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This test consists of 15 multiple choice questions and 5 short answer questions.

Multiple Choice Questions

1. What does Google try to offer as a way to solve the major problems websites are having with its search engine?
(a) A refund for all businesses that were affected.
(b) A detailed report of exactly how and why the problem occurred.
(c) An apology.
(d) A set of webmaster guidelines for the best SEO practices.

2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?
(a) Marketing consultant to both Google and Yahoo.
(b) VP of advertising at Google.
(c) VP of sales at Google.
(d) CEO of Yahoo.

3. What do Internet users fear Google is doing to invade their privacy?
(a) Forwarding their emails to a central database.
(b) Reading their emails.
(c) Editing their emails.
(d) Selling content found in their emails.

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

5. Where does the most pressure come from for Google to sell stocks?
(a) The media.
(b) The company's venture capital investors.
(c) Advertisers.
(d) Other Internet companies.

6. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?
(a) Half as many.
(b) The same amount.
(c) Fifteen times as many.
(d) Ten times as many.

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

8. Where is a website's SEO primarily used?
(a) In ads.
(b) In website descriptions.
(c) In keywords.
(d) In articles and website content.

9. Why do Google's paid search ads work better than paid television ads?
(a) Google has more visitors to its website than television stations have viewers.
(b) Television ads are often missed because people switch channels when they appear, but search ads must be seen when Internet users visit Google.
(c) Using the Internet is a more interactive experience than watching television.
(d) Internet users are in search of information and entertainment, while television viewers are mostly in search of only entertainment.

10. What part of the University of California is intentionally denied access to search?
(a) The guidance offices.
(b) The Arts and Sciences Building.
(c) The library system.
(d) The computer lab.

11. According to Battelle, search engines are on a quest for the "complete mastery" of what?
(a) Technology.
(b) Human knowledge.
(c) Human intentions.
(d) Computer processing.

12. What is "click fraud"?
(a) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.
(b) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.
(c) Illegally erasing a competitor's ad from a search engine's directory.
(d) Gaining access to a company's Google account using unethical tactics to add more clicks to the paid search ad campaign to substantially drive up their cost of advertising.

13. How does Battelle state the question needs to be formed to achieve the desired results?
(a) With as much detail as possible.
(b) Just right.
(c) In an average of five words.
(d) In the shortest way possible.

14. Battelle's examples are based on what Internet function?
(a) Email.
(b) Search.
(c) Blogs.
(d) Advertising.

15. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) Pop-up ads.
(b) Spam.
(c) Information about other Internet users.
(d) New and enlightening discoveries.

Short Answer Questions

1. Where is the semantic Web idea mainly used?

2. What is Battelle's concern with Google's motto?

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

4. By trying to stop search spammers in 2003, what does Google inadvertently do?

5. How does Battelle describe the path Google is taking?

(see the answer keys)

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