Book Review of "The Search"
The search by John Battelle is about the Google business from its beginnings to its multi-billion business success. The Google is the most prominent declaration of the power of search. It provides a new way of approach to the Internet technology and this acts as a gateway of instant knowledge than any other resources. Battelle also explains about the war between the search engines and arrival of online advertisements.
John Battelle divides the whole book into three sections. He discussed about the story of rise of Google, the business success and future of search engine. He said that the search engine consists of three major parts- the crawl, the index, and the runtime. He explains the importance and how the search engine will work and also about the search engines that were used in earlier stages. From the year 2000-2004 Google made business from zero to billion dollars. Google changed their business from Double Click Ad to Cost per thousand (CPM) model. This model is like when you search for “Ford cars” an ad would be appear on the top of the page. Mixing CPM with keyword-based advertising had increased their revenue. The year 2001 was as a big year for Google. The significant improvement started with the purchase of Deja News from Usenet which failed to attract people with their service. This made a big success for Google and it continued through 2003 and 2004 with the acquisition of Blogger, Picasa- a photo sharing service, launched a new service called Google Print, Gmail, Google Map, and Google Desktop Search. By introducing these features Google made the revenue of about $4 billion in four years
Battelle states that “The world is in control of Google” and if the Website doesn't allow Google to do its deep linking, that site will be practically invisible. The Google’s official mantra is “Do no evil” where author explains about privacy and the problem on privacy that people facing.