Google (NASDAQ:GOOG) shares closed 2.63 percent higher and continue to edge up in late afternoon trading. The search giant reached a fresh all-time high on Friday. The move comes a week after Google reported better-than-expected earnings for the fourth quarter. In the past 12 months, shares have surged more than 30 percent. On the other hand, social media giant Facebook (NASDAQ:FB) fell 4 percent and continues to lose ground in late afternoon trading.