Unless you already have a major foothold in the search engine market – or an amazing, disruptive technology that can make the world take notice – there isn't much point in staying. Competing with Google (NASDAQ: GOOG) is hard enough, even when you're Yahoo (NASDAQ: YHOO) or Microsoft (NASDAQ: MSFT) ... and, apparently, when you're IAC/InterActive Corp (NASDAQ: IACI). Barry Diller is ready to give up Jeeves, but only if asked nicely.

Diller's presence in the search space is Ask.com, ranked #4 behind Google, Yahoo and Microsoft's Bing. With a substantial gap between first and second, fourth barely registers at all. Ask.com has only a 2% U.S. market share, according to Hitwise, more than 60 percentage points behind the industry leader.

Sergey Brin claims that Google (NASDAQ: GOOG) didn't try to buy Twitter. The co-founder of the search engine giant made a surprise appearance at Web 2.0 Thursday, where organizer John Battelle asked point blank if he'd made a move for the popular microblogging website.

Of course, Brin revealed his fluency in corporate speak, continuing, "But if companies approach us we definitely consider any opportunities to buy," according to Reuters. A denial doesn't always mean a denial, especially if there were agreements to keep negotiations confidential.

It's tough to take on Google (NASDAQ: GOOG). The search engine behemoth owns 65% of the U.S. search market and has a commanding brand presence. Yet, the software maker up the coast isn't known to give up easily. Microsoft (NASDAQ: MSFT) has cut a deal with microblogging site Twitter that should give it an edge in the battle to harness data and make it easier to find. A new deal will feed all those tweets into Bing, the Microsoft search engine.

Twitter is giving Microsoft full access to its data, in a deal announced Wednesday. Bing will provide search functionality for Twitter that you won't find in Google, which seems to have been outbid for the rights to the "tweet-stream." Under the deal, Bing will be able to index and display the tweets almost immediately as they are posted.

The number two search engine in the United States turned in a fantastic third quarter, far ahead of expectations. Cost-cutting, layoffs and business divestitures led to a surge in Yahoo's (NASDAQ: YHOO) profits and a 4.8% increase in share price in extended trading on Tuesday evening. Net income more than tripled to $186.1 million (13 cents per share) from the third quarter of 2008's result of $54.3 million (4 cents a share). Sales (exclusive of fees passed to partner sites) reached $1.13 billion, slightly above the $1.12 billion expected by analysts, according to a Bloomberg survey.

With the advertising market in rough shape and competition from Google (NASDAQ: GOOG) continually rising, Yahoo refocused on its core properties: the home page, messaging and mobile services. The company trimmed what it didn't need, which is why it was able to boost its earnings even with a decline in revenue. Increased ad revenue from auto manufacturers, travel companies and consumer product manufacturers also helped.

Yahoo's chief financial officer, Timothy Morse, says that the company's markets are "starting to stabilize." Of course, Yahoo itself must be doing something right: its share price is up 41% this year.

Modest goals don't seem to be on the agenda for Facebook. Sheryl Sandberg, the company's chief operating officer, is shooting for Google (NASDAQ: GOOG). The social networking company seeks its ad market as rivaling (or even surpassing) Google's search ad market in size. Facebook says it's on target to bring in $500 million in revenue this year (Sandberg didn't confirm it, though).

With its 300 million users, Sandberg has been trying to convince the world that her company has a solid business model in place. The perception that eyeballs don't necessarily equal dollars, born of the internet boom a decade ago, isn't necessarily true any more, as demonstrated by Google's ability to monetize search (and hit record profits) has demonstrated. For the third quarter of 2009, the search engine giant raked in net revenue of $4.38 billion.

Microsoft (NASDAQ: MSFT) isn't planning to acquire its way into the search engine market. The company's CEO, Steve Ballmer, told Reuters that the company would invest in marketing and hopefully complete a partnership with Yahoo! (NASDAQ: YHOO) that is currently involved in a regulatory review. The goal, of course, is to provide at least meaningful competition to search giant and dominant market player Google (NASDAQ: GOOG).

Expect growth to slow a bit for Microsoft, Ballmer says, as a result of global economic developments. In order to cope with this -- and gear up for a potential battle with Google -- the company has frozen its R&D budget of $9.5 billion, the largest in the industry. With that and a $31.4 billion cash and cash equivalent position, Microsoft certainly has the resources to do battle.

Some people join wine-of-the-month clubs. There are plenty of other programs out there, too, where your credit card is hit every month, and your purchase is sent to you directly. If only such programs were available for Google (NASDAQ: GOOG). . . .

The company's CEO, Eric Schmidt, said Wednesday that Google plans to pick up a small company a month as a way to get its acquisition head back in the game. With the worst of the recession behind us, Google believes, this is a great way to get moving.

Kai-Fu Lee, head of Google's China operations, resigned on Friday. This brings to a close four years of controversy, as the search engine giant censored its search results in order to pick up some market share in the largest internet market in the world (by population).

The change follows fresh debate within Google (NASDAQ: GOOG) -- which claims to live by the motto "don't be evil" -- about whether to exit the Chinese market. The internal discussion is the result of another round of conflict with government authorities in China.

Microsoft's (NASDAQ: MSFT) Bing picked up another percentage point of the U.S. search market share in July, bringing the combined Microsoft-Yahoo! hold on the market to 20.36%. StatCounter, which measures and reports internet statistics, puts Bing's search engine market share at 9.41% of the U.S. market, up from 8.23% in June.

The up-tick in Microsoft's performance comes at the expense of Google's. The search engine giant saw its search market share fall from 78.48% to 77.54% in July, according to StatCounter.

Google (NASDAQ: GOOG) isn't invincible. The search and online ad giant is expected to report lukewarm growth for the second quarter today because of a brutal market for advertising and redoubled efforts by Microsoft (NASDAQ: MSFT) to own a bit more than its meager share of the online market.

Good news would have to come in the form of a better mousetrap for growing Google's ad market and ways to keep the Redmond machine from tripping it up. Ultimately, analysts are looking to see how Google can get back to the double-digit growth that used to be a given.

Yahoo Inc (NASDAQ: YHOO) claims not to be under pressure to ink a search deal with Microsoft (NASDAQ: MSFT). You know what that means ...

The two distant followers in the search engine space were considering a partnership, but Microsoft's newly released Bing search engine raises questions as to how committed Microsoft would be to a deal. Yahoo CEO Carol Bartz was quick to explain, according to Reuters, that "Yahoo doesn't have to do anything with Microsoft about anything" and that it is "a damned big, important site."

The benefits of the deal are salient, mostly involving scale and increased monetization of Yahoo's search service. The second largest search company estimates that it would save up to $700 million in a year through the Microsoft partnership.

Even though Yahoo is "damned big," Bartz believes that the acquisition of smaller companies that could be folded easily would be a good use of the company's cash.

Back on tax day, my friend and colleague Elizabeth Harrow wondered if Yahoo! (NASDAQ: YHOO) would announce job cuts when it reports earnings tomorrow. Ms. Harrow looked at a report in The New York Times about preparations for a "significant round of layoffs" and then took a look at the option activity on the Internet search portal a week ahead of earnings.

Something that Elizabeth noted was the fact that the 15 strike was going to assume the mantle of peak call open interest when the market opens for trading festivities today. This level could be a major sticking point for the stock, as Yahoo hasn't closed atop the $15 level since late 2008.

Google, Inc. (NASDAQ: GOOG) reported Q4 numbers on Thursday after the market closed up for the day. Revenues increased 18% to $5.7 billion and GAAP income fell by a lot, coming in at $1.21 per diluted share versus $3.79 per diluted share in the year-ago period. However, after adjusting for various charges, the bottom line comes out to $5.10 per diluted share. Referring to the Before the Call piece, I see that this performance was good for growth of 15% and was good for a beat of analyst views by $0.15.

Not bad. Google may not be growing like it used to do in the old days, but I thought its Q4 came out pretty good, all things considered. Operational cash flow for the year increased by 36% (gotta love that). Free cash flow for the year was nearly $5.5 billion. As can be seen, Google held up well during the difficult climate, as its online ad model apparently was healthy. However, I have to point out something that I'm not a huge fan of: management is exchanging worthless employee options for fresh ones. Uh, what's the point of stock options in the first place? Aren't they supposed to be financial incentives for employees? What can you do, I suppose, but this is why I sometimes wish that options as compensation would just go away.

So, Google is holding up, and it beat estimates. Even though the stock has perked up as of late, I'm not inclined to buy it at these levels. I certainly wouldn't buy it on today's modest rally of 5.5% (that was the stock's performance as of this writing). Google is the giant in search, and it offers tough competition to Microsoft Corporation (NASDAQ: MSFT) and Yahoo!, Inc. (NASDAQ: YHOO). But I think the next several quarters could be tough for the tech entity, and I'd rather get more data before deciding what to do with Google as a potential investment idea. I just don't feel in a rush to do anything about the stock currently.

Disclosure: I don't own any company mentioned; positions can change without notice.