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1
Q
A
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2
Q

What is Search Engine Optimisation (SEO)?

A

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

SEO focuses on unpaid efforts to improve visibility.

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3
Q

List the components of a Search Engine Results Page (SERP).

A
  • Google Search Box
  • Paid Ads
  • Shopping Ads
  • Paid Listings
  • Organic Listings

Marketers use Search Engine Marketing (SEM) for paid listings and SEO for organic listings.

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4
Q

True or False: 91% of searchers will click past the first results page.

A

False

Most users do not click past the first page of search results.

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5
Q

What are micro-moments?

A

Intent-rich moments when people reflexively turn to a device to act on a need to learn, do, discover, watch, or buy something.

Micro-moments are shaped by the immediacy of mobile devices.

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6
Q

Fill in the blank: Search Engine Optimisation aims to increase the _______ and quality of traffic to your website.

A

[quantity]

SEO focuses on both the amount and the quality of incoming traffic.

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7
Q

What is the significance of understanding Google’s algorithms in SEO?

A
  • Make search better for users
  • Contribute to the Internet’s healthy growth
  • Reward sites with higher ranking for compliance
  • Penalise sites for cheating the system
  • Constantly evolving and hard to predict

Understanding algorithms is crucial for effective SEO strategies.

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8
Q

List some of Google’s algorithm updates.

A
  • Panda
  • Penguin
  • Hummingbird
  • Pigeon
  • Mobile Friendly
  • RankBrain
  • Possum
  • Fred
  • BERT
  • SpamBrain

Each update aims to improve search results and user experience.

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9
Q

What does the Panda update aim to achieve?

A

Reward websites with high-quality content and punish low-quality websites.

Panda assesses content duplication and quality.

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10
Q

What is keyword stuffing?

A

The practice of loading a webpage with keywords or numbers to manipulate a site’s ranking in Google search results.

SEO marketers should avoid keyword stuffing and ensure natural content.

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11
Q

Name three search engines.

A
  • Google
  • Bing
  • Yahoo

Other search engines include Naver and DuckDuckGo.

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12
Q

How do search engines differ from one another?

A

They use different algorithms and methods to rank search results.

Each search engine has its unique approach to indexing and retrieving data.

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13
Q

What is the primary goal of SEO?

A

To increase visibility and traffic to a website through organic search results.

SEO is crucial for businesses seeking to enhance their online presence.

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14
Q

What are the two main types of optimisation techniques in SEO?

A
  • On-page Optimisation
  • Off-page Optimisation

On-page techniques involve changes to the website itself, while off-page techniques focus on external factors.

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15
Q

What is the difference between White Hat and Black Hat techniques in SEO?

A
  • White Hat: Ethical SEO practices that comply with search engine guidelines
  • Black Hat: Unethical practices aimed at manipulating search rankings

Using Black Hat techniques can lead to penalties or bans from search engines.

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16
Q

What is the role of keyword research in SEO?

A

To identify the right keywords that potential customers use to search for products or services.

Effective keyword research informs content creation and optimisation strategies.

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17
Q

True or False: SEO is only about increasing traffic regardless of quality.

A

False

SEO aims to improve both the quantity and quality of traffic to a website.

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18
Q

What is the significance of SEO?

A

SEO is important for improving visibility and ranking in search engine results.

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19
Q

What does the Penguin update target?

A

The Penguin update targets websites that use low-quality links and keyword stuffing.

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20
Q

True or False: SEO marketers should use fake links.

A

False

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21
Q

What is a link in the context of SEO?

A

A link is a path that connects webpages together.

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22
Q

What does a higher page rank indicate?

A

A page with more links is considered a better page.

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23
Q

What is the purpose of the Hummingbird update?

A

The Hummingbird update helps Google better interpret search queries and match searcher intent.

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24
Q

Fill in the blank: Hummingbird uses _______ to improve search results.

A

natural language processing

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25
What does the Pigeon update aim to enhance?
The Pigeon update aims to increase the ranking of local listings in search results.
26
What should SEO marketers provide to improve local search results?
Information on Google My Business, such as company location.
27
What does the Mobile Friendly update ensure?
It ensures that mobile-friendly pages rank at the top of mobile search results.
28
What is RankBrain?
RankBrain is a machine learning system that helps Google understand the meaning behind search queries.
29
What is the goal of the Possum update?
To ensure local search results are more dependent on the searcher's location.
30
What does the Fred update target?
The Fred update targets black-hat tactics related to aggressive monetization.
31
What is BERT in the context of SEO?
BERT is an algorithm update that helps Google understand search queries based on context and sequence.
32
How does SpamBrain function?
SpamBrain uses A.I. to identify spam and low-quality websites.
33
True or False: SEO marketers should focus on creating quality content.
True
34
What do SEO Key Performance Indicators (KPIs) measure?
KPIs measure the effectiveness of SEO strategies in achieving desired outcomes.
35
What does the 'Position' KPI indicate?
It shows where a website ranks in search engine results pages (SERPs).
36
What does the 'Traffic' KPI measure?
It measures the amount of traffic coming to a site and its sources.
37
Fill in the blank: The _______ update helps Google understand long sentences in context.
BERT
38
What is the purpose of the Mobile Friendly update?
To rank mobile-friendly pages higher in mobile search.
39
What should SEO marketers avoid to improve site rankings?
Using black-hat tactics that cheat search engine algorithms.
40
What is the effect of keyword stuffing?
It can lead to penalties from search engines.
41
What does SEO stand for?
Search Engine Optimisation
42
What are the two main types of SEO techniques?
On-Page and Off-Page Techniques
43
What is a KPI in the context of SEO?
Key Performance Indicator
44
What does the traffic KPI measure?
Search volumes achieved for relevant terms
45
What is the purpose of Google Analytics in SEO?
To review traffic source reports, visitor numbers, and traffic volume based on keywords
46
What does the conversion KPI relate to?
Volume and relevance of search traffic with predefined objectives
47
What is On-Page Optimisation?
Measures taken directly within the website to improve search ranking
48
What are the three parts of On-Page Optimisation?
* Keywords * Content * Site Structure
49
What is a search term?
A commonly used phrase that users type into search engines
50
What defines a keyword?
A significant word or phrase related to the website content
51
What are long-tail keywords?
Typically 3 to 4 keyword phrases with low-volume search queries
52
Why are long-tail keywords valuable?
They have lower competition and attract higher qualified traffic
53
What should you do with keywords once chosen?
Incorporate them into website content
54
What should you avoid when using keywords?
Compromising the quality of content for keyword optimisation
55
What is the function of URLs in SEO?
To assist users and search engines by being readable and relevant
56
What should page names be based on?
Relevance to the page content
57
What is the role of headings in On-Page Optimisation?
To facilitate structure and guide users and search engines
58
What are Meta Tags used for?
To index your site by search engines
59
What is breadcrumb navigation?
A miniature menu that shows the current page location
60
Where should keywords ideally be placed in the first paragraph?
Within the first line of text
61
What should you include in the body of the text?
Relevant keywords once or twice
62
What is Anchor Text?
The hyperlink shown as clickable text within content
63
What is the purpose of alternative text for images?
To help search engines understand the image content
64
What should the maximum length of alt text be?
4 to 6 words
65
What is the importance of site structure in On-Page Optimisation?
To ensure a hierarchy among web pages
66
How many levels should a website ideally have?
No more than 3 or 4 levels
67
What is the recommended maximum number of levels for a website?
3 or 4 levels
68
What does 'bouncing' mean in the context of website traffic?
A user enters a website, does not interact, and exits back to the SERP or closes the window.
69
Why is website structure important for SEO?
Google considers bounce rates when determining ranking.
70
What can high bounce rates indicate to search engines?
A website may be viewed as a bad match for the search term.
71
List three key components of On-Page Optimisation.
* Keywords * Content * Site Structure
72
What are effective ways to break up content on a webpage?
* Bullet points * Headings * Images
73
What is the main purpose of Off-Page SEO?
To improve website ranking by increasing quality links.
74
What is a hyperlink?
An icon, graphic, or text in a document that links to another file or webpage.
75
What is a Call-to-action Link?
A link that encourages users to take an action, like 'click here'.
76
Define Evergreen Content.
Content that is always relevant and can be used as a resource by others.
77
What are Influential Websites in the context of link building?
Highly popular websites that meet consumer interests and needs.
78
What should a local business focus on for link building?
Getting links from local and relevant businesses.
79
What defines Authoritative Websites?
Websites that are highly credible and usually rank higher on SERPs.
80
What is the role of social sharing in Off-Page SEO?
To encourage users to share content across their social media networks.
81
What are the two types of keyword research?
* Online * Offline
82
Name one method of Offline Keyword Research.
* Brainstorming
83
List two tools used for Online Keyword Research.
* Google Autocomplete * Google Keyword Planner
84
What is the purpose of Customer Surveys in keyword research?
To establish the phraseology and colloquial jargon used by customers.
85
What is the benefit of listening to customers for keyword research?
It helps collate common terms used by customers, saving time and money.
86
Fill in the blank: A link with keywords, such as 'Sports for women with Nike', is called a _______.
Keyword Link
87
True or False: High-quality inbound links contribute nothing to off-page SEO.
False
88
What is the purpose of conducting focus groups and interviews?
To uncover search terms used by your customer base ## Footnote Engaging directly with customers helps identify the language they use, which can inform keyword strategies.
89
Who are the best individuals to report on common jargon in your industry?
Your colleagues ## Footnote They interact with customers and can provide insights into the terminology used.
90
What is Google Autocomplete particularly good for?
Long-tail keyword research ## Footnote It suggests popular search terms based on user input.
91
What should you do before using Google Autocomplete for keyword research?
Clear your search history, cache, cookies, and temporary files ## Footnote This ensures that suggestions are based on general trends rather than your personal search history.
92
What does Google Trends analyze?
The rise and fall of keyword trends ## Footnote It helps identify trending terminology to avoid targeting outdated keywords.
93
What does KeywordSheeter.com do?
Mines Google Autocomplete for large amounts of keyword suggestions ## Footnote It focuses on quantity over quality, so further analysis is needed.
94
What is the purpose of the Google AdWords Keyword Planner?
To provide reports on keywords and their average monthly searches ## Footnote It helps assess competition and identify high-potential keywords.
95
What information can you gather from Google Trends related to a keyword?
Percentage of searches over a specified time range ## Footnote This helps in understanding the keyword's popularity over time.
96
What are top rising keywords?
Keywords that have seen a notable increase in searches ## Footnote 'Breakout' indicates a significant spike in searches.
97
What technique should be used to gather recommended keywords for a business?
Combination of brainstorming, Google Trends, and Keyword Sheeter ## Footnote This approach allows for a diverse set of keywords.
98
Why is Search Engine Optimisation (SEO) important for businesses?
To improve visibility on Google search ## Footnote Higher visibility can lead to increased traffic and conversions.
99
What is the main goal of RamenRah!?
To capture a good mix of affluent locals and foreigners ## Footnote This demographic strategy aims for successful upscale dining experiences.
100
What unique feature does RamenRah! offer?
Halal Japanese restaurant options ## Footnote It aims to cater to a broader audience in Singapore.
101
Fill in the blank: The special dish introduced by RamenRah! is called the _______.
Spicy Ramen Godzilla ## Footnote This dish targets consumers who enjoy spicy food.
102
What are the components of Google Search?
SERP Components, Algorithm Updates, SEO KPIs ## Footnote Understanding these elements is crucial for effective SEO strategies.
103
What are the two main types of optimisation in SEO?
On-page optimisation and Off-page optimisation ## Footnote On-page includes keywords and content, while off-page includes link building.

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