The search : how Google and its rivals rewrote the rules of business and transformed our culture

"Jumping into the game long after Yahoo, AltaVista, Excite, Lycos, and other pioneers, Google offered a radical new approach to search, redefined the idea of viral marketing, survived the dot-com 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 Google2s triumph. It2s also a big-picture book about the past, present, and future of search technology and the enormous impact it2s starting to have on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest." "Battelle draws on more than 350 interviews with major players from Silicon Valley to Seattle to Wall Street, including Google cofounders Larry Page and Sergey Brin and CEO Eric Schmidt, as well as competitors like Louis Monier, who invented AltaVista, and Neil Moncrief, a soft-spoken Georgian whose business Google built, destroyed, and built again. Battelle reveals how search technology actually works, explores the amazing power of targeted advertising, and reports on the frenzy of the Google IPO, when the company tried to rewrite the rules of Wall Street and declared Don2t Be Evil to be its corporate motto."--Jacket. Cover......Page 1 The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture......Page 5 ©......Page 6 Contents......Page 9 1. The Database of Intentions......Page 13 2. Who. What, Where, Why, When, and How(Much)......Page 31 3. Search Before Google......Page 51 4. Google Is Born......Page 77 5. A Billion Dollars, One Nickel at a Time......Page 107 6. Google 2000-2004......Page 135 7. The Search Economy......Page 165 8. Search, Privacy, Government, and Evil......Page 201 9. Google Goes Public......Page 223 10. Google Today, Google Tomorrow......Page 241 11. Perfect Search......Page 263 Epilogue......Page 293 Acknowledgments......Page 297 Notes......Page 301 Index......Page 312 Back......Page 322 Talks about the rise of Google. This book explains how the search industry is changing the way we live in profound and unpredictable ways. It also includes exclusive interviews with some of the biggest names at the top companies, including Google founders, Larry Page and Sergey Brin.