Movies Books Music Food Tv Shows Technology Politics Video Games Parenting Fashion Green Living more >

Lunch » Tags » Books » Reviews » The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture » User review

The fascinating history & seemingly unlimited potential of search engines

  • Nov 27, 2008
  • by
I would imagine there are lots of folks out there who utilize search engines on a daily basis and have absolutely no idea how this amazing technology came to be.  You want to know more but feel intimidated by many of the books out there that are written in technical jargon you simply are unable to understand.  For those who find themselves in this predicament John Battell has written "The Search:  How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture".  Here is a book written in plain English that will at once catch you up on the history of search engines and give you a heads up on what to expect from this technology in the years ahead.

Do you recall the first time you ever utilized a search engine?  You suddenly realized that nothing would ever be the same again.  Think of how this technology has evolved in the past 10 or 12 years.  Then contemplate that according to John Battelle the search technology that we consider so advanced today has only reached approximately 5% of it's potential!  It is really quite mind boggling!  In "The Search" John Battelle discusses the development of the earliest search technologies from a handful of college campuses, most notably Stanford University.  In addition, Battelle introduces us to those pioneering individuals who were most responsible for making search engines a commercially viable techology.  Later on we meet the founders of both Yahoo! and Google.  John Battelle compares both the technologies and the business philosophies of these search giants.

As "The Search" winds down John Battelle pauses to consider some of the various legal, privacy and business implications of these highly sophisticated search engines.  It seems that the technology is advancing so rapidly that we simply have not had time to fully think through all of the ramifications of having so much information at our disposal with just a few clicks.  "The Search:  How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture" will likely expose you to quite a bit of practical information you were never aware of.  But more importantly, I think it was John Battelle's intention to make each and every reader stop and contemplate what is going on all around us.  Search engines can contribute so much to this world when used in the way they were originally intended.  At the same time, the potential exists for much abuse of this incredible technology.  Perhaps it's time you read "The Search" and considered these issues yourself.    Highly recommended!

What did you think of this review?

Fun to Read
Post a Comment
June 21, 2009
Nice review. I really enjoyed this book. It is amazing to see the evolution of the internet and nice to have a simple explaination of how the web works. Have you read Google Analytics 2.0? @Valsviews just wrote a review on it.
About the reviewer
Paul Tognetti ()
Ranked #2
I guess I would qualify as a frustrated writer. My work requires very little writing and so since 1999 I have been writing reviews on non-fiction books and anthology CD's on amazon.com. I never could … more
Consider the Source

Use Trust Points to see how much you can rely on this review.

Your ratings:
rate more to improve this
About this book


Summary: If you pick your books by their popularity--how many and which other
people are reading them--then know this about The Search: it's
probably on Bill Gates' reading list, and that of almost every
venture capitalist and startup-hungry entrepreneur in Silicon Valley.
In its sweeping survey of the history of Internet search
technologies, its gossip about and analysis of Google, and its
speculation on the larger cultural implications of a Web-connected
world, it will likely receive attention from a variety of
businesspeople, technology futurists, journalists, and interested
observers of mid-2000s zeitgeist. This ambitious book comes with a
strong pedigree. Author John Battelle was a founder of The Industry
Standard and then one of the original editors of Wired, two magazines
which helped shape our early perceptions of the wild world of the
Internet. Battelle clearly drew from his experience and contacts in
writing The Search. In addition to the sure-handed historical
perspective and easy familiarity with such dot-com stalwarts as
AltaVista, Lycos, and Excite, he speckles his narrative with
conversational asides from a cast of fascinating characters, such
Google's founders, Larry Page and Sergey Brin; Yahoo's, Jerry Yang
and David Filo; key executives at Microsoft and different VC firms on
the famed Sandhill road; and numerous other insiders, particularly at
the company which currently sits atop the search world, Google. The
Search is not exactly the corporate history of ...
view wiki



ISBN-10: 1591841410 (pbk.)
ISBN-13: 9781591841418 (pbk.)
Author: John Battelle
Genre: High-Tech, Web Marketing, Online Searching, Business & Finance, Computer Science, Social Aspects, Company Profiles, Communications, Web Services, Internet
Publisher: Portfolio Trade
Date Published: October 3, 2006
Format: Paperback
© 2014 Lunch.com, LLC All Rights Reserved
Lunch.com - Relevant reviews by real people.
This is you!
Ranked #
Last login
Member since