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. What question does the Florida Supreme Court attempt to answer in 2003?

2. What has Yahoo learned that Google has not up until this point?

3. Where is the semantic Web idea mainly used?

4. What is the example given of a small online business that is driving most of the Internet revenue?

5. What is special about the Google ads that appear next to emails?

Short Essay Questions

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

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

3. 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?

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

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

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

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

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

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

10. What are some examples of options that Google offers to help businesses work within its new system to recover lost business?

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

As Google tries to keep up with the company's remarkable growth rate, Page and Brin make some key decisions.

1) Describe the decisions made with the hiring process, new people brought in, and the restructuring of Google during this time. What might have happened if the company did not make these changes? How much credit should Page and Brin receive for recognizing the need for the change and taking action?

2) Explain the Tablets and the concept behind them. Were they useful? In your opinion, should most companies have a similar template in place? Why or why not?

Essay Topic 2

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, 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.

Essay Topic 3

Larry Page and Sergey Brin started working on Google with a common interest in its design and potential.

1) Talk about why this common ground was so important. In what ways did it allow them to function as a team and look past their own personal issues?

2) Describe each person's place in the Google design. What did Page have that was necessary to making the project successful? How was he influenced and who inspired him to envision his design? Why was Brin's involvement crucial to Google and its original structure?

3) Use Page and Brin's story to illustrate a broader lesson of having a goal and doing what is necessary to achieve it. Point out if there is a way to know when to work with people you may not get along with, if it best for the project. Does the importance of the goal or project make a difference? Does the contribution of the person factor in as well? In what ways?

(see the answer keys)

This section contains 1,421 words
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