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Provide a detailed description of the search mechanism employed by Google.

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The results of a search (or query) performed by a user on Google or industry professionals refer to another search engine as organic or natural search. Search engines use different algorithms for determining the order of organic search results, but at Google the method is called PageRank. Google does not accept money for placement of links in organic search results. Instead, Web pages that have more pages linking to them are ranked higher. In addition to in-bound links, Google's organic search results also consider some 200 other signals, and the firm's search quality team is relentlessly analyzing user behavior for clues on how to tweak the system to improve accuracy. What really happens is that you're searching what amounts to a copy of the Web that major search engines make, storing and indexing the text of online documents on their own computers. Google's index considers over one trillion URLs. To create these massive indexes, search firms use software to crawl the Web and uncover as much information as they can find. This software is referred to by several different names: software robots, spiders, and Web crawlers. Spiders start at the first page on every public server and follow every available link, traversing a Web site until all pages are uncovered. Google crawls frequently updated sites, like those run by news organizations, as often as several times an hour. Rarely updated, less popular sites might only be reindexed every few days. The method used to crawl the Web also means that if a Web site isn't the first page on a public server, or isn't linked to from another public page, then it'll never be found.

JCPenny was one of Google's largest advertisers, spending millions a month in ads, yet Google punished the firm in search rankings when it detected that Penny violated Google's policies on gaming search results.

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In recent years, online advertising has been growing fast, but growth has not been as fast as the growth in television advertising.

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Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website.

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If several people use the same browser on the same computer without logging on to that machine as separate users, then all of their Web surfing activity may be mixed into the same cookie profile.

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What are the various types of online advertising fraud being perpetrated by fraudsters?

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Enriching click fraud-when site operator...

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_____ refers to the search engine results that are returned and ranked according to relevance.

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Organic/Na...

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Which of the following parameters significantly influences the rank of a Web page in Google's search results?


A) The number of other pages linking to a given page
B) The maximum bid for click-through rates
C) The quantity of content on a Web page
D) The number of keyword matches in the content
E) The quality of content on a Web page

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What is the design and content of an advertisement referred to as?


A) The graphic
B) The cookie
C) The copy
D) The metadata
E) The creative

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____________ is the category of online advertising that captures the most advertising dollars.

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Search advertising (or paid search)

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results.

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CPM refers to:


A) ad rates quoted in cost per thousand impressions.
B) ad rates quoted in cost per million impressions.
C) the maximum amount of money an advertiser is willing to pay for each click on their ad.
D) the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad.
E) a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.

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Google earns more annual advertising dollars than any other U.S. media company.

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Cache is a temporary storage space used to speed computing tasks.

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True

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote.


A) Click scam
B) Link fraud
C) Phishing
D) DNS cache poisoning
E) SQL injection

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Which of the following statements holds true for search engine optimization (SEO) ?


A) It refers to the process of improving an ads rank in Google's online advertising listings.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

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Microsoft has struggled to achieve profits over the last decade, despite the firm's substantial stock price increase over this period.

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What is 'black hat SEO'?


A) Using unauthorized (and Google-prohibited) techniques to improve a page's search results
B) Paying off a search engine firm's engineers to lower your ad rate
C) Linking to competitor websites in hopes that they will fall in search engine rankings
D) Attempting to hack into a firm's email to manipulate SLA contracts
E) All of the above

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Which of the following is a function of the Internet Advertising Bureau?


A) Fixing the ceiling rates for CPC bids
B) Setting common standards for display ads
C) Resolving disputes between competing advertisers
D) Regulating any occurrences of paid inclusion
E) Monitoring online ad content for improper material

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Which of the following statements holds true for the term cache?


A) It refers to the Internet directory service that allows devices and services to be named and discoverable.
B) It refers to the process of improving a page's organic search results.
C) It refers to Internet content that can't be indexed by Google and other search engines.
D) It refers to a temporary storage space used to speed computing tasks.
E) It refers to software that traverses available Web links in an attempt to perform a given task.

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