Question 1

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

Accepted Answer

Search advertising (or paid search)

Question 2

Web developers can easily block Google from indexing their otherwise publicly accessible content.

Accepted Answer

Web developers can use the robots.txt file or noindex meta tags to instruct search engines like Google not to index specific pages or sections of their websites.

Question 3

Google's largest source of income is allowing any organization to pay for higher placement in search engine query results.

Accepted Answer

Google's largest source of income is advertising, but it does not allow organizations to pay for higher placement in organic search engine query results. Instead, it offers paid advertisements that appear alongside organic results.

Question 4

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

Accepted Answer

The answer of Which of the following parameters significantly influences...

Question 5

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.

Accepted Answer

Google penalized JCPenney in its search rankings after discovering that the company was involved in practices that violated Google's guidelines, specifically by using black-hat SEO techniques to artificially boost its search rankings.

Question 6

The bulk of Google's revenue comes from _____.

Accepted Answer

Google's primary source of revenue is advertising, including ads on its search engine and across its various platforms and networks.

Question 7

If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results.

Accepted Answer

Google primarily uses web crawlers to discover publicly available webpages. If a webpage is not linked from another page, not on the first page of a server, and not submitted to Google, crawlers are unlikely to find it, thus it won't appear in search results.

Question 8

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

Accepted Answer

Link fraud is the process of creating multiple fake websites that all link back to the main page one wishes to promote, in order to artificially increase the site's search engine ranking or visibility.

Question 9

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

Accepted Answer

Google, through its parent company Alphabet Inc., has consistently been the largest recipient of advertising revenue, outpacing other U.S. media companies by a significant margin, primarily due to its dominance in digital advertising across its platforms, including search, YouTube, and the Google Display Network.

Question 10

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

Accepted Answer

Online advertising has been growing at a faster rate than television advertising in recent years, largely due to the shift in consumer behavior towards digital platforms and the increased effectiveness and targeting capabilities of online ads.

Question 11

Market capitalization refers to the value of a firm calculated by multiplying its _____ by the number of shares.

Accepted Answer

The answer of Market capitalization refers to the value of...

Question 12

Much of the technology used by Google consists of components such as microprocessors and drives that might be found in conventional home computers.

Accepted Answer

Google's technology infrastructure, including its data centers, utilizes components like microprocessors and drives similar to those found in conventional home computers, albeit at a much larger scale and often customized for higher performance and efficiency.

Question 13

A(n) _____ is a search performed on Google or any other search engine.

Accepted Answer

A query is the term used to describe a search performed on Google or any other search engine. It refers to the words or phrases that users type into the search box to find information.

Question 14

Google's stated mission is to:

Accepted Answer

Google's stated mission is "to organize the world's information and make it universally accessible and useful." This mission guides their products and services, aiming to make information easily accessible to everyone.

Question 15

Google offers employees___________________ the ability to work the equivalent of one day a week on new projects that interest them.

Accepted Answer

The answer of Google offers employees___________________ the ability to work...

Question 16

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

Accepted Answer

SEO specifically refers to the process of optimizing a website or page to improve its visibility in a search engine's unpaid results—often referred to as "natural," "organic," or "earned" results.

Question 17

When performing a search via Google or another search engine, a user actually searches what amounts to a copy of the Web, stored and indexed on the search engines' computers.

Accepted Answer

Search engines use crawlers to index the content of the web, creating a searchable database or "copy" of the web on their servers, which users search through when they enter queries.

Question 18

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

Accepted Answer

Cache is used to temporarily store frequently accessed data or instructions, allowing for quicker access by the CPU and thus speeding up computing tasks.

Question 19

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations.

Accepted Answer

Search engine optimization (SEO) is crucial for improving a website's visibility in search engine results, making it a key function for marketing organizations aiming to attract customers online.

Question 20

Which of the following represents the market capitalization of a firm?

Accepted Answer

Market capitalization is calculated by multiplying the current share price by the total number of outstanding shares.

Quiz 18: Google in Three Parts: Search, Online Advertising, and an Alphabet of Opportunity