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Relative Intelligence · Internet Services

How Alphabet (GOOG) compares with the whole market and its popular alternatives

Built by QuantCommons' quantitative engine, this page is about relative opportunity, not data on GOOG alone. It places GOOG (Alphabet Inc.) against 20+ popular alternatives, its neighboring categories and the entire market of over 10,000 U.S.-listed stocks and ETFs, and surfaces what has done better on consistent outperformance, return for the risk taken, behavior in real market crashes and diversification. The result is a clearer view of where GOOG stands in the market, and of the alternatives worth a closer look.

Period covered: GOOG's full trading record, from August 2004 through September 2026. The crash tests reach back to 2000 using older funds and the S&P 500. All returns include reinvested dividends. Data as of October 20, 2026.

Data as of October 20, 2026. Full tables and charts read best on a larger screen.

Rank the market against GOOG →Chart GOOG vs. 20 alternatives →
On this page12 sections

Key findings

How much would $10,000 in GOOG have grown?

This chart tracks a hypothetical $10,000 investment in GOOG over the past 22 years, with dividends reinvested, alongside the same amount in the S&P 500, investments that ended ahead of GOOG over the same span and GOOG's popular alternatives, among those that traded for the entire period. A second view covers the past 5 years, the period the better options further down the page are judged on. It shows not only where each investment ended up but also how smooth or uneven the path was.

Note: GOOG began trading on August 19, 2004, so the chart cannot reach back to the dot-com bust. It covers the most recent 22 years of GOOG's record, starting at the end of September 2004.

Choose a period

From the end of September 2004 to the end of September 2026. The scale is logarithmic, so equal steps up the chart are equal percentage gains. Hover over a fund in the key to pick out its line. 18 of the 1,487 stocks and funds worth at least $500 million that traded the whole period ended ahead of GOOG; the chart shows 5, closest alternatives first. The other 3 lines are popular alternatives, shown for context.

$10,000$100,000$1M$10M200420082012201620202024$10,000$100,000$1M$10M2004201020162022
  • NVDA$21M+207,115% total · +41.5% a year
  • AAPL$6M+57,365% total · +33.5% a year
  • NFLX$3M+31,483% total · +29.9% a year
  • TSM$1M+13,047% total · +24.8% a year
  • AMZN$1M+12,113% total · +24.4% a year
  • GOOG$1M+10,548% total · +23.6% a year
  • CRM$597,836+5,878% total · +20.4% a year
  • MSFT$302,092+2,921% total · +16.8% a year
  • SPY (S&P 500)$102,174+922% total · +11.1% a year
  • DIS$58,930+489% total · +8.4% a year
Change the dates or add tickers to this chart in EasyCompare

From the end of September 2021 to the end of September 2026. The scale is logarithmic, so equal steps up the chart are equal percentage gains. Hover over a fund in the key to pick out its line. 470 of the 3,628 stocks and funds worth at least $500 million that traded the whole period ended ahead of GOOG; the chart shows 5, closest alternatives first. The other 3 lines are popular alternatives, shown for context.

$5,000$10,000$20,000$50,000$100,000202120222023202420252026$5,000$10,000$20,000$50,000$100,000202120222023202420252026
  • NVDA$110,811+1,008% total · +61.8% a year
  • PANW$49,770+398% total · +37.8% a year
  • TKO$34,410+244% total · +28.0% a year
  • FTNT$30,603+206% total · +25.1% a year
  • SNX$26,309+163% total · +21.3% a year
  • GOOG$25,811+158% total · +20.9% a year
  • AAPL$24,129+141% total · +19.3% a year
  • SPOT$21,629+116% total · +16.7% a year
  • SPY (S&P 500)$19,000+90.0% total · +13.7% a year
  • MSFT$18,958+89.6% total · +13.6% a year
Change the dates or add tickers to this chart in EasyCompare

GOOG at a glance

This section summarizes the key facts about the stock, its returns over periods from one to ten years and the risk it has carried, with dividends reinvested throughout. These figures serve as the baseline for every comparison that follows.

Note: GOOG began trading on August 19, 2004, so every figure here, including its worst decline, covers only the time since then. None of them reflect the dot-com bust.

The company

Market value
$4.1T
Industry
Internet Content & Information
Price history from
August 2004

Returns

Past 1 year
+31.2%total return
Past 3 years
+148%+35.4% a year
Past 5 years
+138%+19.0% a year
Past 10 years
+752%+23.9% a year
Best calendar year
+115%2005
Worst calendar year
−55.5%2008
Losing years
5 of 21full calendar years

Risk

Volatility
32.0%typical yearly swing, 5 years
Sharpe ratio
0.71return per unit of risk, 5 years
Worst decline ever
−65.3%Nov 2007 to Nov 2008
From its all-time high
−15.6%below the peak

GOOG against the whole market

Where GOOG ranks among every stock and fund, and what across the market has done better.

How does GOOG rank among all stocks?

This section ranks GOOG on return, volatility, risk-adjusted return and worst decline against every stock worth at least $300 million with enough history. Where the comparisons with its popular alternatives show how GOOG stacks up against its peers, these rankings show where it stands in the market as a whole.

Ranked against U.S.-listed stocks worth at least $300M that have enough history for each measure, so the count changes from row to row; smaller stocks are left out. Lower volatility and smaller declines rank higher.

MeasureGOOGRankStanding
1-year return+31.2%939 of 3,287top 29%
3-year return+148%611 of 3,017top 20%
5-year return+138%492 of 2,893top 17%
10-year return+752%172 of 2,202top 8%
Volatility, 5 years32.0%907 of 2,893top 31%
Sharpe ratio, 5 years0.71449 of 2,893top 16%
Worst decline, past 10 years−44.6%279 of 2,187top 13%

What has beaten GOOG on both return and risk?

Each dot is an investment, placed by how much it earned a year over the past 5 years (higher is better) and how much its price swung, its volatility (further left is calmer). GOOG sits where the dashed lines cross. Anything in the green box above and to the left earned more than GOOG with smaller swings, a better trade-off over this period on both counts. Past results are no promise, but a name in the box is worth a closer look.

Annual return is the annualized total return with dividends reinvested, and volatility the annualized swing in daily prices, both over 5 years. Labeled dots are the strongest picks from the table below and the names called out above, colored by how close they sit to GOOG; faint dots are 62 more of the 73 in the green region (the strongest, one per fund family). 3,633 stocks and funds worth at least $500 million were screened. Hover over a dot for its figures.

15.0%20.0%25.0%30.0%35.0%40.0%45.0%50.0%10.0%15.0%20.0%25.0%30.0%35.0%40.0%45.0%Volatility over 5 years (annualized)Annual return over 5 yearsMore return, less volatility than GOOGQTUM: +22.8% a year, volatility 28.1%HSBC: +33.1% a year, volatility 25.9%MUFG: +33.2% a year, volatility 29.4%WELL: +26.0% a year, volatility 23.8%WMT: +20.8% a year, volatility 22.6%SMFG: +33.7% a year, volatility 29.4%BNY: +22.7% a year, volatility 24.4%TRV: +22.4% a year, volatility 22.3%DXJ: +26.6% a year, volatility 19.1%MFC: +22.6% a year, volatility 24.0%WAB: +25.6% a year, volatility 26.2%MCK: +38.7% a year, volatility 25.0%GILD: +22.8% a year, volatility 24.9%BAP: +30.8% a year, volatility 30.3%USFD: +22.7% a year, volatility 29.8%COR: +24.2% a year, volatility 22.8%IRM: +24.6% a year, volatility 30.3%CASY: +29.9% a year, volatility 29.3%DTM: +24.5% a year, volatility 25.2%ACT: +20.5% a year, volatility 24.3%EPU: +29.5% a year, volatility 24.9%MPLX: +23.5% a year, volatility 18.8%FBIZ: +23.1% a year, volatility 29.4%BWFG: +20.1% a year, volatility 28.5%XOM: +27.1% a year, volatility 26.5%ABBV: +26.1% a year, volatility 23.4%DBJP: +20.9% a year, volatility 19.2%PM: +21.0% a year, volatility 23.4%SHEL: +21.0% a year, volatility 24.8%PH: +27.4% a year, volatility 28.8%VRTX: +22.6% a year, volatility 29.1%WMB: +24.6% a year, volatility 24.0%TT: +22.7% a year, volatility 27.7%MAR: +22.0% a year, volatility 28.6%E: +23.0% a year, volatility 25.6%GWW: +26.3% a year, volatility 24.9%HLT: +21.0% a year, volatility 26.8%LNG: +23.4% a year, volatility 30.2%XLE: +22.6% a year, volatility 25.5%CBOE: +21.5% a year, volatility 25.1%ACGL: +20.1% a year, volatility 24.5%SDCI: +20.6% a year, volatility 18.4%KOF: +22.3% a year, volatility 24.7%CW: +30.8% a year, volatility 28.7%IHG: +21.4% a year, volatility 26.6%PAA: +27.0% a year, volatility 25.6%RS: +24.8% a year, volatility 28.1%BCH: +25.2% a year, volatility 28.2%HUBB: +21.0% a year, volatility 30.0%UNM: +30.6% a year, volatility 29.3%WES: +23.5% a year, volatility 27.6%CLH: +23.1% a year, volatility 28.6%AIT: +28.5% a year, volatility 30.3%RNR: +20.1% a year, volatility 27.8%ALSN: +27.3% a year, volatility 29.9%AM: +20.0% a year, volatility 25.9%NEU: +21.0% a year, volatility 26.8%PAGP: +26.8% a year, volatility 26.1%BLX: +31.4% a year, volatility 25.9%IYE: +21.1% a year, volatility 25.2%DMLP: +21.1% a year, volatility 29.1%ATMP: +21.2% a year, volatility 21.5%GOOG: +19.0% a year, volatility 32.0%SPY (S&P 500): +12.7% a year, volatility 17.1%PANW: +31.9% a year, volatility 43.4%FTNT: +20.7% a year, volatility 44.8%SNX: +20.3% a year, volatility 30.4%TKO: +26.3% a year, volatility 32.7%MSGS: +18.4% a year, volatility 25.6%PGR: +21.3% a year, volatility 25.6%LLY: +40.7% a year, volatility 32.8%EWT: +20.4% a year, volatility 24.2%CAH: +42.1% a year, volatility 24.7%NHC: +32.0% a year, volatility 28.5%FLTW: +21.8% a year, volatility 24.3%APH: +33.8% a year, volatility 32.2%AMGN: +19.6% a year, volatility 24.9%GOOGSPY (S&P 500)PANWFTNTSNXTKOMSGSPGRLLYEWTCAHNHCFLTWAPHAMGN10.0%20.0%30.0%40.0%50.0%10.0%20.0%30.0%40.0%50.0%Volatility over 5 years (annualized)Annual return over 5 yearsMore return, less volatility than GOOGQTUM: +22.8% a year, volatility 28.1%HSBC: +33.1% a year, volatility 25.9%MUFG: +33.2% a year, volatility 29.4%WELL: +26.0% a year, volatility 23.8%WMT: +20.8% a year, volatility 22.6%SMFG: +33.7% a year, volatility 29.4%BNY: +22.7% a year, volatility 24.4%TRV: +22.4% a year, volatility 22.3%DXJ: +26.6% a year, volatility 19.1%MFC: +22.6% a year, volatility 24.0%WAB: +25.6% a year, volatility 26.2%MCK: +38.7% a year, volatility 25.0%GILD: +22.8% a year, volatility 24.9%BAP: +30.8% a year, volatility 30.3%USFD: +22.7% a year, volatility 29.8%COR: +24.2% a year, volatility 22.8%IRM: +24.6% a year, volatility 30.3%CASY: +29.9% a year, volatility 29.3%DTM: +24.5% a year, volatility 25.2%ACT: +20.5% a year, volatility 24.3%EPU: +29.5% a year, volatility 24.9%MPLX: +23.5% a year, volatility 18.8%FBIZ: +23.1% a year, volatility 29.4%BWFG: +20.1% a year, volatility 28.5%XOM: +27.1% a year, volatility 26.5%ABBV: +26.1% a year, volatility 23.4%DBJP: +20.9% a year, volatility 19.2%PM: +21.0% a year, volatility 23.4%SHEL: +21.0% a year, volatility 24.8%PH: +27.4% a year, volatility 28.8%VRTX: +22.6% a year, volatility 29.1%WMB: +24.6% a year, volatility 24.0%TT: +22.7% a year, volatility 27.7%MAR: +22.0% a year, volatility 28.6%E: +23.0% a year, volatility 25.6%GWW: +26.3% a year, volatility 24.9%HLT: +21.0% a year, volatility 26.8%LNG: +23.4% a year, volatility 30.2%XLE: +22.6% a year, volatility 25.5%CBOE: +21.5% a year, volatility 25.1%ACGL: +20.1% a year, volatility 24.5%SDCI: +20.6% a year, volatility 18.4%KOF: +22.3% a year, volatility 24.7%CW: +30.8% a year, volatility 28.7%IHG: +21.4% a year, volatility 26.6%PAA: +27.0% a year, volatility 25.6%RS: +24.8% a year, volatility 28.1%BCH: +25.2% a year, volatility 28.2%HUBB: +21.0% a year, volatility 30.0%UNM: +30.6% a year, volatility 29.3%WES: +23.5% a year, volatility 27.6%CLH: +23.1% a year, volatility 28.6%AIT: +28.5% a year, volatility 30.3%RNR: +20.1% a year, volatility 27.8%ALSN: +27.3% a year, volatility 29.9%AM: +20.0% a year, volatility 25.9%NEU: +21.0% a year, volatility 26.8%PAGP: +26.8% a year, volatility 26.1%BLX: +31.4% a year, volatility 25.9%IYE: +21.1% a year, volatility 25.2%DMLP: +21.1% a year, volatility 29.1%ATMP: +21.2% a year, volatility 21.5%GOOG: +19.0% a year, volatility 32.0%SPY (S&P 500): +12.7% a year, volatility 17.1%PANW: +31.9% a year, volatility 43.4%FTNT: +20.7% a year, volatility 44.8%SNX: +20.3% a year, volatility 30.4%TKO: +26.3% a year, volatility 32.7%MSGS: +18.4% a year, volatility 25.6%PGR: +21.3% a year, volatility 25.6%LLY: +40.7% a year, volatility 32.8%EWT: +20.4% a year, volatility 24.2%CAH: +42.1% a year, volatility 24.7%NHC: +32.0% a year, volatility 28.5%FLTW: +21.8% a year, volatility 24.3%APH: +33.8% a year, volatility 32.2%AMGN: +19.6% a year, volatility 24.9%GOOGSPY (S&P 500)PANWFTNTSNXTKOMSGSPGRLLYCAHNHCAPH
  • Popular alternatives
  • Same and neighboring categories, and shared themes
  • The whole market
  • Others in the green region
  • 1 with more than 1.6× GOOG's volatility is in the table only

Is there a better investment than GOOG?

Investments that beat GOOG over the past 5 years on return, volatility, drawdowns, consistency, crash losses or fees, from its popular alternatives out to the whole market.

How this works

The table below lists investments that beat GOOG over the past 5 years on at least one of these measures: a higher annual return with lower volatility, a higher annual return at similar volatility, a similar return with lower volatility, a higher Sharpe ratio with a smaller worst decline, a higher total return in most periods from 3 months to 10 years, or smaller losses in recent market crashes. It checks GOOG's popular alternatives first, then the rest of its own and neighboring categories, then every stock and fund worth at least $500 million, and shows the strongest few in each group. The full list of those with a higher return and lower volatility than GOOG follows the table.

Annual return is the annualized total return with dividends reinvested. Annual return, volatility and the Sharpe ratio cover 5 years; the worst decline covers the past 10 years. Green marks a better figure than GOOG's. "On the frontier" means no other option shown or tested earned more with less volatility. Funds that hold the same thing are shown once. Beyond the popular alternatives, nothing with more than 1.5× GOOG's volatility counts as better.

These figures cover the past 5 years. Green marks a better figure than GOOG's.

Screen the whole market against GOOG for any period in BetterThanSPYOpen these 15 in EasyCompare
InvestmentWhy it is betterPast 5 yearsDownsideLong runFit
Annual return?higher is betterVolatility?lower is calmerSharpe?return per unit of riskWorst decline?past 10 years10Y returntotalCorr. with GOOG?lower diversifies moreExpenseper year
GOOGAlphabet Inc. · this page
+19.0%32.0%0.71−44.6%+752%1.00—
SPYState Street SPDR S&P 500 ETF · S&P 500
+12.7%17.1%0.79−33.7%+321%0.600.09%
Popular alternativesbest 1 shownThe investments people most often weigh against GOOG. 1 of 19 passed at least one test.
NVDANVIDIA Corporation · Semiconductors
Higher return in most periods+58.0%51.9%1.14−66.3%+13,019%0.48—
Same and neighboring categories, and shared themesbest 5 shownEverything else in Internet Services and the categories next to it (Entertainment, E-Commerce, Software, Application Software), plus GOOG's specific themes. 5 of 114 passed at least one test.
PANWPalo Alto Networks, Inc. · Cybersecurity
Higher return in most periods+31.9%43.4%0.86−48.0%+1,274%0.12—
FTNTFortinet, Inc. · Cybersecurity
Higher return in most periods+20.7%44.8%0.65−38.3%+2,626%0.02—
SNXTD Synnex Corp · Technology Distribution · Cloud Computing theme
Higher return in most periods+20.3%30.4%0.76−55.8%+430%0.54—
TKOTKO Group Holdings, Inc. · Entertainment
Higher return, similar volatility+26.3%32.7%0.88−69.1%+941%0.15—
MSGSMadison Square Garden Sports Corp. · Entertainment
Similar return, lower volatility+18.4%25.6%0.79−41.6%+432%0.11—
The whole marketbest 8 shownEvery other stock and fund worth at least $500 million. 231 of 3,500 passed at least one test.
PGRThe Progressive Corporation · Property & Casualty Insurance
Higher return, lower volatilityHigher Sharpe, smaller worst declineHigher return in most periods+21.3%25.6%0.89−30.3%+816%-0.22—
LLYEli Lilly and Company · Pharmaceuticals
Higher return, similar volatilityHigher Sharpe, smaller worst declineHigher return in most periods+40.7%32.8%1.21−34.5%+1,807%0.13—
EWTiShares MSCI Taiwan ETF · International Equity
Higher return, lower volatilityHigher Sharpe, smaller worst declineHigher return in most periods+20.4%24.2%0.89−38.9%+468%0.540.59%
CAHCardinal Health, Inc. · Health Care Distribution
On the frontierHigher return, lower volatilityHigher return in most periods+42.1%24.7%1.55−46.1%+349%-0.08—
NHCNational HealthCare Corporation · Medical - Care Facilities
Higher return, lower volatilityHigher Sharpe, smaller worst declineHigher return in most periods+32.0%28.5%1.12−35.3%+394%0.19—
FLTWFranklin FTSE Taiwan ETF · Technology
Higher return, lower volatilityHigher Sharpe, smaller worst declineHigher return in most periods+21.8%24.3%0.94−38.0%—0.540.19%
APHAmphenol Corporation · Electronic Components
Higher return, similar volatilityHigher Sharpe, smaller worst declineHigher return in most periods+33.8%32.2%1.07−37.5%+965%0.50—
AMGNAmgen Inc. · Biotechnology
Similar return, lower volatilityHigher Sharpe, smaller worst decline+19.6%24.9%0.85−24.9%+266%0.08—
What these numbers mean for GOOG
Annual return
GOOG returned 19.0% a year over the past 5 years with dividends reinvested, against 12.7% a year for the S&P 500. At that pace, $10,000 became about $23,800. Annual return is the steady yearly rate that would produce the same total result, so investments held over the same span compare fairly. Guide: What is performance and return? →
Volatility
GOOG's volatility over the past 5 years was 32.0%, 1.9 times the S&P 500's 17.1%. Volatility measures how widely returns swing around their average: in roughly two years out of three, GOOG's return lands within 32.0% of its average, either way. The higher it is, the rougher the ride and the harder it is to hold through a slump. Guide: Understanding and measuring risk (volatility) →
Sharpe ratio
GOOG's Sharpe ratio over the past 5 years was 0.71, against 0.79 for the S&P 500, so GOOG earned less for each unit of risk than an index fund did. The Sharpe ratio is the return earned above cash for each unit of volatility: two investments with the same return are not equal if one got there with far bigger swings. Guide: Balancing reward with risk (Sharpe ratio) →
Worst decline
GOOG's worst fall from a peak to a low over the past 10 years was 44.6%, against 33.7% for the S&P 500. Losses and gains are not symmetric: climbing back from a 44.6% fall takes a 80.5% gain. Guide: Market crash risk and tail risk →
Correlation
Over the past 5 years, GOOG's monthly returns had a correlation of 0.60 with the S&P 500. Correlation runs from 1 (moving in lockstep) through 0 (unrelated) to −1 (moving in opposite directions). They often move together: some diversification next to an index fund, but not a cushion. In the table, the correlation column measures each option against GOOG instead: the lower it is, the more that option would diversify a GOOG holding. Guide: Correlation and diversification →
Show all 73 stocks and funds worth at least $500 million that earned more than GOOG with less volatility

Out of 3,633 tested over 5 years. The strongest 67 are listed, best first, with funds that hold the same thing listed once.

#InvestmentFound inAnnual returnVolatilitySharpeWorst decline10Y returnCorr. with GOOGExpense
1
PGRThe Progressive Corporation · Property & Casualty Insurance
Whole market+21.3%25.6%0.89−30.3%+816%-0.22—
2
EWTiShares MSCI Taiwan ETF · International Equity
Whole market+20.4%24.2%0.89−38.9%+468%0.540.59%
3
CAHCardinal Health, Inc. · Health Care Distribution
Whole market+42.1%24.7%1.55−46.1%+349%-0.08—
4
NHCNational HealthCare Corporation · Medical - Care Facilities
Whole market+32.0%28.5%1.12−35.3%+394%0.19—
5
FLTWFranklin FTSE Taiwan ETF · Technology
Whole market+21.8%24.3%0.94−38.0%—0.540.19%
6
QTUMDefiance Quantum ETF · Technology
Whole market+22.8%28.1%0.87−38.5%—0.620.40%
7
HSBCHSBC Holdings plc · Banks
Whole market+33.1%25.9%1.24−62.3%+319%0.32—
8
MUFGMitsubishi UFJ Financial Group, Inc. · Banks
Whole market+33.2%29.4%1.13−54.9%+483%0.11—
9
WELLWelltower Inc. · Healthcare REITs
Whole market+26.0%23.8%1.09−63.3%+379%0.28—
10
WMTWalmart Inc. · Discount Retail
Whole market+20.8%22.6%0.96−25.7%+508%0.27—
11
SMFGSumitomo Mitsui Financial Group, Inc. · Banks
Whole market+33.7%29.4%1.14−47.6%+474%0.10—
12
BNYBank of New York Mellon Corp · Banks
Whole market+22.7%24.4%0.97−50.5%+341%0.32—
13
TRVThe Travelers Companies, Inc. · Property & Casualty Insurance
Whole market+22.4%22.3%1.02−46.3%+347%-0.05—
14
DXJWisdomTree Japan Hedged Equity Fund · International Equity
Whole market+26.6%19.1%1.34−39.1%+428%0.350.48%
15
MFCManulife Financial Corporation · Life Insurance
Whole market+22.6%24.0%0.97−57.5%+373%0.34—
16
WABWestinghouse Air Brake Technologies Corporation · Industrial Machinery
Whole market+25.6%26.2%1.00−64.1%+264%0.29—
17
MCKMcKesson Corporation · Health Care Distribution
Whole market+38.7%25.0%1.44−38.1%+586%-0.05—
18
GILDGilead Sciences, Inc. · Biotechnology
Whole market+22.8%24.9%0.95−30.5%+200%-0.13—
19
BAPCredicorp Ltd. · Banks
Whole market+30.8%30.3%1.04−59.2%+298%0.21—
20
USFDUS Foods Holding Corp. · Food Distribution
Whole market+22.7%29.8%0.84−77.3%+347%0.13—
21
CORCencora, Inc. · Health Care Distribution
Whole market+24.2%22.8%1.07−32.4%+406%0.14—
22
IRMIron Mountain Incorporated · Specialty REITs
Whole market+24.6%30.3%0.88−39.0%+470%0.30—
23
CASYCasey's General Stores, Inc. · Convenience Stores
Whole market+29.9%29.3%1.04−36.1%+537%0.24—
24
DTMDT Midstream, Inc. · Oil & Gas Midstream
Whole market+24.5%25.2%1.00−23.6%—0.22—
25
ACTEnact Holdings Inc. · Insurance
Whole market+20.5%24.3%0.89−20.2%—0.06—
26
EPUiShares MSCI Peru and Global Exposure ETF · International
Whole market+29.5%24.9%1.17−51.0%+275%0.330.59%
27
MPLXMPLX Lp · Oil & Gas Midstream
Whole market+23.5%18.8%1.22−75.2%+350%0.06—
28
FBIZFirst Business Financial Services, Inc. · Banks - Regional
Whole market+23.1%29.4%0.85−50.2%+307%-0.03—
29
BWFGBankwell Financial Group, Inc. · Banks - Regional
Whole market+20.1%28.5%0.79−64.7%+240%0.06—
30
XOMExxonmobil Holdings Corporation · Integrated Oil & Gas
Whole market+27.1%26.5%1.04−61.0%+214%-0.14—
31
ABBVAbbVie Inc. · Pharmaceuticals
Whole market+26.1%23.4%1.11−45.1%+603%-0.06—
32
DBJPXtrackers MSCI Japan Hedged Equity ETF · International
Whole market+20.9%19.2%1.09−31.3%+348%0.470.45%
33
PMPhilip Morris International Inc. · Tobacco
Whole market+21.0%23.4%0.94−42.9%+242%-0.12—
34
SHELShell plc · Integrated Oil & Gas
Whole market+21.0%24.8%0.90−67.2%+233%-0.07—
35
PHParker-Hannifin Corporation · Industrial Machinery
Whole market+27.4%28.8%0.99−54.7%+789%0.19—
36
VRTXVertex Pharmaceuticals Incorporated · Biotechnology
Whole market+22.6%29.1%0.85−41.6%+521%-0.07—
37
WMBThe Williams Companies, Inc. · Oil & Gas Midstream
Whole market+24.6%24.0%1.04−68.1%+288%0.06—
38
TTTrane Technologies plc · Building Products
Whole market+22.7%27.7%0.88−40.5%+955%0.28—
39
MARMarriott International, Inc. · Hotels & Resorts
Whole market+22.0%28.6%0.84−61.3%+544%0.42—
40
EEni S.p.A. · Integrated Oil & Gas
Whole market+23.0%25.6%0.94−61.4%+278%0.08—
41
GWWW.W. Grainger, Inc. · Industrial Distribution
Whole market+26.3%24.9%1.07−41.6%+654%0.07—
42
HLTHilton Worldwide Holdings Inc. · Hotels & Resorts
Whole market+21.0%26.8%0.85−50.8%+694%0.30—
43
LNGCheniere Energy, Inc. · Oil & Gas
Whole market+23.4%30.2%0.85−57.5%+616%-0.17—
44
XLEState Street Energy Select Sector SPDR ETF · Energy Equity
Whole market+22.6%25.5%0.93−66.8%+189%-0.020.08%
45
CBOECboe Global Markets, Inc. · Capital Markets
Whole market+21.5%25.1%0.91−43.2%+463%0.08—
46
ACGLArch Capital Group Ltd. · Property & Casualty Insurance
Whole market+20.1%24.5%0.87−53.8%+309%-0.14—
47
SDCIUSCF SummerHaven Dynamic Commodity Strategy No K-1 Fund · Bonds
Whole market+20.6%18.4%1.12−45.7%—0.090.80%
48
KOFCoca-Cola FEMSA, S.A.B. de C.V. · Food & Beverages
Whole market+22.3%24.7%0.94−55.1%+119%0.16—
49
CWCurtiss-Wright Corporation · Aerospace & Defense
Whole market+30.8%28.7%1.08−48.7%+512%0.23—
50
IHGInterContinental Hotels Group PLC · Hotels & Resorts
Whole market+21.4%26.6%0.86−59.3%+383%0.39—
51
PAAPlains All American Pipeline, L.P. · Oil & Gas Midstream
Whole market+27.0%25.6%1.06−87.9%+64.0%0.02—
52
RSReliance Steel & Aluminum Co. · Metals & Mining
Whole market+24.8%28.1%0.93−40.8%+626%0.15—
53
BCHBanco de Chile · Banks
Whole market+25.2%28.2%0.94−58.4%+180%0.12—
54
HUBBHubbell Incorporated · Electrical Equipment
Whole market+21.0%30.0%0.79−41.6%+442%0.15—
55
UNMUnum Group · Life Insurance
Whole market+30.6%29.3%1.06−81.0%+256%-0.10—
56
WESWestern Midstream Partners, LP · Oil & Gas Midstream
Whole market+23.5%27.6%0.91−91.9%+128%0.14—
57
CLHClean Harbors, Inc. · Environmental Services
Whole market+23.1%28.6%0.88−64.5%+588%0.23—
58
AITApplied Industrial Technologies, Inc. · Industrial Distribution
Whole market+28.5%30.3%0.98−59.3%+742%0.15—
59
RNRRenaissanceRe Holdings Ltd. · Insurance
Whole market+20.1%27.8%0.80−40.7%+215%-0.16—
60
ALSNAllison Transmission Holdings, Inc. · Auto Parts
Whole market+27.3%29.9%0.96−48.7%+367%0.16—
61
AMAntero Midstream Corporation · Oil & Gas Midstream
Whole market+20.0%25.9%0.84−92.9%—-0.01—
62
NEUNewMarket Corporation · Specialty Chemicals
Whole market+21.0%26.8%0.85−40.7%+165%0.03—
63
PAGPPlains GP Holdings LP · Oil & Gas Midstream
Whole market+26.8%26.1%1.05−88.0%+56.3%-0.02—
64
BLXBladex, Inc. · Banks - Regional
Whole market+31.4%25.9%1.19−68.5%+290%0.19—
65
IYEiShares U.S. Energy ETF · Broad Market
Whole market+21.1%25.2%0.89−68.6%+159%0.000.37%
66
DMLPDorchester Minerals, L.P. · Oil & Gas Exploration & Production
Whole market+21.1%29.1%0.81−56.8%+435%0.00—
67
ATMPBarclays ETN+ Select MLP ETN · Broad Market
Whole market+21.2%21.5%1.01−70.3%+172%0.090.95%

See everything that outperformed GOOG →

GOOG against its popular alternatives

The investments people most often weigh against GOOG, compared period by period and year by year.

How do GOOG's risk and return compare with its alternatives?

This map plots each investment's annual return over the past 5 years against its volatility, the size of its typical price swings. Investments toward the upper left earned more for a smoother ride, and those toward the lower right earned less for a rougher one. The dashed lines cross at GOOG, which divides the map into what did better or worse on each measure.

Green points earned more than GOOG with less volatility; red points earned less with more. Hover over a point for its figures. Total returns with dividends reinvested, annualized.

10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%−40.0%−20.0%0.0%20.0%40.0%60.0%Volatility over 5 years (annualized)Annual return over 5 yearsHigher return, lower volatilityLower return, higher volatilityGOOG: 19.0% a year, volatility 32.0%SPY (S&P 500): 12.7% a year, volatility 17.1%SPOT: 15.9% a year, volatility 47.8%AMZN: 9.0% a year, volatility 36.6%CRM: −3.2% a year, volatility 39.4%PINS: −18.2% a year, volatility 55.6%SNAP: −39.0% a year, volatility 76.2%META: 15.5% a year, volatility 45.4%Z: −18.3% a year, volatility 52.8%NFLX: 1.9% a year, volatility 43.8%ORCL: 7.7% a year, volatility 44.3%YELP: −12.4% a year, volatility 37.6%WB: −29.1% a year, volatility 50.2%TME: 1.0% a year, volatility 58.7%TTD: −30.8% a year, volatility 67.7%BIDU: −15.0% a year, volatility 51.9%BILI: −29.9% a year, volatility 77.4%NVDA: 58.0% a year, volatility 51.9%AAPL: 18.4% a year, volatility 28.0%MSFT: 12.5% a year, volatility 28.2%DIS: −7.5% a year, volatility 29.5%GOOGSPY (S&P 500)SPOTAMZNCRMPINSSNAPMETAZNFLXORCLYELPWBTMETTDBIDUBILINVDAAAPLMSFTDIS0.0%20.0%40.0%60.0%80.0%−40.0%−20.0%0.0%20.0%40.0%60.0%Volatility over 5 years (annualized)Annual return over 5 yearsHigher return, lower volatilityLower return, higher volatilityGOOG: 19.0% a year, volatility 32.0%SPY (S&P 500): 12.7% a year, volatility 17.1%SPOT: 15.9% a year, volatility 47.8%AMZN: 9.0% a year, volatility 36.6%CRM: −3.2% a year, volatility 39.4%PINS: −18.2% a year, volatility 55.6%SNAP: −39.0% a year, volatility 76.2%META: 15.5% a year, volatility 45.4%Z: −18.3% a year, volatility 52.8%NFLX: 1.9% a year, volatility 43.8%ORCL: 7.7% a year, volatility 44.3%YELP: −12.4% a year, volatility 37.6%WB: −29.1% a year, volatility 50.2%TME: 1.0% a year, volatility 58.7%TTD: −30.8% a year, volatility 67.7%BIDU: −15.0% a year, volatility 51.9%BILI: −29.9% a year, volatility 77.4%NVDA: 58.0% a year, volatility 51.9%AAPL: 18.4% a year, volatility 28.0%MSFT: 12.5% a year, volatility 28.2%DIS: −7.5% a year, volatility 29.5%GOOGSPY (S&P 500)SPOTCRMPINSSNAPZNFLXORCLYELPWBTMETTDNVDAAAPLDIS
All figures
InvestmentAnnual returnVolatility
NVDA NVIDIA Corporation+58.0%51.9%
GOOG This pageAlphabet Inc.+19.0%32.0%
AAPL Apple Inc.+18.4%28.0%
SPOT Spotify Technology S.A.+15.9%47.8%
META Meta Platforms, Inc.+15.5%45.4%
SPY S&P 500State Street SPDR S&P 500 ETF+12.7%17.1%
MSFT Microsoft Corporation+12.5%28.2%
AMZN Amazon.com, Inc.+9.0%36.6%
ORCL Oracle Corporation+7.7%44.3%
NFLX Netflix, Inc.+1.9%43.8%
TME Tencent Music Entertainment Group+1.0%58.7%
CRM Salesforce, Inc.−3.2%39.4%
DIS The Walt Disney Company−7.5%29.5%
YELP Yelp Inc.−12.4%37.6%
BIDU Baidu, Inc.−15.0%51.9%
PINS Pinterest, Inc.−18.2%55.6%
Z Zillow Group, Inc. Class C−18.3%52.8%
WB Weibo Corporation−29.1%50.2%
BILI Bilibili Inc.−29.9%77.4%
TTD The Trade Desk, Inc.−30.8%67.7%
SNAP Snap Inc.−39.0%76.2%
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Has GOOG consistently beaten its popular alternatives?

This section compares GOOG with the investments people most often weigh against it, checking each one over eight periods from one month to ten years. Counting how often an alternative earned more than GOOG helps separate lasting outperformance from a single strong stretch.

A green cell means the alternative earned more than GOOG over that period. "Qualified" marks those that did so in at least 3 of 5 short-term periods and 2 of 3 long-term periods.

InvestmentPeriods outperformed Short termLong termRisk · 5 yearsFund
1M3M6MYTD1Y3Y5Y10YVolatilitylower is calmerSharpehigher is betterWorst declinepast 10 yearsExpenseAssetsOverlapsame sectors
GOOG Alphabet Inc. (this page)—−4.1%−4.2%+0.4%+6.9%+31.2%+148%+138%+752%32.0%0.71−44.6%—$4.1T—
NVDA QualifiedNVIDIA Corporation3/5 short3/3 long−4.8%+6.6%+7.4%+14.9%+18.8%+425%+884%+13,019%51.9%1.14−66.3%—$5.2T—
AAPL Consumer ElectronicsApple Inc.4/5 short1/3 long+0.2%+4.0%+24.6%+25.6%+29.9%+99.0%+133%+1,168%28.0%0.75−38.5%—$5.0T—
MSFT Software - InfrastructureMicrosoft Corporation4/5 short1/3 long+6.0%+32.5%+27.7%+13.2%+3.8%+66.6%+80.3%+946%28.2%0.56−37.1%—$3.9T—
SPOT Internet Content & InformationSpotify Technology S.A.2/5 short1/3 long+1.8%+6.9%−2.0%−8.5%−22.1%+251%+109%—47.8%0.55−80.5%—$108B—
AMZN Specialty RetailAmazon.com, Inc.4/5 short0/3 long+1.6%+5.1%+5.8%+16.0%+21.3%+110%+53.8%+548%36.6%0.42−56.1%—$2.8T—
CRM Software - ApplicationSalesforce, Inc.3/5 short0/3 long+2.5%+39.7%+30.7%−3.8%−3.9%+21.3%−14.8%+240%39.4%0.12−58.7%—$200B—
DIS EntertainmentThe Walt Disney Company3/5 short0/3 long+7.1%+15.8%+5.8%+0.6%+1.2%+39.3%−32.5%+31.7%29.5%-0.12−60.7%—$193B—
PINS Internet Content & InformationPinterest, Inc.3/5 short0/3 long+18.7%+0.7%+11.3%−13.5%−30.2%−11.5%−63.3%—55.6%-0.08−82.7%—$13B—
SNAP Internet Content & InformationSnap Inc.3/5 short0/3 long+11.9%+39.9%+6.3%−21.5%−17.5%−32.4%−91.6%—76.2%-0.26−95.3%—$11B—
META Internet Content & InformationMeta Platforms, Inc.2/5 short0/3 long−6.3%+7.6%+3.7%+7.0%−4.9%+127%+106%+439%45.4%0.55−76.7%—$1.8T—
Z Internet Content & InformationZillow Group, Inc. Class C2/5 short0/3 long+5.2%−2.4%−31.8%−51.1%−56.8%−17.2%−63.6%−3.8%52.8%-0.12−86.5%—$7.3B—
NFLX EntertainmentNetflix, Inc.1/5 short0/3 long−6.4%+1.6%−27.6%−24.5%−44.5%+71.3%+9.9%+457%43.8%0.27−75.9%—$286B—
ORCL Software - InfrastructureOracle Corporation1/5 short0/3 long−11.4%+8.4%−25.6%−32.1%−52.1%+33.3%+45.1%+300%44.3%0.38−64.6%—$396B—
YELP Internet Content & InformationYelp Inc.1/5 short0/3 long+4.5%−23.0%−28.0%−32.8%−38.3%−51.9%−48.5%−41.0%37.6%-0.17−72.2%—$1.1B—
WB Internet Content & InformationWeibo Corporation1/5 short0/3 long−3.0%−18.3%−25.5%−33.7%−38.4%−25.4%−82.0%−82.5%50.2%-0.44−94.0%—$1.6B—
RDDT Internet Content & InformationReddit, Inc.1/5 short0/3 long−1.9%−14.3%−6.3%−35.6%−23.1%—————−61.4%—$30B—
TME Internet Content & InformationTencent Music Entertainment Group1/5 short0/3 long+4.9%−6.5%−15.2%−50.8%−61.3%+35.2%+4.9%—58.7%0.30−90.2%—$13B—
TTD Advertising AgenciesThe Trade Desk, Inc.0/5 short0/3 long−8.9%−32.1%−47.4%−66.4%−75.9%−82.9%−84.1%+377%67.7%-0.20−91.5%—$6.0B—
BIDU Internet Content & InformationBaidu, Inc.0/5 short0/3 long−12.7%−26.7%−37.0%−46.4%−34.1%−24.4%−55.5%−54.0%51.9%-0.06−77.5%—$27B—
BILI Internet Content & InformationBilibili Inc.0/5 short0/3 long−8.3%−24.4%−44.3%−47.2%−49.5%+11.3%−83.1%—77.4%-0.09−94.3%—$5.9B—
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How did GOOG do year by year?

This table shows each investment's total return in every full calendar year since 2005, along with where GOOG ranked among its popular alternatives each year. Annual results reveal how consistently each one kept pace with GOOG and how far its good and bad years diverged, detail that multiyear averages tend to smooth over.

Note: GOOG began trading on August 19, 2004, so the table starts with 2005, its first full calendar year, and cannot show how it fared during the dot-com bust.

Newest year first. Green marks a year in which the fund came out ahead of GOOG; gray means the two finished within a fraction of a point. The rank row places GOOG among the alternatives that traded the full year; dark green is the top quarter and red the bottom quarter.

InvestmentYears ahead of GOOG202520242023202220212020201920182017201620152014201320122011201020092008200720062005
GOOG This pageAlphabet Inc.—+65.4%+35.6%+58.8%−38.7%+65.2%+31.0%+29.1%−1.0%+35.6%+1.7%+44.5%−6.0%+58.5%+9.5%+8.8%−4.2%+101%−55.5%+50.2%+11.1%+115%
Rank among alternativesTop quarter in 5 of 211 of 219 of 2011 of 209 of 202 of 2016 of 2010 of 197 of 1611 of 1511 of 144 of 139 of 126 of 127 of 103 of 108 of 106 of 107 of 105 of 108 of 103 of 9
SPY S&P 500State Street SPDR S&P 500 ETF8 of 21+17.7%+24.9%+26.2%−18.2%+28.7%+18.3%+31.2%−4.6%+21.7%+12.0%+1.2%+13.5%+32.3%+16.0%+1.9%+15.1%+26.4%−36.8%+5.1%+15.9%+4.8%
NVDA NVIDIA Corporation11 of 21+38.9%+171%+239%−50.2%+125%+122%+76.4%−30.8%+82.5%+228%+67.1%+27.4%+33.5%−11.0%−10.0%−17.6%+131%−76.3%+37.9%+102%+55.2%
AAPL Apple Inc.13 of 21+9.0%+30.7%+49.0%−26.4%+34.6%+82.3%+89.0%−5.4%+48.5%+12.5%−3.0%+40.6%+8.0%+32.6%+25.5%+53.2%+147%−56.9%+133%+18.1%+123%
MSFT Microsoft Corporation9 of 21+15.6%+12.9%+58.2%−28.0%+52.5%+42.5%+57.6%+20.8%+40.8%+15.1%+22.7%+27.5%+44.3%+5.8%−4.5%−6.5%+60.5%−44.4%+20.8%+15.8%−1.0%
SPOT Spotify Technology S.A.4 of 7+29.8%+138%+138%−66.3%−25.6%+110%+31.8%——————————————
AMZN Amazon.com, Inc.12 of 21+5.2%+44.4%+80.9%−49.6%+2.4%+76.3%+23.0%+28.4%+56.0%+10.9%+118%−22.2%+59.0%+45.0%−3.9%+33.7%+163%−44.7%+135%−16.5%+6.8%
CRM Salesforce, Inc.11 of 21−20.2%+27.8%+98.5%−47.8%+14.2%+36.8%+18.7%+34.0%+49.3%−12.7%+32.2%+7.5%+31.3%+65.8%−23.2%+79.0%+130%−49.0%+72.0%+13.7%+88.9%
DIS The Walt Disney Company7 of 21+3.3%+24.4%+4.3%−43.9%−14.5%+25.3%+33.5%+3.6%+4.8%+0.7%+12.9%+24.9%+55.3%+34.8%+1.6%+17.6%+43.8%−28.7%−4.6%+44.3%−12.9%
PINS Pinterest, Inc.2 of 6−10.7%−21.7%+52.5%−33.2%−44.8%+254%———————————————
SNAP Snap Inc.3 of 8−25.1%−36.4%+89.2%−81.0%−6.1%+207%+196%−62.3%—————————————
META Meta Platforms, Inc.8 of 13+13.1%+66.0%+194%−64.2%+23.1%+33.1%+56.6%−25.7%+53.4%+9.9%+34.2%+42.8%+105%————————
Z Zillow Group, Inc. Class C4 of 10−7.9%+28.0%+79.6%−49.5%−50.8%+183%+45.5%−22.8%+12.2%+55.3%———————————
NFLX Netflix, Inc.12 of 21+5.2%+83.0%+65.1%−51.0%+11.4%+67.1%+20.9%+39.4%+55.1%+8.2%+134%−7.2%+298%+33.4%−60.6%+219%+84.3%+12.3%+2.9%−4.4%+119%
ORCL Oracle Corporation8 of 21+18.1%+60.0%+30.9%−4.7%+36.9%+24.3%+19.4%−3.0%+24.9%+6.9%−17.6%+19.0%+15.7%+31.8%−17.5%+28.6%+39.4%−21.4%+31.7%+40.4%−11.0%
YELP Yelp Inc.4 of 13−21.5%−18.3%+73.2%−24.6%+10.9%−6.2%−0.5%−16.6%+10.0%+32.4%−47.4%−20.6%+266%————————
WB Weibo Corporation2 of 11+19.5%−4.0%−39.1%−38.3%−24.4%−11.6%−20.7%−43.5%+155%+108%+36.9%——————————
RDDT Reddit, Inc.0 of 1+40.6%————————————————————
TME Tencent Music Entertainment Group2 of 7+56.4%+27.2%+8.7%+21.0%−64.4%+63.8%−11.2%——————————————
TTD The Trade Desk, Inc.5 of 9−67.7%+63.3%+60.5%−51.1%+14.4%+208%+124%+154%+65.0%————————————
BIDU Baidu, Inc.10 of 20+55.0%−29.2%+4.1%−23.1%−31.2%+71.1%−20.3%−32.3%+42.4%−13.0%−17.1%+28.2%+77.4%−13.9%+20.7%+135%+215%−66.5%+246%+79.2%—
BILI Bilibili Inc.2 of 7+35.8%+48.8%−48.6%−48.9%−45.9%+360%+27.6%——————————————
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Risk and diversification

How GOOG has fallen, how it held up in crashes beside the S&P 500 and its popular alternatives, and what moves independently of it.

What were GOOG's worst declines?

A drawdown is the decline from a peak to the lowest point before a new high. This section presents GOOG's five deepest drawdowns since it began trading in 2004, alongside the S&P 500's return over the same dates, and how long each took to recover. Together, these figures show how much an investor could have lost and how long it took to get back to even.

Note: GOOG began trading on August 19, 2004, so this list cannot include the dot-com bust. The crash tests on this page show how older funds and the S&P 500 fared through those years.

Green means GOOG fell less than the S&P 500 over the same dates. Based on daily closing prices with dividends reinvested.

DuringGOOG fellS&P 500, same datesPeakLowTime to the lowBack at the peakTime to recover
2008 financial crisis−65.3%−42.9%Nov 2007Nov 200812 monthsSep 20123.8 years
2022 bear market−44.6%−19.8%Nov 2021Nov 202212 monthsJan 202414 months
Covid crash−30.8%−33.7%Feb 2020Mar 20201 monthJul 20204 months
No named crash−29.3%−17.3%Feb 2025Apr 20252 monthsAug 20254 months
No named crash−28.5%−0.4%Jan 2006Mar 20062 monthsOct 20067 months

How did GOOG do in stock market crashes?

This section measures how far GOOG, the S&P 500 and each alternative fell from peak to trough during every major market crash since 2000. A smaller decline means an investment held up better, and comparing results across crashes shows whether that resilience was consistent or a one-off.

Note: GOOG began trading on August 19, 2004, so its row reads "Not yet trading" for the dot-com bust. The older alternatives and the S&P 500 show how those crashes played out.

Newest crash first. Each figure is the fund's deepest fall within the crash window; green means a smaller fall than GOOG.

InvestmentHeld up better2023 regional bank crisisMar 20232022 bear marketJan 2022Covid crashFeb 2020Late-2018 sell-offSep 2018February 2018 volatility shockFeb 20182015 China and oil sell-offAug 20152011 euro debt crisisJul 20112010 flash crashMay 20102008 financial crisisOct 2007Dot-com bustMar 2000
GOOG This pageAlphabet Inc.—−3.9%−35.0%−30.8%−18.9%−9.9%−12.7%−21.1%−1.1%−65.3%Not yet trading
SPY S&P 500State Street SPDR S&P 500 ETF4 of 9−3.4%−24.5%−33.7%−19.3%−6.5%−12.8%−17.9%−1.5%−55.2%−47.5%
NVDA NVIDIA Corporation1 of 9−5.0%−60.7%−37.5%−55.9%−8.5%−25.3%−23.8%−1.7%−85.1%−89.7%
AAPL Apple Inc.5 of 9−2.9%−27.4%−30.7%−36.5%−4.8%−23.4%−12.5%−4.3%−60.9%−81.2%
MSFT Microsoft Corporation7 of 9−2.0%−31.0%−27.7%−18.2%−7.4%−14.4%−14.1%−2.6%−57.9%−62.9%
SPOT Spotify Technology S.A.1 of 4−4.2%−65.7%−20.6%−42.1%——————
AMZN Amazon.com, Inc.2 of 9−3.4%−39.6%−22.7%−33.2%−7.1%−30.6%−20.7%−2.9%−65.3%−91.8%
CRM Salesforce, Inc.1 of 9−5.3%−42.7%−35.7%−24.8%−6.1%−34.2%−26.9%−4.2%−70.5%—
DIS The Walt Disney Company3 of 9−6.8%−41.8%−39.3%−14.9%−6.8%−25.5%−28.7%−1.8%−54.9%−67.6%
PINS Pinterest, Inc.0 of 3−8.0%−50.1%−53.7%———————
SNAP Snap Inc.1 of 5−7.4%−78.3%−51.3%−45.4%−9.4%—————
META Meta Platforms, Inc.1 of 6−2.9%−62.1%−32.9%−26.5%−9.8%−13.9%————
Z Zillow Group, Inc. Class C1 of 6−6.4%−57.0%−61.5%−38.6%−2.7%−78.6%————
NFLX Netflix, Inc.3 of 9−6.1%−71.9%−22.6%−38.7%−6.7%−36.8%−59.7%−6.5%−55.9%—
ORCL Oracle Corporation5 of 9−5.0%−31.0%−28.3%−17.2%−6.6%−16.1%−23.9%−2.1%−41.1%−84.2%
YELP Yelp Inc.1 of 6−4.9%−27.3%−58.3%−39.1%−14.8%−51.5%————
WB Weibo Corporation1 of 6−5.3%−60.7%−30.6%−29.7%−8.0%−39.7%————
TME Tencent Music Entertainment Group2 of 3−2.3%−57.4%−26.6%———————
TTD The Trade Desk, Inc.1 of 5−8.4%−51.7%−54.2%−33.0%−8.6%—————
BIDU Baidu, Inc.1 of 9−7.5%−36.6%−38.4%−31.8%−9.0%−35.5%−36.0%−4.3%−74.9%—
BILI Bilibili Inc.2 of 4−8.0%−70.2%−28.2%−17.6%——————
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How closely does GOOG move with the S&P 500?

Upside capture measures how much of the S&P 500's gains an investment kept in the months the market rose, and downside capture how much of its losses it took in the months the market fell. An investment that captures more of the gains than the losses has compounded ahead of the market over time. This section compares GOOG with its popular alternatives on both measures, and on beta (how strongly each has moved with the market), over the past 10 years.

Monthly total returns over the past 10 years, measured against SPY. 100% capture or a beta of 1.00 means moving in line with the S&P 500. Green marks a better figure than GOOG's: more upside, less downside or a higher capture ratio. Sorted by capture ratio.

InvestmentUpside captureDownside captureCapture ratioBeta
GOOG This pageAlphabet Inc.132%110%1.201.12
NVDA NVIDIA Corporation248%140%1.771.83
AAPL Apple Inc.137%94%1.461.15
MSFT Microsoft Corporation127%91%1.390.96
NFLX Netflix, Inc.122%105%1.161.18
AMZN Amazon.com, Inc.134%139%0.961.31
META Meta Platforms, Inc.134%143%0.941.25
ORCL Oracle Corporation131%159%0.821.30
TTD The Trade Desk, Inc.140%173%0.811.75
CRM Salesforce, Inc.115%143%0.801.16
DIS The Walt Disney Company90%162%0.561.32
Z Zillow Group, Inc. Class C124%251%0.491.65
BIDU Baidu, Inc.56%159%0.350.79
YELP Yelp Inc.52%156%0.331.14
WB Weibo Corporation15%144%0.100.63
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What diversifies GOOG?

Correlation measures how closely two investments move together, on a scale from 1 (in lockstep) through 0 (unrelated) to -1 (in opposite directions). This section lists large ETFs and stocks whose returns have had a low correlation with GOOG's. Because such investments tend not to fall at the same time, pairing GOOG with them can reduce a portfolio's overall swings.

Only ETFs with at least $1.0B in assets and stocks worth at least $10B, with a correlation below 0.5 over the past 5 years and a positive return, are included, ranked by Sharpe ratio; funds that hold the same thing are shown once. The year columns are the years in which GOOG lost money. The last two columns show a portfolio that is 80% GOOG and 20% the other investment, rebalanced monthly.

ETFs

InvestmentCorrelation5Y returnSharpe2022201820142010200880/20 mix volatility80/20 mix annual return
GOOG Alphabet Inc. (this page)1.00+138%0.71−38.7%−1.0%−6.0%−4.2%−55.5%31.1%+20.9%
LVHI InternationalFranklin International Low Volatility High Dividend Index ETF0.21+119%1.48+3.8%−5.2%———25.3%+20.9%
DXJ InternationalWisdomTree Japan Hedged Equity Fund0.35+225%1.34+6.0%−19.8%+8.1%−1.8%−20.8%25.8%+22.8%
EMLP Broad MarketFirst Trust North American Energy Infrastructure Fund0.20+101%1.04+10.4%−8.7%+23.8%——25.6%+20.6%
HDV Dividend & IncomeiShares Core High Dividend ETF0.14+83.3%1.00+7.1%−3.0%+12.6%——25.4%+20.0%
DBEF InternationalXtrackers MSCI EAFE Hedged Equity ETF0.44+85.0%0.96−5.1%−9.5%+3.4%——25.9%+20.1%
GLD CommoditiesSPDR Gold Shares0.25+126%0.96−0.8%−1.9%−2.2%+29.3%+4.9%25.9%+21.3%
SPMO Broad MarketInvesco S&P 500 Momentum ETF0.44+136%0.93−10.4%−0.9%———26.9%+21.8%
XLE EnergyState Street Energy Select Sector SPDR ETF-0.02+177%0.93+64.4%−18.2%−8.7%+21.9%−39.0%25.3%+22.8%

Stocks

InvestmentCorrelation5Y returnSharpe2022201820142010200880/20 mix volatility80/20 mix annual return
GOOG Alphabet Inc. (this page)1.00+138%0.71−38.7%−1.0%−6.0%−4.2%−55.5%31.1%+20.9%
CAH Medical - DistributionCardinal Health, Inc.-0.08+479%1.55+54.1%−24.5%+23.0%+21.4%−39.6%25.0%+25.7%
FIX Engineering & ConstructionComfort Systems USA, Inc.0.35+1,636%1.46+17.0%+0.8%−10.4%+8.7%−15.2%29.2%+34.1%
MCK Medical - DistributionMcKesson Corporation-0.05+413%1.44+51.8%−28.4%+29.3%+13.8%−40.4%25.1%+25.0%
MPC Oil & Gas Refining & MarketingMarathon Petroleum Corporation-0.01+690%1.41+86.6%−8.2%+0.4%——25.6%+27.9%
HWM Aerospace & DefenseHowmet Aerospace Inc.0.10+594%1.36+24.2%−37.5%+50.9%−2.8%−67.4%26.4%+27.9%
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Common questions

What was GOOG's worst drawdown?

GOOG's deepest decline since it began trading in 2004 was 65.3%, from November 2007 to November 2008. It took about four years from the low to climb back to its old high. Because GOOG launched in August 2004, that record does not include the dot-com bust.

What were GOOG's best and worst years?

Over 21 full calendar years, GOOG's best year was 2005, when it returned 115%. Its worst was 2008, with a return of -55.5%.

Is there a better investment than GOOG?

Among GOOG's popular alternatives, NVDA was ahead of GOOG in most short and long periods, though with much bigger swings (51.9% volatility against 32.0%). Looking beyond its popular alternatives, MSGS (entertainment) matched GOOG's return over the past 5 years (18.4% a year against 19.0%) with 20% less volatility.

Is GOOG more volatile than the S&P 500?

Yes. GOOG's volatility over the past 5 years was 32.0%, 1.9 times the S&P 500's 17.1%. Volatility measures how widely returns swing around their average: in roughly two years out of three, GOOG's return lands within 32.0% of its average, either way. The higher it is, the rougher the ride and the harder it is to hold through a slump.

What is GOOG's Sharpe ratio?

GOOG's Sharpe ratio over the past 5 years was 0.71, against 0.79 for the S&P 500, so GOOG earned less for each unit of risk than an index fund did. The Sharpe ratio is the return earned above cash for each unit of volatility: two investments with the same return are not equal if one got there with far bigger swings.

How correlated is GOOG with the S&P 500?

Over the past 5 years, GOOG's monthly returns had a correlation of 0.60 with the S&P 500. Correlation runs from 1 (moving in lockstep) through 0 (unrelated) to −1 (moving in opposite directions). They often move together: some diversification next to an index fund, but not a cushion. In the table, the correlation column measures each option against GOOG instead: the lower it is, the more that option would diversify a GOOG holding.

What are the best alternatives to GOOG?

Of the 20 popular alternatives we compared, one outperformed GOOG in at least 3 of 5 short-term and 2 of 3 long-term timeframes, with dividends reinvested: NVDA.

Did GOOG outperform the S&P 500?

GOOG finished ahead of the S&P 500 (SPY) in 13 of 21 full calendar years. In 2025, it returned +65.4%, against +17.7% for the index.

How did GOOG do in stock market crashes?

GOOG fell less than the S&P 500 (SPY) in one of the nine major crashes it has traded through, and further in four. The clearest case was the 2022 bear market, when GOOG fell 35.0% and the S&P 500 fell 24.5%.

What diversifies GOOG?

These had a low correlation with GOOG over the past 5 years and still earned a positive 5-year return: among large ETFs, LVHI (correlation 0.21), DXJ (correlation 0.35) and EMLP (correlation 0.20); among large stocks, CAH (correlation -0.08), FIX (correlation 0.35) and MCK (correlation -0.05). A correlation near zero means the two have moved largely independently.

How we measure

More research

Popular alternatives to GOOG

Other stocks and ETFs