By any measure, Google is a remarkably successful company. In just over 15 years, it's created one of the world's most valuable franchises from what is often described as the greatest single product on the Internet: search.
The fortunes generated by the eponymous search engine have financed a market-leading mobile operating system called Android, opened up the cloud to thousands of small businesses, helped fund cutting-edge projects like the self-driving car and Google Glass, and pushed the company into alternative energy, where it's now a major investor.
Additionally, Google has created a culture and workplace that's the envy (and sometimes punch line) of Silicon Valley.
With such triumphs inevitably comes scrutiny, and Google is the recipient of plenty. CNBC.com has been reporting on how the company's unexpected changes to its search algorithm can punish small Websites and leave them scratching and clawing to recover.
Outrage surrounding those practices presents just one vulnerability the search giant faces as it seeks to protect its turf and expand its dominance. There are plenty of other concerns, for despite all its investments into new areas, online advertising still accounts for 90 percent of revenue. Here are five risks Google faces over the next 10 years:
Sure, Google is investing massively in Google Plus as its answer to the social networking goliath Facebook, and by tying everything to your Gmail credentials, Google has a formidable way to keep users on its services. But as far as parents sharing kid pics with their friends, college students checking out what classmates are up to and people just generally killing time, Facebook is the place to go.
Nor does Google have anything to really take on LinkedIn in professional networking or Twitter in microblogging. In the battle for consumer eyeballs and engagement, that's significant ground the search giant is ceding to younger and nimbler Internet companies.
Google has spent a decade trying to gain relevance in social, going back to its Orkut network in 2004 and including products like Buzz and Friend Connect. If not for a dogged Harvard dropout turning down massive takeover offers well before he was pulling in much revenue, the world could look very different for Google. As is, this is an uphill battle.
According to eMarketer, Facebook controls 68 percent of the $16 billion in ad spending on U.S. social networks this year, followed by Twitter at 7 percent and LinkedIn at less than 5 percent. Google falls somewhere in the "other" category.
And it's notable that the top evangelist for Google Plus and one of the company's most outspoken executives, Vic Gundotra, left the company in April.
(Scroll through an interactive timeline of Google's post-IPO history, below)