In 1996, Stanford University students Larry Page and Sergey Brin began work on a project in which sites were prioritized based on the number of links to other sites they had; they called it BackRub. The following year, the Ask Jeeves search engine was launched, which was based on allowing users to enter a query in natural language using a full question or sentence. 1998 was a big year for the search engines we know today. Not only that, Microsoft released its own MSN search engine (now renamed Bing).
Up to this point, there were several rules for SEO. There were even ways that webmasters could get certain algorithms to rank them, which varied from engine to engine. Google has changed this by using a ranking system called "PageRank" to sort results by potential relevance and links to other online content. Google analyzed the frequency of keyword usage, metadata, and website structure to determine how well it matches a given query. Although other search engines have done this to varying degrees, Google's attention to detail in their rankings has really changed the rules of the game.
Over the next few years, Google continued to dominate. Although many of the previous search engines still existed, Google really focused on developing fair ranking techniques, releasing a number of updates that penalized websites that used spam tactics to get simple results with little useful information to show; things like link collection, link sharing, and keyword stuffing is a thing of the past. In 2000, Google launched the first iteration of its AdWords platform (the ads you see on Google's results pages), which initially failed due to a poor pricing structure, but was relaunched in 2002 with auction/best-bid pricing. AdSense (Google-based ads that you sometimes see on other websites) was first released in 2003.
As you can imagine, Google has achieved a lot during this period, and all this has increased their dominance in the search market, which has led to further influence on the industry. In the mid to late noughties, Google increased its offering by introducing products and services unrelated to their search engine; for example, their Android mobile platform, Chrome web browser, and Google Analytics.
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