Chapter 10 SEO
More than __________ of all searches take place on a mobile device in the U.S. and Japan, with about half local intent.
Half
Why is it unwise for search marketers to ignore mobile search
Mobile search is outpacing desktop search
Types of search include
Voice search
The objective of keyword bidding is to get the best ranking for the lowest cost.
True
With PPC (Pay Per Click), firms bid on keywords to obtain lucrative ad ranking.
True
A good goal for keyword density on a website should be
1 to 3 precent
A good goal for keyword density on a website is _______%.
1-3%
Which is not an organic search factor: linking relationships, ad placement, website content, keyword density
Ad placement
Which of the following is an application of search engine marketing: Providing content, lead generation, driving traffic to websites
All of these are correct
When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site?
Before developing an organic search, while developing an organic search campaign, after developing an organic search campaign
3 major influencers on organic search rank include: links, ________, and rankbrain.
Content
Higher ticket purchases are most likely to be made on a mobile device.
False
Steps in the SEO (Search Engine Optimization) process include: 1. Define the Target Market 2. ____________________________________ 3. Develop a Search Strategy > Keywords and Phrases 4. Develop a Related Content Strategy 5. Redesign Site With Keywords and Content in Mind 6. Register the Site with Search Engines 7. Good to Implement a Paid Search Campaign to Boost the Organic SEO
Find out what users search for and why they search
Google, and other search engines, use the following data to make search results relevant: (check all that apply)
Geographical location Search history IP adress Type of device (mobile or laptop) Browser cache and cookies Previously clicked links Other Google accounts (ex. Gmail)
The objective of keyword bidding is to
Get the best ranking for the lowest cost
The search engine responsible for the most searches is
What does a page rank indicate?
How important a page is on the web
_____________ is a mathematical algorithm that indicates how important a page is - the search results from SEM, indicating how important a page is on the web, how important a search ranking is on the web and how important a search term is on the web.
Page rank
A search engine determines rank on its results page by
Proprietary algorithms
____________ , or voice usage, is defined as a machine learning query enhancement tool to take into account the relevance and context of search to match queries to relevance.
Rankbrain
SEO, or ________________, is when marketers edit code and content to improve visibility in search engines without paying.
Search Engine Optimization
Which of the following best describes the relationship between search and social media
Search marketers are very interested in social media simply because consumers are on social media
A key factor in SEO (search engine optimization) is:
Technical (indexing, user experience, site map, etc.) Content (content with purpose, title, keyword research, etc.) Off site SEO (Google My Business, Social Media Consistency, etc.)
Search marketers are interested in social media simply because consumers are on social media.
True
Search Engine Optimization (SEO) is a complicated process with activities that must be carried out by a multidisciplined team, including the marketing department, webmaster, customer service team, etc.
True
The majority of searches are now conducted on a mobile device.
True
