SEO Marketing Midterm (Chapter 1-7)

Which of the following is NOT true of early web directories?

Directories were mostly composed of ads

Which of the following is true about organic search listings (compared to paid search ad listings)?

Organic listings are more challenging for competitors to beat than search ads

A mathematical rule-based formula that is unique to each search engine and helps determine which listings should appear and in which order after a search is called a(n)

Algorithm

Which of the following is not one of the core website factors that determine rankings in Google's search results?

Speed

What does it mean to"optimize" a web page?

Enhance the content so that it can rank better for a particular search

Which of the following is synonymous with the concept of relevance, in SEO terms?

On-page SEO

If a search engine sees that a website is getting a lot of clicks fora particular search, it may choose to rank it higher as a result, but only if visitors are staying on the website and not bouncing. In this example, the website is benefitting from the______________ ranking factor.

User behavior

Which of the following is not one of the three unbreakable SEO principles?

Technology

Where do the organic search results appear in relation to search ads on Google?

Beneath the ads

If we want our web pages to be relevant, we should ____________.

Make sure search engines can understand what the pages are about

A search on which of the following websites is most likely to be done with commercial intent?

eBay

Which of the following keyword phrases suggests a non-commercial intent by the searcher?

"History of chainsaws"

Which of the following shows the phases of the Buyer Journey in order?

Awareness, Consideration, Purchase, Retention

Which of the following types of search is used when the searcher merely wants to quickly get to a particular page or website with a search and a click?

Navigational

What is the primary role of "awareness" content?

To introduce visitors to the company, who may become interested in the future

Which of the following is not true about how mobile searchers differ from desktop (i.e., laptop)searchers?

People are more likely to use a mobile device to make purchases after a search than desktop users

Based on what you know about typical commercial search patterns, which of the following keywords is likely to be searched most by people?

Cars

Searches that include words such as "discounts" or "coupon codes"are most likely to be at which stage of the customer journey?

Purchase

What is the purpose of retention content?

This content is designed to provide value when searchers' needs change after a purchase

Which types of searches are nearing purchase, but are not completely decided on the product or where to buy it, thus representing the largest opportunity for marketers to acquire new business through SEO?

Commercial

_________ is a search engine that is capable of displaying search results that include websites and properties other than its own.

Bing

Which of the following is not an example of metadata collected during a website crawl?

The words on the page

Occasionally, a web page can be crawled, but not indexed and displayed in search results. This happens when __________.

The page primarily contains content already published on another indexed page

____________ is one way that search engines determine how important a page is in relation to other pages on the same website.

Page depth

Two search engines might index different numbers of pages from the same website because_______________.

To retain existing customers who are in need of post-purchase information

Google's ability to answer search queries directly in search results is enabled by the __________.

Knowledge Panel

Google has a dedicated web crawler for each of the following types of media, except ______.

Reviews

What is the primary way that search engine crawlers learn about web pages?

By discovery after the page is linked toby another web page

What problem was Google's "Panda" algorithm update specifically designed to address?

Low quality content appearing high in search results

Which of the following is not one of the core functions of search engines?

Fact-checking

A publisher website business model typically generates revenue through ___________.

Advertising

Which of the following broad questions can website analytics not answer?

Which website did our visitors go to after leaving our website?

If we operated a restaurant website whose website goal was to get mobile visitors to click on our phone number to place an order, what type of visitor action would we use to track this in analytics?

Event

Traffic from Google search results can appear in Google Analytics as what type of traffic source?

Both Organic Search and Paid Search

When a search engine is one of multiple channels used by a visitor who eventually purchases from our website after simply typing our website into the browser, this is considered ___________.

An assisted conversion

What is an example of the type of data you could find in Google Search Console?

The number of impressions your website gets in Google search results

For the typical website, which metric should be considered of primary importance for determining the effectiveness of SEO?

The increase in conversions attributable to organic search

When possible, it is best to look atSEO-related traffic metrics compared to the same period the prior year because ____________.

This type of comparison accounts for seasonal effects on search demand

An increase in keyword rankings with no corresponding increase in sales from search engine traffic could be the result of all of the following except __________.

Search algorithm mistake

Website A uses SEO to generate visitors, then tries to get those visitors to leave Website A to buy products on Website B in order to get a sales commission. Website A is known as ___________.

An affiliate site

What is considered best practice when making sure that the text embedded in an image can be crawled and indexed?

Websites should also include the embedded text in HTML form outside the image, to ensure crawlability

A web design technology that automatically adapts website content, images, and navigation to fit the screen size is ____________.

Responsive web design

Which of the following is not one of the ways to ensure that a page of your website is crawled?

Include the page URL on employee business cards

Which of the following most accurately describes the purpose of a robots.txt file?

It gives a website's instructions specifically to search engine crawlers

What is the appropriate format of a meta robots tag configured to keep a page from appearing in search results and keep links on the page from being crawled?

)

One way to effectively address the potential problem of having multiple duplicate content pages(without removing or redirecting them) is to use ______________.

Rel="canonical" tags

Which type of redirect tells search engines that a URL has been permanently moved, and is best for SEO purposes?

301

For maximum SEO benefit (e.g., links),it is best to host foreign language versions of your content ____________.

On a single top-level domain using subfolders (subdirectories)

You can help search engines to understand different language versions of a page of content using the ___________ tag.

HREFLANG

Which of the following adds extra security to a website via encrypting information passed by visitors to the website (e.g.,submitting information through a formula?

SSL certificate

Which element of the search process do search engines not use for the purposes of incorporating user behavior into its algorithm?

The searcher's choice of which pages to visit while on a website

The collection of information about a web page that appears on the search result and influences whether searchers will decide to click or not is called the ___________.

Snippet

Which of the following is the ideal way to treat mobile website visitors, for SEO purposes?

Use responsive web design to adapt website content to the screen size

The following are all important focal points a website owner can address for ensuring high quality mobile website user experience (UX), except_____________.

High-speed internet connectivity

Due to some unnecessarily stuffed page code, it takes a noticeably long time before a touchscreen tap on a button of our webpage is registered. This is most likely to impact our __________ score amongGoogle's Core Web Vitals.

First Input Delay

How does browser caching make a web page with images load faster?

It stores web page image files on the computer for faster retrieval during future visits

"ADA compliance" is about ensuring that the website experience delivers equal access to information and services to those with _________.

Disabilities

Each of the following are ways to deliver media more quickly to website visitors, except __________.

Cookies

How are privacy policies related to SEO?

Privacy policies only contribute indirectly by building visitor trust, which may lower bounce rates

Which of the following is an example of "intrusive interstitials" that could put a website at risk of a ranking penalty?

Displaying a full-screen pop-up advertisement prior to page load

Why is performing keyword research critical to an SEO strategy?

Keyword research allows us to prioritize content based on what people actually care about

How can website analytics assist in doing keyword research?

Analytics can provide data about all of the keywords people search to get to our website

Which of the following is not considered a type of internal data that can be useful when doing keyword research?

Third-party keyword research tools

Prior to beginning an SEO strategy, ______________ can provide the best data about which keywords might convert well for us long-term.

Running a search ad campaign

In Google Search Console, a keyword's ___________ can be a good indication of whether your website is very relevant to searcher intent.

Click-through rate

Which of the following is an example of a non-branded keyword?

Tree removal services

Which Google source of keyword data can help you identify longtail keywords that are searched less than 10 times per month?

Google autocomplete results

When doing keyword research, the most important keyword factor when narrowing down keywords to a manageable list is __________.

Relevance to our business

Which of the following keywords would be more informational than transactional?

Types of lawyers

Which type of keyword research data can best help you understand the subtle nuances and differences in search intent between different keywords?

Talking to educated customers