Module 4 Test B

School: ____________________________________________________________________
Name: ________________________________________________ Class: ____ No.: _______
Date: _________________________________________________ Score: _______________
Enc. Educação: ________________________________Teacher: __________________

How are my search engine rankings affected by personalised search?

When trying to assess how well your website is performing in search engines, it's important to
remember that Google personalises the search results it presents to you. So if you have performed
similar searches previously and clicked on some of the results, Google will tend to present these
"clicked-on" results higher up next time you search. So what you see when you do a search can be
5 very different from what someone else (such as a potential new customer) might see.

The rationale behind this is understandable. Google feels it allows them to give more emphasis to
the search results you've found helpful in the past. But, personalising search results in this way can
make the whole issue of search engine optimisation very confusing. Google's personalised search
can mislead you into thinking your website is performing better or worse in Google than it really
10 is. If you often click on your own website result in Google, your site may appear higher up in the
search rankings next time you search. Conversely, if you often click on competitor's results in
Google, their sites may appear higher next time – and your site may appear lower! Because of this
effect, you are likely to see different search results from a new customer searching for your type of
business for the first time.

In https://www.interactpartners.com/faqs.php?s=how-are-my-search-engine-rankings-affected-by-personalised-search
(adapted)

READING COMPREHENSION

A. Find in the text what the underlined words refer to.

1. it (l. 2) ______________
2. you (l. 2) ____________
3. it (l. 9) _____________
4. their (l. 12) __________

B. Find synonyms of the following words/expressions in the text.

1. done _______________________
3. comprehensible ______________
2. justification _________________
4. importance _________________
C. Find opposites of the following words in the text.
1. helpless ____________ 3. Better ____________
2. clear ____________ 4. Higher ____________

D. Find evidence in the text of the following.

1. Google makes your internet activity specific to you.
2. The pages you visit more come up first.
3. The way Google presents results can be misleading.
4. Every time you access Google, the information is different.

GRAMMAR
A. Complete the sentences with the most suitable modal verb: may, can, should or must. Do not use the
same verb twice (affirmative and negative forms).
1. Tim ______________ be at home. He has just facetimed me from Paris. It’s not possible!
2. According to her colleagues, Jamie _____________ study so much at night, because she’s come to
school sleepy every day.
3. Look at the sign, you _____________ eat inside! Put those biscuits away, we’ll get in trouble.
4. I can’t hear the commentator… This party is so loud! _______________ I turn up the volume?

B. Choose the correct preposition of time to fill in the gaps: at, on or in.
1. My parents always ask me to clean my bedroom ________ Saturdays.
2. I was born ________ 2003, so what generation do I belong to?
3. I am lucky, I don’t have to go to classes _______ my birthday – it’s school holidays.
4. I have been waking up ________ half past seven a. m. for a week to study for the exams! I’m so tired.

C. Rewrite the following sentences in the direct speech.

1. Katie said she had always dreamt of being a famous football player.
2. Laura said that fashionable music then was electro music.
3. Nina said Marie was googling her name that weekend to check the results.
4. Vivian said she had obtained different results every time she had googled for that new restaurant.

D. Fill in the gaps in the text with the following words/expressions: in addition, likewise, on the other
hand or instead.

1. The internet is becoming less trustworthy. ______________ it is our job to tell the good from the bad
information.
2. We shouldn’t search just on Google; we should try other search engines, ______________, like Bing or
Yahoo.
3. Internet searches are coming up with more ads every time. ______________, the results are not so
relevant.
4. I have changed my internet searching behaviour. ______________, my search engine is now Baidu.
WRITING
“We should censor the Internet.” Do you agree? Write a For and Against essay where you present two
arguments in favour and two arguments against. Use 120/180 words.

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TEST SPECIFICATION

Reading Comprehension Grammar Writing

A. 4 x 5 = 20 A. 4 x 5 = 20 40
B. 4 x 5 = 20 B. 4 x 5 = 20
C. 4 x 5 = 20 C. 4 x 5 = 20 Total
D. 4 x 5 = 20 D. 4 x 5 = 20 200