Google's goal is to be part of your everyday life. This is why it wants to maximize the personal information it holds.

Eric Schmidt, Google's chief executive, said gathering more personal data was a key way for Google to expand and the company believes that is the logical extension of its stated mission to organize the world's information.

Asked how Google might look in five years' time, Schmidt said: "We are very early in the total information we have within Google. The algorithms will get better and we will get better at personalization. "The goal is to enable Google users to be able to ask the question such as 'What shall I do tomorrow?' and 'What job shall I take?'"

In a press release titled Google's goal: to organise your daily life, it was stated:
The race to accumulate the most comprehensive database of individual information has become the new battleground for search engines as it will allow the industry to offer far more personalized advertisements. These are the holy grail for the search industry, as such advertising would command higher rates.

Schmidt told journalists in London: "We cannot even answer the most basic questions because we don't know enough about you. That is the most important aspect of Google's expansion." He said Google's newly relaunched igoogle service, which allows users to personalize their own Google search page and publish their own content, would be a key feature.