SEO and google go hand in hand. Without the simplicity of the google interface i dont know if it would be as powerful. that might be one of the downfalls of yahoo and msn is they want to be everything to everyone.
Scenarios where another search site gains enough share at Google's expense don't present themselves readily to us. People use Google for search, and keep on using it.
Jupiter Research considered the question of why Google has no real competition in search. Sorry Yahoo, Microsoft, and everyone else, the numbers are what they are.
But the apparent barriers to entry that David Schatsky discussed shouldn't keep any site from competing handily with Google. Why they don't remains a mystery, with one suggestion by Schatsky's colleague Emily Riley hinting at search optimization being part of the issue:
The kind of benefits that accrue to incumbent market makers like eBay are somewhat weaker in search. After all, a lack of advertisers shouldn’t necessarily make a search engine less appealing to users, who are more sensitive to organic results and performance. Emily points out, though, that the relevance of Google's organic results may benefit in part by all of the SEO benefits that focus on them--a level of focus they attract because of their market leadership.
Webmasters want to be in Google because the traffic is there. Searchers wish to use Google as they know the content will be there. All in all, a nice circle of supply and demand, tailored to suit Google best, keeps it at the top of the search engine world.
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Google is wise
Google has done a great job of using us (marketers) to their own benefit.
When more webmasters, site owners and online marketers are constantly talking about and including Google in everything they do, there's a natural inclination by the public to follow suit.
In essense, Google uses us to expand their brand by word of mouth and by talking about them online (blogging, forums, etc.). An entire industry is centered around the Google brand, which only helps feed the cycle that is Google.