Chapter 1 Search Reflecting Consciousness and Connecting Commerce

Question 1

How has search changed the world?

Answer 1

People seek answers immediately now versus a two hour process going to the library.

Question 2

Why is relevance so important to the search engines?

Answer 2

Relevance of search results is important to search engines, because providing search results that searchers are pleased with will ensure their return. If they keep building on that they will be able to earn more through there Paid Search products.

Question 3

What is adaptive search?

Answer 3

Adaptive search is when the search engine keeps track of prior searches and takes them into account to determine searcher intent.

Question 4

What are the 4 different types of searcher intent?

Answer 4

10% Navigational, 10% Transactional, and 80% informational with a portion commercial information.

Question 5

What is a typical Search and Purchase Cycle Process?

Answer 5

1. Person needs information.
2. Formulates a keyword and executes a search.
3. Reformulates the keyword usually longer as they expand the search and searches again until they get the results they are looking for.

Question 6

What is a blended search?

Answer 6

A blended search, is a search where it includes other types of media in addition to the actual search results.

Question 7

What position is usually best for low budget advertisers?

Answer 7

Usually positions 5-7

Question 8

What is the click through rate by SERP Position?

Answer 8

1. 42%
2. 12%
3. 9%
4. 6%

Question 9

What is the “implied endorsement effect”?

Answer 9

The implied endorsement effect states that searchers blindly trust the search engines 1st result as being the most relevant.

Question 10

What does SERP stand for?

Answer 10

Search engine result page.

Question 11

What is a vertical navigation?

Answer 11

A vertical navigation is a search of different verticals - image, news, video or maps etc.

Question 12

What is the search query box?

Answer 12

It is the box that the searcher inputs their keyword phrase.

Question 13

What does the results information display?

Answer 13

It displays the approx. amount of results as well as the time it took to retrieve the search results.

Question 14

What does PPC stand for?

Answer 14

Pay Per Click. A.K.A paid search.

Question 15

What are other terms for organic search results?

Answer 15

Natural and algorithmic results.

Question 16

What’s meant by search being the reflection of consciousness and the connection of commerce?

Answer 16

Reflection of what is on people’s mind and its ability to connect commerce.

Question 17

Where can the query refinement suggestions be found on a page?

Answer 17

On the bottom of the search result page.

Question 18

What percentage of the market does google have?

Answer 18

70%

Question 19

What is the mission of the search engines?

Answer 19

Relevance to insure their customer base keeps growing and paid search revenue keeps building.