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Google: Ten things we know to be true Cheat Sheet by

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Introd­uction by Google

We first wrote these “10 things” when Google was just a few years old. From time to time we revisit this list to see if it still holds true. We hope it does—and you can hold us to that.

1. Focus on the user and all else will follow

Since the beginning, we’ve focused on providing the best user experience possible. Whether we’re designing a new Internet browser or a new tweak to the look of the homepage, we take great care to ensure that they will ultimately serve you, rather than our own internal goal or bottom line. Our homepage interface is clear and simple, and pages load instantly. Placement in search results is never sold to anyone, and advert­ising is not only clearly marked as such, it offers relevant content and is not distra­cting. And when we build new tools and applic­ations, we believe they should work so well you don’t have to consider how they might have been designed differ­ently.

2.It’s best to do one thing really, really well.

We do search. With one of the world’s largest research groups focused exclus­ively on solving search problems, we know what we do well, and how we could do it better. Through continued iteration on difficult problems, we’ve been able to solve complex issues and provide continuous improv­ements to a service that already makes finding inform­ation a fast and seamless experience for millions of people. Our dedication to improving search helps us apply what we’ve learned to new products, like Gmail and Google Maps. Our hope is to bring the power of search to previously unexplored areas, and to help people access and use even more of the ever-e­xpa­nding inform­ation in their lives.

3. Fast is better than slow.

We know your time is valuable, so when you’re seeking an answer on the web you want it right away–and we aim to please. We may be the only people in the world who can say our goal is to have people leave our website as quickly as possible. By shaving excess bits and bytes from our pages and increasing the efficiency of our serving enviro­nment, we’ve broken our own speed records many times over, so that the average response time on a search result is a fraction of a second. We keep speed in mind with each new product we release, whether it’s a mobile applic­ation or Google Chrome, a browser designed to be fast enough for the modern web. And we continue to work on making it all go even faster.

4. Democracy on the web works.

Google search works because it relies on the millions of indivi­duals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techni­ques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of inform­ation by other pages across the web. As the web gets bigger, this approach actually improves, as each new site is another point of inform­ation and another vote to be counted. In the same vein, we are active in open source software develo­pment, where innovation takes place through the collective effort of many progra­mmers.

5. You don’t need to be at your desk to ...

The world is increa­singly mobile: people want access to inform­ation wherever they are, whenever they need it. We’re pioneering new techno­logies and offering new solutions for mobile services that help people all over the globe to do any number of tasks on their phone, from checking email and calendar events to watching videos, not to mention the several different ways to access Google search on a phone. In addition, we’re hoping to fuel greater innovation for mobile users everywhere with Android, a free, open source mobile platform. Android brings the openness that shaped the Internet to the mobile world. Not only does Android benefit consumers, who have more choice and innovative new mobile experi­ences, but it opens up revenue opport­unities for carriers, manufa­cturers and develo­pers.
5. You don’t need to be at your desk to need an answer

6. You can make money without doing evil

Google is a business. The revenue we generate is derived from offering search technology to companies and from the sale of advert­ising displayed on our site and on other sites across the web. Hundreds of thousands of advert­isers worldwide use AdWords to promote their products; hundreds of thousands of publishers take advantage of our AdSense program to deliver ads relevant to their site content. To ensure that we’re ultimately serving all our users (whether they are advert­isers or not), we have a set of guiding principles for our advert­ising programs and practices:
We don’t allow ads to be displayed on our results pages unless they are relevant where they are shown. And we firmly believe that ads can provide useful inform­ation if, and only if, they are relevant to what you wish to find–so it’s possible that certain searches won’t lead to any ads at all.
We believe that advert­ising can be effective without being flashy. We don’t accept pop–up advert­ising, which interferes with your ability to see the content you’ve requested. We’ve found that text ads that are relevant to the person reading them draw much higher clickt­hrough rates than ads appearing randomly. Any advert­iser, whether small or large, can take advantage of this highly targeted medium.
Advertising on Google is always clearly identified as a “Sponsored Link,” so it does not compromise the integrity of our search results. We never manipulate rankings to put our partners higher in our search results and no one can buy better PageRank. Our users trust our object­ivity and no short-term gain could ever justify breaching that trust.

7. There’s always more inform­ation out there

Once we’d indexed more of the HTML pages on the Internet than any other search service, our engineers turned their attention to inform­ation that was not as readily access­ible. Sometimes it was just a matter of integr­ating new databases into search, such as adding a phone number and address lookup and a business directory. Other efforts required a bit more creati­vity, like adding the ability to search news archives, patents, academic journals, billions of images and millions of books. And our resear­chers continue looking into ways to bring all the world’s inform­ation to people seeking answers.

8, The need for inform­ation crosses all borders.

Our company was founded in Califo­rnia, but our mission is to facilitate access to inform­ation for the entire world, and in every language. To that end, we have offices in more than 60 countries, maintain more than 180 Internet domains, and serve more than half of our results to people living outside the United States. We offer Google’s search interface in more than 130 languages, offer people the ability to restrict results to content written in their own language, and aim to provide the rest of our applic­ations and products in as many languages and accessible formats as possible. Using our transl­ation tools, people can discover content written on the other side of the world in languages they don’t speak. With these tools and the help of volunteer transl­ators, we have been able to greatly improve both the variety and quality of services we can offer in even the most far–flung corners of the globe.

9. You can be serious without a suit

Our founders built Google around the idea that work should be challe­nging, and the challenge should be fun. We believe that great, creative things are more likely to happen with the right company cultur­e–and that doesn’t just mean lava lamps and rubber balls. There is an emphasis on team achiev­ements and pride in individual accomp­lis­hments that contribute to our overall success. We put great stock in our employ­ees­–en­erg­etic, passionate people from diverse backgr­ounds with creative approaches to work, play and life. Our atmosphere may be casual, but as new ideas emerge in a café line, at a team meeting or at the gym, they are traded, tested and put into practice with dizzying speed–and they may be the launch pad for a new project destined for worldwide use.

10. Great just isn’t good enough

We see being great at something as a starting point, not an endpoint. We set ourselves goals we know we can’t reach yet, because we know that by stretching to meet them we can get further than we expected. Through innovation and iteration, we aim to take things that work well and improve upon them in unexpected ways. For example, when one of our engineers saw that search worked well for properly spelled words, he wondered about how it handled typos. That led him to create an intuitive and more helpful spell checker.
Even if you don’t know exactly what you’re looking for, finding an answer on the web is our problem, not yours. We try to anticipate needs not yet articu­lated by our global audience, and meet them with products and services that set new standards. When we launched Gmail, it had more storage space than any email service available. In retrospect offering that seems obviou­s–but that’s because now we have new standards for email storage. Those are the kinds of changes we seek to make, and we’re always looking for new places where we can make a differ­ence. Ultima­tely, our constant dissat­isf­action with the way things are becomes the driving force behind everything we do.

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