Introduction to digital marketing

What is the term we use to describe how search engines categorise each piece of content?

• Listing

• Crawling

• Indexing

• Ranking

When using a search engine, what is the name of a word or phrase somebody types to find something online?

• Search phrase

• Search term

• Search query

• Search word

When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

• A. Choosing what images to put on your website

• A. Reserving all the social profiles that you will be using for the business

• A. Finding people who will link back to your website

• Keyword Research

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

• Pay people to link back to your site

• Write some great content they will find useful

• Ensure your staff link back to your site

• Link to them first, regardless of whether they have anything interesting on their site

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building, which of the following statements is accurate?

• The quantity of links is important, not the quality

• The quality of links is important, not the quantity

• Links hidden within code on sites improves your SEO performance

• A. Links hidden within images on sites improves your SEO performance

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

• It will help the ad stand out and encourage people to click it

• It will guarantee the ad appears at the top of the search results

• It will increase the amount of users across your entire website

• It can increase the quality score of your ad

Which of the following is a benefit of Search Engine Marketing (SEM)?

• Reach out to potential customers actively looking for your product or service

• Create different types of ad formats to show to potential customers

• Target people based on their interests and habits

• SEM is a lot cheaper than any other advertising medium

Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business

• prevent

• secure

• increase the chance of

• decrease the chance of

When trying to promote your business locally, what three key bits of information should be present in your directory listing?

• Business name, address, phone number

• Personal name, business name, postcode

• Name, PO box, freephone number

• Business name, CEO, company registration number

Fill the blank: When it comes to promoting a business locally, search engines can _______________ your business in the search results page if the user is near your location.

• prioritise

• highlight

• hide

• promote