Google谷歌英文简介
Googles mission is to organize the worlds information and make it universally accessible and useful.
As a first step to fulfilling that mission, Googles founders Larry Page and Sergey Brin developed a new approach to online search that took root in a Stanford University dorm room and quickly spread to information seekers around the globe. Google is now widely recognized as the worlds largest search engine -- an easy-to-use free service that usually returns relevant results in a fraction of a second.
When you visit www.google.com or one of the dozens of other Google domains, youll be able to find information in many different languages; check stock quotes, maps, and news headlines; lookup phonebook listings for every city in the United States; search billions of images and peruse the worlds largest archive of Usenet messages -- more than 1 billion posts dating back to 1981.
We also provide ways to access all this information without making a special trip to the Google homepage. The Google Toolbar enables you to conduct a Google search from anywhere on the web. And for those times when youre away from your PC altogether, Google can be used from a number of wireless platforms including WAP and i-mode phones.
Googles utility and ease of use have made it one of the worlds best known brands almost entirely through word of mouth from satisfied users. As a business, Google generates revenue by providing advertisers with the opportunity to deliver measurable, cost-effective online advertising that is relevant to the information displayed on any given page. This makes the advertising useful to you as well as to the advertiser placing it. We believe you should know when someone has paid to put a message in front of you, so we always distinguish ads from the search results or other content on a page. We dont sell placement in the search results themselves, or allow people to pay for a higher ranking there.
Thousands of advertisers use our Google AdWords program to promote their products and services on the web with targeted advertising, and we believe AdWords is the largest program of its kind. In addition, thousands of web site managers take advantage of our Google AdSense program to deliver ads relevant to the content on their sites, improving their ability to generate revenue and enhancing the experience for their users.
To learn more about Google, click on the link at the left for the area that most interests you. Or type what you want to find into our search box and hit enter. Once you do, youll be on your way to understanding why others say, "Google is the closest thing the Web has to an ultimate answer machine."
Whats a Google?
"Googol" is the mathematical term for a 1 followed by 100 zeros. The term was coined by Milton Sirotta, nephew of American mathematician Edward Kasner, and was popularized in the book, "Mathematics and the Imagination" by Kasner and James Newman. Googles play on the term reflects the companys mission to organize the immense amount of information available on the web.
Features Overview
A single search reveals four elements that separate us from our competition: comprehensiveness, relevance, speed and user experience. Almost as soon as www.google.com or an international Google URL is entered, the homepage appears on the screen. The clean design of our site makes it abundantly clear how to proceed and offers little to distract someone in search of information. Search results are clearly separated from advertising, which is identified as "sponsored links."
The speed with which the results are returned is even more impressive. We examine billions of web pages to find the most relevant pages for any query and typically return those results in less than half a second.
Though a basic Google search answers most questions, it is possible to customize everything from the language of the interface to the format of the results pages. You can search for images, multiple file types, pages in Czech or Turkish, news archives, books, patents, phone numbers, airline flight info or maps and driving directions — and thats just the beginning. By using the preferences page, you can also select the number of results returned and filter out adult content.
Theres much more to what we offer, from an amazing spell checker to tools for translating web pages from one language to another or from HTML to a format readable by most mobile devices.
Technology Overview
We stand alone in our focus on developing the "perfect search engine," defined by co-founder Larry Page as something that, "understands exactly what you mean and gives you back exactly what you want." To that end, we have persistently pursued innovation and refused to accept the limitations of existing models. As a result, we developed our serving infrastructure and breakthrough PageRank™ technology that changed the way searches are conducted.
From the beginning, our developers recognized that providing the fastest, most accurate results required a new kind of server setup. Whereas most search engines ran off a handful of large servers that often slowed under peak loads, our employed linked PCs to quickly find each querys answer. The innovation paid off in faster response times, greater scalability and lower costs. Its an idea that others have since copied, while we have continued to refine our back-end technology to make it even more efficient.
The software behind our search technology conducts a series of simultaneous calculations requiring only a fraction of a second. Traditional search engines rely heavily on how often a word appears on a web page. We use more than 200 signals, including our patented PageRank™ algorithm, to examine the entire link structure of the web and determine which pages are most important. We then conduct hypertext-matching analysis to determine which pages are relevant to the specific search being conducted. By combining overall importance and query-specific relevance, were able to put the most relevant and reliable results first.
PageRank Technology: PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results.
PageRank also considers the importance of each page that casts a vote, as votes from some pages are considered to have greater value, thus giving the linked page greater value. We have always taken a pragmatic approach to help improve search quality and create useful products, and our technology uses the collective intelligence of the web to determine a pages importance.
Hypertext-Matching Analysis: Our search engine also analyzes page content. However, instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), our technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. We also analyze the content of neighboring web pages to ensure the results returned are the most relevant to a users query.
Our innovations dont stop at the desktop. To give people access to the information they need, whenever and wherever they need it, we continue to develop new mobile applications and services that are more accessible and customizable. And were partnering with industry-leading carriers and device manufacturers to deliver these innovative services globally. Were working with many of these industry leaders through the Open Handset Alliance to develop Android, the first complete, open, and free mobile platform, which will offer people a less expensive and better mobile experience.
Business Overview
As with its technology, Google has chosen to ignore conventional wisdom in designing its business. The company started with seed money from angel investors and brought together two competing venture capital firms to fund its first equity round. While the dotcom boom exploded around it and competitors spent millions on marketing campaigns to "build brand," Google focused instead on quietly building a better search engine.
The word quickly spread from one satisfied user to another. With superior search technology and a high volume of traffic at its Google.com site, Googles managers identified two initial opportunities for generating revenue: search services and advertising.
Google grows and business blooms
Over time, these two business lines evolved into complementary networks. Google AdWords advertisers create ads to drive qualified traffic to their sites and generate leads. Google publishing partners deliver those ads targeted to relevant search results powered by Google AdSense. With AdSense, the publisher shares in the revenue generated when readers click on the ads.
For sites wishing to have more control over their intranet or site searches, Google developed the Google Search Appliance, a scalable and secure appliance that delivers accurate search results across any number of documents.
Google continues to think about ways in which technology can improve upon existing ways of doing business. New areas are explored, ideas prototyped and budding services nurtured to make them more useful to advertisers and publishers. However, no matter how distant Googles business model grows from its origins, the root remains providing useful and relevant information to those who are the most important part of the ecosystem – the millions of individuals around the world who rely on Google search to provide the answers they are seeking.
Google AdWords for Advertisers
Google designed AdWords for advertisers who want to reach a qualified audience as efficiently as possible. Advertisers select their own target keywords and only pay when customers click on their ads. Its easy to create ad text and manage online advertising accounts with no large upfront payment required. All thats needed is five minutes and a credit card. The ads appear across Googles growing roster of partners, including thousands of sites from America Online to the Washington Post, and are targeted to relevant search and content pages.
Googles experienced sales and service team optimize campaigns for our larger advertisers. Our staff of AdWords experts work with advertisers to select the appropriate keywords and generate the matching creative, then carefully monitor the campaign to improve its performance over time by winnowing keywords and rewriting copy based on what is most effective. Theres no limit to the number of keywords that an advertiser can select and each keyword can be matched with a different creative execution. Recent advertisers include Amazon, Cisco Systems and Staples.
Google provides all of its advertisers with a full complement of reporting services to enable fine tuning of campaigns and real-time intelligence about which components are performing best. Advertisers can further increase efficiencies by targeting their campaigns to specific geographies or languages.
Google AdSense and Web Site Services
Google believes relevant advertising can be as useful as search results or other forms of content. And that advertising can enhance the experience for visitors to a publishers website, while helping publishers recover some of their investment in creating content of value. Google AdSense™ combines Google Search technology with our base of keyword advertisers to deliver ads that precisely target search results or the content on a sites pages, no matter how specialized the subject matter. Advertisers, publishers, and information seekers all profit as a result.
Signing up for AdSense is easy -- it only takes a few minutes to apply. And our sales team helps customize the program for sites receiving more than 20 million page views a month.
AdSense serves relevant ads on content pages search result and content pages as well as dormant domain pages.Google Search Services enable publishers to provide Google web search on their own pages – results that can be used to generate revenue with the AdSense for Search program The Google Search Appliance, a scalable and secure device that provides Google quality search across an individual website or intranet.
Google Wireless Services deliver Google search results via PDAs, wireless phones and other mobile devices powered by many of the worlds leading wireless service providers.
The Google Culture
Though growing rapidly, Google still maintains a small company feel. At the Googleplex headquarters almost everyone eats in the Google café (known as "Charlies Place"), sitting at whatever table has an opening and enjoying conversations with Googlers from all different departments. Topics range from the trivial to the technical, and whether the discussion is about computer games or encryption or ad serving software, its not surprising to hear someone say, "Thats a product I helped develop before I came to Google."
Googles emphasis on innovation and commitment to cost containment means each employee is a hands-on contributor. Theres little in the way of corporate hierarchy and everyone wears several hats. The international webmaster who creates Googles holiday logos spent a week translating the entire site into Korean. The chief operations engineer is also a licensed neurosurgeon. Because everyone realizes they are an equally important part of Googles success, no one hesitates to skate over a corporate officer during roller hockey.
Googles hiring policy is aggressively non-discriminatory and favors ability over experience. The result is a staff that reflects the global audience the search engine serves. Google has offices around the globe and Google engineering centers are recruiting local talent in locations from Zurich to Bangalore. Dozens of languages are spoken by Google staffers, from Turkish to Telugu. When not at work, Googlers pursue interests from cross-country cycling to wine tasting, from flying to frisbee. As Google expands its development team, it continues to look for those who share an obsessive commitment to creating search perfection and having a great time doing it.
About the Googleplex
Googles world headquarters building is located in Mountain View, California, a stones throw from the Shoreline Regional Park wetlands. While not all Google offices around the globe are equally well-stocked, these are some of the essential elements that define a Google workspace:
Lobby Décor - Piano, lava lamps, and live projection of current search queries from around the world.
Hallway Décor - Bicycles and large rubber exercise balls on the floors, press clippings from around the world posted on bulletin boards everywhere. Many Googlers standing around discussing arcane IP addressing issues and how to build a better spam filter.
Googler Offices - Googlers work in high density clusters remarkably reflective of our server setup, with three or four staffers sharing spaces with couches and dogs. This improves information flow and saves on heating bills.
Equipment - Most Googlers have high powered Linux OS workstations on their desktops. In Googles earliest days, desks were wooden doors mounted on two sawhorses. Some of these are still in use within the engineering group.
Recreation Facilities - Workout room with weights and rowing machine, locker rooms, washers and dryers, massage room, assorted video games, Foosball, baby grand piano, pool table, ping pong, roller hockey twice a week in the parking lot.
Google Café - Healthy lunches and dinners for all staff. Stations include "Charlie’s Grill," "Back to Albuquerque," "East Meets West" and "Vegheads." Outdoor seating for sunshine daydreaming.
Snack Rooms - Bins packed with various cereals, gummi bears, M&Ms, toffee, licorice, cashew nuts, yogurt, carrots, fresh fruit and other snacks. Dozens of different drinks including fresh juice, soda and make-your-own cappuccino.
Coolest stop on the tour - A three-dimensional rotating image of the world on permanent display on a large flat panel monitor in the office of the engineer who created it. What makes it special is the toggle switch that allows you to view points of light representing real time searches rising from the surface of the globe toward space, color coded by language. Toggle and you can see traffic patterns for the entire Internet. Worth a trip to the second floor.
Nearest 24 hour doughnut shop - Krispy Kreme, Mountain View, CA.
Google Management
Co-founders Larry Page, president of Products, and Sergey Brin, president of Technology, brought Google to life in September 1998. Since then, the company has grown to more than 10,000 employees worldwide, with a management team that represents some of the most experienced technology professionals in the industry. Dr. Eric Schmidt joined Google as chairman and chief executive officer in 2001.
Board of Directors
Dr. Eric Schmidt, Google Inc.
Sergey Brin, Google Inc.
Larry Page, Google Inc.
John Doerr, Kleiner Perkins Caufield & Byers
Ram Shriram, Sherpalo
John Hennessy, Stanford University
Arthur Levinson, Genentech
Paul Otellini, Intel
Shirley M. Tilghman, Princeton University
Ann Mather
Executive Management Group
Dr. Eric Schmidt, Chairman of the Board and Chief Executive Officer
Larry Page, Co-Founder & President, Products
Sergey Brin, Co-Founder & President, Technology
Laszlo Bock, Vice President, People Operations
Shona Brown, Senior Vice President, Business Operations
W. M. Coughran, Jr., Senior Vice President, Engineering
David C. Drummond, Senior Vice President, Corporate Development and Chief Legal Officer
Alan Eustace, Senior Vice President, Engineering & Research
Urs Hölzle, Senior Vice President, Operations & Google Fellow
Jeff Huber, Senior Vice President, Engineering
Omid Kordestani, Senior Vice President, Global Sales & Business Development
George Reyes, Senior Vice President & Chief Financial Officer
Jonathan Rosenberg, Senior Vice President, Product Management
Elliot Schrage, Vice President, Global Communications & Public Affairs
Key executives by function:
Engineering
Vinton G. Cerf, Vice President & Chief Internet Evangelist
Stuart Feldman, Vice President, Engineering
Vic Gundotra, Vice President, Engineering
Udi Manber, Vice President, Engineering
Nelson Mattos, Vice President, Engineering, EMEA
Shiva Shivakumar, Vice President and Distinguished Entrepreneur
Alfred Spector, VP of Research and Special Initiatives
Benjamin Sloss Treynor, Vice President, Engineering
Jeff Dean, Google Fellow
Sanjay Ghemawat, Google Fellow
Amit Singhal, Google Fellow
Products
Bradley Horowitz, Vice President, Product Management
Salar Kamangar, Vice President, Product Management
Marissa Mayer, Vice President, Search Products & User Experience
Mario Queiroz, Vice President, Product Management, EMEA & Latin America
Lorraine Twohill, Vice President, Marketing, EMEA
Susan Wojcicki, Vice President, Product Management
Sales
Daniel Alegre, Vice President, Latin America and APLA Business Development
Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.
Nikesh Arora, President, EMEA Operations & Vice President, Google Inc.
Sukhinder Singh Cassidy, President, Asia Pacific and Latin America Operations
David Eun, Vice President, Content Partnerships
David Fischer, Vice President, Online Sales & Operations
Dave Girouard, Vice President & General Manager, Enterprise
John Herlihy, Vice President, Online Sales & Operations, EMEA
Kai-Fu Lee, Vice President, Google Inc.; President, Greater China
Dr. John Liu, Vice President, Sales, Greater China
Norio Murakami, President & General Manager, Google Japan & Vice President, Google Inc.
Penry Price, VP, Advertising Sales, North America
Dennis Woodside, Vice President, UK, Benelux and Ireland
Legal
Kent Walker, Vice President & General Counsel
David Lawee, Vice President, Corporate Development
Megan Smith, Vice President, New Business Development
Finance
Brent Callinicos, Vice President & Treasurer
Francois Delepine, Vice President, Financial Planning and Analysis
Mark Fuchs, Vice President of Finance and Chief Accountant
Julio Pekarovic, Vice President, Global Sales Finance
David Radcliffe, Vice President, Real Estate
Business Operations
Francoise Brougher, Vice President, Business Operations
Google.org
Dr. Larry Brilliant, Executive Director, Google.org
Googles Philosophy
Never settle for the best
"The perfect search engine," says Google co-founder Larry Page, "would understand exactly what you mean and give back exactly what you want." Given the state of search technology today, thats a far-reaching vision requiring research, development and innovation to realize. Google is committed to blazing that trail. Though acknowledged as the worlds leading search technology company, Googles goal is to provide a much higher level of service to all those who seek information, whether theyre at a desk in Boston, driving through Bonn, or strolling in Bangkok.
To that end, Google has persistently pursued innovation and pushed the limits of existing technology to provide a fast, accurate and easy-to-use search service that can be accessed from anywhere. To fully understand Google, its helpful to understand all the ways in which the company has helped to redefine how individuals, businesses and technologists view the Internet.
Ten things Google has found to be true
1. Focus on the user and all else will follow.
From its inception, Google has focused on providing the best user experience possible. While many companies claim to put their customers first, few are able to resist the temptation to make small sacrifices to increase shareholder value. Google has steadfastly refused to make any change that does not offer a benefit to the users who come to the site:
The interface is clear and simple.
Pages load instantly.
Placement in search results is never sold to anyone.
Advertising on the site must offer relevant content and not be a distraction.
By always placing the interests of the user first, Google has built the most loyal audience on the web. And that growth has come not through TV ad campaigns, but through word of mouth from one satisfied user to another.
2. Its best to do one thing really, really well.
Google does search. With one of the worlds 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, weve been able to solve complex issues and provide continuous improvements to a service already considered the best on the web at making finding information a fast and seamless experience for millions of users. Our dedication to improving search has also allowed us to apply what weve learned to new products, including Gmail, Google Desktop, and Google Maps. As we continue to build new products* while making search better, our hope is to bring the power of search to previously unexplored areas, and to help users access and use even more of the ever-expanding information in their lives.
3. Fast is better than slow.
Google believes in instant gratification. You want answers and you want them right now. Who are we to argue? Google may be the only company in the world whose stated goal is to have users leave its website as quickly as possible. By fanatically obsessing on shaving every excess bit and byte from our pages and increasing the efficiency of our serving environment, Google has broken its own speed records time and again. Others assumed large servers were the fastest way to handle massive amounts of data. Google found networked PCs to be faster. Where others accepted apparent speed limits imposed by search algorithms, Google wrote new algorithms that proved there were no limits. And Google continues to work on making it all go even faster.
4. Democracy on the web works.
Google works because it relies on the millions of individuals posting websites to determine which other sites offer content of value. Instead of relying on a group of editors or solely on the frequency with which certain terms appear, Google ranks every web page using a breakthrough technique called PageRank™. PageRank evaluates all of the sites linking to a web page and assigns them a value, based in part on the sites linking to them. By analyzing the full structure of the web, Google is able to determine which sites have been "voted" the best sources of information by those most interested in the information they offer. This technique actually improves as the web gets bigger, as each new site is another point of information and another vote to be counted.
5. You dont need to be at your desk to need an answer.
The world is increasingly mobile and unwilling to be constrained to a fixed location. Whether its through their PDAs, their wireless phones or even their automobiles, people want information to come to them. Googles innovations in this area include Google Number Search, which reduces the number of keypad strokes required to find data from a web-enabled cellular phone and an on-the-fly translation system that converts pages written in HTML to a format that can be read by phone browsers. This system opens up billions of pages for viewing from devices that would otherwise not be able to display them, including Palm PDAs and Japanese i-mode, J-Sky, and EZWeb devices. Wherever search is likely to help users obtain the information they seek, Google is pioneering new technologies and offering new solutions.
6. You can make money without doing evil.
Google is a business. The revenue the company generates is derived from offering its search technology to companies and from the sale of advertising displayed on Google and on other sites across the web. However, you may have never seen an ad on Google. Thats because Google does not allow ads to be displayed on our results pages unless theyre relevant to the results page on which theyre shown. So, only certain searches produce sponsored links above or to the right of the results. Google firmly believes that ads can provide useful information if, and only if, they are relevant to what you wish to find.
Google has also proven that advertising can be effective without being flashy. Google does not accept pop-up advertising, which interferes with your ability to see the content youve requested. Weve found that text ads (AdWords) that are relevant to the person reading them draw much higher clickthrough rates than ads appearing randomly. Googles maximization group works with advertisers to improve clickthrough rates over the life of a campaign, because high clickthrough rates are an indication that ads are relevant to a users interests. Any advertiser, no matter how small or how large, can take advantage of this highly targeted medium, whether through our self-service advertising program that puts ads online within minutes, or with the assistance of a Google advertising representative.
Advertising on Google is always clearly identified as a "Sponsored Link." It is a core value for Google that there be no compromising of the integrity of our results. We never manipulate rankings to put our partners higher in our search results. No one can buy better PageRank. Our users trust Googles objectivity and no short-term gain could ever justify breaching that trust.
Thousands of advertisers use our Google AdWords program to promote their products; we believe AdWords is the largest program of its kind. In addition, thousands of web site managers take advantage of our Google AdSense program to deliver ads relevant to the content on their sites, improving their ability to generate revenue and enhancing the experience for their users.
7. Theres always more information out there.
Once Google had 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, 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 billions of images and a way to view pages that were originally created as PDF files. The popularity of PDF results led us to expand the list of file types searched to include documents produced in a dozen formats such as Microsoft Word, Excel and PowerPoint. For wireless users, Google developed a unique way to translate HTML formatted files into a format that could be read by mobile devices. The list is not likely to end there as Googles researchers continue looking into ways to bring all the worlds information to users seeking answers.
8. The need for information crosses all borders.
Though Google is headquartered in California, our mission is to facilitate access to information for the entire world, so we have offices around the globe. To that end we maintain dozens of Internet domains and serve more than half of our results to users living outside the United States. Google search results can be restricted to pages written in more than 35 languages according to a users preference. We also offer a translation feature to make content available to users regardless of their native tongue and for those who prefer not to search in English, Googles interface can be customized into more than 100 languages. To accelerate the addition of new languages, Google offers volunteers the opportunity to help in the translation through an automated tool available on the Google.com website. This process has greatly improved both the variety and quality of service were able to offer users in even the most far flung corners of the globe.
9. You can be serious without a suit.
Googles founders have often stated that the company is not serious about anything but search. They built a company around the idea that work should be challenging and the challenge should be fun. To that end, Googles culture is unlike any in corporate America, and its not because of the ubiquitous lava lamps and large rubber balls, or the fact that the companys chef used to cook for the Grateful Dead. In the same way Google puts users first when it comes to our online service, Google Inc. puts employees first when it comes to daily life in our Googleplex headquarters. There is an emphasis on team achievements and pride in individual accomplishments that contribute to the companys overall success. Ideas are traded, tested and put into practice with an alacrity that can be dizzying. Meetings that would take hours elsewhere are frequently little more than a conversation in line for lunch and few walls separate those who write the code from those who write the checks. This highly communicative environment fosters a productivity and camaraderie fueled by the realization that millions of people rely on Google results. Give the proper tools to a group of people who like to make a difference, and they will.
10. Great just isnt good enough.
Always deliver more than expected. Google does not accept being the best as an endpoint, but a starting point. Through innovation and iteration, Google takes something that works well and improves upon it in unexpected ways. Search works well for properly spelled words, but what about typos? One engineer saw a need and created a spell checker that seems to read a users mind. It takes too long to search from a WAP phone? Our wireless group developed Google Number Search to reduce entries from three keystrokes per letter to one. With a user base in the millions, Google is able to identify points of friction quickly and smooth them out. Googles point of distinction however, is anticipating needs not yet articulated by our global audience, then meeting them with products and services that set new standards. This constant dissatisfaction with the way things are is ultimately the driving force behind the worlds best search engine.
