Conduct in-depth research on the topic using primary sources outside of the course textbook as references. Answer each of the review questions in a scholarly manner. Use Microsoft Word or a compatible word processing application to create your data. Be sure to place APA Style in-text citations and a reference table as appropriate.

1. 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.
2. 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.
3. In addition to more effective targeting, one of the key benefits of online advertisng 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.