1. Focus on the user and all else will follow.

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

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.

4. Democracy on the web works.

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.

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

The world is increasingly mobile: people want access to information wherever they are, whenever they need it.

6. You can make money without doing evil.

We don’t allow ads to be displayed on our results pages unless they are relevant where they are shown.

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 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.

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.

Using our translation tools, people can discover content written on the other side of the world in languages they don’t speak.

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.

10. Great just isn’t good enough.

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.