Why I Read this Book: The Internet search industry is dominating our web experience and Google is leading the pack. I wanted to understand this phenomenon as best as possible. This is a must read for anyone who currently has an online business/website or who is looking to create one.

Review:

Anyone who is reading this must be somewhat familiar with the Internet and with Internet search (that is probably how you got here). The truth of the matter is that even to the non tech savvy, the odds are that they have heard of search, or at least Google, because it is everywhere. It seems like you cannot go a single day without seeing Google’s name in the Wall Street Journal or business press.

The reason is that this industry that hardly even existed ten years ago has become extraordinarily powerful. It has become powerful for individuals, small business, large corporations and even entire countries. John Battelle does a fantastic job of portraying the truth about search and Google in a light that most any one of us could understand. This is a book that will change your perspective on what is possible in this new Internet and search driven world in which we live. Anyone who plans to be involved in this search revolution (which, after reading this book, you will realize is just about everyone) must get a copy of this book and take every last word of it in. You cannot afford to do otherwise. I debated whether or not to include this under the World Affairs section of the site because this material is just that powerful.

At this point I will offer a bit of a warning to future readers of search: if you are emotional about the stock market and get easily sold on things and even if this does not describe you; be careful. John Battelle appears to be very pro Google from what I have read. This book will give you the idea that Google is taking over the world and there is not much out there that can stop it. The funny thing is that there is probably some truth to that statement. I warn you that you will want to be a shareholder after reading this book. It is up to you to judge whether that makes sense or not. Battelle and Google make it so easy to get caught up in all the excitement.

Battelle starts by recounting the brief history of Internet search and then goes on to tell Google’s story. He does a great job of explaining things especially given how terribly complex the topic can be. It is actually a bit frightening to read about how much Google and other search companies know about our searching habits, likes, dislikes, and personal preferences. Luckily none of them claim to use this data in any form other than the aggregate, but just imagine if that changed. Google spent a lot of time and money fighting a case about this with the U.S. Government not long ago. Good thing Google is standing its ground.

On the other hand, it is because of this incredible data base of information about our intentions that allows search services to be so effective. Search companies and especially Google’s innovative search technology has allowed millions upon millions of people to do things that were unimaginable a few years ago. Have you ever heard the saying, “Half of our marketing and advertising works really well. We just don’t know which half”? There is finally one place where this does not apply. With content based advertising a business only pays for ads when an interested customer is pulled in from one of their website ads. These search companies have made online advertising completely accountable for every last penny spent. To give you a quick example, have a look to the right of this review near the top of the page. Something tells me those ads will have a lot to do with what you are reading right now. How novel. Ads I actually want to see.

This has incredible implications on business, marketing and advertising as we know them. Imagine if this advertising strategy could be implemented through other media channels. The opportunities are endless. That is what is so exciting. New technology and innovation does nothing but create more opportunities for more innovation.

Before we know it, this ever-improving technology is going to be everywhere. I don’t blame you if you have not seen it coming. I didn’t either until this book was given to me last Christmas and I realized the power and opportunity that is out there for the taking. You just have to find a way to harness it. Given that you are reading this on my site, The Search certainly must have taught me something valuable. I’m glad you found us.

Valuable Quotes:

“All Companies, for example, can be compelled to deliver information about you should they be presented with a court order.”
—John Battelle

“Thanks to search, we must confront one of the most significant and difficult issues a democracy can face: the balance between a citizen’s right to privacy and someone’s—be it a corporation, a government, or another citizen—right to know.”
—John Battelle

“The last bastion of unaccountable spending in corporate America.”
—Google CEO Eric Schmidt on corporate marketing budgets

-Reading for Your Success