MGSC 300 - Chapter 6

Mobile shoppers also use barcode scanning apps as a mobile search engine for locating product reviews and price comparisons while shopping in stores. This practice is called ________. a. SEO b. Mobile search c. Showrooming d. Purchasing behavior

c. Showrooming

The semantic Web is one in which computers can interpret the meaning of content by using ________. a. Data integration b. Information retrieval c. Metadata tags d. Numerical information

c. Metadata tags

________ allows the search engine to answer questions such as "What vegetables are green?" a. Concept search b. Faceted search c. Ontology-based search d. Semantic Web search

c. Ontology-based search

.________ search listings are a form of advertising and are purchased from search engine companies. a. Informational b. Organic c. Paid d. Transactional

c. Paid

________ are enhanced search listings that are more visually attractive and produce greater CTRs. a. Metadata tags b. Natural language search c. Rich snippets d. Vertical search

c. Rich snippets

Changing the design and content of a website to improve its ranking in SERPs is called ______. a. Semantic search b. Organic search c. SEO d. SEM

c. SEO

________ are designed to locate information based on the nature and meaning of Web content, not simple keyword matches a. Crawler search engines b. Information retrieval engines c. Semantic search engines d. Web directories

c. Semantic search engines

Which is not a situation that limits the ability of recommendation engines? a. Sparsity of information b. Limited feature content c. Underspecialization d. New user

c. Underspecialization

The goal of SEO practitioners is to help organizations increase traffic to their websites by all of the following except ________. a. increasing visibility b. improving ranking on SERPs c. optimizing analytics d. increasing conversions

c. optimizing analytics

________ attempt to anticipate information that a user might be interested in or respond to. a. crawlers b. enterprise search engines c. recommendation engines d. Web search engines

c. recommendation engines

PPC advertisers use each of the following metrics to gauge the effectiveness of their campaigns except ________: a. Click through rates b. Cost of customer acquisition c. Keywords that lead to sites d. Return on advertising spend

c. Keywords that lead to sites

By themselves, ________ do not measure the financial performance of an ad campaign. But they are useful for evaluating many of the decisions that go into a campaign, such as keyword selection and ad copy. a. Click through rates b. Cost of customer acquisition c. Keyword conversion d. Return on advertising spend

a. Click through rates

________ rely on sophisticated computer programs called spiders or crawlers that surf webpages, links, and other online content that are then stored in the search engine's page repository. a. Crawler search engines b. Information retrieval engines c. Semantic search engines d. Web directories

a. Crawler search engines

________ refers to the generation of backlinks for the primary purpose of SEO, and not to add value to the user. a. Shadowing b. Keyword linking c. Link spamming d. Ghosting

c. Link spamming

________ systems base their recommendations on factors such as age and income; and ________ filtering systems typically rely on information about a person's behavior, such as purchases and product ratings. a. Demographic; collaborative b. Similarity; comparison c. Knowledge; expert d. Content; collaborative

a. Demographic; collaborative

________ is how long a user stays on a page before returning to the SERP and is a measure of the page's ________. a. Dwell time; popularity b. Dwell time; site traffic c. Metadata; popularity d. Metadata; site traffic

a. Dwell time; popularity

________ tools are used by employees to search for and retrieve information related to their work in a manner that complies with the organization's information-sharing and access control policies. a. Enterprise search b. Recommendation engine c. Search engine marketing d. Web search

a. Enterprise search

________ are external links that point back to a site and have an important impact on site rankings. a. backlinks b. cross-links c. index links d. URL links

a. backlinks

`Panda and Penguin were designed to improve the ranking of websites with quality content and to defeat what are commonly referred to as ________ tactics. a. black hat SEO b. white hat SEO c. deceptive outbound marketing d. deceptive inbound marketing

a. black hat SEO

The most popular commercial search engines, Google and Bing, are based on ________ technology. a. crawler b. directory c. meta-search d. semantic

a. crawler

Recommendation engines proactively identify products that ________. a. have a high probability of being something the consumer might want to buy b. people don't know they want c. capture people's attention with eye-catching POS displays d. are suggested by employees

a. have a high probability of being something the consumer might want to buy

Companies use Web analytics programs like Google Analytics in order to determine all of the following except ________. a. how visitors have leveraged social media and bookmarking b. what specific pages people visit c. how many people visit their site and how long they spend there d. what search engines are producing the most traffic

a. how visitors have leveraged social media and bookmarking

Which of the following is not a superior feature or benefit of semantic search engines? a. keyword matching b. reference suggestions c. similarity search d. related search

a. keyword matching

14. Methods for calculating the effectiveness or ROI of search engine marketing include all of the following except ________. a. market share b. changes in site traffic c. click-through rates d. purchasing behavior

a. market share

Google's PageRank algorithm uses a website's ________ in order to determine its quality. a. popularity b. relevancy c. structure d. user satisfaction

a. popularity

Because businesses compete for our attention, they have a vested interest in maintaining a high degree of visibility on _________. a. search engine results pages b. direct to consumer sales channels c. organic search listings d. search engine optimization

a. search engine results pages

Pandora's recommendation system is based on the Music Genome Project. This system provides Pandora with ________ because of their ability to offer superior recommendations to their customers. a. Greater access to major search engines b. A competitive advantage c. Semantic technology d. Vertical search capabilities

b. A competitive advantage

________ are influenced by quality scores determined by factors related to the user's experience and by bids on keywords. a. Account success b. Ad placements c. Backlinks d. Landing pages

b. Ad placements

If you spent $2,000 on a campaign that yielded 50 customers, your ________ would be $2,000/50 = $40 per customer. a. Click through rates b. Cost of customer acquisition c. Keyword conversion d. Return on advertising spend

b. Cost of customer acquisition

To calculate ________ for a PPC campaign, you divide the total budget of the campaign by the number of customers who purchased something from your site. a. Click through rates b. Cost of customer acquisition c. Keyword conversion d. Return on advertising spend

b. Cost of customer acquisition

Tin Eye is an alternative reverse search engine for finding ________. a. Information contained in a certain file format b. Intellectual property c. Videos, images, and maps d. Certain domains

b. Intellectual property

________ bounce rates and ________ dwell times on websites correlate with high content quality. a. Fast; repeat b. Low; long c. Short; short d. High; high

b. Low; long

________ search listings are the result of content and website design features intended to improve a site's ranking on SERPs that result from specific keyword queries. a. Informational b. Organic c. Paid d. Transactional

b. Organic

________ can be categorized as popularity, relevancy, and user satisfaction. a. Mobile search SEO b. Ranking factors c. SERP d. Web analytics

b. Ranking factors

Forrester Research estimates that ________ is the largest segment of the digital marketing category. a. Pay-per- click advertising b. Search marketing c. Social media optimization d. Mobile search

b. Search marketing

A major source of revenue for search engines Google and Yahoo is _______ , such as for certain keywords. a. Subscriptions b. Licensing fees c. Advertising d. User fees

c. Advertising

________ use valuable content, SEO, and social media to attract customers. a. Broadcasters b. Copy editors c. Inbound marketers d. Outbound marketers

c. Inbound marketers

Nike's website had been built using Java technology, which created attractive webpages. However, the site was practically invisible to tools called ________ that search engines use to crawl webpage content. a. browsers b. scripts c. spiders d. swellpaths

c. spiders

Research has shown that knowledge workers spend about ________ of their time on nonproductive work—, unsuccessful searches, converting data to different formats, or recreating information a. 10% b. 25% c. 33% d. 50%

d. 50%

The campaign's overall financial effectiveness is evaluated with ________. a. Click through rates b. Cost of customer acquisition c. Keyword conversion d. Return on advertising spend

d. Return on advertising spend

Which factor is likely to influence a search engine's user satisfaction rating? a. Keywords b. Page titles c. SERP click through rate d. Site speed

d. Site speed

Which of the following factors is not one of the factors that been identified by SEO specialists as likely clues used by search engines to determine relevance scores? a. Keywords b. Page titles c. SERP click through rate d. Site speed

d. Site speed

RDF, OWL, and SPARQL are _________ languages. a. Meta b. Social c. Web 2.0 d. Web 3.0

d. Web 3.0