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Questions in this quiz (38)
1What is the downside of a search engine based solely on relevance?
- AIt has no way to generate advertising revenue
- BThe search engine will often show content that does not match the search phrase
- CWebsites with little useful content can often earn good rankings
- DIt provides too many links on the search engine results page (SERP)
2The Penguin update focused mainly on
- AAnchor text
- BSpelling and grammar
- COutbound links
- DAd footprint
3Why is a link from Yahoo.com worth more than a link from a small blog?
- AGoogle considers all blogs to be spam
- BGoogle plays favorites with certain websites like Yahoo
- CBecause Yahoo gets more traffic, and PageRank is based on web traffic
- DYahoo has a higher PageRank, so it passes on more PageRank to the page it links to
4How does anchor text factor into Google’s ranking calculations?
- AAnchor text is the basis of PageRank
- BAnchor text is one input into a web page’s relevance score
- CAnchor text is a replacement for a website’s quality score
- DAnchor text is ignored by Google
5Which of the following is NOT a weakness of finding internet content through lists of websites organized by subject matter (versus through a search engine)?
- ALists cannot cover niche topics
- BLists can only cover a few websites per subject
- CLists are slow to incorporate new content
- DLists are expensive to maintain, because they must be monitored and updated manually
6Which of the following is NOT a practice instituted or strengthened by the Panda update?
- AIncreased opportunity to shop for products directly on the SERP
- BPenalty for poor grammar and spelling on a web page
- CPenalty for web pages that show too many ads
- DIncorporation of social media data as a signal of web page quality
7In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A?
- AA link was considered an endorsement, so B only got part of A’s endorsement score if A endorsed multiple pages
- BBecause otherwise, PageRank would be infinite for all pages
- CThat prevented the formula from becoming circular
- DThe question is wrong. PageRank was not divided by the number of outbound links
8We can influence our click-through rate on the SERP through
- Aa. the title tag
- Bb. the meta description
- Cc. both the title tag and meta description
- Dd. none of the above
9The title tag of a web page appears
- Aa. at the top of the browser
- Bb. on the SERP (search engine results page)
- Cc. both answers are correct
10My chosen keyword phrase for a page should make up __ to __ % of the page’s content.
- A1, 1.5
- B3, 5
- C5, 10
- D10, 20
11Which header tag is the largest?
- AHeader 1 (‹h1›)
- BHeader 2 (‹h2›)
- CHeader 5 (‹h5›)
- DHeader 7 (‹h7›)
12If I think my website is being punished for engaging in black hat SEO tactics, I should
- Ause less detectable black hat SEO tactics
- Bchoose new keywords to target
- Cimprove the site’s XML sitemap
- Dimmediately fix any pages using these black hat SEO tactics
13As compared to a fat head keyword phrases, a long-tail keyword phrases typically
- Areceive lower volume of searches
- Bis longer (have more words)
- Cis more plentiful (there are more of them)
- Dall of the above
14A brand new website should NOT choose target keyword phrases based on
- Arelevance
- Btraffic
- Ccompetition
- Dcurrent ranking
15Alt text is
- Aa. the text of a link
- Bb. text that describes the contents of an image
- Cd. none of the above
16Organizing your campaigns can help with all of the following except:
- Aa. Landing page optimization
- Bb. Ad relevance
- Cc. Quality Scores
- Dd. Ensure that your ad shows for specific keywords
17To calculate your ROAS, you must know which of the following?
- Aa. CTR and Conversion Rate
- Bb. Total Adspend and CTR
- Cc. Total Adspend and Total Revenue
- Dd. CTR and Total Revenue
18If a keyword has low search volume, you should do which of the following?
- Aa. Most definitely do NOT advertise on this keyword
- Bb. Only choose it as a keyword if it has a low CPC
- Cc. Most definitely do advertise on this keyword
- Dd. Consider the CPC and if your ad and landing page are relevant to determine if you should choose that keyword
19The Second-price auction model:
- Ab. allows the highest bidder to pay only a penny more than the second highest bidder
- Ba. determines how much the second highest bidder will be charged
- Cc. is for keywords with low-priced CPCs because no other bids were placed for that keyword
- Dd. is used for price changing that occurs every second
20In a PPC text ad, it is a best practice to include which of the following:
- Aa. UVP
- Bb. Call-to-Action
- Cc. Keywords pertaining to the adgroup
- Dd. All of the above
21The Google Keyword Planner CPC Data:
- Ab. Is relevant, but one should not expect to pay the exact same CPC as the Planner suggests
- Ba. Is irrelevant because the CPC bidding system is too dynamic
- Cc. Provides data that helps you do keyword research
- De. B & C
22How often does Google recalculate Quality Score?
- Aa. Each time an ad is considered for display for a particular keyword
- Bb. Every 100 times an ad is considered for display for a particular keyword
- Cd. Once per week
- Dc. Once per day
23What does PLA stand for?
- Aa. Product Landing Advertising
- Bb. Promotional Listing Association
- Cc. Product Listing Ad
- Dd. None of the above
24Which advertiser is awarded the top ad position?
- Aa. The advertiser with the highest CTR
- Bb. It depends on who receives the highest Ad Rank
- Cc. The highest bidder is always on top
- Dd. The advertiser with the highest Quality Score
25Which of the following is NOT displayed in a PPC text ad?
- Aa. The destination URL
- Bb. Description Line 2
- Cc. The display URL
- Dd. The Title
26Which is the correct formula for calculating CTR?
- Aa. (Impressions/Clicks) x 100=CTR
- Bb. Clicks/Cost=CTR
- Cc. Clicks/Impressions=CTR
- Dd. (Clicks/Impressions) x 100=CTR
27If an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the equivalent CPC bid would be
- Aa. $2.00
- Bb. $0.08
- Cc. $1.50
- Dd. $0.75
28Publishers that participate in a display ad network
- Aa. always make more money selling ad space through the ad network than they would selling the ad space on their own.
- Bb. never make more money selling ad space through the ad network than they would selling the ad space on their own
- Cc. get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher’s site.
- Dd. have to deal individually with each advertiser running ads on their site.
29With the Google Display Network, you can run
- Aa. banner ads.
- Bb. text ads
- Cc. All of the above.
30When trying to increase the number of form fills received on a lead-generation landing page, which of the following is NOT a best practice?
- Aa. Make a submission button that stands out
- Bb. Test different layouts of form fields
- Cc. Increase the number of required form fields
- Dd. Position the form in the upper-fold of the landing page
31John’s Bracelets, an ecommerce site, received 304,000 visitors and earned $73,500 in revenue from 48,700 transactions. What is John’s conversion rate?
- Aa. 17.51%
- Bb. 16.02%
- Cc. 24.18%
- Dd. 66.26%
32The upper fold of the landing page is defined as:
- Aa. The part of the page that can be seen without having to scroll down
- Bb. The top section of the website that includes the navigation menu tabs
- Cc. Everything on the website above the bottom of the first complete paragraph
- Dd. The next page that the site visitor should reach after the landing page
33PageRank could be easily manipulated by
- Aa. creating spam websites linking to one another.
- Bb. creating a website with thousands of pages.
- Cc. placing thousands of links on the same page.
- Dd. hacking Yahoo.com.
34What would be the HTML code to create a link to cnn.com using the anchor text, “My favorite news site”?
- Aa. ‹a href=”http://cnn.com”›My favorite news site‹/a›
- Bb. ‹a href=”My favorite news site”, “http://cnn.com”›‹/a›
- Cc. ‹a href=”http://cnn.com”›Cnn.com, My favorite news site‹/a›
- Dd. ‹a href=”Cnn.com, My favorite news site /a”›
35Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because
- Aa. if the links come from 100 different websites, those links are more likely to generate social sharing.
- Bb. the links from 100 different websites will generate more traffic, and traffic is the most important ranking determinant.
- Cc. if we get too many links from the same website, the search engines automatically assume we are buying those links.
- Dd. search engines consider link diversity a sign of organic, independent endorsements of a website’s content.
36A manual link-building practice that was once considered standard but is now considered (by Google) to lean toward black hat is
- Aa. submitting your site to Google Places.
- Bb. creating a social media profile for your website.
- Cc. asking customers to link to your website.
- Dd. guest blogging.
37A page’s ranking is determined by both its popularity and its relevance to the searched phrase. The page’s popularity is measured based on
- Aa. its link profile.
- Bc. its link profile as well as the root domain’s link profile.
- Cb. the link profile of its root domain.
- Dd. keyword usage.
38Which of the following might be a paid link (advertisement) on our site?
- Aa. ‹a href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
- Bb. ‹a href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
- Cc. ‹a rel=“nofollow” href=“http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
- Dd. ‹a rel=“nofollow” “http://www.expedia.com/Hotels”›Great Hotel Deals‹/a›
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- Description
- Business/Economics Quiz on Digital Marketing Analytics, created by Jason Overberger on 24/10/2016.
- Author
- Jason Overberger
- Language
- English
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