The computer science behind online search is fiendishly complex yet this book makes understanding the essentials entertaining as well as informative.
Whether you believe Google is is a new Satan, prying into our private lives, or an informing angel that will "organize the world's information and make it universally accessible and useful", you can't avoid it. Even if you don't have a website, somebody else has probably written about you, or posted a picture of you online. That means you've been copied and classified, somewhere deep in the "Googleplex." So what is Google, how does it work and why should you care?
If you're in the business of selling anything to anyone, the answer is that you've got to care. More and more of your customers, clients and competitors are engaging with you online and the stats show that it's certain Google is the way that most are finding you. Or passing you by - because as this book points out - it's incredibly easy to slip off Google's radar when a little know-how could put you right in front of the people you want to target, for free.
Johnston and McGee have put considerable effort into making a dry subject engaging as well as useful, using humour extensively and appropriately. Buy this book because it's packed with pragmatic advice that explains how Google works and how to work with it to make sure your ideas, blog or business get found by the right people. Give a copy to someone else because of the fascinating peek it provides into everyday linguistics, mathematics and the quirky ways we try to express ourselves when we're looking for something.