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8 Flashcards

1
Q
A
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2
Q

What is Search Engine Optimisation (SEO)?

A

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

SEO focuses on unpaid efforts to improve visibility.

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3
Q

List the components of a Search Engine Results Page (SERP).

A
  • Google Search Box
  • Paid Ads
  • Shopping Ads
  • Paid Listings
  • Organic Listings

Marketers use Search Engine Marketing (SEM) for paid listings and SEO for organic listings.

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4
Q

True or False: 91% of searchers will click past the first results page.

A

False

Most users do not click past the first page of search results.

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5
Q

What are micro-moments?

A

Intent-rich moments when people reflexively turn to a device to act on a need to learn, do, discover, watch, or buy something.

Micro-moments are shaped by the immediacy of mobile devices.

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6
Q

Fill in the blank: Search Engine Optimisation aims to increase the _______ and quality of traffic to your website.

A

[quantity]

SEO focuses on both the amount and the quality of incoming traffic.

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7
Q

What is the significance of understanding Google’s algorithms in SEO?

A
  • Make search better for users
  • Contribute to the Internet’s healthy growth
  • Reward sites with higher ranking for compliance
  • Penalise sites for cheating the system
  • Constantly evolving and hard to predict

Understanding algorithms is crucial for effective SEO strategies.

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8
Q

List some of Google’s algorithm updates.

A
  • Panda
  • Penguin
  • Hummingbird
  • Pigeon
  • Mobile Friendly
  • RankBrain
  • Possum
  • Fred
  • BERT
  • SpamBrain

Each update aims to improve search results and user experience.

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9
Q

What does the Panda update aim to achieve?

A

Reward websites with high-quality content and punish low-quality websites.

Panda assesses content duplication and quality.

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10
Q

What is keyword stuffing?

A

The practice of loading a webpage with keywords or numbers to manipulate a site’s ranking in Google search results.

SEO marketers should avoid keyword stuffing and ensure natural content.

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11
Q

Name three search engines.

A
  • Google
  • Bing
  • Yahoo

Other search engines include Naver and DuckDuckGo.

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12
Q

How do search engines differ from one another?

A

They use different algorithms and methods to rank search results.

Each search engine has its unique approach to indexing and retrieving data.

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13
Q

What is the primary goal of SEO?

A

To increase visibility and traffic to a website through organic search results.

SEO is crucial for businesses seeking to enhance their online presence.

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14
Q

What are the two main types of optimisation techniques in SEO?

A
  • On-page Optimisation
  • Off-page Optimisation

On-page techniques involve changes to the website itself, while off-page techniques focus on external factors.

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15
Q

What is the difference between White Hat and Black Hat techniques in SEO?

A
  • White Hat: Ethical SEO practices that comply with search engine guidelines
  • Black Hat: Unethical practices aimed at manipulating search rankings

Using Black Hat techniques can lead to penalties or bans from search engines.

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16
Q

What is the role of keyword research in SEO?

A

To identify the right keywords that potential customers use to search for products or services.

Effective keyword research informs content creation and optimisation strategies.

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17
Q

True or False: SEO is only about increasing traffic regardless of quality.

A

False

SEO aims to improve both the quantity and quality of traffic to a website.

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18
Q

What is the significance of SEO?

A

SEO is important for improving visibility and ranking in search engine results.

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19
Q

What does the Penguin update target?

A

The Penguin update targets websites that use low-quality links and keyword stuffing.

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20
Q

True or False: SEO marketers should use fake links.

A

False

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21
Q

What is a link in the context of SEO?

A

A link is a path that connects webpages together.

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22
Q

What does a higher page rank indicate?

A

A page with more links is considered a better page.

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23
Q

What is the purpose of the Hummingbird update?

A

The Hummingbird update helps Google better interpret search queries and match searcher intent.

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24
Q

Fill in the blank: Hummingbird uses _______ to improve search results.

A

natural language processing

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25
Q

What does the Pigeon update aim to enhance?

A

The Pigeon update aims to increase the ranking of local listings in search results.

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26
Q

What should SEO marketers provide to improve local search results?

A

Information on Google My Business, such as company location.

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27
Q

What does the Mobile Friendly update ensure?

A

It ensures that mobile-friendly pages rank at the top of mobile search results.

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28
Q

What is RankBrain?

A

RankBrain is a machine learning system that helps Google understand the meaning behind search queries.

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29
Q

What is the goal of the Possum update?

A

To ensure local search results are more dependent on the searcher’s location.

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30
Q

What does the Fred update target?

A

The Fred update targets black-hat tactics related to aggressive monetization.

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31
Q

What is BERT in the context of SEO?

A

BERT is an algorithm update that helps Google understand search queries based on context and sequence.

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32
Q

How does SpamBrain function?

A

SpamBrain uses A.I. to identify spam and low-quality websites.

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33
Q

True or False: SEO marketers should focus on creating quality content.

A

True

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34
Q

What do SEO Key Performance Indicators (KPIs) measure?

A

KPIs measure the effectiveness of SEO strategies in achieving desired outcomes.

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35
Q

What does the ‘Position’ KPI indicate?

A

It shows where a website ranks in search engine results pages (SERPs).

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36
Q

What does the ‘Traffic’ KPI measure?

A

It measures the amount of traffic coming to a site and its sources.

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37
Q

Fill in the blank: The _______ update helps Google understand long sentences in context.

A

BERT

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38
Q

What is the purpose of the Mobile Friendly update?

A

To rank mobile-friendly pages higher in mobile search.

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39
Q

What should SEO marketers avoid to improve site rankings?

A

Using black-hat tactics that cheat search engine algorithms.

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40
Q

What is the effect of keyword stuffing?

A

It can lead to penalties from search engines.

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41
Q

What does SEO stand for?

A

Search Engine Optimisation

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42
Q

What are the two main types of SEO techniques?

A

On-Page and Off-Page Techniques

43
Q

What is a KPI in the context of SEO?

A

Key Performance Indicator

44
Q

What does the traffic KPI measure?

A

Search volumes achieved for relevant terms

45
Q

What is the purpose of Google Analytics in SEO?

A

To review traffic source reports, visitor numbers, and traffic volume based on keywords

46
Q

What does the conversion KPI relate to?

A

Volume and relevance of search traffic with predefined objectives

47
Q

What is On-Page Optimisation?

A

Measures taken directly within the website to improve search ranking

48
Q

What are the three parts of On-Page Optimisation?

A
  • Keywords
  • Content
  • Site Structure
49
Q

What is a search term?

A

A commonly used phrase that users type into search engines

50
Q

What defines a keyword?

A

A significant word or phrase related to the website content

51
Q

What are long-tail keywords?

A

Typically 3 to 4 keyword phrases with low-volume search queries

52
Q

Why are long-tail keywords valuable?

A

They have lower competition and attract higher qualified traffic

53
Q

What should you do with keywords once chosen?

A

Incorporate them into website content

54
Q

What should you avoid when using keywords?

A

Compromising the quality of content for keyword optimisation

55
Q

What is the function of URLs in SEO?

A

To assist users and search engines by being readable and relevant

56
Q

What should page names be based on?

A

Relevance to the page content

57
Q

What is the role of headings in On-Page Optimisation?

A

To facilitate structure and guide users and search engines

58
Q

What are Meta Tags used for?

A

To index your site by search engines

59
Q

What is breadcrumb navigation?

A

A miniature menu that shows the current page location

60
Q

Where should keywords ideally be placed in the first paragraph?

A

Within the first line of text

61
Q

What should you include in the body of the text?

A

Relevant keywords once or twice

62
Q

What is Anchor Text?

A

The hyperlink shown as clickable text within content

63
Q

What is the purpose of alternative text for images?

A

To help search engines understand the image content

64
Q

What should the maximum length of alt text be?

A

4 to 6 words

65
Q

What is the importance of site structure in On-Page Optimisation?

A

To ensure a hierarchy among web pages

66
Q

How many levels should a website ideally have?

A

No more than 3 or 4 levels

67
Q

What is the recommended maximum number of levels for a website?

A

3 or 4 levels

68
Q

What does ‘bouncing’ mean in the context of website traffic?

A

A user enters a website, does not interact, and exits back to the SERP or closes the window.

69
Q

Why is website structure important for SEO?

A

Google considers bounce rates when determining ranking.

70
Q

What can high bounce rates indicate to search engines?

A

A website may be viewed as a bad match for the search term.

71
Q

List three key components of On-Page Optimisation.

A
  • Keywords
  • Content
  • Site Structure
72
Q

What are effective ways to break up content on a webpage?

A
  • Bullet points
  • Headings
  • Images
73
Q

What is the main purpose of Off-Page SEO?

A

To improve website ranking by increasing quality links.

74
Q

What is a hyperlink?

A

An icon, graphic, or text in a document that links to another file or webpage.

75
Q

What is a Call-to-action Link?

A

A link that encourages users to take an action, like ‘click here’.

76
Q

Define Evergreen Content.

A

Content that is always relevant and can be used as a resource by others.

77
Q

What are Influential Websites in the context of link building?

A

Highly popular websites that meet consumer interests and needs.

78
Q

What should a local business focus on for link building?

A

Getting links from local and relevant businesses.

79
Q

What defines Authoritative Websites?

A

Websites that are highly credible and usually rank higher on SERPs.

80
Q

What is the role of social sharing in Off-Page SEO?

A

To encourage users to share content across their social media networks.

81
Q

What are the two types of keyword research?

A
  • Online
  • Offline
82
Q

Name one method of Offline Keyword Research.

A
  • Brainstorming
83
Q

List two tools used for Online Keyword Research.

A
  • Google Autocomplete
  • Google Keyword Planner
84
Q

What is the purpose of Customer Surveys in keyword research?

A

To establish the phraseology and colloquial jargon used by customers.

85
Q

What is the benefit of listening to customers for keyword research?

A

It helps collate common terms used by customers, saving time and money.

86
Q

Fill in the blank: A link with keywords, such as ‘Sports for women with Nike’, is called a _______.

A

Keyword Link

87
Q

True or False: High-quality inbound links contribute nothing to off-page SEO.

88
Q

What is the purpose of conducting focus groups and interviews?

A

To uncover search terms used by your customer base

Engaging directly with customers helps identify the language they use, which can inform keyword strategies.

89
Q

Who are the best individuals to report on common jargon in your industry?

A

Your colleagues

They interact with customers and can provide insights into the terminology used.

90
Q

What is Google Autocomplete particularly good for?

A

Long-tail keyword research

It suggests popular search terms based on user input.

91
Q

What should you do before using Google Autocomplete for keyword research?

A

Clear your search history, cache, cookies, and temporary files

This ensures that suggestions are based on general trends rather than your personal search history.

92
Q

What does Google Trends analyze?

A

The rise and fall of keyword trends

It helps identify trending terminology to avoid targeting outdated keywords.

93
Q

What does KeywordSheeter.com do?

A

Mines Google Autocomplete for large amounts of keyword suggestions

It focuses on quantity over quality, so further analysis is needed.

94
Q

What is the purpose of the Google AdWords Keyword Planner?

A

To provide reports on keywords and their average monthly searches

It helps assess competition and identify high-potential keywords.

95
Q

What information can you gather from Google Trends related to a keyword?

A

Percentage of searches over a specified time range

This helps in understanding the keyword’s popularity over time.

96
Q

What are top rising keywords?

A

Keywords that have seen a notable increase in searches

‘Breakout’ indicates a significant spike in searches.

97
Q

What technique should be used to gather recommended keywords for a business?

A

Combination of brainstorming, Google Trends, and Keyword Sheeter

This approach allows for a diverse set of keywords.

98
Q

Why is Search Engine Optimisation (SEO) important for businesses?

A

To improve visibility on Google search

Higher visibility can lead to increased traffic and conversions.

99
Q

What is the main goal of RamenRah!?

A

To capture a good mix of affluent locals and foreigners

This demographic strategy aims for successful upscale dining experiences.

100
Q

What unique feature does RamenRah! offer?

A

Halal Japanese restaurant options

It aims to cater to a broader audience in Singapore.

101
Q

Fill in the blank: The special dish introduced by RamenRah! is called the _______.

A

Spicy Ramen Godzilla

This dish targets consumers who enjoy spicy food.

102
Q

What are the components of Google Search?

A

SERP Components, Algorithm Updates, SEO KPIs

Understanding these elements is crucial for effective SEO strategies.

103
Q

What are the two main types of optimisation in SEO?

A

On-page optimisation and Off-page optimisation

On-page includes keywords and content, while off-page includes link building.

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