The Internet is really about highly specialized information, highly specialized targeting.

We want to make sure the thing you're looking for is on Google 100 percent of the time.

Half of Google's revenue comes from selling text-based ads that are placed near search results and are related to the topic of the search. Another half of its revenues come from licensing its search technology to companies like Yahoo.

We weren't here to hope and hang on. We wanted to win.

The thing that people seem to miss about not just Google, but also our competitors, Yahoo, eBay and so forth, is that there's an awful lot of communities that have never been served by traditional media.

The Internet is the first thing that humanity has built that humanity doesn't understand, the largest experiment in anarchy that we have ever had.

The Internet is really about highly specialized information, highly specialized targeting.

People are surprised to find out that an awful lot of people think that they're idiots.

When the Internet publicity began, I remember being struck by how much the world was not the way we thought it was, that there was infinite variation in how people viewed the world.

A lot of the Google inventions came from engineers just screwing around with ideas. And then management would see them, and we'd say, 'Boy, that's interesting. Let's add some more engineers.'

Amazon has well passed any expectations of its ability to change distribution and marketing.

And the more broadband we can get globally, the better. It's better for the world; it's better for our advertisers; it's better for Google.

Countries that have the Internet already are not going to turn it off. And so the power of freedom, the power of ideas will spread, and it will change those societies in very dramatic ways.

Even though Google may do very well, there will always be an alternative to what Google is doing, and people will always have the free choice... because there's no way for us to prevent them from exercising that choice. That is one of the key aspects of why the Internet has been so successful. No technologies can dominate.

Fast learners win.

Google docs and spreadsheets don't work if you're on an airplane. But it's a technical problem that is going to get solved. Eventually you will be able to work on a plane as if you are connected and, then when you get reconnected to the Internet, your computer will just synchronize with the cloud.

Google is more than a business. Google is a belief system. And we believe passionately in the open Internet model.

Google is very much a not-invented-here, build-it-ourselves culture.

Google was founded to get information to everybody. A by-product of that strategy is that we invented an advertising business which has provided great economics that allows us to build the servers, hire the employees, create value.

I actually think most people don't want Google to answer their questions. They want Google to tell them what they should be doing next.

I don't believe society understands what happens when everything is available, knowable and recorded by everyone all the time.

I had a rule that I had to go to bed before the sun came up. So I used to look up the sunrise times because I thought it would be bad karma to be going to bed as dawn was arriving.

I think I could argue that the press has more impact on politics than corporations.

I think of Google as a set of overlapping things. It's a consumer platform, consumer phenomenon of which search is its fundamental activity, but there are many other things you can do than search... I think of Google as an advertising company who services the broader advertising industry in the ways that you know.

I think to some degree one of the strengths of the high tech industry is that people are actually willing to tell you things. When I went to Novell, I didn't know how to be a CEO, so I went in and I called all sorts of CEOs I knew. I called in a favor. I wanted to come by and listen to them tell me what it's like to be a CEO.

I used to say that you'll have 10 IP address on your body... and it looks like that's going to happen through medical monitoring.

I've never met a person who does not want a safer world, better medical care and education for their children, and peace with their neighbours. I just don't meet those people. What I meet, over and over again, as I travel around, is that the essential human condition is optimistic - in every one of these places.

If you have something that you don't want anyone to know, maybe you shouldn't be doing it in the first place.

If you look at the history of technology over a couple hundred years, it's all about time compression and making the globe smaller. It's had positive effects, all the ones that we know. So we're much less likely to have the kind of terrible misunderstandings that led to World War I, for example.

If you think about YouTube, YouTube is a 'searching the world's videos' problem, right? They all have to be there, but how do you find them? What I guess I'm trying to say is that search is still the killer app.

If you think about the history of the PC industry, the PC industry has essentially been nothing but acquisitions by one company or another. Dell is the outlier. Dell built its own culture. They automated themselves to be the most efficient manufacturer.

In general in technology, if you own a platform that's valuable, you can monetize it.

In our case, we focus on quality, and we have a very simple model. If we show fewer ads that are more targeted, those ads are worth more. So we're in this strange situation where we show a smaller number of ads and we make more money because we show better ads. And that's the secret of Google.

In whatever number of years I have on Earth, I think that promoting the values of free expression, the openness of the Internet, that's the best use of my time.

People are building communities of people who use video. They're sharing them. YouTube's traffic continues to grow very quickly.

People are good at intuition, living our lives. What are computers good at? Memory.

People assume that computers will do everything that humans do. Not good. People are different from each other and they are all really different from computers.

Remember, when you go to YouTube, you do a search. When you go to Google, you do a search. As we get the search integrated between YouTube and Google, which we're working on, it will drive a lot of traffic into both places. So the trick, overall, is generating more searches, more uses of Google.

The adult way to run a business is to run it more like a country. They have disputes, yet they've actually been able to have huge trade with each other. They're not sending bombs at each other.

The average American doesn't realize how much of the laws are written by lobbyists.

The computing world is very good at things that we are not. It is very good at memory.

The core problem is that the world is full of people who would like to take 99 per cent of the information that's on the Internet, and eliminate 1 per cent. Everyone has their own thing they don't like.

The funny thing about advertising is that it's not a zero-sum game... Historically, in the digital ad world, pie has gotten larger and it's possible for everyone to win, and it's perfectly possible that will continue to be true for quite some time.

The issues of wireless versus wireline gets very messy. And that's really an FCC issue, not a Google issue.

The more broadband we can get globally, the better. It's better for the world; it's better for our advertisers; it's better for Google.

The rise of Google, the rise of Facebook, the rise of Apple, I think are proof that there is a place for computer science as something that solves problems that people face every day.

There is a science to managing high tech businesses, and it needs to be respected. One of them is that in technology businesses, leadership is temporary. It's constantly recycling. So the asset has limited lifetime.

There's a set of people who are intrinsic oppositionists to everything Google does.

There's nothing that cannot be found through some search engine or on the Internet somewhere.