MKT5410 Study Guide

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website?

Links from 10 websites mean a higher link diversity than links from one website

A low conversion rate can be caused by all of the following EXCEPT

Overly Responsive Design

For a search engine, "relevance" refers to

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?

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

I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines?

The link will not pass link authority to Jane.com

Analysis Paralysis occurs when

The sheer volume of data overwhelms a manager and causes inaction

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches?

They will improve homepage rankings

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites?

Website B, because it has higher link freshness.

A website that sells software made 100 sales of $200 each from 2,000 sessions (for a total of $20,000 in revenue and profit - the marginal cost of these sales was $0) The average cost to generate each session was $5 (the traffic came from a paid advertising campaign). Were these 2,000 sessions profitable?

Yes

An editorial link is

a link created voluntarily by another website owner because he/she values the website's content

5) _____ is a static, client-side programming language (as opposed to a dynamic, server-side language). a) HTML b) PHP c) Peri d) Java

a) HTML

1) A landing page is the first webpage a visitor to a site sees. a) True b) False

a) True

1) URL stands for "uniform resource locator." a) True b) False

a) True

10) Images on a landing page can detract or deter a visitor from doing what the advertiser wants them to do. a) True b) False

a) True

3) Internet marketers typically create landing pages designed to maximize visitor conversions. a) True b) False

a) True

4) The terms "above the fold" or "upper fold" refer to the portion of the website that can be seen without scrolling down the page. a) True b) False

a) True

5) Every item on a landing page should contribute to conversions or fulfill the goal of the landing page. If it does not, it should be deleted from the webpage. a) True b) False

a) True

7) If a company advertises on other websites with banner or text ads, the color scheme of its landing page should match the ad campaign theme, color, and message. a) True b) False

a) True

8) Because CTA buttons on a landing page are crucial for success, A/B tests should be run on the color, shape, and size of the button that brings the highest level of conversions. a) True b) False

a) True

9) CTA buttons on landing pages typically include visual cues, such as gradients, borders, shadows, glowing edges, or arrows to signal the spot is clickable. a) True b) False

a) True

11) Types of landing pages include all of the following, except: a) blog landing pages b) multi-product landing pages c) lead-generation landing pages d) single-product landing pages

a) blog landing pages

20) An alternative to the multi-product landing page is a multi-category landing page, which should be used when: a) consumers are likely to have general category preferences b) there are too many products to display on one page c) the landing site has multiple pages d) the product is complicated and requires extensive explanations or images

a) consumers are likely to have general category preferences

13) The primary conversion metric for media websites is: a) engagement b) purchases c) leads d) clicking affiliate links

a) engagement

14) A search engine like Expedia makes money when a user: a) makes a booking b) creates an account c) posts content signs up for emails

a) makes a booking

19) All of the following are good ways to optimize form completion for visitors to a landing page, except: a) provide some type of financial incentive to complete the form b) set the cursor so it is already flashing in the first form field c) use a browser cookie to auto fill appropriate fields for repeat visitors d) frame the form so that it stands out on the page

a) provide some type of financial incentive to complete the form

23) A basic A/B test works best by: a) taking an existing webpage and making a change to just one element of the page b) taking an existing webpage and making a change to more than one element of the page c) testing a completely new webpage without a call to action d) testing a completely new webpage by adding extra navigation buttons

a) taking an existing webpage and making a change to just one element of the page

2) A landing page can be a product page or stand-alone page that is the destination of a banner, display or search ad, but it cannot be the website's home page. a) True b) False

b) False

2) In terms of traffic generation, most comes from direct traffic. a) True b) False

b) False

3) Unpaid referral traffic comes from banner, text, or rich media ads that a website sponsors on other websites. a) True b) False

b) False

6) It is necessary for landing pages to have a navigation bar, especially to the homepage. a) True b) False

b) False

15) Which of the following is not part of the AIDA model? a) Awareness b) Involvement c) Desire d) Action

b) Involvement

14) Which of the following should go in the upper fold of a lead-generation landing page? a) Links to Terms and Conditions page b) Phone number c) Extensive content d) Disclaimers

b) Phone number

22) All of the following are design elements of a landing page that instill trust in site visitors, except a) professional photography b) guarantees, such as shipping c) highly visible product pricing d) accessible privacy policies

b) guarantees, such as shipping

17) All of the following are design elements of a landing page that instill trust in site visitors, except a) secure payment methods b) large, clear, colorful action buttons c) social media presence d)visible contact information

b) large, clear, colorful action buttons

9) Both paid search traffic and paid referral traffic are primarily the result of: a) successful search engine optimization b) online advertisements c) offline advertisements d) behavioral targeting

b) online advertisements

11) In general, advertisers are willing to pay more if: a) their ads are shown to younger consumers b) they can more precisely target potential customers c) they can show their ad repeatedly to the same individual d) their ads are humorous

b) they can more precisely target potential customers

Organic search results are typically displayed

below the paid ads

18) When trying to increase the number of leads received from a lead-generation landing page, which of the following is NOT a best practice? a) Make a submission button that stands out b) Test different layouts of form fields c) Increase the number of required form fields d) Position the form in the upper fold of the landing page

c) Increase the number of required form fields

21) Single-product landing pages should have a) red CTA buttons b) a long form the user must fill out with multiple required fields c) an image of the product d) video testimonials from customers

c) an image of the product

10) Unpaid search traffic comes when a user clicks on: a) the top advertised listing b) Google Shopping Ads c) an organic search result d) a banner ad

c) an organic search result

4) Cookies are able to: a) process server requests b) convert the URL to a domain name c) identify the requesting computer to the server d) construct the HTML code that is sent to the requesting computer

c) identify the requesting computer to the server

7) Anika is looking for camping supplies and sees a link to CamperWorld after she types in the search words "camping supplies" on Google. This is an example of a) direct traffic b) paid referral traffic c) search traffic d) unpaid referral traffic

c) search traffic

15) If a company advertises on the keyword discounted android tablet, the best type of landing page to use would be a: a) multi-product landing page b) subscription landing page c) single-product landing page d) long-copy landing page

c) single-product landing page

13) Multi-product landing pages should include all of the following, except: a) product images b) call to Action c) subscription offer d) unique value proposition

c) subscription offer

Content marketing differs from advertising in that

content marketing is meant to entice readership/viewership on its own merits

An analytics package records all of the following information from visitors EXCEPT: a) Location of the visitor b) Browser being used c) The timing of the visit/Click d) Hard Disk Space of the computer

d) Hard Disk Space of the computer

12) If a company advertises a specific product in an ad or email, then it would be best to use a _______ landing page. a) long-copy b) multi-product c) lead-generation d) single-product

d) single-product

6) Direct traffic refers to visitors who: a) come to a site directly from a search engine b) use a mobile device to browse the Internet c) previously clicked on a banner ad d) type the URL directly into their browser's address bar

d) type the URL directly into their browser's address bar

8) Website traffic that comes from clicking on the organic search results on a search engine is: a) direct traffic b) referral traffic c) paid search traffic d) unpaid search traffic

d) unpaid search traffic

16) All of the following statements about the use of images on landing pages are true, except: a) images should be of professional quality b) A/B testing can be used to test the performance of images c) the right images can encourage visitors to explore the page further d) visitors normally read the text closely on landing pages, so text is essential to accompany the images

d) visitors normally read the text closely on landing pages, so text is essential to accompany the images

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered

editorial links

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?

https://jane.com/maternity

Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links?

manual links

During a one week period, a website had 3,000 total pageviews from 500 sessions. What is the site's average page depth?

3,000/500 = 6

Of 500 sessions that occurred on a website during a one week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. What is the homepage's entrance rate?

40% = 200/500

A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs with 20 of those leads. What is the conversion rate and what is the close rate?

8%;25% 80/1000 20/80

Why is a high bounce back rate a negative signal of a webpage's quality?

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

The most reliable way to measure advertising effectiveness is to:

Conduct a carefully controlled experiment

12) Which of the following would not be a secondary conversion metric for an e-commerce website? a) Sing up for emails b) Create an account C) Pay for a premium account D) Make a purchase

D) Make a purchase

A retail website that wants to track its conversion rate should set up what type of goal?

Destination

What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>

Fashion Deals

Of 500 sessions that occurred on a website during a one week period, 200 of them started on the homepage; 100 of these 200 sessions saw only the homepage before leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted of only one pageview. Which is higher: the site bounce rate or the homepage's bounce rate?

Homepage Bounce Rate

A company wishing to rank for local searches should first

register and verify its business with Google's My Business

"Long tail keywords" are

search terms with lower volume than "fat head keywords"

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that

the content will have built-in distribution

Even a highly relevant keyword may not be worth pursuing in your SEO if

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?

the keyword on which your site ranks #9

The benefit of keyword mapping is

to organize SEO efforts across the many search phrases the website is targeting to make sure the most appropriate webpage shows up on the SERP for every search phrase to prevent keyword cannibalization in a website's SEO efforts All of these options