Questions:

1. Why are companies interested in increasingly in enterprise search tools capable of handling unstructured data?

2. What is the difference between SEO and PPC advertising?

3. SEO professionals work hard to increase a Web page's Page Rank, score which is based on the quality and quantity of backlinks. Explain what a backlink is and why search engines use the PageRank score to determine the order in which websites are listed in SERPs.

4. In addition to the 'bid price' for a particular keyword, what other factors influence whether or not an advertisement will appear on a search results page? Why don't search engines use just the advertiser's bid to determine if an ad will appear on search results pages?

5. Define words 'context,' 'personalization,' and 'vertical search.' Explain how they make for better information search results.