Yesterday, i discovered Google Reader, an awesome new web application developed by the search supremo. Being the dedicated web surfer i am, i signed up with my existing Google account and in seconds i was hooked, basically it acts as centralised library pulling aticles from your added RSS feeds, URLs and the like as well as allowing you to discover the best the blogosphere has to offer when using ‘Discover’ mode.

The discover mode uses Google’s brand defining search technology to customize and browse the offerings of popular and the more obscure entries in the world of the ‘Web Word.’ Using a similar interface to the incredibly fast and streamlined GMail, browsing is an easy and welcoming experience and not at all overwhelming.

I always hear how Microsoft plan to topple Google, honestly, i think all current rivals to Google are lost and without hope in the war for Search Engine Supremacy. The main reason being, Google have managed to solidify and reinforce their position as the leading Web Developer and a technological innovator by doing the one thing all their rivals, including Microsoft and Yahoo, have failed to do – they have embedded themselves and services in the daily routine of the average web surfer. Not an easy feat, and the reason they’ve been successful is simple – consistent, stable and useful applications that generally improve the average users experience on the Web.

Google has successfully managed to streamline the majority of their web applications and projects, or at least the most popular and widely used applications, to operate from one account. In fact with a Google account i can plug-in in to all the Google apps that i use right from the search page. Microsoft and other rivals now have a far harder task to knock Google off their throne because not only would they have to overhaul their existing techjnology and projects but also supercede other google web applications that are already in use such as: Google Analytics, Adsense, Reader, iGoogle, Google Mail…

It’s just not possible, i believe Google will remain King of the web for many years to come and may in fact, worringly, one day control it.

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