In addition to personage definitions of the word "god" there is also a generic definition: "Something that is worshiped, idealized, or followed." Some people put their salvation in money or arms and even some who put their fate in the hands of the devil himself. There are many gods to men who are searching for something outside of themselves. God Himself alluded to these gods we cling to. There is, however, only one living and loving God Who has revealed Himself throughout the ages. We can't know Him while serving them.
Is that a little less relativistic for you?