Google has launched yet another social feature to its brand – Google Buzz. The search giant is determined to make the web social, but how will it benefit its search business?

Many of the headlines around today announcing Google Buzz focus on ‘Google taking on Facebook’, even ours does on the UTalkMarketing homepage. And while the search engine might look to be competing with Facebook, it is in fact just taking a lead from the pioneering social media site.

As I explained last week on Facebook’s sixth birthday, Facebook isn’t so phenomenal and newsworthy just because it has more than 350 million global users; it is credited with creating what we now know popularly as social media.

It has also forced other digital media companies to change. Just a couple of years ago Google was the king of the internet which had a seemingly endless reign. Now it is being challenged in every corner including new competition from Microsoft and Yahoo! in the form of Bing.

Google said on its official blog: “We’ve recently launched innovations like real-time search and Social Search, and today we’re taking another big step with the introduction of a new product, Google Buzz.

“Google Buzz is a new way to start conversations about the things you find interesting. It’s built right into Gmail, so you don’t have to peck out an entirely new set of friends from scratch — it just works. If you think about it, there’s always been a big social network underlying Gmail. Buzz brings this network to the surface by automatically setting you up to follow the people you email and chat with the most. We focused on building an easy-to-use sharing experience.”

That’s right, sharing is caring. And with this new feature Google is making sure that users share on Google – links from Google search, video’s from Google’s YouTube, photos from Google’s image search.

It’s locking its users down and making damn sure they stay on Google. An interesting way to beat off competition…and not just the competition from Facebook!

Buzz itself is not designed to be a closed system. It already has the potential to reach more than 150 million monthly users (its existing Gmail user base).

It’s all good news for Google’s search revenues as advertisers will be fighting even harder to get to the top of those search results if it means they may feature in someone’s inbox too!

Remember, Google is everywhere.