In the second half of John Battelle’s The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture, Battelle explores some of the tribulations that the then multi-million dollar company faced and triumphed through. The implications of Google’s success have contributed to Battelle’s idea of the “Database of Intentions” and influence of the search application to the world.
In chapter 7, Battelle details the influence Google had on small business. Neil Moncrief’s online shoe store, 2bigfeet.com is used as the example of how Google can give and take away. Google’s search features helped to build Moncrief’s customer base and provided him a free source of advertising that helped his business to thrive. As Google began to grow and gain strength, the company had to fight against abusers of the system and help retain their organic ranking function which resulted in a change in their search algorithms. This change drastically affected many small businesses, such as 2bigfeet.com. No longer were these small companies at the top of their search terms and this lack of accessibility hurt their business income. They quickly learned that in order to survive they would need to purchase Google’s AdWords—the company’s highly profitable advertising machine. This was only one of the first battles Google would have to face in its continued rise to the top.
As Google’s AdWords gained popularity, the money making arm of Google also faced a battle with its users. Battelle tells the story of American Blinds, a window covering company that subscribed to various search terms through AdWords. American Blinds argued that their trademarked name should belong to their company in AdWords not its competitors who figured out a way to combat the company online. They purchased rights to advertise their competing window covering companies on American Blinds searches. This battle went to court and caused Google to address its licensing and trademarking policies. In the end, Google was not required to keep track of all trademarked search terms.
Battelle discusses user’s concern over Google and privacy invasion in Chapter 8. Using the idea of “vanity searching” or googling one’s self, The Search explores the increased access to information on the Internet. People are now able to access a lot of public and private information over the web, the in the past required more effort to find. This scared many users and as a part of their fear they blamed Google.
Google only compounded this fear when people began to realize the way GMail (Google’s email tool) and Google Desktop functioned. The Google computers are able to scan information available in email and share online documents for keywords that are used by AdWords. Users began to fear that Google was reading their email, when in fact, Battelle makes the point that only humans can read. Computers are not evil or malicious creatures trying to hurt the user. This clarification helps to prove the point that internet users learn to develop a trust with their ISP (Internet Service Provider).
The issue of trust and the internet was also affected by the introduction of the US Patriot Act (p.198) which gave the government the ability to access personal information found in telecommunications devices, computers, and other technology in order to ensure the safety of US citizens. This act was established after the events of September 11, 2001.
Battelle addresses another challenge Google faced internationally with China. The Chinese government highly censored its businesses and public information found on the Chinese Internet. This posed a problem for Google who began forming subsidiary companies in other countries. Google faced the question of becoming the morality police for the global economy (p.210). As of 2005 Google had not opened up business in China for fear of having to obey China’s strict laws on censorship.
Battelle shifted gears in Chapter 9 to address the challenge Google faced when becoming a publicly traded IPO. Google was forced to go public due to an SEC regulation that required the company to report as a public company after giving stock options to over 1000 of their employees. When Google’s financials went public, financial analysts were stunned by the different business practices Google used to become the Super Power in the Search Industry. Google struggled during this change in business structure during the filing of their S1. They had predicted their opening shares would sell at a much higher value than the $85 dollar shares when Google opened to the market.
In Chapter 10 Google’s core business competencies are analyzed: Advertising and Search Functionality. Battelle compares Google and Yahoo’s corporate cultures and leadership practices. Google’s leadership has been historically criticized by former employees, competition and industry insiders. Brin and Page are said to rule with an iron fist where as Yahoo’s leadership is much more open and flexible to others’ input. However, Brin and Page have a different mission with Google than other companies such as Yahoo. Google prizes itself as a setting out with mission to organize the world’s information. This broad stroke allows for the business to grow and take on more than just Search Functionality. If you examine Google’s arsenal of applications, they really have set out to make internet functionality that is easy for the user to employ.
Finally in Chapter 11, Battelle examines the future of the search and database of intentions. We are becoming a culture with a network aware search (p.253). We are utilizing all technology—cell phones, cars, tv, radio, PDAs, computers—to contribute to the database of intentions. Battelle explores ways to improve upon the search looking at Clickstreams(p.255), platforms like Webfoutain (p.270) and GlobalSpec (p.275) to streamline the search process and help the user meet its expectations.
After finishing The Search I realized that while Google has brought the use of the search a long way we have endless ways to improve upon our technology tools. If Google continues with their broad mission, they have the ability to transform many daily practices. I don’t see the Google empire disappearing anytime soon. It would take a lot of money and innovation to top this machine.
Interesting Sites Related to Google:
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