Good story by Saul Hansell in the New York Times examining Google‘s search for a business plan.

"We have pride that we are building a service that is really important to the world and really successful for the long term," says co-founder Larry Page. But as several industry experts note in the story, that’s not enough. We all wish it were, but it’s not.

According to Jupiter Media Metrix, Google users used the site an average of 24.1 minutes a month, 7.9 minutes more than the nearest search competitor, Ask Jeeves. How can Google capitalize on that?

I don’t know what a successful long-term business plan for Google would look like, but I do hope (1) that it is able to develop one fast so it doesn’t disappear and (2) that it doesn’t become so focused on business matters (I’m looking at you, Yahoo!) that it allows its core mission — making the "best search technology on the planet" — to fade from view. Don’t forget what got you where you are, Google.

Do you have your Google toolbar yet?