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

Multiple Choice Questions

1. Why might having three corporate leaders in a company be seen negatively on Wall Street?
(a) It is harder to make business transactions when three approvals are needed for each one.
(b) It gives a company an unfair advantage over other companies with only one leader.
(c) It splits future earnings three ways.
(d) It could limit the stock value.

2. Who would the "perfect search" work similarly to?
(a) A mechanic.
(b) A teacher.
(c) A reference librarian.
(d) A salesperson.

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

4. How does Battelle describe the path Google is taking?
(a) Chaotic.
(b) Innovative.
(c) Immoral.
(d) Destructive.

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

6. Yahoo has a philosophy that places what above technology?
(a) Humans.
(b) Vision.
(c) Leadership.
(d) Profits.

7. What is the main intention of the Patriot Act when Congress passes it?
(a) To tap into the phone lines of U.S. citizens without a legitimate reason.
(b) To gain information needed to prevent future terrorist attacks after the ones on 9/11.
(c) To attain the location of the terrorists responsible for the 9/11 attacks.
(d) To trace phone calls made by terrorists before the 9/11 terrorist attacks.

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

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

10. What is the major difference between Google and Yahoo at this point?
(a) Yahoo is making a profit, while Google is not.
(b) Google is advertising in offline campaigns.
(c) Yahoo has failed and rebounded.
(d) Google is making a profit, while Yahoo is not.

11. Which company's news and legal citation services are not allowed to use search?
(a) CNN.
(b) LexisNexis.
(c) Microsoft.
(d) Yahoo.

12. What notion does Battelle use in his story?
(a) Heroism.
(b) Greed.
(c) Nobility.
(d) Immortality.

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

14. What is Chapter 12, The Epilogue, centered around?
(a) Battelle's search for answers to key search questions.
(b) Battelle's Google search for keywords.
(c) Battelle's employment with Google.
(d) Battelle's personal biography.

15. Which search engine does Battelle focus on the most for his story?
(a) Yahoo.
(b) MSN.
(c) Google.
(d) Overture.

Short Answer Questions

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

2. What specific topic from previous chapters does Battelle talk about in illustrating his examples?

3. Why do Google's paid search ads work better than paid television ads?

4. What is the stated goal of almost every major search player?

5. What does the "semantic Web" idea entail?

(see the answer keys)

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