The Search Test | Final Test - Medium

John Battelle
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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. When is the "semantic Web" idea born?
(a) 1998.
(b) 1997.
(c) 1996.
(d) 1999.

2. Which type of search results do illegitimate spammers try to infiltrate the most?
(a) Organic, non-commercial results.
(b) The most clicked-on results.
(c) Commercial results.
(d) The results with the most SEO content in them.

3. What question does the Florida Supreme Court attempt to answer in 2003?
(a) How much information should be available on the Internet?
(b) What government ethic laws apply to Internet advertisers?
(c) Does online theft carry the same penalty as offline theft?
(d) How much profit should an Internet company be allowed to generate?

4. Which company's WebFountain project attempts to create a semantic Web for large corporations?
(a) AT&T.
(b) IBM.
(c) Hewlett Packard.
(d) Microsoft.

5. Why does Google decide not to sell stock during its first few years?
(a) It generates enough cash from income, so it is not necessary to sell stock to raise capital.
(b) All of the principal partners in the company are against it for ethical reasons.
(c) It doesn't think there will be enough shareholders to make it a worthwhile endeavor.
(d) The stock market crash deters it from participating in an unstable market.

Short Answer Questions

1. What does "SEO" stand for?

2. What year does Google finally decide to go public and sell company stock?

3. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?

4. Which company's news and legal citation services are not allowed to use search?

5. Google's association with what country signals the potential for the company to compromise its values?

Short Essay Questions

1. How does Battelle's personal story, as told in Chapter 12, lead him to an important discovery?

2. What part of Larry Page's letter offends Wall Street and why? To whom was the letter addressed?

3. Explain why Google's paid search ads are more effective than traditional forms of advertising, such as radio, television, etc.

4. Briefly describe some of the troubles Google experiences during the months before becoming a public company.

5. Describe Battelle's notion of the everlasting impact of search that he explores in Chapter 12.

6. Explain the semantic Web, its original use, and an example of how it could be adapted for larger applications.

7. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

8. What is Google's motto and what is Battelle's opinion on it?

9. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

10. Considering everything discussed throughout all of the chapters, do you think that the original vision for the Database of Intentions has been realized? Why or why not?

(see the answer keys)

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