FINAL

The prefix "https" vs. "http" on a Website URL signifies what?

The website users secure encryption

In the expression "UX Design" abbreviation "UX" stands for [A] [B]

user experience

To "reverse engineer" a competitor's keywords for SEO, which of the following HTML tags is not useful?

Meta robots tag

What does CTA stand for?

Call to Action

What is bizarre about the official policy towards reviews of most of the major platforms such as Yelp, Google, or Amazon

They advocate doing nothing to get reviews yet ignore the problem that unhappy people are the most likely to review.

Which of the two formulas below is the formula for calculating CTR?

(Total number of clicks / Number of delivered emails)*100%

HTML

A coding language used to create a website. The letters, symbols, and numbers within a text file will determine what a website looks like and how it will perform.

Where do Google "related searches" often appear?

At the bottom of the search results page.

When you "bold" a word in HTML as in running shoewhat are you doing vis-à-vis Google?

Calling attention to this word as a potential "match" for a Google search query

Many people on the blogosphere write that "keywords don't matter" and you should just "write content for humans". Do you agree with this concept?

Disagree. You can place keywords in your tags and content and also write good content "for humans."

briefly explain what the following phrase is an example of and what context it came up in during the video: MICKEYMINNIEGOOFYPLUTOSNOWHITEMOWGLIDUMBO

Disney has a website for one of their movies, Aqua. The tech people notice many people clicking on the forgot password link. They noticed the passwords the kids were creating were up to 40 letters and numbers. The children have been asked to create a password with at least 6 characters. The kids were putting their 6 favorite Disney characters as their passwords. The issue here was there wasn't any clarity.

The rel="nofollow" attribute tells Google what about an embedded link?

Do not count this link as a "vote" in the SEO link game

Which of these cannot be tested in an email campaign

Email Sign-up button on the home page of your website

Most companies have literally hundreds upon hundreds of core keywords.

False

What are the qualities that make up a good UX?

Findability, accessibility, desirability, usability, credibility, and usefulness

Ad group

In a pay-per-click account, these are the subcategories that contain ads, targeting a group of keywords. These are often broken out into various 'themes' that make up a campaign.

What is an easy definition of "link sculpting?"

Internal links to/from your webpages that are around your keyword targets

What is an "overoptimized link" footprint?

Many links that contain the target keyword.

Reviews exist on sites for local businesses like CitySearch, Angie's List, and Yelp. Where else might you encounter customer reviews online? (Choose the best answer).

On a company website as testimonials, on sites like AirBnB, GlassDoor or Amazon, and even on blog sites

Aristotle said "Moderation in All things." This applies to "keyword stuffing," in the sense that:

You use your keywords more frequently than "normal" English but not so much as to overstuff your content

Organic Traffic

a type of channel; visits to the site from unpaid (organic) search engine results

n the expert video by Oli Gardner you have learned about the7 principles of conversion-centered design. I'm listing 5 of them below. Which 2 are missing? Attention, Context, [A], Congruence, [B],Closing, Continuance

clarity and credibility

paid search traffic

comes from ads on the SERP that accompany the organic results

/B testing in email marketing is the process of

comparing two variations of an email

Google's Keyword Planner is a useful keyword discovery tool, even though it is based on Google Ads (formerly called AdWords). What are key things you can do with this tool?

dentify keyword ideas, volume, and value

CPC

he amount a business or advertiser is paying per one click on their ad. If a company is spending $500 on advertising and they have 200 clicks on their ads, their cost per click ($500/200) is $2.50.

What is an example of a parameter URL?

https://www.company.com/?cat-insurance%-L.html

Backlink

incoming links from a website or web page.Having a large number of backlinks can improve your website's performance and searchability from a search engine. When a separate website or domain links to another

Meta Description

tag in the HTML of a web page consisting of key words and phrases that gives a short summary on what the page is about. When page is properly optimized for SEO, search engines will scan this part of the site to see if that page is relevant to a user's search. Furthermore, this ~160 character snippet used to summarize page content is often displayed by search engines in organic search results to let visitors know what the page is about before they click on it.

page views

the number of times an internet page gets viewed by any visitor

Bounce rate

the percentage of users who leave after only viewing one page of a website, as opposed to clicking on links or navigating to other pages. This helps determine user interest and can serve as a metric to help businesses decide what aspects of their website to optimize.

KPI

A measurable value determined by a company to indicate how well an account is performing and used to evaluate success.

Quality Score

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking.

What is a "keyword brainstorming session?"

A meeting usually of the SEO person, manager, and sales people to think about possible keywords used by potential customers.

Domain

A name used in URLs to identify web pages and where they belong. For example, in the URL www.fujisanmarketing.com/blogs, the domain name is fujisanmarketing.com.

For a business such as a Las Vegas real estate broker, what is an good example of a "customer persona" (often also called a "buyer persona") ?

A person in Las Vegas looking for commercial property for a restaurant or bar.

Google Analytics

A platform in Google that tracks and measures various metrics of a website to show an advertiser or company how a user interacts with their website, and how their website is performing as a whole.

What is a good, practical definition of a "Business Value Proposition" or "BVP?"

A short statement of what you sell, and who potentially wants to buy it.

Web page

A single page that lives on a domain within a website on the World Wide Web. They are a document written using HTML and display data that can usually be accessed by anyone.

Landing Page

A solo web page with a focused sales pitch that is designed to get a visitor to take an action. In a PPC ad, the landing page is the URL destination a user lands on when they click the ad. Different versions of landing pages are often tested against each other in ad campaigns so account managers can see which page performs better.

Email Marketing

A type of content marketing specifically sent through email. Email marketing can be used to distribute content, sales promotions, services, or used to develop relationships with potential customers.

Display Advertising

A type of online marketing that uses images or video to communicate their ad, rather than text-based advertising. Display advertising is used across platforms like Google AdWords, AdRoll, Facebook, Instagram, and more.

"Link bait" refers to what? Choose the best answer below

A widget like a 'reverse mortgage calculator' or a controversial blog post

The title tag is equivalent to what in the game of Poker?

Ace

URL

Also called a web address, it is typically displayed in a browser's address bar and used to specify and identify a location on the World Wide Web.

Spider

Also known as a web crawler, it is a bot that helps search engines index websites. This enables users to find relevant search results more efficiently

Bots

Also referred to as a 'Googlebot' or 'Spider,' a bot is a web crawler that discovers new or updated web pages or websites. When a user enters a search query to a search engine, Google's bot will crawl the internet to find the most relevant results for the user's search.

pay-per-click advertising

An advertising model used on websites in which advertisers pay the host only when the ad is clicked.

Nofollow link

An attribute of a hyperlink, indicating to search engines that the link is not endorsed by the Web site best describes:

Email List

An audience list used specifically for email marketing. An email list can be curated in a variety of different ways, whether that is opt-in or subscribing to content (a customer asks to be on the list), gated content (a user must input their email in order to download or receive content), or when a user becomes a customer by completing a purchase and including their email in their information.

query

Another word for search term, a query is a word or phrase a user types into a search engine in the hopes of finding a specific result.

A "landing page" should not only be focused on one and only one target keyword phrase such as "cat insurance" or "dog insurance." It should do what?

Be "one click" from the home page via a keyword link

Synonyms are important in the keyword brainstorming process. A "lawyer" needs to identify "attorney". Why?

Because SEO is a "word game" and not a "reality game," so you need synonyms when you create content.

Why is open rate considered a less reliable metric?

Because email is considered loaded only when the embedded images are loaded, and the loading of images is usually disables by default

Why is it useful to give away something "free" on your website?

Because you can use something "free" to get names, email addresses, and other contact info.

The concept of "SEO Siloing" refers to what?

Bruce Clay's recommendation that "like" content should be placed in "like" directories

How are pre-surveys used in the review ecosystem?

Businesses first ask a customer if they are happy, and if they are, then (and only then) ask for a review.

What does it mean to "optimize" a business listing or product listing on a site like Yelp, Google, or Amazon?

Businesses should include keywords that are relevant to their customers in their description and photos

Which if these is not the best practice for a mailing list?

Buying emails from a 3rd party

How do search engines find the websites that they index?

By using spiders to move from link to link finding pages.

You boss storms in and explains that she doesn't care about Twitter, YouTube, Pinterest, Facebook and other social media networks. She just cares about SEO. What do you say?

Calm down boss. We can easily set up company profiles on each network and they may have some influence on SEO

Segmenting subscribers by who have opened, clicked, did not open, etc. is an example of

Campaign activity criterion segmentation

In the "game" of SEO, who is your real competitor? Google or other companies similar to you?

Companies similar to you are your competitors, as they want to get 'above' you on relevant searches

Information hierarchy dictates tha

Copy informs design (write the content first, then design the landing page around it)

A title tag does NOT do which one of the following

Create the sitemap for XML purposes

Fill in the blanks with html code that turns word "bb" into a hyperlink leading to www.bb.uhd.edu page: Simon says "go to <[A]> bb <[B]> in order to check your to-do list

For [A]: a href="www.uhd.edu" For [B]: /a

Google has some fantastic keyword discovery tools. Besides the Google Keyword Planner, which of the following techniques is a useful Google keyword discovery tool or strategy?

Google autocomplete

Google AdWords

Google's pay-per-click (PPC) advertising platform. AdWords allows you to build, manage, and optimize campaigns, ad groups, ads, and keywords within a single account.

Assume you are a surgeon specializing in hair restoration surgery. Which of the following is an example of an educational search term?

Hair Loss in Women

For a hair transplantation surgeon, what is an example of a transactional keyword?

Hey Google! What is the best hair transplant surgeon near me?

Keywords are often compared in terms of search volume and the value to you, as a company competing to get to the top of Google for free. Which of the following statements describes the best strategy to identify target keywords for your company?

I want to choose keyword phrases that uniquely touch upon my company's "unique value proposition" and have reasonable volumes by my customers

Which of the following statements is a good example of email campaign goal?

I want to increase sales by 20%

What can the meta keywords tag tell you as an SEO practitioner who wants to brainstorm a keyword list?

If it is used by a competitor, you can use it as a window into their thought process in keyword selection.

Your competitor is outranking you on a Google search. You have the same keyword phrase in your TITLE tag, good keyword density and good A HREF interlinks between your home page and your landing page. So does he. Yet he outranks you. You suspect links. What is the best way to reverse engineer your competitor's link strategy?

Input the competitor's domain into a third-party tool like MOZ or AHREFS

Identifying your "buyer personas" is a good exercise for SEO for what reason?

It helps you "get inside the mind" of potential customers and begin to generate keywords.

What is a conceptual problem inherent in the concept of the "sales funnel?"

It implies that people are passive marbles, when people are pro-active searchers.

What is "On Page" SEO about?

It is about knowing your keywords and what to do with them: strategically placing them within page tags, writing keyword heavy content for your website, and organizing your website to be search-engine-friendly.

The true potential of email marketing is seen when

It is integrated into the overall digital marketing strategy

What is "crawling" (in application to SEs)?

It is the discovery process in which search engines' bots scan a website by following the links and collect details about each page: titles, images, keywords, etc.

What is "indexing" (in application to SEs)?

It is the process of adding web pages into a search engine's database and storing information about them for later retrieval to be shown in search results for relevant queries.

What is the "Answer Box" or "Position Zero" on Google?

It's the Google results page that "answers" a typical question in the format of a blocked out text box

Some of the criteria for mailing list segmentation are

Language, location, past purchases

Which of these is one-to-one type of email?

Lead nurture

A blog post can do what to help a landing page?

Link "up" to a landing page around a related keyword target

Websites that succeed at SEO often do what in their footer?

Link to their landing pages around keyword phrases

What can help you target your emails better?

List segmentation

Campaign

Made up of one or multiple ad groups, a campaign is a top-level category in a PPC account used to organize products or services offered. A PPC account can have multiple campaigns, often broken up by services/products,branded, or competitors.

Keywords are important for reviews from both an SEO and SMM perspective. Why is this?

Many review sites like AirBnB, Yelp, or Amazon use keywords as customers search.

CPA (in the context of PPC ads)

Or also referred to as cost per conversion, it is the amount a business or advertiser will spend on one conversion from an ad. If a company is spending $500 and they have 20 conversions, their cost per acquisition ($500/20) is $25.

"Link sculpting" refers to what?

Putting an a href around an SEO keyword target

For a website focusing on pet insurance, what would be an example of a helper word?

Quote

Assume you are a Las Vegas real estate broker. What is a good "early stage" goal for your website?

Ranking on Google for the term "Las Vegas Real Estate for Sale".

The characteristics of successful email communication are

Relevancy, concise text, and planning

Most websites have one of two types of "late stage" goals? What are the two types?

Sales leads and/or eCommerce sales

SEO

Search Engine Optimization. The process of improving a page's organic page rankings (rank in search results).

What is the first step when starting with email marketing campaign?

Set up goals

Inbound Link

Similar to a 'backlink,' it is a link directing users to a website from a separate or third-party site. Having a high number of inbound links is very beneficial towards a website's SEO and domain authority because it is essentially boosting — or endorsing — that website.

Meta Title Tag

Similar to the meta description, this is also a tag in the HTML of a web page that acts as the page title. When properly optimized for SEO, search engines will read this tag first and will continue with the description to determine if the page is relevant. Also referred to as a title tag, this is kept to a 50-60 character limit

When there is a temporary delivery failure for an email address this is known as

Soft bounce

Assume you are Progressive insurance, and you sell "car insurance." Your boss says you do not need to optimize on "auto insurance" or "automobileinsurance" because Google is smart. Why is this an erroneous statement?

Synonyms matter in SEO because two very similar search queries can result in different results returned by Google

What to avoid when conducting an A/B testing of a email campaign?

Testing both subject line and visual elements at the same time

AP (Name / Address / Phone) or citation consistency refers to what?

That the same name, address, and phone should appear on all review sites including your website.

What can an email bounce rate indicate?

That your mailing list is outdated

Conversion

The act of a user completing a desired action on the website. This can be any action like downloading a pdf, filling out a form, making a purchase, clicking on an ad, or calling a business. In paid advertising, conversions help a business see how well their advertising is doing, and if users are interacting with them.

CPM

The amount a business or advertiser is paying per 1,000 impressions of an ad. If a company is spending $1,000 in advertising and they have 4,000 impressions, their cost per thousand (($1,000/4,000)x1,000)

wash and fold company in Dallas, Texas, wants to create localized landing pages for nearby cities such as Plano, Arlington, and Frisco. How would Google evaluate these localized landing pages?

The are doorway pages if, and only if, they are created solely to manipulate Google and provide no value to humans

Channel

The avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.

What does "above the fold" mean

The content that appears on a screen without a user having to scroll.

Sessions

The duration of time a user spends on a particular web page. It is a useful metric for determining engagement and may require better content and a friendly user interface to increase average session duration.

What is a good explanation of the "review revolution?" Choose the best answer.

The fact that now literally anyone can write reviews of local businesses and many other businesses

What do third party tools like Buzzsumo or Hashtagify.me tell you that might help you with getting social mentions?

The identities and Twitter accounts of "influencers" of a potential hashtag or keyword

Impressions

The number of times an ad is seen by a potential customer. This can be through a search engine results page or through display advertising, and a user does not need to interact with the ad for it to be considered an impression. This is a common metric tracked in pay-per-click campaigns.

CTR or Click Thru Rate

The percentage of times a user will click on an ad if they are exposed to it. If the average user is shown an ad 1,000 times, but they only click on it 350 times, the click thru rate (350/1,000) is 35%.

CVR

The percentage of times the average user will convert from an ad if they have clicked on it. If the average user clicks on an ad 500 times, but they only convert from that ad 120 times, the conversion rate for that ad (120/500) is 24%.

Keyword Stuffing

The practice of loading a page with keywords or phrases in an effort to manipulate the site's SEO rankings. These keywords can often appear out of context or, in some cases, irrelevant to the page itself. While this used to be a common SEO practice for some companies, Google has since discouraged this practice by lowering SEO scores when caught.

Keyword Research

The practice of researching what terms or phrases people frequently search for and using that data to make informed decisions regarding which keywords a business should be targeting in their own campaign. If done well, keyword research can help businesses rank higher for their targeted terms.

Crawl or Crawling

The process of scanning a website to discover new pages, updated pages, or removed or redirected pages. This is done by a Googlebot, or 'Spider,' either when a user uses a search engine, or when an advertiser is indexing (see: Index) a website from the backend.

What is "attention ratio"?

The ratio of the number of things you can do on a given page to the number of things you should be doing.

SERP

The resulting list a user receives after typing in a search query in a search engine. It may be a mix of ads and organic search results.

Copy or Ad Copy

The text associated with an ad. Copy can also be referred to as the main content on the pages of a website, but when talking about ad copy it is usually in reference to the headlines and description that accompany the ad.

reach

The total number of views content receives over a specified period of time. With paid reach, a business will pay money to have an ad with higher visibility within a targeted time frame and demographic, while organic reach requires SEO to have users find the business themselves.

What does "fetch as Google" refer to?

The use in Google Search Console of asking Google to index a web page

Why might a company focus on a low volume keyword?

They realize that a long tail keyword query might bring a very high value customer.

A/B Testing

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts

What's a good way to "reverse engineer" competitor keyword targets?

To RIGHT CLICK > View source

In the "keyword brainstorm" phase, what is your prime objective?

To identify the entire "universe" of potential keywords used by your customers

In Google Search Console, what does it mean to "set a preferred domain?"

To indicate that you prefer the "WWW" or "Non-WWW" for your website.

To measure the conversion rate you will need

To use web analytics and trackable links

In addition to designing beautiful websites that "talk" to humans, web designers should keep in mind that the source code of the website also talks to Google

True

Keywords are important because they begin the search process as customers type them into Google.

True

Keywords are important to the search process. However, for short tail searches (searches that have a local aspect) such as "chiropractor" or "attorney," Google also looks at the location of the searcher. For instance, a person in New York City will see different results for "chiropractor" than a person in Los Angeles.

True

Links and link building are not limited just to external websites. For instance, how your home page links to other pages on your website is very important as is how you set up navigation from any page on your website to its main pages. This process is called "link sculpting" and is very important to on page SEO, yet it is an "on page" technique. True or false?

True

Which of the following four metrics is less reliable than the other three?

Unsubscribe rate

The "META KEYWORDS" tag is -

Useful for keyword discovery even though it is ignored by Google; use VIEW SOURCE to find it in a competitor web page

A "Business Value Proposition" should clearly state:

What the business sells that people want

Retargeting

When ads for a business' product or service are shown across the web to people who have visited their website previously. Retargeting reintroduces the product or service to those who are more likely to buy, because they have already shown interest in the past. When a person browses a website, a cookie tracks them anonymously, and shows them targeted ads based on their browsing behavior.

A good easy metric as your begin your SEO project is which of the following?

Whether your website already ranks on the first page of Google for specific keywords.

One of the reasons that YELP ranks highly on Google searches is

Yelp allows business owners to download Yelp icons to their website, showcasing the number of Yelp reviews a business has