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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 is the advantage of having an effective question?

2. Under Google's approach to search, what comes before technology?

3. Bringing the major themes of the entire book together, Battelle summarizes Internet search in what way?

4. Where is a website's SEO primarily used?

5. What do Internet users fear Google is doing to invade their privacy?

Short Essay Questions

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

2. Describe the confusion Internet users have with Google's email and why they feel their privacy is being violated.

3. What is click fraud and how does it affect search businesses?

4. Why isn't Google interested in going public and selling shares of the company during its first few years?

5. Describe the two things that Google does to meet the challenges of its rapid growth, specifically the person it hires and what Larry Page and Sergey Brin create to guide the company.

6. Describe the main difference in the way Google and Yahoo approach Internet search.

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

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

9. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

10. What are some of the challenges mentioned in Chapter 10 that Google faces as it continues to grow?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is a story with a lot of creativity and innovation. It shows how people and companies can do things that may not make sense at the time but end up having an amazing impact. An example of this is Google's choice of marketing. As we now know, Google's first attempt at traditional marketing did not work and was not as effective as it would have hoped, mainly because of the cost involved. Could Google have designed its ads any differently to make them more effective?

1) Create an ad campaign for a brand new search engine using the information about Google provided in the book. Make the campaign for radio, television, or another offline media.

2) Next, describe the method Google eventually uses to market the company. Why was this method so groundbreaking at the time? What was it doing that was unheard of?

3) Now, compare your ad campaign with the approach Google created. Which one do you feel would be more effective? Why?

Essay Topic 2

1) Using all of the information in the book about both companies, create two different essays. One will be present a case from Google's perspective while the other will be made from Yahoo's point of view. The main topic is the cultural difference between the companies, specifically their approach to search and the way human elements and technology work.

2) After you have finished both essays, write a short conclusion paragraph explaining which side you agree with more and why.

Essay Topic 3

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.

(see the answer keys)

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