SEO Final

When structuring a site for international SEO, which of the following gives the clearest signal to search engines?

ccTLDs (example.us)

Which of the following queries would most likely show an answer box result?

"can my dog eat peaches"

In which of the following instances might it make sense to use a subdomain versus a subfolder?

- Mielo is a global corporation with many different versions of their website to accommodate different languages. - David's Bridal is launching a blog. Given the creative requirements, the blog must be hosted on a different CMS than the rest of the site. - Salesforce acquires another technology company. The acquired company will remain its own brand and keep the structure of its website, even though it will become a part of the Salesforce family of companies.

You're working for Glamour Magazine and you create the ultimate guide to "what to wear on a breakfast date." One of your goals is to rank at the top of the organic search results for queries like "outfit for breakfast date," and "breakfast date what to wear." It's important to build some authority to the page and one way to do that is by getting third party sites to link to it. Which of the following tactics might you use to do so? Select all that apply.

- Prospect thought leaders in fashion on BuzzSumo and reach out to them to see if they would be willing to write about breakfast fashion and link to the guide. - Reach out to the Glamour PR team and see who they already have in their rolodex. In other words, ask them which other websites and bloggers they have relationships with. Work with the PR team to develop a prospect list and have the PR team reach out since they have existing relationships.

Which of the following is a best practice when performing outreach? Select all that apply.

- Provide direction as to where you think the link would/could live. - Make it about them and their audience. - Be sensitive to time of day and day of week. - Ask them a question to engage them.

If meta data is done correctly, in what ways will it help improve the user's experience? Select all that apply.

- improve CTR - improve contextual relevance - improve user experience

Children's Hospital of Philadelphia (CHOP) has a blog with several posts that are almost identical and do not provide unique value to the reader. Which of the following actions should CHOP take to minimize the negative impact on their organic search performance and user experience?

301 re-direct

In order to ensure your metadata will not get cut off in search results, title tags should be kept at or below ______ and meta descriptions should be kept at or below ________

55, 160

Which of the following is a Google-run website publishing technology designed as a competitor to Facebook's Instant Articles?

AMP Pages

User-agent: * Disallow:

Allows all web crawlers from all content

Why is anchor text relevant from an SEO perspective?

Anchor text provides both search engines and users relevant contextual information about the contextual relevancy of the link's destination page

User-agent: Googlebot Disallow: /example-subfolder/blocked-page.html

Block specific web crawler from a specific web page

User-agent: * Disallow: /

Blocks all web crawlers from all content

Which of the following statements is true?

Brand is not an algorithmic input, but a powerful ranking influencer.

How would you double check to make sure your original content has been indexed by Google?

Copy and paste it into Google with quotation marks

Super Soft is an eCommerce website that specializes in all things puppy. They sell everything one needs for their new furry friend. Super Soft does research and identifies that people are going to Google and searching, "should i buy a harness for my dog?" How might Super Soft leverage organic search to drive sales?

Create a resource that educates people about the benefits of using a harness over a collar, and vice versa. Optimize the resource for organic search so that it has a chance to get found when someone searches "should i buy a harness for my dog?" Include calls to action within the article to get people to click through to harness and collar product pages and ultimately purchase.

Six in 10 internet users start shopping on one device but continue or finish on a different one, and 82% of smartphone users say they consult their phones on purchases they're about to make in a store. This makes which of the following measurement solutions important to use?

Cross-device attribution

The typical sales cycle for the Salesforce "Sales Cloud" CRM Solution is 6-12 months. Which of the following macro conversions is Salesforce most likely looking to achieve when users are driven to the site via organic search?

Demo request

Which of the following is considered "healthy" share of voice?

Depends

In which of the following stages of the See, Think, Do, Care framework are we not looking to drive 'mental availability,' 'share of mind,' or 'awareness?'

Do

Separate URLS

Each desktop URL has an equivalence different URL that serves mobile content

T/F - In the Winter of 2016, Adidas collaborated with www.nicekicks.com (Links to an external site.)Links to an external site. to develop a holiday sneaker guide for the Nice Kicks website and got a few links with exact match anchor text back to www.adidas.com (Links to an external site.)Links to an external site.. The links send a strong flow of referral traffic to Adidas. Once a brand gets a link from another high authority website, it is not a good use of time to continue working with the same website, so in this case Adidas should look to partner only with alternative blogs versus developing it's relationship with Nice Kicks further.

FALSE

T/F - The penguin algorithm launched in April 2012 to better catch sites deemed to be spamming its search results, in particular those doing so by buying links or obtaining them through link networks designed primarily to boost Google rankings. As a result, thought leaders should no longer contribute content to third party sites or compensate bloggers with money under any circumstances.

FALSE

T/F - People are being more specific in their searches. For example, Sandy is looking to make slime with her daughter but she doesn't have toothpaste or glue. Knowing that a lot of slime recipes call for glue and/or toothpaste, instead of searching "make slime," she searches more specifically for "make slime without glue or toothpaste." Sandy clicks on a result with a recipe that does not require glue, but it does require toothpaste. Has Google provided a good user experience for Sandy?

False

T/F - With the launch of the mobile first index, there will now be two indexes.

False

T/F Ranking #1 is required to show up in an answer box.

False

EO Products: Natural and Organic Body Care offers unique greetings to customers based on what time of day it is for the user. For example, if one were to visit the website in the evening, the homepage would read, "Good evening Pause and reflect. As your day winds down, exhale and take a moment to reflect on high and low points you've experienced today. Time to release, reconnect, and relax." This type of customization is based on which of the following?

Geography

When Google personalizes the search results, websites might lose traffic to the site via organic search, especially when people are searching broadly. How might you justify this to an angry Client?

Google personalizes results based on what the engine knows about the user and their intent. Yes, Google may be showing your site less often in search results resulting in a decrease in organic traffic, but it's likely the people who are coming to your site via organic search are more qualified.

Under Armour is updating their meta data for their men's clothing page. The title tag reads, "Men's Workout Clothes, Gym & Athletic Wear | Under Armour." The meta description reads, "Armour men's workout clothes, gym clothes & athletic wear. Built for durability & performance. FREE SHIPPING available in the US." The H1 reads, "Men's Workout Clothes and Athletic Gear." If a user were to click on this through on this result, from google.com to underarmour.com which meta data element would be seen on the actual page?

H1 - most important

How might we be rewarded in organic search as a result of personalization?

Increased engagement on our website as a result of a more positive user experience.

Sometimes webmasters will implement overlays that partially or completely cover the contents of the page the user is visiting. Often times, this is an effective way to promote mobile apps. What is this tactic called?

Interstitials

What is the definition of Key Performance Indicators?

Key Performance Indicators, or KPIs, are the metrics that many marketers turn to in order to evaluate the factors that will help ensure the success of their business.

How do search engines get from one website to another?

Links

Wells Fargo is looking to strengthen the brand's awareness in Boston by investing in SEO. Which of the following websites would be the strongest link target for the company?

Managing Your Money - Boston.com [www.boston.com/business/personalfinance/managingyourmoney/]

You work for Intel and one of the technology executives, Mike, has agreed to contribute guest content to help with your link building initiative. Which of the following factors would you weigh most heavily when determining which website(s) you'll offer guest content to?

Mike can become a regular contributor.

Which of the following should you block Google from accessing?

NONE - Google needs to be able to crawl Javascript, image files, and CSS

Which of the following companies make money when they show up in the top search result?

NONE - no one makes money in the top spot

Input KPI - Reach of people showing some commercial intent

Output KPI - Brand Searches

Input KPI - Reach of people showing strong commercial intent

Output KPI - Financial KPIs

Input KPI - Reach among existing customers

Output KPI - Repeat purchase rate

Input KPI - Reach

Output KPI - awareness

Which of the following statements is false?

People are spending less time, on average, doing research prior to a purchase as a result of mobile search.

Local searches without including the specification "near me" have outgrown comparable searches which did include it. What does this tell us about how user behavior and expectations are changing?

People assume that Google will use signals such as their location to interpret their intent and offer up local business options.

Which of the following is true about voice search?

Queries tend to be longer

Which of the following is not a reason you'd want to avoid making ranking number one the goal of your organic search campaign.

Ranking number one in organic search is no longer possible

You work for Trip Advisor and the brand is mentioned in an article written on the popular travel blog www.nomadicmatt.com (Links to an external site.)Links to an external site.. While the brand name was mentioned, there is no link to Trip Advisor. What is the best way forward?

Reach out to www.nomadicmatt.com and see if they would be willing to add the link.

Which of the following factors are most important when prospecting websites to partner with for links?

Relevancy, Authority, Engagement

Which of the following mobile site configurations does Google prefer?

Responsive Design

You are working with ASOS and they want people to be able to search their website directly from the Google search results when someone searches for the ASOS brand. How might you go about achieving this goal for ASOS?

Schema Mark-up

You're working with Nike and they want star reviews to show up in search results for their basketball sneakers. In order to make this happen, which of the following would need to be added to their website?

Schema Mark-up

People have become research-obsessed, even when they are searching for a toothbrush holder. This gives brands an opportunity to connect with people earlier in their buying journey. Which of the following represent the earliest stages of the funnel?

See/Think

Dynamic Serving

Site serves different content based on device

Which of the following elements of an organic search result is automated i.e., outside our control vs. manual i.e., within our control?

Sitelinks

T/F - Over the years, the number of connected devices per person in the US has continued to grow.

TRUE

The New York Times writes an article about traveling to Thailand. Within the article, The New York Times links over to the Animals in Thailand Guide created by National Geographic. In this example, the Animals in Thailand Guide is the _________ and the New York Times article is the _________.

Target, source

Which version of a page does Google have in its index to serve up to searchers when it's relevant?

The version that it crawls and indexes when it comes to your site. In other words, Google takes a snapshot of your page when it comes to your site and that is what is has "on record."

In the context of _________ we're looking drive and engage people who are showing some signs of commercial intent

Think

Which of the following would a forward thinking CMO be most likely to agree with?

To make sure we're there and useful when customers need us, we must offer more than just customized products, we need personalized digital experience too.

Which of the following is a leading indicator?

Traffic

T/F - Googlebot primarily crawls and indexes pages with the smartphone agent.

True

Which of the following is an internal linking best practice?

Using descriptive keywords as the anchor text.

GQ Magazine writes an article about whitening your teeth and you're writing title tag! Knowing the best practices, you draft the following: How To Whiten Teeth Fast: 17 Bright Methods | GQ Which elements are present?

Volume, speed

Responsive

Your site adjusts for screen size

Which of the following is a way that you might segment audiences to deliver personalized experiences to on your website?

geography, existing customers, engaged visitors