One reason we rely so heavily on computers for information is the search-engine company: Google, Inc., which turns 11 years old on September 15th.

To get a perspective on the changes wrought by computers, consider how J. R. Pierce described the operation of a computer in his 1961 Post article, “How Smart Are Computers?”

“The first requirement in using a computer is to put appropriate binary numbers into the core memory. This is usually done in a sequence of steps. The numbers are first written on a sheet of paper, punched into cards, and transcribed to magnetic tape, from which the computer reads them into its memory. At the end of a computation the results, having been stored in the computer’s memory, are printed out on magnetic tape.”

Other than the use of computer memory, every part of this process has changed. But Pierce was describing computers that had barely evolved from their origins as a calculator. He knew that computers were capable of far greater tasks, but scientists would first have to study humans.

“The study of human anatomy, physiology and psychology is fascinating and rewarding, but I can scarcely believe it will tell us directly and in detail how to make computers perform complicated tasks any more than a study of horses would tell us how to make an automobile. Indeed, it may be more plausible to assume that we will learn about human beings by programming the computers to do more complicated tasks.”

Seven years later, John Kobler’s article, “The Flip-Flop Machines,” observed that computers still existed on the margins of American life. “Comparatively few people have ever seen a computer,” he notes. “There are only about 40,000 in the country today (up from 100 since the 50s).” The computers of his time were still massive machines that bore a family resemblance to ENIAC—the first generation of general-use computers, which “weighed 30 tons, occupied 1,800 square feet of floor space and consumed huge amounts of power.”

But the computers of 1968 had advanced far from their calculator ancestors. They were now being used in military planning and surveillance, political campaigning, and education. More applications beckoned, but the fears of computerization were starting to rise among professionals. Kobler cites two views:

1. “Dr. Norbert Wiener, the late M.I.T. mathematical genius: ‘Automation [based on computers] will produce an unemployment situation in comparison to which the Depression of the 1930s will seem like a pleasant joke.’”

2. “Dr. Yale Brozen, economics professor at the University of Chicago: ‘Automation should be welcomed as the means for alleviating poverty and undoing the damage done by bad wage laws and improper union-employer agreements. It should not be feared as a job destroyer. It is a job creator.’”

Bringing Order to Digital Chaos

Certainly computers have proven their abilities to create wealth, though the past is liberally strewn with failed enterprises. Google is a shining exception. Until Google, Internet searches worked on the same principle as the phone book (that antiquated block of paper that reliably serves as a booster seat for children.) Search engines simply matched your query term to Web pages containing the same term in their titles. Editors had to hunt down Web pages for specific categories. All was well for a while. The Internet wasn’t that popular yet, and so it seemed reasonable to categorize and document every site on the Internet. How many Star Trek fan sites could there possibly be?

The answer was greater than anyone could have imagined. During the Internet gold rush of 1996, the population of the Internet increased by leaps and bounds, proliferated with Star Trek sites, bookstores, stock traders, and appliance dealers. The Internet exploded from a small set of pages in specialized areas to the fountain of knowledge we enjoy today. There was a problem, though. Nobody had the foggiest idea of how to actually make the ocean of data useable for an average human being. The search engines that existed at the time did an acceptable job, but the data was getting too great—and too complex—to be reviewed, categorized, and documented by a human programmer. Until Google …

Its founders, Larry Page and Sergey Brin, solved the problem of navigating through the swelling ocean of digital information. Their idea was to display the list of Web sites—which could be immensely long—based on how many other Web sites linked to them.

They assumed that a Web site was more informative based on the number of Web sites that referred to it. It seems like an obvious idea for ranking information, but it was revolutionary at the time.

Making Money from Providing Directions

Today, Google is the king. It enjoys more than 50 percent market share of the Internet search industry, which nets them about $4 billion dollars annually in profits. Yahoo, their closest competitor, has only half of Google’s market share and makes only about $400 million annually.

The money doesn’t come from searches. Google really only has one business: advertising. Before Google, advertisements appeared on Web sites with little apparent pattern. Advertisers didn’t know how to reach the markets they wanted, so they put up ads wherever they could.

In contrast, Google knows what you want. You’ve told them by putting it in their search box. Google used your query to summon related advertising. Businesses gain an immediate connection to people who were most likely to be looking for their goods and services.

For example, search Google for “auto insurance,” and you’ll see links to GEICO, SafeAuto, Travelers, and Progressive alongside the Google-ranked results.

Not only does Google match businesses to users’ queries, but it performs this task without requiring human editors. It has also automated the process by which businesses bid against each other for premium positions on the Web page.

Consumers also benefit from this arrangement. Advertisement and business links are far less annoying when they’re relevant to what you want. And many pages offer no advertising at all.

Moreover, the income from advertisers allows Google to provide many free services, like Gmail and Google News. Free services get more people in the door and boost the population that advertisers reach. Google understands this, and it is why almost all of Google’s services are completely free to consumers.

Is Big Google Watching You?

Yet for all the goodwill Google has created through free services and its corporate philanthropy, it has still drawn detractors. Privacy advocates are worried about how much information Google can get from you. After all, Google has access to the information flowing through the services they sponsor. Gmail can give them your e-mail address. Google Voice can give them your voicemail, phone numbers, and phone records. Google Payments can give them access to data about your bank accounts and credit cards. And all of this can be tied to your main Google account. Now Google is trying to enter the business of managing digitized medical records. Many are concerned that Google could become an information monopoly, but to date, Google has shown sufficient respect for personal privacy.

What happens if the United States government steps in? Is that a good thing or a bad thing for consumers? How does that affect the Internet as a whole? The answers to these questions will determine the fate of Google over the next 11 years.

John Rozewicki contributed to this article.

Googling the Revolution The Saturday Evening Post

Navigating the web for the first time is like visiting a new city, like Paris, for the first time. Everything is new and different, wonderful and amazing, and you’ll soon be asking yourself why you didn’t get here sooner.

I remember the first time my grandmother emailed me, back when I was in college. My father — computer engineer that he is — set her up with a laptop and email. A traditional woman who grew up in the “roaring ’20s,” she was skeptical and hesitant at first. Before long she was instant messaging my siblings, cousins, and me, trying to stay in touch with all of us scattered across the United States.

Whether this is your first time or the 1,000th on the Internet, here are some tips that will hopefully make it easier for you to navigate the web and use your computer more efficiently.

1. If unfamiliar with computers and the Internet, you can go to the library or borrow a friend’s computer. Today’s computers are so user-friendly that you’ll quickly discover how easy computers are to use and navigate. If you decide to purchase a computer, experts offer some simple advice before you buy. First, decide what you want to do on it. This can be challenging initially if you are new at it. Most computers are so advanced that you can do the basics on any model that starts at $500, says Matt Dworkin, a 32-year-old “Double Agent” for Best Buy’s Geek Squad who has installed and set up hundreds of customers in the Washington, D.C., metro area for more than four years. If unsure what you want, go to any of the various “big box” stores and test out several to figure out what you like best. Don’t hesitate to ask for help.

2. Once you have a computer, Dworkin recommends setting up bookmarks. You can hire someone for an hourly rate during your initial computer set-up, ask for help from a friend or relative, or do it yourself. Bookmarks (sometimes called favorites) are tabs, just like the name indicates, that “mark” places on the Internet that you frequently enjoy using. Depending on what type of computer you purchase (P.C., or personal computer, used more frequently by the business world, or an Apple brand Mac or Macintosh, used by “creative types” like graphic designers who enjoy editing lots of photos or creating home movies), you will have different web browsers that allow you to navigate the Internet. Most people use web browsers like Internet Explorer, Firefox, Safari or Netscape. How to save a bookmark depends on your web browser, but once you know how, it will be easy to do again and again.

3. Secure your network. It’s very important to have several security features while on the Internet, including a firewall, says Jean Westcott, who coauthored with her husband, Sean, the book Digitally Daunted: The Consumer’s Guide to Taking Control of the Technology in Your Life. Buy, install, and use an antivirus program like McAfee and Symantec’s Norton AntiVirus. Just make sure that you don’t use both because the programs will cancel each other out, and you won’t be protected. Make sure you have the automatic updates turned on so your computer will automatically install the latest upgrades. Also install a Spyware program, such as Spybot, that will help prevent advertisers from tracking your movements on the web. Make sure you save all installation CDs and booklets, says Westcott, because you may need them in the future if you ever have trouble with your computer and need to re-install programs. If you need help, I strongly suggest using an A+ certified computer technician.

4. Set up an email account. An email is an electronic message sent from one computer to another that allows you to communicate extremely quickly with people around the world at any time. There are several email services. My favorite is gmail.com, which is Google’s version of email. Just be leery of anyone asking for money. Banks, the IRS, and other legitimate institutions won’t contact you over email or request your personal information or password. If you aren’t sure, don’t open the email. Again, a healthy dose of skepticism is important because, unfortunately, there are many “phishing” emails from people who are looking to get rich quick from the ignorance of others. Even if an email comes in from a friend, if the email doesn’t sound or look right, don’t believe it. Sometimes a virus can automatically send out emails from people you know.

5. Having trouble reading the Internet computer screen? Find the magnifying glass on your computer. On a PC, go to the start button, click on the control panel, and look for accessibility options. You can also enlarge text size. For more information on how to set it up on your PC or Mac, visit the website: www.aging.state.pa.us and click on “Enlarge Text.”

6. Struggle with typing? Both Macs and PCs with Microsoft Windows Vista programs have a text-to-speech program. This tool can work as a secretary and type what you say, read to you information from websites or simple word documents. You usually can change the automated voice to fit your comfort level. A speech recognition program will allow you to say things such as “open Internet Explorer,” or write down what you are speaking. This program helped a retired Navy man that Dworkin was assisting. “He stormed the beaches of Normandy and wanted to write a memoir but couldn’t because of his arthritis,” Dworkin says. “So he’d sit there and dictate to the computer. He had a friend edit it afterwards to make sure the word ‘meet’ wasn’t written as ‘meat’ or ‘mate.’ The program’s not flawless, but it can really help to minimize the amount of typing.”

7. Consider using Skype. Make calls from your computer to another computer for free, anywhere in the world. Even Oprah uses this now to interview some of her guests. You buy a special headset that typically costs $20 to $50 at any electronics store. You dial the phone number by pressing buttons on your computer and the other person picks up, so it’s just like a normal phone call. You can also call, unlimitedly, a landline or cell phone anywhere in the United States for $3 a month if you sign up for the service.

8. What is instant messaging (IM)? Imagine writing notes back and forth to someone — that’s what IM is like. It’s like writing one or two sentences or phrases on a Post-It type note that is instantly sent to someone else. There are a variety of free programs that do this, including: Google, AOL, MSN, and Yahoo

9. What’s a blog? Blog is short for web log. Most are free. People use them for various reasons — from keeping a public diary to writing about niche topics, such as politics, celebrities, sports, traveling, or dieting. Many people prefer WordPress.com or typepad.com.

10. Social networking. This buzzword became big in the past five to seven years. There are dozens of sites that fit various needs. Think of it as water cooler talk for the Internet. Linked-In.com is a business website where you can post your resume, credentials, and give or receive recommendations. It’s a great networking tool. Facebook.com can also be used for business networking or personal use. Many people use both, keeping one personal and one professional. MySpace.com is also used by many and was originally started as a way to promote bands on the Internet.

A Buyer’s Guide – Consider buying a laptop.

If you have problems, you can take a portable computer to someone else to have it fixed or call for home service. Plus, you can also go to places such as the library, many restaurants, and coffee shops that offer free Internet hookup. Most computers now come with Wi-Fi access that allows for a wireless connection to the Internet — I recommend it. Also, consider a built-in webcam that will allow you to see and talk to your children or grandchildren in real time. When buying a computer, ask yourself: do you enjoy music; want to edit photos; build a social network; create photo albums or home movies?

Noteworthy websites

Bookmark the following sites to make your Web use easier.

• saturdayeveningpost.com – Find fun features, health stories, favorite Rockwell art, blogs, humor, recipes, news that you can use, and much more.
• familysearch.org – Doing genealogy research? Start here.
• flickr.com – View some of the most interesting photographs from around the world.
• youtube.com – Watch Gene Kelly perform “Singing in the Rain” or Bono and Pavarotti perform Ave Maria on this video website.
• cnn.com – Just one of many great news sites. Google your favorite magazine or newspaper (New York Times is nytimes.com or try washingtonpost.com) and get even more information.
• bloomberg.com – Get financial news here.
• weather.com – Want the essentials? This site has been around for 12 years and frequently updates.
• mapquest.com – Type in an address and print out a map. Get driving directions, too.
• sidestep.com – This travel website, along with orbitz.com, travelocity.com and kayak.com will help you comparison-shop for flights and hotels.
• yelp.com – Find information on a restaurant, shop or business.
• overstock.com , eBay.com and amazon.com – Great places to shop.
• stubhub.com – Find tickets for concerts and sporting events.
• earth.google.com – View satellite images of anywhere in the world, even your home.
• craigslist.com – It’s the online version of the classified ad, only it’s free. Find everything from jobs to dating personals. Use it to sell or buy anything.
• freecycle.org – Trying to get rid of something or want something for free? Sign up for your neighborhood and add your request.
• espn.com – By far the most comprehensive sports website.
• charitynavigator.org – An independent charity evaluator.

10 Tips for Navigating the Web The Saturday Evening Post