Ch. 4 On Site SEO

A company wishing to rank for local searches should first a) register and verify its business with Google's My Business b) ask its customers for reviews on Yelp and other similar websites c) begin advertising on Google's ad network d) change its business name to include its more important keywords

a) register and verify its business with Google's My Business

"Long tail keywords" are a) search terms with lower volume than "fat head keywords" b) search terms that produce a low conversion rate c) search terms done on mobile devices d) search terms for niche product categories

a) search terms with lower volume than "fat head keywords"

For a search engine, "relevance" refers to a) the extent to which a webpage's content matches the searcher's query b) whether a website has been visited by the searcher before c) the traffic level of the website d) how many pages on the website link to one another

a) the extent to which a webpage's content matches the searcher's query

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? a) The website will be better organized. b) The images are more likely to show up on image searches that use 'maternity'. c) Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. d) Individual product pages that sell maternity products will automatically be optimized for relevant searches.

b) 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 a) the keyword is too long b) the keyword has no traffic c) the keyword is synonymous with other terms d) the keyword is often misspelled

b) the keyword has no traffic

If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts? a) the keyword on which your site ranks #1 b) the keyword on which your site ranks #9 c) the keyword on which your site ranks #98 d) the keyword on which your site ranks #112

b) the keyword on which your site ranks #9

Why is a high bounce back rate a negative signal of a webpage's quality? a) Because the search engine must load the SERP again, and this wastes the server's bandwidth. b) Because this behavior is an indicator that the website might be engaging in click fraud. c) Because this behavior indicates that the searcher did not like what they saw or find what they were looking for d) Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate

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

Organic search results are typically displayed a) on page 2 b) at the top of the SERP c) below the paid ads d) interspersed with paid ads

c) below the paid ads

The benefit of keyword mapping is a) to make sure the most appropriate webpage shows up on the SERP for every search phrase b) to organize SEO efforts across the many search phrases the website is targeting c) to prevent keyword cannibalization in a website's SEO efforts d) all of the above

d) all of the above

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? a) https://jane.com/category5 b) https://maternity.jane.com/ c) https://jane.maternity.com/ d) https://jane.com/maternity

d) https://jane.com/maternity