Chapter 4

Organic search results are typically displayed:

• Interspersed with paid ads

• Below the paid ads

• At the top of the SERP

• On page 2

For a search engine, “relevance” refers to:

• The traffic level of the website

• How many pages on the website link to one another

• The extent to which a web page’s content matches the searcher’s query

• Whether a website has been visited by the searcher before

Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include “maternity.” What should the URL for the maternity category page be?

• https://jane.com/category5

• https://jane.maternity.com/

• https://jane.com/maternity

• https://maternity.jane.com/

Including the word “maternity” in the alt text and file name of several images on the maternity category page of Jane.com will improve the page’s relevance score for searches using the word “maternity.” What other benefit can result from this?

• The images are more likely to show up on image searches that use “maternity”

• Other category pages in the website will be more likely to show up for searches that use the word “maternity”

• The website will be better organized

• Individual product pages that sell maternity products will automatically be optimized for relevant searches

Even a highly relevant keyword may not be worth pursuing in your SEO if:

• The keyword is often misspelled

• The keyword is synonymous with other terms

• The keyword is too long

• The keyword has no traffic

“Long tail keywords” are:

• Search terms for niche product categories

• Search terms with lower volume than “fat head keywords”

• Search terms that produce a low conversion rate

• Search terms done on mobile devices

If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?

• The keyword on which your site ranks #98

• The keyword on which your site ranks #112

• The keyword on which your site ranks #9

• The keyword on which your site ranks #1

The benefit of keyword mapping is:

• To organize SEO efforts across the many search phrases the website is targeting

• To make sure the most appropriate webpage shows up on the SERP for every search phrase

• To prevent keyword cannibalization in a website’s SEO efforts

• All of these are correct

Why is a high bounce back rate a negative signal of a web page’s quality?

• Because search engine rankings are determined by websites’ conversion rate, and a high bounce rate means a low conversion rate

• Because the search engine must load the SERP again, and this wastes the server’s bandwidth.

• Because this behavior indicates that the searcher did not like what they saw or find what they were looking for

• Because this behavior is an indicator that the website might be engaging in click fraud.

A company wishing to rank for local searches should first:

• Begin advertising on Google’s ad network

• Change its business name to include its more important keywords

• Ask its customers for reviews on Yelp and other similar websites

• Register and verify its business with Google’s My Business