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Part 1 Module Review Questions

In 2011 and 2012, Google released two updates called Panda and  Penguin which were designed not only to improve the ranking of websites  but also to defeat what are commonly called black hat SEOs tactics. What  is the intent of black hat SEO tactics?  How does Google attempt to  deter websites from using black hat SEO tactics?  List two examples of  black hat SEO tactics.
 Search technology has become an important business tool with many  different uses and applications. List two search technologies that  impact business. Briefly, explain the function of each.
In addition to more effective targeting, one of the key benefits of  online advertising is the ability to evaluate its contributions to sales  revenue more effectively. List two metrics used by PPC (pay per click)  to gauge the effectiveness of their campaigns? Briefly, describe each  metric.

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