Chapter 4

The benefit of keyword mapping is. 1) To prevent keyword cannibalisation in a website's SEO efforts. 2) All of these options. 3) To make sure the most appropriate webpage shows up on the SERP for every search phrase. 4) To organise SEO efforts across the many search phrases the website is targeting.

All of these options.

Why is a high bounce back rate a negative signal of a webpage's quality? 1) Because this behaviour is an indicator that the website might be engaging in click fraud. 2) Because this behaviour indicates that the searcher did not like what they saw or find what they were looking for. 3) Because the search engine must load the SERP again, and this wastes the server's bandwidth. 4) Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate.

Because this behaviour indicates that the searcher did not like what they saw or find what they were looking for.

Organic search results are typically displayed. 1) On page 1 2) Below the paid ads 3) At the top of the SERP 4) Interspersed with paid ads

Below the paid ads

A company wishing to rank for local searches should first. 1) Register and verify its business with Google's My Business. 2) Change its business name to include its more important keywords. 3) Ask its customers for reviews on Yelp and other similar websites. 4) Begin advertising on Google's ad network.

Register and verify its business with Google's My Business.

"Long tail keywords" are. 1) Search term for niche product categories. 2) Search terms done on mobile devices. 3) Search terms with lower volume than "fat head keywords". 4) Search terms that produce a low conversion rate.

Search terms with lower volume than "fat head keywords".

For a serach engine, "relevance" refers to. 1) How many pages on the website link to one another. 2) The extent to which a webpage's content matches the searcher's query. 3) Whether a website has been visited by the searcher before. 4) The traffic level of the website.

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? 1) The website will be better organised. 2) The images are more likely to show up on image searches that use 'maternity'. 3) Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. 4) Individual product pages that sell maternity products will automatically be optimised for relevant searches.

The images are more likely to show up on image searches that use 'maternity'.

Even a highly relevant keyword may not be wroth pursuing in your SEO if. 1) The keyword is often misspelled. 2) The keyword is too long. 3) The keyword has no traffic. 4) The keyword is synonyms with other terms.

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? 1) The keyword on which your site ranks #9. 2) The keyword on which your site ranks #98. 3) The keyword on which your site ranks #112. 4) The keyword on which your site ranks #1.

The keyword on which your site ranks #9.

Jane.com sells clothing accessories. They want their line of maternity clothing show up on searches that include 'maternity'. What should the URL for the maternity category page be? 1) https://maternity.jane.com/ 2) https://jane.com/category5 3) https://jane.maternity.com/ 4) https://jane.com/maternity

https://jane.com/maternity