Which of the following is NOT the correct reason for using “rel=nofollow”?

When linking to a page that you trust

When linking from a paid advertising link

When linking to a page that you don’t want to endorse

Comments section of your site which allows users to add comments without moderation

sitemap.xml is a protocol that is supported by several search engines such as Google, Yahoo!, and Microsoft for…

notifying search engines of web pages to be crawled on a website.

notifying search engine crawlers of the page location to be excluded from their search index.

notifying website owners when a website needs improvement.

for listing page names on a site without the use of their URLs.

for keeping a log of redirects.

What is the purpose of PageRank?

It shows a page's importance; which Google calculates based on factors like the number of links leading to that page.

It offers a list of all the URLs that a user visited when they are browsing the Internet and is developing a preference for this user.

It provides Yandex thematic citation index that is based on a number of links to the website being evaluated.

It shows how many times a particular web page was visited by people and based on this a numeric value is allocated from 0 to 10 to show its importance.

It is openly available information of the trust factor that a website has generated.

When conducting keyword research for organic SEO purposes what are the factors that you need to take into account?

Marketing activity objective, how many collaterals are to be created, buyer persona, culture, language and search engine

The budget that is available for bidding on a daily basis, what the quality score is for the landing pages being targeted.

Buyer objectives, how many keyword terms are to be found, how many terms to be found, seller persona, business culture and past buyer behaviour.

Marketing activity objectives, how many social profiles are to be used, existing online communities, hash tags to be targeted, key influencers and social media channels of choice

Number of competitors targeting the same keywords

Ideally organic SEO keyword selection is based on…

high relevancy, high popularity, low competition and high specificity.

high relevancy, high popularity, high competition and high specificity.

low relevancy, low popularity, low competition and low specificity.

high relevancy, high popularity, low competition and low specificity

low relevancy, high popularity, low competition and high specificity

Long tail organic SEO keywords are a better choice in comparison to short tail keywords because...

The buyer persona is more likely to convert at this stage since the more specific the term the higher their awareness of their own need.

they have a much higher search volume.

they have a much lower competition rate.

the buyer persona is less likely to convert at this stage since the less specific the term the higher is their awareness of their need.

There is usually less competition.

A short tail keyword is…

A one or two words long search term.

a five or more words long search term.

a search term which is easy to optimise for and would bring a lot of relevant traffic.

What are the basic on-page SEO factors that should be defined in a keyword map when developing a website architecture?

Focus, primary and up to three secondary keywords, Page Title, URL, Description and Heading 1.

Number of words on page, images and interactive content.

Keyword density, anchor text for links and keywords.

Up to three primary keywords, URL and Description.

“Click here” anchor text should not be used because…

It confuses screen readers and indexing bots that can’t understand the content of the destination page.

it comprises of two words and therefore difficult to read by a search engine.

The search engine bot would automatically click on the link.

It is prohibited under the schema.org agreement by all main search engines.

A meta description tag could be defined as…

the description of a web site which must be used by a search engine to describe a page on SERP.

the website address telling the spider where to find a website.

a tag that is no longer used by search engines for indexing web pages.

the clickable text highlighted in blue on SERPS.

the description of a web page which could be used by a search engine to describe a page on SERP.

A meta keyword tag is…

no longer used by search engines for indexing web pages.

used for spamming search engines and is essential for a web page ranking.

the first variable used by a search engine when a spider arrives to index a page.

is compulsory for every web page, failure to define it will result in a page being not indexed on SERPs.

there to repeat your PR as often as you can.

Keyword research is a process of …

identifying relevant primary and secondary terms used by your buyer persona.

identifying the highest volume of searches for a single word term that is used by the buyer persona.

analysing social media networks and identifying key influencers on each one of the key topics.

reviewing the pages on your website with the highest numbers of visitors.

Identifying what search terms are being targeted by the competitors.

Specificity Energy Retention Practice.

Selection Evaluation Refinement Process.

Specificity Evaluation Results Procedure.

The “HELP, HERO, HUB” framework ….

helps to structure your website architecture

should be used for all websites.

helps to position your keywords strategically.

When developing a website architecture deep linking is important because…

it helps user experience by being able to navigate to a specific page.

only the home page ranks for all keywords

it is used to reduce the server load

it speeds up the reading of the web page.

there is no logical structure to website architecture.

When optimising a website which of these should be used for white hat SEO?

Develop a keyword map for the entire site and strategically focus all web pages to the needs of your website visitors.

Use cloaking techniques to entice search engine bots and re-directing real users to different web pages.

Developing web pages specifically targeting search engine bots.

Identify content that ranks well for your competitors and copy and paste it onto your web pages.

Get as many links as you can from any source possible using tools such as SEONuke.

The reason why Adobe’s download page ranks well for the search term “click here” on Google is because…

a large number of external links are pointing to that page using the anchor text “click here”.

the term “click here” is specified in the keyword meta data of that page.

the keyword “click here” is use in title, description, URL and Heading 1 of that page.

the term “click here” has a high keyword density on that page.

the website uses black hat SEO to highjack that ranking spot

How can AIDA help to optimise a web page?

By following the structure of Attention, Interest, Desire, Action the reader is given a pattern for engaging with content.

It places primary and secondary keyword in strategic places on a web page, namely the page title, description, heading 1, first paragraph, heading 2, image alternative text and image names.

It uses power verbs to increase the reader’s willingness to identify with the presented content.

It offers a structure for a calculating the bounce rate on a web page.

It cannot help to optimise a web page since it is not relevant for content development.

Search Engine Results Pages comprise of …

paid and organic search results.

local search results based on your IP address.

the live view of all websites around the world.

video, text, flash Files, JavaScript and invisible text.

results that have the highest keyword density for the searched term.

The length of the title and description tags…

Is measured in pixels and depends on the search engine as well as device being used.

Is a fixed length of 60 characters for title and 160 for description on all search engines

is always ignored by search engines and they replace these dynamically all the time dependent on the search results.

means the title is fixed to 160 characters and the description to 60 characters max in length on all search engines.

Is defined by the schema.org and is used by all search engines in same way.

The description tag of a web page should ideally contain…

the primary keyword phrase used on the page and a call to action to read the page.

a question mark which could attract attention of the reader.

the brand name of the organisation being mentioned.

the key point being addressed and the author name.

no text since this will be populated by the search engine anyway.

Which of the following is NOT a black hat SEO technique and is not considered to be spam?

A question asked by a customer on a social media network

Advertisements without public acknowledgement

Header tags (h1 to h6) are…

are used to structure a web page for a reader and prominence to certain text on a page.

are limited to 60 characters on a page.

start from h3 since h1 is too large on a web page.

Keyword stuffing is…

an out-dated technique for optimising a web page by repeatedly using a keyword term throughout a web page so that the text density becomes unnatural.

the latest thinking technique for legitimately optimising a web page for a particular keyword phrase.

an effective technique for increasing keyword density to over 10%.

A highly effective way for optimising images, video and other interactive content.

recommended by schema.org and accepted by all search engines.

The latest best practices of Google Search Engine Optimisation can be found at …

Google’s Webmaster tools guidelines.

SEO suffers from the last click attribution model because…

as with other channels it is not always possible to track the full value of this channel since other channels could have been used to assist the final conversion.

most people use search engines before they purchase the product or service that they were looking for.

social media is taking over from search engine optimisation in terms of generating brand awareness and conversions.

it is no longer an issue with the latest Google Analytics tools as it is possible to see the entire customer journey across channels.

organic SEO is precise and offers an unparalleled level of transparency for website ranking visibility and value calculation.

Rich snippets offer the advantage of…

presenting the content of your website with enhanced SERP visibility and engagement.

making your website accessible to mobile devices.

speeding up the way to access your website.

preventing Google from better understanding your context for display in SERPS.

preventing users engaging directly with your content right from SERPS.

When conducting on-page optimisation for a particular keyword phrase which of the following are the most important places for keyword inclusion?

Alternative text for images and image file name

Video file name and account name

When optimising hyperlinks …

use exact keyword matches for internal link anchor text, but brand name for incoming external links.

always use the exact keyword match of the target web page as anchor text.

always use “click here” anchor text for all internal and external links.

always use images for links since these have more impact compared to text.

always disavow links coming from external pages.

Local SEO is used for…

organisations that focus on serving a particular geographic area.

global eCommerce brands that have no physical location.

organisations that have a number of local suppliers.

organisations that have a geographic location in their brand name.

organisations offering virtual reality content.

In SEO, NAP is used for…

consistently writing Name, Address and Phone number to optimise for local SEO.

adding additional value to the Nett Address Presence and helps search engine spiders to navigate to the nearest page.

signifying that it is Not Always Possible to rank for every single keyword targeted by a campaign.

notifying a web page redirection from temporary to Not Available Permanently.

delisting a web page from the search engine index – Not Available Page

Which of these are content related KPIs?

Number of comments & Time spent on page.

Reduction of errors such as duplicate titles, descriptions and headings.

Number and quality of links to a page & Number of shares to a page.

Reduction of technical errors such as W3C validator approval.

Which of these are on-page related KPIs?

Reduction of errors such as duplicate titles, descriptions and headings.

The number of comments. Time spent on page.

Traffic generated. Keyword visibility in SERPs.

Number and quality of links to a page. Number of shares to a page.

Reduction of technical errors such as W3C validator approval. Website speed approval.

SEO content optimisation can be done by…

providing original long form content with over 600 words per page.

creating a lot of pages with content of about 100 words per page.

creating content that uses high keyword density.

focusing on the speed of reading and remove all text and video distractions.

write primarily for a search engine and then optimise for a human reader.

aims at increasing brand awareness and attracting large audiences to your content. The result of this content is brand awareness and potential for future navigational search results.

is based on the main product and services and offers regular fresh perspectives of interest to your buyer persona. This content would tend to satisfy informational search queries.

is a must have for your organisation and it helps your buyer persona to resolve the transactional and navigational search questions they might have in relation to your brand, products or services.

is helpful for a search engine to better index web pages based on the schema.org protocol agreement

Traditional website architecture contains…

Home > Categories > Products and Services > Supporting pages > Utility pages

Home > Products and Services > Utility pages

Home > Products and Services > Categories > Supporting pages > Utility pages

Products and Services > Supporting pages > Utility pages > Home

Home > Products and Services > Supporting pages >

robots.txt is used to …

tells search engine bots what pages to index and what should not be indexed.

tell search engine bots which pages have permanently moved.

tell search engine bots which pages have been deleted.

tell search engine bots which pages have temporarily moved.

tell search engine bots that the Web server is not available since it is being worked on at the moment.

The “200” response code from a web server means…

The Web server is not available.

Structured Data is…

a range of advanced mark-up structures - called schemas that help you to make your information more accessible to search engines and smart devices.

W3C validation of your HTML code.

a way of making your website rank well for a particular search term in audio search mode.

a server response code that works only in a structured way.

Chapter 7

Authored by Passion Digital

Professional Development, Business

Professional Development

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52 questions

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MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which search engines support the Schema.org protocol?

Google

Yandex

Yahoo!

Bing

All of the above

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

SERPS usually include…

paid and organic advertising.

short tail focused content.

all the web pages that are relevant to a search term.

None of the above.

A, B and C

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

How can you learn about SEO from the recent history (e.g. the effect of the last SERP algorithm update)?

Develop a weekly routine for continuous review of SERPS and industry updates including search engine webmaster forums.

Just follow guidelines in this book.

Identify a “guru” and follow all that they recommend.

Just follow the guidelines provided by Microsoft.

Replicate everything that your competitors are doing

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

In HTML the title tag is NOT…

used by search engines to understand meaning of the web page.

Marked up as <title>Page Title</title>.

A place to specify a website address.

Usually used by search engines to link to a web page from SERPS.

Used for the positioning of a primary keyword for the page.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which the following is a reasonable SMART organic SEO objective?

increase the average duration of time spent by visitors on your website.

achieve the number 1 SERP on all search engines for all 10,000 keywords that are relevant for your organisation in one week.

gain number 1 position for the one hundred primary keywords within one day.

increase the number of Product X page visitors by 5% year on year in 4 months.

Dominate page 1 SERP for the term “car insurance”.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What are the four pillars of SEO?

Incoming Links, Social shares, Website architecture and Use of images

Quality content, Off-page, On-page and Site structure

Technical quality, Off-site, On-site and Quality tracking

Video, images, Text and Code

Quality content, On-page, Off-page and Technical

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Which of the following is NOT a way for a search engine crawler to be notified of a new web page?

Search Engine dedicated Add URL page

Indexed sitemap.xml entry with a link to the new page

A link from an already indexed web page

A link in a JavaScript popup box activated by a mouse click

A text link in a website navigation bar

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Chapter 7

Which search engines support the Schema.org protocol?

SERPS usually include…

How can you learn about SEO from the recent history (e.g. the effect of the last SERP algorithm update)?

In HTML the title tag is NOT…

Which the following is a reasonable SMART organic SEO objective?

What are the four pillars of SEO?

Which of the following is NOT a way for a search engine crawler to be notified of a new web page?

Which of the following is NOT the correct reason for using “rel=nofollow”?

What is the key revenue generation source for search engines?

sitemap.xml is a protocol that is supported by several search engines such as Google, Yahoo!, and Microsoft for…

Access all questions and much more by creating a free account

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Popular Resources on Wayground

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