4. 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?

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

6. As explained in Chapter 11, what is the "perfect search" and what is the stated goal of the major search companies?

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

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

9. Describe the two things that Google does to meet the challenges of its rapid growth, specifically the person it hires and what Larry Page and Sergey Brin create to guide the company.

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

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 GoTo.com, 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 2

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 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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