The Search Test | Final 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. Which company's news and legal citation services are not allowed to use search?

2. Which company's WebFountain project attempts to create a semantic Web for large corporations?

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

4. During the months leading up to the stock opening, what does a former senior manager file a lawsuit against the company for?

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

Short Essay Questions

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

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

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

4. How can clickstream analysis lead to the further development of search?

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

6. Briefly describe why certain places are intentionally kept away from search access, and give one example.

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

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

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

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?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

What did the book teach you about Wall Street and the stock market in general? Did it change your views on them? If so, in what ways? What specific things from the book did you learn that you did not know about Wall Street, the stock market, the way companies go public, or the way they sell stocks?

Essay Topic 2

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 3

Understanding trends of Internet users is a key part to the success of a search engine, and Battelle talks about habits, preferences, and intent.

1) Describe the trends detailed in the book, such as countries that use Internet search, how much they use it, the times of the day Internet search is used the most, etc. Include the possible reasons for these trends and use data from the book to support your description and analysis.

2) Explain how the trends described above are used to customize the user's online experience with search and advertising. What makes this an effective marketing strategy?

(see the answer keys)

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