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Digital Marketing Essentials

November 2019
Larson & Draper
Digital Marketing Essentials
Chapter 1: Digital Marketing Foundations
Chapter 2: Web Design (Desktop and Mobile)
Chapter 3: Analytics
Chapter 4: On-Site SEO
Introduction
1: Maximizing Relevance
2: Choosing Target Search...
3: Creating High-quality ...
4: Other SEO Consideratio...
5: Local Search Rankings
6: Search Engines Past an...
Chapter 4 Quiz
Expert Sessions
Student Resources
Chapter 5: Off-Site SEO
Chapter 6: Paid Search Marketing
Chapter 7: Display Advertising
Chapter 8: Email Marketing
Chapter 9: Social Media 1
Chapter 10: Social Media 2
Chapter 11: Online Reputation Management (ORM)
Chapter 12: Mobile Marketing
Chapter 13: Digital Strategy
Acknowledgments
Book Information
Expert Sessions
Student Resources

DIGITAL MARKETING ESSENTIALS

Chapter 4: On-Site
SEO
Chapter 4 Quiz
 Sunday, April 5, 2020 8:30
Due Date:
PM
Time
None
Limit:
Status: Incomplete

Organic search results are typically displayed

interspersed with paid ads

on page 2

below the paid ads

at the top of the SERP

For a search engine, “relevance” refers to

how many pages on the website link to one another

the traffic level of the website

whether a website has been visited by the searcher before

the extent to which a webpage’s content matches the searcher’s query

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/maternity

https://maternity.jane.com/

https://jane.maternity.com/

https://jane.com/category5

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?

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

‘maternity’.

The images are more likely to show up on image searches that use ‘maternity’.

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

The website will be better organized.

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

the keyword is often misspelled

the keyword is too long

the keyword is synonymous with other terms

the keyword has no traffic

“Long tail keywords” are

search terms that produce a low conversion rate

search terms done on mobile devices

search terms with lower volume than “fat head keywords”

search terms for niche product categories

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 #112

the keyword on which your site ranks #9

the keyword on which your site ranks #98

the keyword on which your site ranks #1

The benefit of keyword mapping is

All of these options

to prevent keyword cannibalization in a website’s SEO efforts

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

to organize SEO efforts across the many search phrases the website is targeting

Why is a high bounce back rate a negative signal of a webpage’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 is an indicator that the website might be engaging in click fraud.

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

for

A company wishing to rank for local searches should first

register and verify its business with Google’s My Business

begin advertising on Google’s ad network

ask its customers for reviews on Yelp and other similar websites

change its business name to include its more important keywords

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