it should be noted this is true with most forms of advertising, if you can achieve a 2% click through rate you can consider yourself doing well.
So, from a purely advertising point of view Google is no different than running an ad in a magazine or on TV. The rate of return is a very small number. It's only when you dig deeper, beyond the surface level, do Google's search/advertising practices start to get really spooky.