The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture

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Nicholas Brealey, 2005 - Google - 311 pages
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The rise of Google is one of the most amazing stories of our time. Jumping into the search industry long after Yahoo!, AltaVista, Lycos, and other competitors, Google offered a radical new approach to search, redefined the idea of viral marketing, and in just seven years became the largest IPO in the history of Silicon Valley...Google's enormous impact straddles the worlds of technology, marketing, finance, media, culture, dating, job hunting, and just about every other sphere of human interest. And no one is better qualified to explain this entire phenomenon than John Battelle, the acclaimed Silicon Valley journalist who cofounded Wired and founded The Industry Standard.....In this fascinating narrative of the past, present, and future of search, Battelle draws on more than 350 interviews with executives at Google, Microsoft, Yahoo!, and other companies, including Google founders Larry Page and Sergey Brin and CEO Eric Schmidt. Battelle explores how search technology works, the amazing power of targeted advertising as a business model, and the frenzy of the Google IPO when the company tried to rewrite the rules of Wall Street and declared don't be evil as one of its core goals.....Battelle is equally enlightening about the cultural impact of the search industry. Every day, billions of searches reveal the wants, needs, fears, and obsessions of humankind - an unprecedented record that Battelle calls the database of intentions. What will Google and other companies do with all that information? Will the government regulate the search business? And what happens to privacy when every word ever written about someone is permanently archived and searchable in a fraction of a second'....For anyone who wants to understand how Google succeeded and what its success means for all of us, The Search is indispensable.

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The Search : The Inside Story of How Google and Its Rivals Changed Everything

User Review  - Not Available - Book Verdict

Wired cofounder and Industry Standard founder Battelle has written a history of the search engine giant Google that attempts to place the phenomenon of Internet searching within the broader context of ... Read full review

Review: The Search: How Google and Its Rivals Rewrote the Rules of Business andTransformed Our Culture

User Review  - Kimberly - Goodreads

Pretty technical at times but a truly fascinating story not only about how google was born but how search engines have changed our lives and our anthropological makeup. Kind of want to go work for google now. Read full review

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About the author (2005)

John Battelle is a cofounder of Wired and the founder of The Industry Standard as well as He is currently program chair for the Web 2.0 conference, a columnist for Business 2.0, and the founder and chairman of Federated Media Publishing, Inc. He lives in Kentfield, California, where he's a visiting professor at the University of California-Berkeley Graduate School of Journalism. Visit Battelle's blog at

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