ch 12 (unit 3)

Question 1

what is seo?
- search engine optimization
- search engine order
- search energy optimization
- search engine origination

Answer 1

• search engine optimization

Question 2

providing a great user or visitor experience begins with ___
- keywords
- content
- url
- design

Answer 2

design

Question 3

what are the links from external sites that occur because someone who found web content on the linked-to page useful?
- natural backlinks
- manufactured backlinks
- self-created backlinks
- none

Answer 3

• natural backlinks

Question 4

what occurs each time an ad is displayed?
- landing page
- impression
- click
- cost per click

Answer 4

• impression

Question 5

what is the last step in creating a ppc ad campaign
- build a landing page
- test the ad
- create the ppc ad
- set targeting options

Answer 5

test the ad

Question 6

displaying ads to people who have visited your website is an advertising technique known as __
- remarketing
- search marketing
- seo
- phishing

Answer 6

• remarketing

Question 7

what is the rate of incidents called of someone visiting a single page and then exiting the site from that page without visiting other pages on the site?
- call-to-action rate
- bounce rate
- cost per click rate
- click rate

Answer 7

bounce rate

Question 8

what is a google metric that considers keyword quality, ads and landing page experience?
- indexing
- impressions
- quality score
- crawling

Answer 8

quality score

Question 9

one of the most important elements of digital marketing is __
- search engine optimization
- pay per click
- bounce rate
- quality score

Answer 9

search engine optimization

Question 10

clicks are usually a small subset of the number of __
- impressions
- quality scores
- conversions
- none

Answer 10

impressions

Question 11

search engine optimization (seo)

Answer 11

A practice whose goal is to make a website easier to find by ranking high on a search results page

Question 12

seo’s value

Answer 12

How many online searches do you perform a day?
How likely are you to go to the second page of results?
What seems more credible — a website found on the fifteenth page of results, or the first?
Failing to rank high on the Search Engine Results Page dramatically limits its visibility to those who would buy it

Question 13

seo goals

Answer 13

Have web pages included in the results of as many searches as possible
Appear at the top of the first SERP, or as close to the top as possible

Question 14

To find relevant content on web pages, search engines are constantly performing two task: indexing and crawling

Answer 14

Indexing: Search engines create an index of all content stored online
Crawling: Search engines use “crawlers,” programs that visit every page of each site online to determine what content they hold

Question 15

authority

Answer 15

Search engines consider a page’s relevancy and its popularity

Question 16

google ranks by

Answer 16

Google does not rank an entire website, but the individual pages of a website
This implies that each page must be optimized for searches

Question 17

factors of relevancy ranking

Answer 17

Design
Content
Keywords and Titles
Page text
URLs
Length
Unique content
Images
Bounce rate and Dwell time
Page load time

Question 18

determining relevancy ranking

Answer 18

Search Engines use the frequency of links from quality sites to determine a quality score
When a high quality site (such as Target) links to a smaller site, it raises their quality score

Question 19

quality score

Answer 19

What is known is that Google assesses and assigns a “Quality Score” to every web page. While it isn’t known exactly what factors it considers when assigning a Quality Score, what is clear is that it considers the same things we, as humans, would consider. We like useful, quality content that is easy to consume, well laid out, and helpful to us. Pages with that kind of content get more visits and shares.

high Quality Scores to get an SEO benefit.

Question 20

quality scores (important)

Answer 20

Several external links from pages with low quality scores:
This page will not rank well for search

A few external links from pages with high quality scores:
This page will rank reasonably well for search

Several external links from pages with high quality scores:
This page will rank well for search

Question 21

backlinks

Answer 21

Performing off-site SEO is very much about gaining quality and quantity of links from external sites, known as “backlinks” in the world of SEO. The process of getting these links is called link-building.

Question 22

natural backlinks

Answer 22

Natural backlinks: occur because someone who found web content on the linked-to page useful

Question 23

manufactured backlinks

Answer 23

Manufactured backlinks: occur through intentional link-building activities

Question 24

self-created backlinks

Answer 24

Self-created backlinks: occur when links are intentionally embedded for SEO

Question 25

off site seo (popularity)

Answer 25

page title
header tags
meta descriptions

Question 26

on site seo

Answer 26

keywords
urls
image alt text
internal links
page title
header tags
meta descriptions

Question 27

impressions

Answer 27

Occurs each time an ad is displayed

Question 28

clicks

Answer 28

Occurs whenever a PPC ad is clicked upon

Question 29

cost-per-click (CPC)

Answer 29

the amount of money an advertiser pays when someone clicks on its ad

Question 30

click-through-rate (ctr)

Answer 30

represents the percentage of clicks to impressions

Question 31

conversion

Answer 31

occurs when web visitors take the desired action on the landing page that the ad takes them to, such as making a purchase, subscribing, registering for an event, etc.

Question 32

landing page

Answer 32

website page that visitors are directed to when they click on a PPC ad

Question 33

call-to-action (cta)

Answer 33

Usually a button on the landing page that clearly indicates what is hoped a visitor will do as a result of visiting the page

Question 34

quality score

Answer 34

a Google metric that considers keyword quality, ads, and landing page experience

Question 35

ppc model

Answer 35

Pay-Per-Click ads charge the marketer only when an ad is clicked on

PPC is remarkably simple to understand when it comes to cost: advertisers pay to have ads run online, and the only time the advertiser pays is when the ad is clicked on.

Question 36

search engine marketing

Answer 36

An ad that appears as though it is an organic search result when it is in fact sponsored content

Search Engine Marketing (SEM) is the practice of exploiting the searches that people do by showing them targeted ads that relate to their searches in the SERP.

Question 37

steps for ppc ad

Answer 37

1. Define the audience
2. Set an objective
3. Research the keywords
4. Build a landing page
5. Create the PPC ad
6. Set ad keyword bids and targeting options
7. Test the ad

Question 38

(online display ad networks) advertising network

Answer 38

the company that provides the network and infrastructure

Question 39

(online display ad networks) publishers

Answer 39

the people or organizations that own the websites that accept advertising.

Question 40

(online display ad networks) advertisers

Answer 40

the people or organizations that create and pay for the ads that through the GDN.

Question 41

aspects of a quality ad

Answer 41

Creates visual interest to attract attention
Communicates a compelling value proposition
Invites action through an easy-to-see call to action
Synchronizes messages between ad and landing page

Question 42

remarketing

Answer 42

Remarketing relies on the use of “cookies”
Advertisers set up remarketing campaigns to show ads to people who’ve visited their websites
Remarketing ad campaigns work well because a majority of people who visit websites leave without taking the desired action