Google’s grasp on the search market remains tight, with approximately an 80% share in Europe and 90% in the UK, and despite advances by Microsoft’s Bing, it’s still some way off worrying Mountain View’s finest.

In fact, it’s Facebook that should really be doing that. This last year has seen Facebook begin to truly deliver as a direct response platform; the foundation of Google’s business.

We’ve seen large accounts, including Betfair and Vodafone, change agencies after they were persuaded of Facebook’s potential. Opening up its advertising API has allowed brands to run real-time, targeted advertising to Facebook’s half-billion-plus users.

Google’s outgoing CEO Eric Schmidt has repeatedly downplayed Facebook’s threat to its direct response dollars. Others have also said Facebook’s not a search engine.

But look at the amount of brands that are hosting content on there – many use Facebook as their main online comms platform. Coca-Cola and Unilever among those that are turning away from traditional campaign sites towards Facebook.

So in many respects Facebook is becoming a mini-web. The natural assumption is that as consumers spend more time there (and dwell time is increasing) the more they’ll search for branded content within.

With the internal search results are external links, from Bing, as well as display ads. These clearly directly compete with Google.

It’s interesting that comScore last week, within its European Digital Year In Review 2010 report, explicitly placed Facebook as the number two platform behind Google.

With that in mind, more marketers should think the same. Just because Google has been the model over the last decade doesn’t mean that format’s set in stone.

All the signs point to Facebook as the one that could steal Google’s crown.

Will is deputy and news editor at Reputation Online’s sister title, new media age. Image via Amy’s Robot.

Tags: competition, facebook, google, search, will cooper, yahoo