Chapter 10 SEO

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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

Google

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


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