Flashcards
SEO
Cards in this deck (116)
- 1Definition of search engineA simple tool to find information online
- 2What does SERP stand forSearch engine results page
- 3Definition of search engine results pageThe list of links and other descriptive information about webpages return by a search engine in response to a search query
- 4Keywords definitionIn the context of web search or SEO words or phrases that describe the content on a webpage search engine use keywords to match webpages with user search queries
- 5What percentage of web traffic is generated by search engines50 to 75%
- 6What are the two basic sources that traffic comes from search enginesOrganic search results
paid search advertisement - 7What is organic search resultsresults are heavily influenced by website content and design features
Technology used to create this site
webpage coding - 8What is paid search trafficIs the result of ads that appear on service companies pay search engines to place these ads on certain SERP when certain keywords are used in a search query
Search engine users frequently ignore these ads - 9What percentage of website traffic is generated by search engine as a result of organic search listings85%
- 10Definition of search engine optimizationA collection of strategies and techniques designed to increase the number of visitors to a website as a result of web site ranks on search engine results page
- 11What can be done to improve a websites ranking in SERPChanging the design and content on the website
- 12Definition of branded search queriesSearches conducted with specific brand name labels
- 13Are most search engine services free yes or noYes
- 14search has become a multi billion dollar a year business true or falseTrue
- 15Does it make a difference the way search engines work and how they rank order the links displayed when A search is conductedYes it has huge implications for millions of the other businesses because consumers typically don’t look past the first few pages of search results having your business appear at the top of the search results page can make a difference in how much traffic to your website gets
- 16How did Nike take advantage of Olympic star Misty May-Treanor’s popularity to increase it search related web trafficNike updated their website with blog content around Misty May-Treanor in her Nike brand sunglasses so when there was a non-branded search for sunglasses then it would pull up Nike’s website at the top of the list they also put Nike brand of sunglasses content on their blog as well
- 17Definition of search enginesAn application for locating webpages or other content on a computer network
popular web based search engines include Google Bing and Yahoo - 18Definition of spidersknown as crawlers, web bots or simply bots
- 19Additional definition of spiderssmall computer programs designed to perform automated repetitive task over the Internet
used by search engines for scanning webpages and returning information to be stored in a page repository - 20What does IR stand forInformation retrieval
- 21What are the 5 best different types of search that will get you the best resultsCrawler search engines
Web directory
hybrid search engine
Meta-search engine
semantic search engine - 22Definition of web directoryCategorize listings of webpages created and maintained by humans
because websites are only included after being reviewed by a person it is less likely that search results will contain irrelevant websites - 23Definition of hybrid search enginesCombined the result of a directory created by humans and results from a crawler search engine the goal of providing both accuracy and broad coverage of the Internet yahoo.com uses this approach
- 24Definition of meta search engineCompiles results from other search engines
Example/ dogpile.com generates listings by combining results from Google and Yandex to crawler based search engines - 25Semantics search engines definition ofDesigned to locate information based on the nature and meaning of web content not simple keyword matches
- 26What are the two goals of semantic search enginesIs to dramatically increase the accuracy and usefulness of search results
- 27What technology is used for the two most popular commercial search engines on the webCrawler technology
- 28How did people find web content prior to search enginesPeople relied on directories created by human editors to help find the information
web directories are typically organized by categories - 29Are directories useful when conducting searches on a specific topic such as a Identifying suppliers of a specific type of product Or serviceYes
- 30Why would a niche web directory be createdExample - Companies who need to identify vendors or suppliers may consult a niche web directory created just for this purpose and example would be web directory at business.com
- 31Can you determine exactly how search engines Google and Bing decide what websites will appear in their search engine results pageNo because they have proprietary technology to stay ahead of the competitor
- 32Definition of page repositoryA data structure that stores and manages information from a large number of webpages, providing a fast and efficient means of accessing in analyzing the information at a later time
- 33Definition of crawler Control moduleA software program that controls a number of spiders responsible for scanning or crawling through information on the web
- 34How does the crawler control module design workAssigns webpage URLs to programs called spiders or bots
spider downloads these webpages into a page repository & scans for links
links are-transferred to the crawler control module & used to determine where the spiders will be sent in the future - 35Do most search engines allow webmasters to submit URLs requesting that their websites be scan so they will appear in search results These requests are added to the crawler control queueYes
- 36Definition of indexer modulesCreates look up tables by extracting words from the webpages and recording the URL where they were found
indexer modules will also create an inverted index That helps search engines efficiently locate relevant pages containing keywords used in a search - 37Definition of collection analysis modulesCreates utility indexes that aid in providing search result
utility indexes contain information about things like how many pages are in a website, the geographic location of a website, number of pictures on a webpage, webpage length, or other site specific information the search engine may use to determine the relevance of a page - 38Definition of retrieval ranking manualDetermines the order in which pages are listed in a SERP
the methods by which search engines determine page rank vary and the specific algorithms they use are often carefully guarded trade secrets - 39True or false in some cases a search engine may use hundreds of different criteria to determine which pages appear at the top of the SERPTrue
- 40What are the two categories that factors what and how search engines rank pagesRelevance
popularity - 41Webpages retrieved by spiders, along with the indexes & ranking information are stored on large servers true or falseTrue
- 42Definition of query interfaceIs where users enter words that describe the kind of information they are looking for
search engine’s then applies various algorithms to match the query string with information stored in the indexes to determine what pages to display in the SERP - 43Do search engines use inverted indexes to efficiently locate web content based on search query termsYes
- 44Definition of petabyteA unit of measurement for digital data storage
is equal to 1,000,000 GB - 45What is one of many challenges faced by large commercial search enginesStorage
- 46In the crawler approach to search requires a company to store a copy of the web on large data centers true or falseTrue
- 47How many servers does Google have to house all of the information they collectOver 1 million servers spread across 12 different facilities worldwide
- 48Even though Google is widely recognized as operating as some of the most efficient data centers in the world critics are disturbed by the industries overall level of whatEnergy consumption data centers account for about 2% of the worlds energy use
& the fast rate of growth is cause for concern - 49Search technology impact business in each of the following for WaysEnterprise search - finding the information within your organization
recommendation engines - presenting information to users without requiring them to conduct an active search
search engine marketing (SEM)- getting found by consumers on the web
web search - finding crucial business information online - 50Enterprise search tools allow businesses to extract information from databases intranets content management systems files contract policy manual and documents to make timely decisions, adding value to the company and enhancing it’s competitive advantage true or falseTrue
- 51What are the two formats that data exist inStructured unstructured
- 52Structured data definitionInformation with high degree of organization
- 53Definition of unstructured dataSometimes called messy data refers to information that is not organized in a systematic or prefer define way
unstructured data files are also more likely to contain in accuracies or errors - 54What is an example of unstructured dataEmails articles books and documents
- 55What percentage is estimated that unstructured data account for of all the data present on computers today80%
- 56Can enterprise search tools work with both structured and unstructured dataYes
- 57What is the goal of enterprise search toolsIt must balance The goal of making information widely available throughout the organization with the need to restrict access based on an employee’s job function or security clearance
- 58What is the definition of access controlLimiting access to certain documents or data
- 59What are recommendation enginesRepresent an interesting twist in the IR technology they attempt to anticipate information that a user might be interested in
they are used by e-
commerce sites to recommend products, news organizations to recommend news articles and videos
web advertisers to anticipate the ads people might respond to - 60Even though recommendation engines are widespread is there still a lot of work to be done to improve the accuracy of these fascinating applications yes or noYes
- 61Definition of search engine marketingA collection of online marketing strategies and tactics that promote brands by increasing their visibility in SERPs through optimization and advertising
- 62What are the three basic types of SEM searchesInformational search
navigational search
transactional search - 63What is the most common type of searchInformational search
- 64Definition of informational searchUsing search engines to conduct research on the topic
- 65Definition of navigational searchUsing a search engine to locate particular website or web pages
- 66Definition of transactional searchUsing a search engine to determine where to purchase a product or service
- 67SEM strategies and tactics produce two different but complementary outcomes what are theyOrganic search listings paid search listing
- 68Definition of organic search listingThe result of content and website design features intended to improve a site ranking on a SERP that results from specific keywords queries
no payments are made to the search engine service for organic search - 69Definition of paid search listingsAre a form of advertising and are purchased from a search engine companies
the placement and effectiveness of paid search ads on SERPs are a function of several factors in addition to the fees paid by advertisers - 70What is the role of SEO specialistUnderstand how search engines work and Guide companies In designing websites and creating content that will produce higher organic SERP rankings than competitive websites
- 71Definition of click through rateThe percentage of people who click on a hyperlink area of a SERP or webpage
- 72Definition of pay per click (PPC)Paid search listings advertising
Advertisers pay search engines based on how many people click on the ads - 73Definition of social media optimizationRefers to strategies designed to enhance a company standing on various social media sites
- 74Increasingly search engines evaluate a company’s presence on social media to determine its reputation which in turn influences how the company is whatRanked in SERPs
- 75What is the largest segment of the digital marketing category that will account for over $33M by 2016Search marketing
- 76Do you need to be able to optimize mobile websites differently from a desktop siteYes
- 77What are the two essential issues that need to be address for optimizing mobile devices1, Properly configuring the technical aspects of the mobile site so that it can be crawled and index by search engines
2.providing content that is useful to people using mobile devices webmaster should consider how people use their mobile devices & adjust content accordingly - 78Definition of show roomingmobile shoppers also use barcode scanning apps as a kind of mobile search engine for locating product reviews and price comparison while shopping in stores
- 79What are some key features available on Google search engineFocus search
filetype
advanced search
search tool button
search history - 80What are other types of specific search features are availableFinding intellectual property
real time search
social bookmarking search
specialty search - 81Definition of social bookmarking searchProvide a way for users to save links they want to access at a later time they tag them with key words that describe the page content
- 82Specialty search engines vertical searchAre are programmed to focus on webpage related to a particular topic & to drill down by crawling pages that other search engines are likely to ignore vertical search engines exist for a variety of industries
- 83Using web analytics programs like Google analytics companies can determine whatHow many people visit their site
what specific pages they visit
how long do you spend on this site
what search engines are producing the most traffic - 84Definition of keyword conversion ratesThe likelihood that using a particular keyword to optimize a page will result in a conversion
-example when a website visitor converts to a buyer - 85What are the three categories of ranking factorsReputation or popularity
relevance
User satisfaction - 86When SEO Practices are combined with valuable content website become easier to find in search engines but more importantly contribute to building whatBrand awareness
positive attitudes towards the brand
brand loyalty - 87What is the most important action an organization can take to improve its website’s ranking & satisfy website visitorsIs provide helpful content that is current and updated regularly
- 88Definition of inbound marketingAn approach to marketing that emphasizes SEO, content marketing and social media strategies to attract customers
often viewed as an alternative to traditional marketing strategies based on advertising and personal selling - 89Definition of black hat SEOtrick the search engine into thinking a website has high-quality content when in fact it does not
- 90What are some examples of black hat tricksLinks spamming
keyword tricks
ghost text
shadow pages / ghost pages - 91Definition of reputation -ranking factorSearch engines attempt to provide links to good websites that contain high quality content
- 92Definition of relevance - ranking factorAttempt to determine if the content on a webpage is relevant to what the searcher is looking for as
search engine cannot determine relevant directly so algorithms have been developed to look for clues that suggest a site might be relevant - 93User satisfaction definition - ranking factorranking is influenced by factors that impact the user satisfaction
-Dwell time
-site speed
-reading level
-hacked sites , malware , spam
-barriers to content
-websites satisfaction surveys - 94Page rank algorithm is perhaps one of the most well known to times to use popularity to determine website quality true falseTrue
- 95Page rank algorithm is perhaps one of the most well known to times to use popularity to determine website quality true falseTrue
- 96Definition of back linksExternal links that point back to a site
- 97Definition of back linksExternal links that point back to a site
- 98Relevant ads are good for all parties whyThe search engine makes more money from clicks
the advertiser experiences more customers visiting its site
the customer is more likely to find what he or she is looking for - 99The effectiveness of PPC ads is heavily influenced by factors whatFactors on the web pages that adds are linked to
- 100What is one of the key benefits of online advertisingIs the ability to evaluate its contribution to sales revenue more effectively
PPC advertisers use metrics to gauge the effectiveness of their campaigns - 101What are the four steps to creating a PPC advertising campaign on search enginesSet an overall budget for the campaign
create ads - most search engine ads r text-only
select key words associated with the campaign
set up billing account information - 102forward thinking businesses and individuals are beginning to plan for the next evolution calledWeb 3.0
- 103Definition of semantic webOne in which computers can interpret the meaning of content by using meta-data
- 104What are some of the additional languages that will be used by semantic web that have been developed by W3CResource description framework( RDF )
web ontology language (oWL)
SPARQL protocol
RDF query language (SPARQL) - 105Semantic. web is described by metadata making it easier for a broad range of applications to identify & utilize data what is one of the barriers to creating the semantic webThe tagging process
who will tag all of the data that currently exist on the web
& how will we know it will be tagged correctly - 106Definition of content-based filteringRecommend products based on the product features of items the customer has interacted with in the past
interactions can include viewing an item
liking an item
purchasing an item
saving an item to a wish list - 107What are the three widely used approaches to creating useful recommendationsContent-based filtering
collaborative filtering
hybrid strategies - 108Definition of collaborative filteringMakes recommendations based on a user similarity to other people
- 109Definition of hybrid recommendation enginesDevelops recommendations based on some combination of the methodologies described in content-based filtering collaboration filtering and knowledge based and demographics systems
- 110Question TextAnswer Text
- 111Paid search advertising metricsClick through rates - used to evaluate keyword selection and ad copy campaign decisions
Keyword conversions -should lead to sales not just visits
cost of customer acquisition COCA - amount of money spent to attract a paying customer
return on advertising spend (ROAS). - overall financial effectiveness - 112Quality score is determined by factors related to the users experienceExpected keyword click through rate
the past CTR of your URL
past effectiveness
landing page quality
relevance of keywords to ads
relevance of keywords to customer search
ad performance on different devices - 113Definition of meta-dataDad of that describes and provides information about other data
- 114Semantic search definitionProcess of typing something into a search engine and getting more results than just those that feature the exact keyword typed into the search box
- 115Semantic web definitionMeaningful computing using meta-data
application of natural language processing NLP to support information retrieval analytics and data integration that compass both numerical and unstructured information - 116Examples of semantic search features and benefitsRelated searches reference results
Semantically annotated results
Full text similarity search
search on semantic/ syntactic annotations
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- Flashcards on SEO, created by Roxann Daniello on 13/06/2018.
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- Roxann Daniello
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