It is the Goliath of the Web, with search, e-mail, e-commerce, instant messaging, classified ads, and even its own virtual planet with Google Earth -- all adding up to one mega-market cap.

CNN: 15 years of the World Wide Web

The allure of owning the entire e-commerce interaction chain, from search to ads to SKUs identifying each product or item is, to say the least, an incredibly enticing way to enhance the value of the core advertising business.

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In a speech earlier this year, he cited the importance of precision-target advertising, real-time search functions, e-commerce, revenue-sharing with third-party software and games developers as well as payment for digital content.

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With Google now as much a verb as a company name, search engine optimization (or SEO)--the process of increasing a site's odds of ranking high in the search stacks--is a key consideration for any e-commerce player.

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