This Is How Search Gets Commoditized

John Battelle
4 min readMay 5, 2023
The first Google logo, when the project was called BackRub and focused on Internet “backlinks.” Lore has it the hand is co-founder Larry Page’s.

(original post at Searchblog)

Once upon a time when search was new, Google came along and put the whole darn Internet in RAM. This was an astonishing (and expensive) feat of engineering at the time — one that gave Google a significant competitive moat. Twenty years ago, very few companies had the know how or the resources to keep an up-to-date copy of the entire web in expensive, super fast silicon…

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John Battelle

A Founder of The Recount, NewCo, Federated Media, sovrn Holdings, Web 2 Summit, Wired, Industry Standard; writer on Media, Technology, Culture, Business