A NYT Profile of Amit Singhal–Reinventing Google for a Mobile World

Amit Singhal, Google’s search chief, oversees the 200 or so factors that determine where websites rank in the company’s search engine, which means he decides if your website lives or dies. His current challenge: figuring out how to spread that same fear and influence to mobile phones.

In a recent interview at Google’s headquarters in Mountain View, Calif., Mr. Singhal laid out a widely held thesis for why smartphones are fundamentally changing how people are consuming information: Phones have small screens that are annoying to type on, and people have grown so addicted to their phones that they carry them everywhere and go to bed with them by their side. Also, in a shift with big implications for his company’s sway over the Internet, smartphone users spend the bulk of their time in mobile apps instead of the open web on which Google built its business.

Add it all up, and “you have to rethink what search means pretty much from first principles,” he said.

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