Your Website is a Satellite. Contextual Search is the Sun
http://blog.tippingpointlabs.com/2009/06/your-website-is-not-the-center-of-the-universe/

Tipping Point Labs
2009

Abstract:

The internet is more like the heliocentric model championed by Galileo, with search as the sun. It is an ever-growing collection of distribution channels, each with their own audience, revolving around an increasingly contextual search experience. It’s time to expand your perspective to account for this. But, like Galileo, you may have a hard time with the authorities as you start to act on this understanding.