The search : how Google and its rivals rewrote the rules of business and transformed our culture / John Battelle.

The database of intentions
Who, what, where, why, when, and how (much)
Search before Google
Google is born
A billion dollars, one nickel at a time : the Internet gets a new business model
Google 2000-2004: zero to $3 billion in five years
The search economy
Search, privacy, government, and evil
Google goes public
Google today, Google tomorrow
Perfect search.