Exam 1 Digital Marketing
Black-hat SEO pratices, a pratice used to artificially boost rankings, include the following, except... 1) Buying links specifically for their SEO value 2) Soliciting 5-start Google ratings in exchange for something 3) Internal linking
Internal linking
Mapping individual keyword phrases to individual pages is important for all of the following reasons, except... 1) It improves conversion rates on most pages 2) It reminds web developers that keywords need to be incorporated into the page content 3) It ensures that the right page is displayed for each keyword phrase
It improves conversion rates on most pages
A page's ranking is determined by both its popularity and its relevance to a search phrase. The page's popularity is determined by... 1) Its link profile 2) The link profile of its root domain 3)Its link profile as well as the root domain's link profile
Its link profile as well as the root domain's link profile
When a website optimizes multiple pages for the same keyword, it is known as... 1) Incorporating anchor texts 2)Keyword cannibalization 3)Google Penguin 4) Long tail keyword structure
Keyword cannibalization
A website can reduce its bounce rate through all of the following, except... 1) Accurate title 2) Keyword phrase name for the URL 3) Well-written content
Keyword phrase name for the URL
The method of attribution modeling that gives equal credit to every recorded interaction with a customer before the purchase or action is... Relaunch to update : 1) Last-click attribution 2)First-click attribution 3) Linear attribution 4) Time-decay attribution
Linear attribution
All of the following statements are true about natural outbound links, except... 1) Search engines consider links to a site an endorsement of that site 3) Search engines favor natural or organic outbound links that are relevant and fit naturally within a website's content Search engines infer that when a webmaster creates an external link to another website that he/she believes it has valuable content 4) Links with the html attribute "nofollow" are seen as positive endorsements of a website
Links with the html attribute "nofollow" are seen as positive endorsements of a website
Backlinks one earns through direct effort, but require a third party to approve it is a(n) 1) Editorial link. 2) Manual 3) Expertise 4) Manufactured
Manual
Of the following backlinks, the one with the lowest value in terms of search rankings is the ___ link. 1) Editorial 2) Expertise 3) Manual 4) Manufactured
Manufactured
Long tail keywords are... 1) Multi-word phrases that are extended or more specific versions of core fat head terms 2) Fat head terms with high search volume 3) Generic search terms
Multi-word phrases that are extended or more specific versions of core fat head terms
Web analytics packages can obtain the following information when someone visits a website, except... 1)Name and address of website users 2)Geographic location 3)Internet connection type 4) Navigation source
Name and address of website users
Which of the following is NOT considered a "popularity metric"? 1) Number of relevant keywords 2) Number of backlinks 3) Link freshness
Number of relevant keywords
Both paid search traffic and paid referral traffic are the result of... 1) Successful search engine optimization 2) Online advertisements 3) Offline advertisements
Online advertisements
Question 10 A media site with a large number of written articles should probably use _ site with mostly video content should use as a KPI. 1) Conversion rate; sessions 2) Sessions; conversion rate 3) Average engagement time; pages per session 4) Pages per session; average engagement
Pages per session; average engagement
A(n) ___ occurs anytime a user accesses a page on a website. 1) Pageview 2) Session 3) Entry
Pageview
Web analytics tracks the identity of a computer through... 1) Placing a cookie on each computer that visits the site 2) Requiring all users to log in before browsing the site 3) The IP addresses from users' computers passing on personal identifiable information about the owner of the computer 4) Looking up the identity of computer users from an NSA database
Placing a cookie on each computer that visits the site
When writing copy for search text ads, web designers should include all of the following, except... 1) Keywords for relevance 2) Unique value proposition (UVP) 3) Product listing offer (PLO)
Product listing offer
All of the following are good ways to optimize form completion for visitors to a landing page, except.... 1) Provide some type of financial incentive to complete the form 2) Set the cursor so it is already flashing in the first form field 3) Use a browser cookie to auto-fill appropriate fields for repeat visitors 4) Frame the form so that it stands out on the page
Provide some type of financial incentive to complete the form
What does an analytics package do? 1) Maintains the relevance of a website 2) Provides insights on visitors and how well a website is performing 3) Creates content for a website
Provides insights on visitors and how well a website is performing
All of the following are methods of segmenting users to gain valuable insights into a website's traffic, except... 1)Browser type 2) Screen size 3) Device type 4) Psychographic characteristics
Psychographic characteristics
Ad extensions include all of the following, except... 1) Location extensions 2Purchase extensions 3) Offer extensions 4) Call extensions
Purchase extensions
Ashley clicks on a link at the Advertising Age website that takes her to an article she wants to read from Adweek. This is an example of... 1) Direct traffic 2) Referral traffic 3) Search traffic
Referral traffic
The most important consideration in choosing target keyword phrases is.... 1) Relevance 2) Current ranking 3) Traffic
Relevance
Key performance indicators that should be used by a social media website include the following, except... 1) Average time on site 2) Revenue per session 3) Posts/posts/pins/etc.
Revenue per session
Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because... 1) If the links come from 100 different websites, those links are more likely to generate social sharing • 2) The links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant 3) If we get too many links from the same website, the search engines automatically assume we are buying those links 4) Search engines consider link diversity a sign of organic, independent endorsements of a website's content
Search engines consider link diversity a sign of organic, independent endorsements of a website's content
Jessica 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... 1) Direct traffic 2) Referral traffic 3) Search traffic
Search traffic
Key performance indicators that should be used by a search engine website include the following, except... 1) Number of searches Relaunch to update : 2) Conversion rate 3Sessions 4) Pages per session
Sessions
If a company advertises a specific product in an ad or email, then it would be best to use a page. landing 1) Long-copy 2) Multi-product 3) Lead-generation 4) Single-product
Single product
Traffic from social media typically comes from one of the following sources, except... 1) Content created by the company 2) Content created or shared by other social media users 3) Social media organic search 4) Advertising on a social media platform
Social media organic search
Types of landing pages include all of the following, except... 1) Subscription landing pages 2) Video-rich landing pages 3) Single-purpose landing pages 4) Single-product landing pages
Subscription landing pages
Multi-product landing pages should include all of the following, except... 1) Product images 2) Call to action 3) Subscription offer 4)Uniane volue aramecition
Subscription offer
The upper fold of the landing page is defined as.... 1) The part of the page that can be seen without having to scroll down 2) The top section of the website that includes the navigation menu tabs 3) Everything on the website above the bottom of the first complete paragraph
The part of the page that can be seen without having to scroll down
An IP address indicates... 1) The website's domain name 2) The user's preferred web browser 3) The usability of a website 4) The server's location
The servers location
The method of attribution modeling that gives more credit to recent customer interactions than earlier interactions is... 1) Last-click attribution 2) First-click attribution 3) Linear attribution 4) Time-decay attribution
Time decay
Of the following metrics used by search engines to determine a webpage's popularity, SEO experts believe the most important one is 1) Total number of backlinks 2)Backlinks from related/relevant websites 3) Anchor texts 4) Link freshness
Total number of backlinks
In examining the sources of traffic to a website, all of the following website analytic metrics are useful, except... 1) Traffic from TV and radio advertising 2) Organic search traffic 3) Paid search traffic
Traffic from tv ....
The single thing that sets a website apart from the competition in terms of what it can provide to 1) Dynamic keyword search 2) Dynamic product listing 3) Call to action 4) Unique value proposition
Unique value proposition
Website traffic that comes from clicking on the organic search results on a search engine is... 1) Direct traffic 2) Referral traffic 3) Paid search traffic 4) Unpaid search traffic
Unpaid search traffic
If a user goes to a particular website multiple times, the metric only counts the individual once. 1) Entrance rate 2) Sessions 3) Unique pageview 4)Users
Users
What is a major advantage of direct traffic? 1) Visitors typed the URL directly into the address bar so they are therefore already looking to make a purchase 2) Visitors likely are already aware of the business and are therefore more likely to take action 3) Visitors most likely have the URL bookmarked on their browser 4) Visitors are in the Awareness stage and will remember the website when they advance to further stages
Visitors likely are already aware of the business and are therefore more likely to take action
"ulm.edu" is an example of a(n) A) website domain name B) java script C) IP address D)html code
Website domain name
Networking with other website owners can be beneficial to your website's rankings because... 1) Website owners are more likely to link to sites owned by people they know Relaunch to update 2) Google is developing methods of measuring popularity outside of the internet 3) This can help you eventually sell your website 4) Google keeps a list of website owners known to be in the "in" crowd
Website owners are more likely to link to sites owned by people they know Relaunch to update
Which of the following is NOT one of the questions in the Three Questions design framework? 1) What are you offering? 2) Why should I pick you? 3) Who can I contact to learn more? 4) What do you want me to do next?
Who can I contact to learn more about
Search engines code every word on a webpage to locate matches with keyword search terms. To maximize relevance scores, websites should use the keyword search term... 1) Only in headers 3) Within the page content 4) as often as possible, including in margins 5) Within the page content only and not in headers or title
Within the page content
The most detailed level of geographic information known through analytics is the... 1) State 2) City 3) Zip code 4) GPS coordinates
Zip code
Which of the following is the correct format for the exact match keyword match type? 1) -iphone 15 2"iphone 15" 3) [iphone 15] 4) tiphone +15
[iphone 15]
The first step in generating strong backlinks to a site is to create content other websites consider valuable and worth linking to. 1)Editorial Expertise 2) Manual Manufactured
1) editorial
Each appearance of an ad on a SERP counts as a(n)... 1) Impression CTR 2) Click CPC
1) impressions CTR
The formula for calculating return on advertising spend (ROAS) is... 1) (Total profit / CTR) * Total ad spend 2) (Total profit / Total ad spend) * CTR 3) Total profit / Conversion rate 4)Total profit/Total ad Spend) * 100
4) total profit/total add spend
A persona is... 1) A fictitious person meant to represent a segment of customers 2) The personal data collected from online users, including location and browsing history 3) A virtual assistant programmed to interact with website visitors and provide automated customer support 4) None of these
A fictitious person meant to represent a segment of customers
Quality score is defined as.... 1) A gauge of how frequently your ad appears in various mediums 2) A metric indicating the amount and effectiveness of the bid money used for your ad 3) A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad 4) All of these
A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad
The appropriate primary conversion metric for an e-commerce site would be... 1) A purchase 2) An account creation 3) A reservation booking 4) A banner ad click
A purchase
Which of the following is a disadvantage of using broad match? 1) The advertiser is likely to miss out on valuable advertising placements when searchers search for the advertiser's product using an unanticipated variation 2) Ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's products 3) Google is less likely to show ads that use broad match
Ads are likely to show up for searches in which the searcher had no intention of purchasing the advertiser's products
Which of the following is an objective of a successful website? 1) Generate traffic 2) Drive conversions 3) Maximize revenue 4) All of these
All of these
What does a security certificate do? A) Enables you to create content without having to learn the ins and outs of specific coding anguages B) Routes content requests to the server's location C) Allows users to access your website without being observed by third parties.
Allows users to access your website without being observed by third parties.
The following metrics are used by search engines to determine a webpage's popularity, except... 1) Link diversity 2) Alternate text and headers 3) Social sharing of website links
Alternate text and headers
Single-product landing pages should have... 1) Red CTA buttons 2) A long form the user must fill out with multiple required fields 3) An image of the product 4) Video testimoni
An image of the product
A trust symbol on a landing page is... 1) Any symbol, icon, image, or small statement communicating to the user that the site is legitimate 2) An icon provided by the site owner on the shopping cart page 3) A snippet of code that is added to the HTML of the landing page
Any symbol, icon, image, or small statement communicating to the user that the site is legitimate
AIDA stands for
Awareness, Interest, Desire, Action
In a scenario where a shopper clicks on a banner ad, email link, and then Google search ad, first-click attribution would give full credit to the... 1) Banner ad 2)Email link 3) Search ad
Banner ad
With a multi-product landing page, the best-selling products and those with the highest margins should... 1) Have bold text and color images 2) Be near the bottom of the page 3) Be in highlighted boxes so they stand out 4) Be first on the page
Be the first on the page
Segmenting users based on ___ can provide clues about possible technical glitches that do not allow the site to load properly 1)Browser type 2) New versus returning users 3) Geography
Browser type
The percentage of impressions that yield a click is the... 1) Conversions 2) Conversion ratio 3) CTR 4) CPC
CTR
Each time a person clicks on an ad on a SERP, it counts as a(n)... 1) Impression 2) Click 3) CTR 4) СРС
Click
For a lead-generation website, the percentage of leads that are closed and sign a contract is the... 1) Closed deal value 2) Revenue per session 3) Conversion rate 4) Close rate
Close rate
A reliable strategy for long-term off-site SEO success can be characterized as... 1) Using a limited amount of black-hat techniques mixed with mostly white-hat techniques 2) Consistent efforts to generate inbound links from reputable sites 3) An intense effort to generate buzz during website launch 4) Strategic payments to related sites in return for links
Consistent efforts to generate inbound links from reputable sites
An alternative to the multi-product landing page is a multi-category landing page, which should be used when 1) Consumers are likely to have general category preferences 2) There are too many products to display on one page 3) The landing site has multiple pages
Consumers are likely to have general category
The gold standard in social media is to generate a large amount of traffic to a website from... 1) Content created by the company 2) Content created or shared by other social media users 3) Social media organic searches 4) Advertising on a social media platform
Content created or shared by other social media users
Once a website has been created, how often should it be updated to improve performance? 1) Every year 2)Continually, based on data and A/B testing 3) Whenever someone comes up with new design ideas
Continually, based on data and A/B testing
The percentage of visitors to a website from a SERP who are converted is the... 1) Conversion click rate 2) Conversion rate 3) CTR 4) CPC
Conversion rate
Every web design decision should be made with what end goal in mind? 1) Customer usability 2)Conversion rate optimization 3) Positive purchasing experience 4) Prominent social media presence
Conversion rate optimization
According to Peter Drucker, "The purpose of business is to 1) Create and keep a customer 2) Maximize profits for its owners Generate revenue to increase wealth 4) Create sustainable value
Create and keep a customer
Manual backlink techniques include the following, except... 1) Asking individuals, other businesses, and organizations to list their website 2) Trading links with other websites 3)Creating a secondary website to link back to the original site 4) Using social networking sites, such Facebook and X
Creating a secondary website to link back to the original site
Total amount of money spent on advertising divided by the total number of sales completed is... 1) Conversions 2, Conversion ratio 3) СТС 4) СРА
Ctc
In order to provide valuable search results, the first thing a search engine must do is... 1) Determine which web pages are relevant to the searched-for phrase 2) Determine which paid ads best relate to the searched-for phrase 3) Evaluate the quality of keyword phrases 4) Rank the popularity of the current webpages
Determine which web pages are relevant...
Which of the following should go in the upper fold of a lead-generation landing page? 1) Links to Terms and Conditions page 2) Phone number 3) Extensive content 4 Disclaimers
Disclaimer
Google, and other search engines, recalculate Quality Score for search ad bidding... 1) Each time an ad is considered for display for a particular keyword 2) Every 100 times an ad is considered for display for a particular keyword 3) Once per day
Each time an ad is considered for display for a particular keyword
All of the following are displayed in a PPC text ad, except... 1) Final URL 2) Description 3) URL path(s)
Final url
As compared to fat head keyword phrases, long tail keyword phrases typically have all of the following characteristics, except... 1) Receive a lower volume of searches 2) Longer 3) More relevant 4)Generate higher level of search traffic
Generate higher level of search traffic
Benefits of a website using long tail keywords include all of the following, except... 1) A website can rank well for multiple long tail terms 2)Generates a higher volume of traffic than fat head keywords 3) Can be more relevant and easier to rank than a generic term 4) Can generate significant traffic and revenue for a website
Generates a higher volume of traffic than fat head keywords
A manual link-building practice that was once considered standard but is now considered by search engines (such as Bing) to lean toward black-hat is... 1) Submitting your site to Google Places 2) Creating a social media profile for your website 3) Asking customers to link to your website 4) Guest blogging
Guest blogging
All of the following statements about search engines' rankings of websites based on popularity are true, except... 1) High-quality websites will continue to receive new backlinks 2)Having a brand or website name in the majority of anchor texts of backlinks will boost the search popularity score
Having a brand or website name in the majority of anchor texts of backlinks will boost the search popularity score
Websites can have good content for a particular set of search phrases, yet rank poorly. Issues that may cause this to occur include the following, except... 1) Insufficient internal links 2) Past engagement in black-hat SEO 3)Dirty sitemaps with errors or broken links 4)Having images that contain alt text
Having images that contain alt text
In calculating a relevance score based on header tags, the header tag that would have the highest relevance score would be a... 1) Header 1 (<h1>) 2) Header 2 (<h2>) 3) Header 3 (<h3>)
Header 1
Web browsers process ___ languages. 1) HTML 2) PHP 3) Peri 4) Java
Html
For two computers to communicate via the Internet, they must first locate one another through... A) the url B) the ip address C) cookies D) The server
IP address
