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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) Its main database.
(d) A blog.

2. What is the stated goal of almost every major search player?
(a) To find the exact answer to a question, recommending one source over another.
(b) To learn the individual habits for each user and use them to increase profits.
(c) To provide the fastest possible response time for search returns.
(d) To steer Internet users to buy products from the ads listed in their search pages.

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

4. Under Google's approach to search, what comes before technology?
(a) Profits.
(b) Ads.
(c) Humans.
(d) Nothing.

5. What is "click fraud"?
(a) Illegally erasing a competitor's ad from a search engine's directory.
(b) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.
(c) 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.
(d) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.

Short Answer Questions

1. According to Battelle, search engines are on a quest for the "complete mastery" of what?

2. What is one way for a website to avoid being banned from Google's index?

3. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?

4. Which search engine does Battelle focus on the most for his story?

5. What is Google criticized for by the financial press?

Short Essay Questions

1. What are the two important facts about search that Battelle's story illustrates in Chapter 12?

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

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

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

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

6. 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?

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

8. What eventually leads Google to begin selling stock in the company?

9. How does an algorithm tweak on Google's part inadvertently hurt many online businesses in 2003?

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

(see the answer keys)

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