Google is now the world's most powerful website, and if it goes public this year, its young founders, Larry Page and Sergey Brin, will become extremely rich. Their five-year-old company has already cracked its biggest problem, which is how to make pots of money from selling advertising space without carrying any banner ads. And while there are other places to search the web, most websites are now dependent on Google for a large proportion of their new visitors. The question that drives all but a few commercial webmasters today is: "How do I change my site to make it appear on the first page when someone searches Google?"

What is even more impressive is that Google has achieved its supremacy by word of mouth: by delivering what users want. That has helped it retain users' confidence while doing things that might have raised concerns about invasion of privacy elsewhere. For example, Google almost certainly knows more about you than you would tell your mother. Did you ever search for information about Aids, cancer, mental illnesses or bomb-making equipment? Google knows, because it has put a unique reference number in a permanent cookie on your hard drive (which doesn't expire until 2038). It also knows your internet (IP) address.

Google's privacy policy says that it "notes and saves information such as time of day, browser type, browser language, and IP address with each query. That information is used to verify our records and to provide more relevant services to users. For example, Google may use your IP address or browser language to determine which language to use when showing search results or advertisements." (See www.google.com/privacy.html).

If you add the Google Toolbar to your Windows browser, then it can send Google information about the pages you view, and Google can update the Toolbar code automatically, without asking you. However, you can disable the Toolbar's "advanced features" by going to the Google menu and selecting privacy information. And it isn't "spyware" because Google isn't collecting information to sell, just to provide you with better searches.

People could also get better results simply by improving their search techniques. Few bother, which is a pity, because fruitless searches waste a lot of time. If you make more than a dozen searches a day, then a small improvement in your techniques can deliver dramatic benefits. With that in mind, here are my top 10 search tips.

Imagine what you want
It may sound obvious, but you have to search Google for the words that will be on the page you want, not for a description of the page or website. For example, if you wanted to find a comparative review of various PDAs, then - using the convention that anything inside square brackets is what you would type into Google - you could search for [comparative review of pdas]. The alternative is to imagine the sort of review you want. It will probably include the words Palm, Pocket PC, iPaq and Clie, so instead, try searching for [review palm pocket pc ipaq clie].

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