In 1998, Google averaged 10,000 searches a day. Today it averages 3.5 billion. That’s a lot of data and a lot of interest. More importantly, it’s a behavioral shift from where we were less than 20 years ago. Google is part of our everyday and searches are integral to the way in which we learn and navigate the vast amount of information that is available instantaneously at our fingertips. To truly understand how to best maximize this medium we must understand both the mechanics and behaviors that reside within it.