When it comes down to search engines, Google has dominated the market for a number of years, keeping competitors such as Yahoo and Bing at a near standstill in terms of growth.

Google, Inc. makes a huge percentage of their revenue through advertising, as it was reported that last year alone the company pulled in $60 billion. This advertising revenue comes from a variety of sources such as Youtube, Blogger, Picasa, and a bunch more of its affiliate sites.

Yahoo has appeared to take advantage of Google's massive advertising advantage with their recent service agreement. It is described as followed in the SEC filing 8-K:

"Google will provide Yahoo with search advertisements through Google's AdSense for Search service ('AFS'), web algorithmic search services through Google's Websearch Service, and image search services. The results provided by Google for these services will be available to Yahoo for display on both desktop and mobile platforms."

Google 65%, Bing 19.7%, Yahoo 13%

Bing, while only being founded in 2009, is currently ahead of Yahoo, taking up 19.7 percent of the market. Google stands around 65 percent while Yahoo is around 13 percent. These figures are to be expected as since 2009 Bing has powered Yahoo, a deal that is set to expire in 2019.

While there may be no current signs of Google falling from its top position, it is expected to happen at some point. One theory is that Google's advertising revenue will soon largely decrease due to the movement of smartphones over laptops or desktops. On smartphones ads don't show up on the search engine, reducing their cost per click.

The secret to beating Google will most likely be for Yahoo or Bing to set themselves apart in some way. Google won't be beat in terms of advertising anytime soon, making fighting fire with fire a near futile task.