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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. What is one area where Google might be able to use the semantic Web idea?
(a) Search.
(b) Advertising.
(c) A blog.
(d) Its main database.

2. What year does Google finally decide to go public and sell company stock?
(a) 2004.
(b) 2005.
(c) 2003.
(d) 2006.

3. How long does Battelle envision a name being included in a search engine's index?
(a) Forever.
(b) Until computer technology is replaced.
(c) Until the year 3000.
(d) 100 years.

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

5. 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 computer lab.
(d) The library system.

Short Answer Questions

1. What is one option of how the Internet could interact with DVR (Digital Video Recording) viewers?

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

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

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

5. What position is Shona Brown hired for?

Short Essay Questions

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

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

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

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

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

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

7. What are some of the concerns outlined in Chapter 8 about privacy and Internet search?

8. Explain the peculiar characteristics surrounding the way Google grows, citing examples of Larry Page and Sergey Brin's odd culture and the reaction it might generate.

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

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

(see the answer keys)

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