I worked for Excite when it was a brand new search engine. The idea was to write 20 word descriptions of every site and differentiate Excite as the search engine with quality descriptions to help guide the searcher. I wanted to learn about the Internet (it was around 1995 – near the beginning of search) and they were paying $5/review. It was a blast. Why am I telling you this?
I just finished a book called THE SEARCH: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture, by John Battelle, who is a remarkable pioneer – one of the founders of WIRED, the late INDUSTRY STANDARD and blog advertising syndicator Federated Media Publishing, Inc. among others.
As the title suggests, it’s about considerably more than the brilliant and turbulent birth and ascent of Google. Battelle makes the very good case that the rise of search as a web application was essential to more than the future of the Internet as the universal tool that it is. In addition, says Battelle, “Search is no longer a stand-alone application, as useful but impersonal tool for finding something on a new medium called the World Wide Web. Increasingly, search is our mechanism for how we understand ourselves, our world, and our place within it. It’s how we navigate the one infinite resource that drives human culture: knowledge.”
In other words, search is changing us, our culture and our world. It’s a very exciting examination of something that’s become so automatic and familiar that it’s easy to forget just how transforming a force it is. The book is out in paperback and if you’re a web rat like me, you’ll really enjoy it.