The Search Test | Mid-Book Test - Hard

John Battelle
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This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.

Short Answer Questions

1. What was Excite's most notable feature?

2. What happens when Page tries to sell Google to other Internet companies?

3. How do search engines generate income from advertisers?

4. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

5. What strategy do Brin and marketing associates employ to bring in venture capital?

Short Essay Questions

1. In 1990, which groups of people are added to the Internet users with the introduction of Archie and why?

2. What is an example of a company or website that uses clickstream analysis? How does this company or website use it?

3. In Chapter 2, what is the general reason given that people use online search engines?

4. Prior to using the pay-per-click system, how was Google running its advertising?

5. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

6. Explain how a Database of Intentions can be useful to marketing on the Internet.

7. Describe the basic process of how a search engine works.

8. What was significant about AltaVista.com when it was released in 1995?

9. What is the concept behind "paid search?"

10. What eventually causes Google to use Bill Gross' model of advertising?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

In your opinion, does Google adopt an arrogant attitude along the way to the company's success? Does its attitude affect the business or how it is perceived? Was the company and its leaders unfairly categorized? Use several examples from the book to explain your opinion. Also, is it natural for successful businesses to have a similar attitude? Why?

Essay Topic 2

Using the time line and information provided in the book, explain in detail the history of the search engine, leading up to Google, including the roles of Archie, Veronica, AltaVista, WebCrawler, Wanderer, Excite, and Lycos. Your explanation should be in chronological order explaining how each company affected the overall development of Internet search.

Essay Topic 3

The pay-per-click advertising system revolutionized the way search engines generated income. Bill Gross is the person credited for bringing it to the online forum.

1) First, break down Bill Gross' business model from the basic concept to its specific application to online search engines. Include all data from the book as necessary. What made it a natural fit for the Internet? How did Gross build GoTo.com, what is his original intention with it, and how did that lead to one of the most important advertising schemes in the history of Internet search?

2) Examine how Page and Brin use Gross' model to create AdWords and take their search engine to new levels. Explain in detail what three elements were brought together to make Google the biggest and most successful search engine. Was this a tribute to their ability to piece everything together, or did they just take Gross' plan and run with it as some believe?

3) Describe Page and Brin's decision to reject pay-per-click when Gross first approaches them. Were they correct to do so? Why did they reject it? What does it say about them and the plan itself that they adopted it one year later? Also mention the lawsuit and whether you think Page and Brin got away with paying less than they should have considering what pay-per-click did for Google as a company.

(see the answer keys)

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