digital marketingb

URL is an acronym for

Uniform resource locator

what enables a website to recognize a computer as a return vistior (as opposed to a first-time visitor)?

a cookie

what are some dynamic languages?

Java, Perl, PHP

which of the following is NOT a dynamic language?

HTML

How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?

transport layer security encrypts sensitive information

the AIDA model states that the process of creating a customer follows these four steps:

awareness, interest, desire, action

what are aspects of successful websites

generate traffic, drive conversions, maximize revenue

Which of the following is NOT an example of direct traffic?

someone types the name of a website into a search bar and clicks the first link on the search enegine results page

unpaid referral traffic is traffic that comes from

links from other websites that are not paid for

the primary conversion for a lead generation site is

both a phone call from a website visitor AND a form fill on the website

when a shopper puts an item in their online shopping cart, Amazon recommends add-on products to

increase revenue

in web design, which of the following is more important than a website's visual appeal?

whether it generates a high conversion rate

which of the following is NOT a principle of Steve Krug's design for usability paradigm?

use complementary colors

what are some principles of Steve Krug's design for usability paradigm?

create effective visual hierarchies, break pages up into clearly defined areas, format content to support scanning

Oli Gardner's principle of clarity has been violated if

a visitor has no idea where a link leads

the "upper fold" is

the portion of a web page that is visible without scrolling down

the upper fold of a web page should answer the questions, "waht are you offering?", "Whay should I pick you?", AND

what do you want me to do next

The mobile first design philosophy advocates for designing the mobile site first because

Both it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device AND mobile traffic has more volume than desktop traffice

When conducting an A/B test to imporve a webpage's design, the measure that should be used to determine which page is better is usually (but not always)

conversion rate

NSAMCWADLP means that whenever you create an onien marketing campaign, you should also creat

a dedicated landing page designed specifically for that campaign

a banner ad for netfliz should lead people to what kind of landing page

a subscription landing page

a single-purpose landing page

directs visitors to one (and usually only one) possible action

an analytics package records all of the following information from visitors EXCEPT

hard disk space of the computer

"analysis paralysis" occurs when

the sheer volume of data overwhelms a manager and causes inaction

during a one-week period, a website had 3,000 total pageviews from 500 sessions. what is the site's average page depth?

3,000/500=6

of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or homepage bounce rate

the homepages bounce rate

of 500 sessions that occurred on a website during a one-week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of 300 sessions that started on other pages, 100 of them consisted of only one pageview. what is the site bounce rate?

40%

a website that sells software made 200 sale of $200 each from 2,000 sessions (for total of $20,000 in revenue and proft -- the marginal cost of these sales was $0.) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). were these 2,000 sessions profitable?

yes

a lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate

8%; 25%

a low conversion rate can be caused by

poor web design, poor audience selection, and technicaly glitches

a low conversion rate CANNOT be caused by

overly responsive design

channel analysis enables an analytics user to

investigate which traffic source produced the best quality traffic

the most reliable way to measure advertising effectiveness is to

conduct a carefully controlled experiment

organic search results are typically displayed

below the paid ads

for the search engine, "relevance" refers to

the extent ot which a webpage's content matches the searcher's query

Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity.' What should the URL for the maternity category page be?

https://jane.com/maternity

Including the word 'maternity' in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity. What other benefit can result from this?

The images are more likely to show up on image searches that use 'maternity'.

Even a highly relevant keyword may not be worth pursuing in your SEO if

the keyword has no traffic

"Long tail keywords" are

search terms with lower volume than "fat head keywords"

If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?

the keyword on which your site ranks #9

The benefit of keyword mapping is

to make sure the most appropriate webpage shows up on the SERP for every search phrase; to organize SEO efforts across the many search phrases the website is targeting; to prevent keyword cannibalization in a website's SEO efforts

Why is a high bounce back rate a negative signal of a webpage's quality?

Because this behavior indicates that the searcher did not like what they saw or find what they were looking for

A company wishing to rank for local searches should first

register and verify its business with Google's My Business

What is the anchor text of this link: Fashion deals?

Fashion deals

I place the following link on my website: Fashion deals. How will this link be treated differently by the search engines than the link in question 1?

The link will not pass link authority to jane.com.

3. You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?

They will improve homepage rankings

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?

Website B, because it has higher link freshness.

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?

Links from 10 websites mean a higher link diversity than links from one website

An editorial link is

a link created voluntarily by another website owner because he/she values the website's content

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These Links would be considered

a) editorial links

8. Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?

manual links

Content marketing differs from advertising in that

content marketing is meant to entice readership/ viewership on its own merits

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that

the content will have built-in distribution