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The Search: How Google & Its Rivals Rewrote the Rules of Business & Transformed Our Culture | [John Battelle]

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

What does the world want? According to John Battelle, a company that answers that question can unlock the most intractable riddles of both business and culture. And for the past few years, that's exactly what Google has been doing.
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Publisher's Summary

What does the world want? According to John Battelle, a company that answers that question can unlock the most intractable riddles of both business and culture. And for the past few years, that's exactly what Google has been doing.

Jumping into the game long after Yahoo, Alta Vista, Excite, Lycos, and other pioneers, Google offered a radical new approach to search, redefined the idea of viral marketing, survived the dotcom crash, and pulled off the largest and most talked about initial public offering in the history of Silicon Valley.

But The Search offers much more than the inside story of Google's triumph. It's also a big-picture book about the past, present, and future of search technology, and the enormous impact it is starting to have on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest.

More than any of its rivals, Google has become the gateway to instant knowledge. Hundreds of millions of people use it to satisfy their wants, needs, fears, and obsessions, creating an enormous artifact that Battelle calls "the Database of Intentions". Combined with the databases of thousands of other search-driven businesses, large and small, it all adds up to a goldmine of information that powerful organizations (including the government) will want to get their hands on.

No one is better qualified to explain this entire phenomenon than Battelle, who co-founded Wired and founded The Industry Standard. Perhaps more than any other journalist, he has devoted his career to finding the holy grail of technology. And he has finally found it in search.

For anyone who wants to understand how Google really succeeded, The Search is an eye-opening and indispensable read.

©2005 John Battelle; (P)2005 Audible, Inc.

What the Critics Say

"This is an excellent, thought-provoking book." (Booklist)
"John Battelle has written a brilliant business book....All searchers should read it." (Walter Isaacson)
"This book ought to be called The Answer. As usual, John Battelle delivers insightful, thought-provoking, and essential reading." (Seth Godin)
"The book is a deeply researched and nimbly reported look at how search has defined the Internet and how it will continue to be a tremendous reflection of culture." (Publishers Weekly)

What Members Say

Average Customer Rating

3.9 (720 )
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Performance
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  •  
    Dennis New York, NY, United States 10-13-12
    Dennis New York, NY, United States 10-13-12
    ratings
    REVIEWS
    4
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    Story
    "The History of Search Marketing"
    What made the experience of listening to The Search the most enjoyable?

    I read this book back in 2006 just after graduating with my marketing degree and starting my career as a search marketing consultant. I can't tell you how many times I have quoted this book while explaining search marketing to my clients. If you want a quick history lesson on how the Internet grew into the dominate media we know today then pick this book up. Must read for anyone in marketing today.


    0 of 0 people found this review helpful
  •  
    Delayed Neutron 08-07-12
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    Story
    "Great story."

    It's a must read for anyone interested in learning more about the Google and how the internet economy works. Many people take for granted our ability to punch a few words into Google and get useful information on just about anything. The book covers the fascinating early history of Search from the early days of AltaVista to the Google and Bing. How does the Google search process work? How does search advertising work? What do companies do to get their info at the top of the Google search? It is also a personal story about the entrepreneurs who created the services that make the internet useful and profitable. It manages to do all this while reading like a fast paced novel. Great for a long trip -- you will not want to stop listening.

    0 of 0 people found this review helpful
  •  
    Viviane Dunedin, New Zealand 06-18-12
    Viviane Dunedin, New Zealand 06-18-12 Member Since 2010
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    "From history to future"

    Great summary of how Yahoo, Google etc. came about. How did 'search' develop, and what does it meant us the consumer, as well as them, the industry that wants to sell us their stuff. After reading it I am quite astonished that I find snippets and news items relating to the hypotheses of this book pretty much on a daily basis. I wondered at times if it was already (out)dated, but it is still worth reading. The author as narrator does a surprisingly great job, and gives us a good idea about the person and the researcher behind the book.

    0 of 0 people found this review helpful
  •  
    Steven L. Taylor Toronto, ON Canada 03-14-12
    Steven L. Taylor Toronto, ON Canada 03-14-12 Member Since 2009

    StevenLeonardTaylor.com

    HELPFUL VOTES
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    "The History of Search: The Early Days - 2006"
    What did you love best about The Search?

    Excellent telling of the history of search engines and the business they have become.


    Any additional comments?

    I would recommend listening to 'The Filter Bubble: What the Internet Is Hiding from You' by Eli Pariser after this book to bring the listener up to date on where Search is currently at and where it is headed.

    0 of 0 people found this review helpful
  •  
    Robert Brunswick, TN, United States 01-23-12
    Robert Brunswick, TN, United States 01-23-12 Member Since 2011

    I wish Audible would provide a better product. I continually have to go back and try to find my place to listen. Audible apparently disables the ability to burn a book to even one disk so I can listen to it. The iPod just doesn't do well on audiobooks (probably unless you buy them from Apple). It is impossible to get a book burned to CD so I can listen to it and it never plays right on the iPod.

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    "Excellent!"

    Excellent reseach and story telling. It kept my interest all the way through. He was very well organized and kept the story line relevant. I wish I had listened to it/read it long ago.

    0 of 0 people found this review helpful
  •  
    Ed POINT COOK, Australia 10-30-10
    Ed POINT COOK, Australia 10-30-10 Member Since 2010
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    "Very insightful"

    In the past collecting information about individuals has always been in the domain of government organisations, one of the points the book makes is that today this information is being collected in a very different manner because we as users see the value in using services believing that we are not making an personal sacrifices. The book outlines the enormity of the scope of the information being collected and how this data if it lands into the wrong hands may affect us in ways we could have never imagined.

    0 of 0 people found this review helpful
  •  
    William Avondale, PA, USA 03-20-10
    William Avondale, PA, USA 03-20-10 Member Since 2003
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    "Googlemania"

    An excellent account of the development of the search technology that transformed the internet into our primary research and marketing platform. At times this account gets into the geek weeds, but only to provide a meaningful explanation for why things turned out as they did. Not a history of Google, but of necessity it is heavily focused on Google. The descriptions of the key players, including Google founders Larry Page and Sergey Brin, appear balanced and carefully researched or based on personal knowledge of the author.

    0 of 0 people found this review helpful
  •  
    Catarina Stockholm, Sweden 12-02-08
    Catarina Stockholm, Sweden 12-02-08 Member Since 2007
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    "Interesting hymn to google"

    This gives you a good background to the development of google, the author is obviously quite impressed. His voice isn't the most inspiring, but the story is good and kept me interested until the end.

    0 of 0 people found this review helpful
  •  
    Nick French Lick, IN, USA 08-20-08
    Nick French Lick, IN, USA 08-20-08
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    "Inspiring"

    The book gave me a good perspective on the "Search" industry. Well written stories and settings. The language was strong in a couple sections, other than that, good read.

    0 of 0 people found this review helpful
  •  
    OLU SANYA 05-10-06
    OLU SANYA 05-10-06 Member Since 2006
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    "Great info on the Search industry"

    The most comprehensive info on the search industry. Tells you the entire history all the way to the current undisputted king; Google and also the future ahead.

    1 of 2 people found this review helpful
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