2. Google declares that it will sell $2,718,281,828 shares as a tribute to mathematicians and engineers. What does the number 2,718,281,828 represent?

3. Which of the following is not an example given of an outside device that might incorporate search in the future?

4. As Google expands, Page and Brin focus on what important area?

5. What do Internet users fear Google is doing to invade their privacy?

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

3. What business practice discussed in Chapter 8 might be perceived as an abandonment of Google's motto?

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

5. 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.

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

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

8. Why isn't Google interested in going public and selling shares of the company during its first few years?

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

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

Essay Topics

Write an essay for ONE of the following topics:

Essay Topic 1

The Search is a story with a lot of creativity and innovation. It shows how people and companies can do things that may not make sense at the time but end up having an amazing impact. An example of this is Google's choice of marketing. As we now know, Google's first attempt at traditional marketing did not work and was not as effective as it would have hoped, mainly because of the cost involved. Could Google have designed its ads any differently to make them more effective?

1) Create an ad campaign for a brand new search engine using the information about Google provided in the book. Make the campaign for radio, television, or another offline media.

2) Next, describe the method Google eventually uses to market the company. Why was this method so groundbreaking at the time? What was it doing that was unheard of?

3) Now, compare your ad campaign with the approach Google created. Which one do you feel would be more effective? Why?

Essay Topic 2

The importance of customer service is brought to the forefront of the Google story as a miscalculation costs their advertisers a substantial amount of business. Explain why Google made the miscalculation, what it was, and the devastating results of it. Why was timing an issue? Also, do you prefer a faster and automated approach to doing business, or a more traditional one focusing on client interaction? Does the business or product make a difference? Be sure to use specific examples to support your answers.

Essay Topic 3

The Search follows the story of Google mainly, but it also provides interesting backgrounds for other Internet companies as well. This includes Yahoo, whose story has a bigger lesson within it. Write about the history of Yahoo, from the very beginning and the original intention of Yang and Filo, to how it grew into one of the biggest search engines on the Internet. Also, explain the importance of Yahoo's story in the sense that the company's discovery was accidental. What does that say about objectives and ways they can turn out differently than what was originally intended? Use examples from either your own life, people you know, or other stories that have similar courses. Be sure to use the book to supply the necessary dates and information.

(see the answer keys)

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