The power of Google

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In the dot-com shakeout, Google has not only survived but reigns supreme. Web surfers have flocked to the service, effectively voting it the best search engine around. So powerful has Google become that many companies view it as the Web itself: If you're not listed on its indexes, they say, you might as well not exist. And if you don't advertise on Google or otherwise curry favor, critics add, you may never find out what it takes to get a prominent listing.