The first reason Google stuck out to me, years ago when I first used it, was that their homepage was uncluttered. It didn't have ads and flashy links and images all over it. It was simple and clean. I still like how they have kept it fairly free of content, adding only a few links at the top or bottom.
What I really like, though, is their personalized home page. I've got my Gmail summary, my search history, word of the day, quote of the day, my online bookmarks, and there are tons of other modules that I could add and have played around with. It's really neat because you can move the modules around to how you like them. I remain convinced that Google is one of the best companies that has ever been established. I also have a homepage on googplepages.com.
Read more at www.google.com/ig?hl=en
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