Internet business mogul Google has its current net worth as proof of its world class fame and unparalleled success. Google underwent a 69% increase in profit in just a single quarter, according to their latest press release this first quarter of 2007. What keeps them ahead of the business race? You will be surprised to find that it’s the same old search and advertisements that has notoriously kept them at the top since they began in the whole business.

Chief executive Mr. Eric Schmidt, along with other bigwigs of Google, is very excited at the prospect of the improvement that Google has experienced in the first quarter. Albeit very promising, he is also expecting some decline in the middle of the year which is already a habitual market thing. However, this increase in profit shares from $593 million to a whopping $1 billion is surely going to keep their investors happy and prosperously enjoying their dividends in the next couple of months.

Considerably, supplementary changes also augmented the ever-plentiful profits from advertisements and search hits. New software, merging and takeover with and of other Internet businesses such as YouTube and the more recent and controversial DoubleClick also seem to have added to the success that Google inherently has in its major operations.

There had been initial fears and speculations that as Google expands, there will be so much more to take to maintain it. Ironically, the expenses required to maintain Google lowered by 2% as compared to the previous quarter last year.