Chapter 1,2,4,5
The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and
"What do you want me to do next?"
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
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>?
Fashion deals
Which of the following is NOT an example of direct traffic?
Someone types the name of a website into a search bar and clicks the first link on the search engine results page
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
An editorial link is
a link created voluntarily by another website owner because he/she values the website's content
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
How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)?
Transport layer security encrypts sensitive information
Content marketing differs from advertising in that
content marketing is meant to entice readership/viewership on its own merits
When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always)
conversion rate
Which of the following is NOT a principle of Steve Krug's design for usability
Use complementary colors
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
When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to
increase revenue
Unpaid referral traffic is traffic that comes from
links from other websites that are not paid for
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
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
For a search engine, "relevance" refers to
the extent to which a webpage's content matches the searcher's query
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 "upper fold" is
the portion of a webpage that is visible without scrolling down
In web design, what is more important than website's visual appeal is
whether it generates a high conversion rate
Which of the following is NOT a dynamic language?
HTML
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
The AIDA model states that the process of creating a customer follows these four steps
Awareness → Interest → Desire → Action
Which of the following is NOT an aspect of successful websites?
Create captivating design
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 than the link in question 1?
The link will not pass link authority to jane.com.
URL is an acronym for
Uniform Resource Locator
What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)?
a cookie
NSAMCWADLP means that whenever you create an online marketing campaign, you should also create
a dedicated landing page designed specifically for that campaign
A banner ad for Netflix should lead people to what kind of landing page?
a subscription landing page
Oli Gardner's principle of clarity has been violated if
a visitor has no idea where a link leads
The primary conversion for a lead generation site is
a) a phone call from a website visitor b) a form fill on the website
The Mobile First design philosophy advocates for designing the mobile first because
a) it is easier to adapt a mobile site for display on a desktop computer than it is c) mobile traffic has more volume than desktop traffic
The benefit of keyword mapping is
a) to make sure the most appropriate webpage shows up on the SERP for every search phrase b) to organize SEO efforts across the many search phrases the website is targeting c) to prevent keyword cannibalization in a website's SEO efforts d) all of the above
Organic search results are typically displayed
below the paid ads
A single-purpose landing page
directs visitors to one (and usually only one) possible action
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