What began as a project helmed by Larry Page and Sergey Brin, two students in Stanford University's Ph.D. program, is now one of the most influential companies on the World Wide Web: Google. At first, the students' goal was to make an efficient search engine that gave users relevant links in response to search requests. While that's still Google's core purpose today, the company now provides services ranging from e-mail and document storage to productivity software and mobile phone operating systems. In less than a decade, Google evolved from a two-man enterprise to a multibillion-dollar corporation.

Today, Google's popularity continues to grow. In 2007, the company surpassed Microsoft as the most visited site on the Web [source: Kopytoff]. The company's influence on the Web is undeniable. Practically every webmaster wants his or her site listed high on Google's search engine results pages (SERPs), because it almost always translates into more traffic on the corresponding Web site. Google has also acquired other Internet companies, ranging from blogging services to the video-sharing site YouTube. For a while, the company's search technology even powered rival companies' search engines -- Yahoo! relied on Google searches for nearly four years until developing its own search engine technologies in 2004 [sources: Google; Hu and Olsen].

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­Google's influence isn't limited to just the Web. In 2007, company executives announced their intention to enter the FCC's auction of the wireless spectrum in the 700 megahertz (MHz) band. That part of the wireless spectrum previously belonged to analog television broadcasters. Google representatives said the company entered the auction to foster competition within the wireless service industry. Google supported an open technology approach to wireless service in which consumers could use any device with any provider rather than face limited choices determined by the provider and its preferred vendors. In order to participate in the auction, Google had to prove it was ready to meet the reserve price for the spectrum: $4.6 billion. Ultimately, Google didn't win the auction. But the company still achieved its main goal -- Verizon, which won the bid, must follow the open technology approach Google wanted.

How Many Zeros? Google's name is a variation of the word "googol," which is a mathematical term for a one followed by 100 zeros. Page and Brin felt the name helped illustrate Google's monumental mission: Organizing billions of bytes of data found on the Web.

­In this article, we'll learn about the backbone of Google's business: its search engine. We'll also look at the other services Google offers to both average users and to commercial businesses. Then we'll take a quick peek at some of the tools Google has developed over the years. We'll also learn more about the equipment Google uses to keep its massive operation running. Finally, we'll take a closer look at Google the company.

The Google Search Engine

Does Whatever a Spider Can A search engine spider does the search engine's grunt work: It scans Web pages and creates indexes of keywords. Once a spider has visited, scanned and categorized a page, it follows links from that page to other sites. The spider will continue to crawl from one site to the next, which means the search engine's index becomes more comprehensive and robust. To learn more about these programs, read How Search Engines Work.

­Google's search engine is a powerful tool. Without search engines like Google, it would be practically impossible to find the information you need when you browse the Web. Like all search engines, Google uses a special algorithm to generate search results. While Google shares general facts about its algorithm, the specifics are a company secret. This helps Google remain competitive with other search engines on the Web and reduces the chance of someone finding out how to abuse the system.

­Google uses automated programs called spiders or crawlers, just like most search engines. Also like other search engines, Google has a large index of keywords and where those words can be found. What sets Google apart is how it ranks search results, which in turn determines the order Google displays results on its search engine results page (SERP). Google uses a trademarked algorithm called PageRank, which assigns each Web page a relevancy score.

A Web page's PageRank depends on a few factors:

• The frequency and location of keywords within the Web page: If the keyword only appears once within the body of a page, it will receive a low score for that keyword.
• How long the Web page has existed: People create new Web pages every day, and not all of them stick around for long. Google places more value on pages with an established history.
• The number of other Web pages that link to the page in question: Google looks at how many Web pages link to a particular site to determine its relevance.

Out of these three factors, the third is the most important. It's easier to understand it with an example. Let's look at a search for the terms "Planet Earth."

As more Web pages link to Discovery's Planet Earth page, the Discovery page's rank increases. When Discovery's page ranks higher than other pages, it shows up at the top of the Google search results page.

Because Google looks at links to a Web page as a vote, it's not easy to cheat the system. The best way to make sure your Web page is high up on Google's search results is to provide great content so that people will link back to your page. The more links your page gets, the higher its PageRank score will be. If you attract the attention of sites with a high PageRank score, your score will grow faster.

Hitting the Links Google uses lots of tricks to prevent people from cheating the system to get higher placement on SERPs. For example, as a Web page adds links to more sites, its voting power decreases. A Web page that has a high PageRank with lots of outgoing links can have less influence than a lower-ranked page with only one or two outgoing links.

Google initiated an experiment with its search engine in 2008. For the first time, Google is allowing a group of beta testers to change the ranking order of search results. In this experiment, beta testers can promote or demote search results and tailor their search experience so that it's more personally relevant. Google executives say there's no guarantee that the company will ever implement this feature into the search engine globally.­

Google offers many different kinds of services in addition to chat.

Google Services

Google on the Go You can perform a Google search with any short message service (SMS) compatible cell phone, even if you can't access the Web with your phone. Simply text your query to 466453 (which spells GOOGLE on a phone pad). Google will send a response back within a couple of seconds.

­As Google has grown, the company has added several new services for its users. Some of the services are designed to help make Web searches more efficient and relevant, while others seem to have little in common with search engines. With many of its services, Google has entered into direct competition with other companies.

Google's specialized searches are an extension of its normal search engine protocol. With specialized searches, you can narrow your search to specific resources. You can enter keywords into Google and search for:

• Images related to your keywords
• Maps
• News articles or footage
• Products or services you can purchase online
• Blog entries containing the keywords you've chosen
• Content in books
• Videos
• Scholarly papers

For these searches, Google has created specialized indexes that only contain relevant sources. For example, if you search for the term "Planet Earth" in the news category, the results will include only news articles that contain those keywords. The results will look very different from Google's normal SERP.­

In the last few years, Google has unveiled services that don't relate to search engines upon first glance. For example, Google's Gmail is a free Web-based e-mail program. When the service first launched, Google limited the number of users who could create accounts. The first group of users could invite a limited number of people to join the service, and so Gmail invitations became a commodity. Today, anyone can sign up for a free Gmail account.

Google's Gmail is now available to all users, but it was once a limited commodity.

Gmail organizes e-mails into conversations. This means that when you send an e-mail to someone and he or she replies, both e-mails are grouped together as a thread in your inbox. This makes it easier to follow the flow of an e-mail exchange. If you reply to your friend's response, Google will attach your message to the bottom of the thread. It's easy to navigate through the e-mail program and follow specific conversations.

Advanced Searches With an advanced search, you can use Google to retrieve the most relevant results for your keywords. You can search for documents written in a specific language or saved in a particular file format like .pdf or .rtf. You can tell Google where to look for the keywords, such as in page titles or headers. Google even allows you to limit searches to a single domain name. Try typing in "site:howstuffworks.com 'cloud computing'" in the Google search bar to see how it works. Each choice you make tells Google which index to use when returning your search results.

Another free service from Google is Google Docs, a storage database and collaborative productivity software suite. It includes word processing, spreadsheet and presentation programs. Creating a Docs account is free and allows you to store up to 5,000 documents and images online. Each document can be up to 500 kilobytes, and each embedded image can be up to 2 megabytes. You can share documents on Google Docs, which allows your friends to view and make changes to documents. You can also store all of your documents on Google's servers and access them wherever there's an Internet connection.

Google Tools

Google offers a popular tool called Google Maps, an online mapping service similar to MapQuest. Google uses map sources from companies like NAVTEQ and TeleAtlas, as well as satellite data from DigitalGlobe and MDA Federal, to create interactive maps. You can use Google maps to view an address' location or get driving directions to a particular destination.

Image ©Google Earth mapping service/NASA/TerraMetrics 2007 The Google Earth application

Google Maps has several view modes. The map view is a basic road map, satellite view overlays a road map on top of satellite photos of the region, terrain view creates a topographic map with a road map overlay, and the traffic view uses red, yellow and green to indicate congested major roadways in the area. Street view mode is available in several U.S. cities. Selecting street view in such locations as Orlando, Fla., gives you the option to view photos taken from street level. You can navigate through the city by clicking on arrows in the photographs, and you can rotate your view 360 degrees.

Smile, You're on Street View! Some people feel that Google's street view function is a violation of privacy. For example, homeowners who were behind in their yard work became worried that anyone viewing pictures of their home through Google would see a messy house, making it harder to sell the property in the future. Several individuals and communities have filed lawsuits against Google, demanding that the company remove images of certain areas from street view.

Google Maps can also integrate business information. You can use Google Maps like a search engine to find a business, such as "HowStuffWorks, Atlanta, Ga.," which will show you our office's location. You can also search for general businesses. If you're in the mood to eat sushi in San Francisco, Calif., you can type "sushi, San Francisco," and with a click of the Search button, Google Maps will display a map of the city with several sushi restaurants tagged.

A product related to Google Maps is Google Earth, an interactive digital globe. It uses the same satellite images licensed for Google Maps, but you must download the application and install it on your computer to access all of its functions. Google Earth requires an Internet connection to be fully functional, though you can still view locations on the globe even if you aren't connected. A scaled-back, Web-based version is also available -- you can even embed it in existing Web sites. To learn more about this program, read "How Google Earth Works."

The Google Toolbar is another handy add-on available for Firefox or Internet Explorer users. The toolbar has customizable buttons. Each button maps to a particular function, which can include anything from viewing a Web site's PageRank to translating a word from one language to another.

The Google Desktop application

Google Desktop is another application you can download for free. This program lets you search your computer the way you would search the Internet using the Google search engine. You can also choose to download Google Gadgets, computer programs that integrate seamlessly into your desktop. Each gadget does something different. Gadgets include clocks, calendars, news feeds and weather reports.