why is Google so successful? The answer to that: they know what they are doing and they have good principles. Here's Google's 6 Principles of Competition and Openness, learn this and improve with Google:
1. Help other businesses be more competitive.
2. Make it easy for users to change.
3. Open is better than closed.
4. Competition is just one click away.
5. Advertisers pay what a click is worth to them.
6. Advertisers have many choices in a dynamic market.