Google is so successful because it provides a service needed on the internet and does it extremely well, the Internet Advertising Bureau (IAB) has suggested.

Jack Wallington, the organisation’s programmes manager, said what differentiates the search engine from its counterparts is the fact that it is very simple to use and it is obvious to users how to operate it and find what they want.

In addition, Google’s ability to rank sites based on quality and relevancy is something it excels at.

"That simplicity is key," Mr Wallington added. "Anybody in the world could go on there and it’s obvious what you have to do, so there’s a huge audience."

Moving on from Google, he said that becoming a successful brand has much to do with sticking to a core message and not straying from this strong focus.

His comments follow a recent report by Superbrands which named Google as the UK’s top brand.

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