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DMI PRO AMA - Certified Digital Marketing Professional > DM Notes Module 4 - SEO > Flashcards

DM Notes Module 4 - SEO Flashcards

Search Engine Optimization

1
Q

What is search engine optimization?

A

Search engine optimization is the process of improving the visibility of a website in search engine results pages.

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2
Q

What are the similarities between paid and organic search?

A

Similarities between paid and organic search include the goal of driving traffic and visibility on search engine results pages.

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3
Q

What are the three pillars of SEO?

A

The three pillars of SEO are crawling, indexing, and ranking.

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4
Q

What is crawling?

A

Crawling is the process search engines use to discover and visit web pages to gather information.

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5
Q

What is indexing?

A

Indexing is the process of organizing and storing web pages in a search engine’s database.

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6
Q

What is ranking?

A

Ranking is the process of determining the position of a web page in search engine results pages.

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7
Q

What is Google Hummingbird?

A

Google Hummingbird is an algorithm update that focuses on understanding user intent and delivering more relevant search results.

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8
Q

What is the rise in artificial intelligence related to SEO?

A

The rise in artificial intelligence is changing how search engines understand and rank web pages.

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9
Q

What is optimizing SEO for RankBrain?

A

Optimizing SEO for RankBrain involves creating high-quality and relevant web content to improve search rankings.

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10
Q

What is a keyword?

A

A keyword is a word or phrase used in a search query to find relevant information.

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11
Q

What is the buyer’s journey?

A

The buyer’s journey is the process that a consumer goes through when making a purchasing decision.

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12
Q

What are the types of keywords?

A

The types of keywords include short-tail keywords, long-tail keywords, and branded keywords.

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13
Q

What is a SERP?

A

A SERP is a search engine results page that displays a list of web pages relevant to a search query.

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14
Q

What are SEO objectives?

A

SEO objectives are specific goals set to improve a website’s visibility and performance in search engine results.

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15
Q

What should you measure for SEO objectives?

A

For SEO objectives, you should measure metrics such as keyword rankings, organic traffic, conversions, and backlinks.

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16
Q

What are SMART objectives?

A

SMART objectives are specific, measurable, attainable, relevant, and time-bound goals used in strategic planning.

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17
Q

What are the categories of on-page optimization?

A

The categories of on-page optimization include title tags, meta description tags, URLs, headings, main body copy, and images.

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18
Q

Why are URLs important?

A

URLs are important for SEO because they provide information about the content of a web page and can impact search rankings.

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19
Q

What is off-page optimization?

A

Off-page optimization refers to activities done outside of a website to improve its search engine visibility, such as link building.

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20
Q

What are backlinks?

A

Backlinks are links from other websites that point to a specific web page and are important for SEO.

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21
Q

What is PageRank?

A

PageRank is an algorithm used by Google to determine the importance of web pages based on the quantity and quality of backlinks.

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22
Q

What is the role of social media in the context of backlinks?

A

Social media can help generate backlinks by sharing and promoting content, increasing its visibility and potential for link acquisition.

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23
Q

What is a traffic source?

A

A traffic source refers to the origin of website visitors, such as organic search, paid search, direct traffic, or referrals.

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24
Q

What are types of SEO metrics?

A

Types of SEO metrics include keyword rankings, organic traffic, conversions, referral traffic, and link building KPIs.

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25
Q

How can metrics be used to measure SEO performance?

A

Metrics can be used to measure SEO performance by tracking and analyzing data to evaluate the effectiveness of optimization efforts.

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26
Q

What is a problem-solving approach?

A

A problem-solving approach is a systematic method used to find solutions to complex issues or challenges.

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27
Q

How can problem-solving skills be improved?

A

Problem-solving skills can be improved through practice, critical thinking, creativity, and learning from past experiences.

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28
Q

What are the stages of problem-solving?

A

The stages of problem-solving include problem identification, analysis, generating solutions, implementing solutions, and evaluation.

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29
Q

What skills are needed for effective problem-solving?

A

Effective problem-solving skills require critical thinking, creativity, analytical skills, communication, and collaboration.

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30
Q

What is the difference between subjective and objective information?

A

Subjective information is based on personal beliefs and opinions, while objective information presents verifiable facts.

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31
Q

How can viewing a problem subjectively influence decision-making?

A

Subjective views are influenced by personal experiences, emotions, and biases, leading to a subjective decision-making process.

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32
Q

What does objective information provide in problem-solving?

A

Objective information presents a complete and systematic view of the facts, offering a more accurate understanding of the problem.

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33
Q

What is an interpretation or analysis of facts based on personal beliefs and opinions?

A

Subjective information

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34
Q

Why is it important to gather all available information before making a decision?

A

Gathering all available information ensures making informed decisions rather than relying on incomplete or biased views.

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35
Q

What should you consider when equipping yourself with knowledge about a specific subject or skill?

A

Identify your knowledge gaps and determine how to gain the necessary knowledge to fill those gaps.

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36
Q

Why is introspection useful in problem-solving?

A

Introspection helps recognize deviations from the plan and aids in realigning focus if necessary.

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37
Q

What actions could be taken when a jar of pickles smashes on the floor?

A

Actions may include cordoning off the area, grabbing cleaning tools, and reminding others about the wet floor.

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38
Q

How might an objective view of the pickle jar incident lead to a different response?

A

An objective view may lead to investigating the cause of dropping the jar and addressing potential hazards first.

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39
Q

What should be considered before deciding how to solve a problem in the workplace?

A

Evaluate the ability to view the problem subjectively and objectively based on the available knowledge.

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40
Q

What is the first step in a methodical problem-solving approach?

A

Identifying the problem

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41
Q

What should be asked when identifying the problem?

A

Is the problem arising from a person, team, department, company, system, process, or malicious act? Or is the cause known?

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42
Q

Which step in the problem-solving approach involves analyzing the problem?

A

Step 2

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43
Q

What are the six steps in the problem-solving approach?

A
  1. Identify the problem
  2. Analyze the problem
  3. Look for solutions
  4. Make a decision
  5. Implement the solution
  6. Get feedback
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44
Q

What should be done after identifying the problem?

A

Analyze the problem

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45
Q

What is the purpose of looking for solutions in problem-solving?

A

To explore potential approaches and options for resolving the problem

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46
Q

What step comes after looking for solutions in the problem-solving process?

A

Making a decision

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47
Q

What does the implementation step involve in problem-solving?

A

Putting the chosen solution into action

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48
Q

Why is getting feedback an important step in problem-solving?

A

To assess the effectiveness of the implemented solution and make necessary adjustments

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49
Q

What is the purpose of increasing backlinks to a website?

A

Increasing backlinks to a website is one of the key SEO goals.

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50
Q

What is the name of Google’s sub-algorithm that calculates the reputation passed through backlinks?

A

The sub-algorithm is called PageRank.

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51
Q

What is the term used for the text within a backlink?

A

The text within a backlink is called anchor text.

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52
Q

What can increase a website’s opportunities of acquiring backlinks?

A

Reaching out to peer websites or websites with similar content, as well as getting involved on social media, can increase opportunities for acquiring backlinks.

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53
Q

What is the significance of backlinks to a credible page with valuable content?

A

A credible page with valuable content can earn dozens, hundreds, or even thousands of backlinks.

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54
Q

What are the three types of backlinks that add to a website’s reputation?

A

The three types of backlinks that add to a website’s reputation are topical backlinks, high authority backlinks, and authentic backlinks.

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55
Q

What are topical backlinks?

A

Topical backlinks are backlinks that are relevant to your industry and likely to bring in relevant referral traffic.

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56
Q

What are high authority backlinks?

A

High authority backlinks are backlinks that are reputable, trustworthy, and pass a good amount of PageRank.

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57
Q

What are authentic backlinks?

A

Authentic backlinks are backlinks that are earned on merit, rather than being fake backlinks built purely for SEO.

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58
Q

What happens if a website is found to have built phony backlinks?

A

Websites building phony backlinks will receive a search engine penalty.

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59
Q

What does PageRank measure?

A

PageRank measures the importance of website pages.

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60
Q

Which two SEO tool providers offer metrics similar to how PageRank may be calculated?

A

Moz and Ahrefs offer metrics similar to how PageRank may be calculated.

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61
Q

What are the two metrics provided by Moz’s Open Site Explorer?

A

Moz’s Open Site Explorer offers Page Authority and Domain Authority.

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62
Q

What does Page Authority predict?

A

Page Authority predicts how well a specific page will rank on SERPs.

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63
Q

What does Domain Authority predict?

A

Domain Authority predicts how well a website will rank on SERPs.

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64
Q

What does URL Rating measure?

A

URL Rating measures the strength of a target URL’s backlink profile and the likelihood that the URL will rank high in Google.

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65
Q

What does Domain Rating show?

A

Domain Rating shows the strength of a given website’s overall backlink profile.

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66
Q

Are the metrics provided by Moz and Ahrefs exactly the same as what Google uses?

A

No, the metrics provided by Moz and Ahrefs won’t be exactly the same as what Google uses.

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67
Q

What is the role of social media in the context of backlinks?

A

Social media links are different from backlinks and are known as social signals.

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68
Q

Do social signals pass reputation like backlinks?

A

No, social signals in social media do not pass reputation like backlinks.

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69
Q

What is the key component of effective problem solving?

A

Decision-making skills

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70
Q

According to economist Evan Davis, what is the importance of making mistakes?

A

If you are not making mistakes, you are not trying hard.

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71
Q

What strengthens decision-making skills?

A

Making more decisions and learning from mistakes

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72
Q

Why is the ability to take risks important for effective problem solving?

A

It allows for finding new solutions

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73
Q

What is the difference between determined and undetermined risks?

A

Determined risks require research and have a higher likelihood of success, while undetermined risks are taken without due diligence or accounting for negative outcomes

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74
Q

Why do many people avoid taking risks?

A

Fear of failure, fear of inflated consequences, and fear of handling the consequences of risk

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75
Q

Why is a certain amount of risk-taking necessary for new solutions?

A

To explore new possibilities and find effective solutions

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76
Q

What is a healthy and effective approach to risk-taking?

A

Taking calculated and well-informed risks

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77
Q

What is the purpose of the DMI PRO practice exam?

A

To help students prepare for the DMI PRO certification exam

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78
Q

How closely do the practice exam questions align with the certification exam questions?

A

Very closely in terms of format and level of difficulty

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79
Q

What is the recommendation regarding the practice exam before sitting the certification exam?

A

Achieve a pass score in the practice exam before sitting the certification exam

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80
Q

What is the average increase in passing likelihood for students who pass the practice exam?

A

5 times more likely to pass the certification exam

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81
Q

What percentage of students who pass the practice exam also pass the certification exam?

A

95%

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82
Q

How many questions are included in the practice exam?

A

100 questions

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83
Q

What is the time limit for completing the practice exam?

A

1.5 hours (90 minutes)

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84
Q

Can the practice exam be paused, revisited, and retaken?

A

Yes

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85
Q

What is the pass mark for the practice exam?

A

60%

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86
Q

What does the practice exam score contribute to?

A

It does not contribute to the overall certification exam result, but assesses readiness for the certification examination

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87
Q

How can the practice exam be accessed?

A

Through the Practice Tests link on MyDMI

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88
Q

What is the importance of backlinks in SEO?

A

Backlinks are one of the most important aspects that lead to SEO success.

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89
Q

What is Link Explorer?

A

Link Explorer is part of the Moz SEO toolset that is used for link analysis.

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90
Q

How can you customize the results in Link Explorer?

A

You can customize the results by applying settings such as the target, link source, link type, and link state.

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91
Q

What are the key metrics to track when measuring SEO performance?

A

The key metrics to track are keyword rankings, traffic, conversions, and links.

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92
Q

How can you track keyword rankings?

A

You can track keyword rankings by establishing a definitive list of keywords you want to target and monitoring them on a regular basis.

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93
Q

What is the role of Google Analytics in monitoring organic traffic?

A

Google Analytics is an essential tool for monitoring organic traffic.

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94
Q

Which tool can be used to track conversions?

A

Google Analytics and Google Analytics Goals can be used to track conversions.

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95
Q

Why is tracking links an important KPI in SEO?

A

Off-page optimization, which includes links, is a crucial part of SEO.

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96
Q

How can you measure the success of SEO activities?

A

You can use tools like Google Analytics to measure the success of SEO activities.

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97
Q

How can you review SEO information in Google Analytics?

A

You can navigate to the Acquisition tab and click on Search Console to review SEO information like landing pages, countries, devices, and queries.

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98
Q

What can you find by clicking on ‘Referrals’ in Google Analytics?

A

You can find out which websites are linking to your website.

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99
Q

Why is having strong problem-solving skills important in the workplace?

A

Strong problem-solving skills help in efficiently solving workplace problems, saving time and money.

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100
Q

What are some reasons for workplace problems?

A

Workplace problems can arise from various reasons such as interpersonal conflict, time constraints, lack of resources, poor communication, and more.

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101
Q

What does it mean to take a problem-solving approach?

A

Taking a problem-solving approach involves objectively and subjectively viewing the issue and implementing suitable solutions.

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102
Q

How can you describe a problem objectively?

A

Describing a problem objectively involves presenting facts that are observable, quantifiable, and provable.

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103
Q

What should be avoided in an objective problem description?

A

An objective problem description should be free from individual influences.

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104
Q

What is the purpose of an objective problem description?

A

An objective problem description presents complete truth and allows for an unbiased analysis.

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105
Q

Where can you jump back into for a deeper dive into SEO performance?

A

You can jump back into Search Console for a deeper dive into SEO performance.

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106
Q

What is search engine optimization?

A

Search engine optimization (SEO) is the process of getting traffic from free, organic, editorial, or natural search results on search engines.

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107
Q

What is the difference between organic and paid search?

A

Organic search refers to SEO, while paid search involves advertising on search engines.

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108
Q

What are the key differences between organic and paid search?

A

The key differences include time, payment (cost-per-click vs. free), and measuring ROI.

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109
Q

How long does it typically take to see results in paid search?

A

Paid search delivers near instant results, often in minutes.

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110
Q

How long can it take to see results in organic search?

A

Results in organic search can often take weeks, months, and sometimes even years.

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111
Q

How is payment done in paid search?

A

In paid search, you pay on a pay-per-click basis and on a cost-per-click basis.

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112
Q

Is organic search truly ‘free’?

A

Organic search is referred to as ‘free’ because it doesn’t involve direct payment, but it still requires investment in time and resources.

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113
Q

Why is measuring ROI easier in paid search?

A

Measuring ROI is easier in paid search because Google provides more keyword data that can be captured in Google Analytics.

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114
Q

What percentage of searchers click on paid results?

A

Roughly 20% to 30% of searchers click on paid results.

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115
Q

Where do most clicks occur on search results?

A

Most clicks occur on the organic (SEO) results, which make up 70% to 80% of the total.

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116
Q

What are the similarities between paid and organic search?

A

Both require keyword research, relevant landing pages, and aim to drive traffic to websites.

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117
Q

What is the first step in the SEO process?

A

The first step is keyword research and developing a business strategy.

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118
Q

What do search engines rely on to find webpages?

A

Search engines rely on algorithms to find webpages and decide which ones to display.

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119
Q

What is the purpose of landing pages in SEO?

A

Landing pages need to have relevant content that targets specific keywords and is connected to the website.

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120
Q

What is the goal of driving traffic in both paid and organic search?

A

Both types of search aim to drive relevant traffic to a website.

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121
Q

What is the iterative process of SEO?

A

SEO is an iterative process that starts with keyword research and a business strategy, followed by implementing actions to increase ranking and attract traffic.

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122
Q

What is the importance of the title tag for search engine optimization?

A

The title tag is important because search engines pay attention to it and it’s the first thing users see.

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123
Q

What does the meta description tag in search engine optimization do?

A

The meta description tag is a short snippet that convinces users to click on your website.

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124
Q

What are Sitelinks in search engine optimization?

A

Sitelinks are additional listings from your website that appear below the meta description tag.

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125
Q

What are rich snippets in search engine optimization?

A

Rich snippets enhance search results with additional information like ratings or reviews.

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126
Q

What is a search engine results page (SERP)?

A

SERP is the page shown after searching for a keyword, containing different types like classic, universal, and extended SERP.

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127
Q

How do voice search assistants work?

A

They retrieve information from the top of SERP (Position Zero) for answering search queries.

128
Q

Why is it important to set SEO objectives?

A

Setting SEO objectives encourages buy-in, helps formulate strategy, and ensures objectives are met.

129
Q

How does setting SEO objectives encourage buy-in from key stakeholders?

A

It informs stakeholders about how SEO works and gains their support for implementing it.

130
Q

What is the relation between setting SEO objectives and formulating strategy?

A

Setting SEO objectives helps formulate the strategy by providing a clear direction.

131
Q

What is the significance of measuring objectives in SEO?

A

Measuring objectives is crucial to manage and track SEO progress effectively.

132
Q

What are some key things to measure in SEO?

A

Keywords, traffic, market share, and brand/product awareness are important metrics to measure in SEO.

133
Q

Why is it important to measure keywords in SEO?

A

Measuring keywords helps determine the performance of your website for specific search terms.

134
Q

What does measuring traffic in SEO help evaluate?

A

Measuring traffic allows you to assess the effectiveness of your organic search or SEO efforts.

135
Q

How can market share be determined in SEO?

A

Market share can be evaluated by analyzing search volumes and targeting specific keywords.

136
Q

Why is brand or product awareness an important metric in SEO?

A

Brand/product awareness helps assess the visibility and recognition of your brand or product in search results.

137
Q

What are the main heading tags in HTML?

A

The main heading tags in HTML are H1 to H6.

138
Q

Why are headings important on a web page?

A

Headings are important as users scan them before deciding whether to read the whole page and they add relevancy to the page.

139
Q

What is the recommended hierarchy of headings on a web page?

A

The recommended hierarchy of headings on a web page is H1 as the main heading, followed by H2 for secondary sub-headings, and H3 to H6 for lower levels of headings.

140
Q

What is the role of headings in on-page SEO?

A

Headings are a medium weight on-page SEO signal that can improve the page’s relevancy to targeted keywords.

141
Q

What types of web pages tend to be more keyword focused?

A

Transactional (sales) pages tend to be more keyword focused.

142
Q

What types of web pages tend to be more user focused?

A

Informational pages, like blog posts, tend to be more user focused.

143
Q

What keywords should be used in headings for a web page?

A

The keywords used in headings should be meaningful to the user and tailored to the page type.

144
Q

What were the traditional guidelines for using header tags like H1, H2, and H3?

A

Historically, it was considered bad practice to have more than one H1 tag, so secondary headings were recommended as H2 tags and tertiary headings as H3 tags.

145
Q

What is the current recommendation for using header tags?

A

Since HTML5, it can be technically correct to have secondary and tertiary headings as H1 tags, but the traditional way of using hierarchal header tags is still widely endorsed as best practice.

146
Q

What is the purpose of the main body copy on a web page?

A

The main body copy is where users should find what they are looking for, and search engines pay close attention to it for relevancy.

147
Q

What is the position of the body copy on a web page?

A

The body copy features after the main heading on a web page.

148
Q

What does Matt Cutts advise regarding keyword density in the body copy?

A

Matt Cutts advises against over-optimizing and loading too many keywords into the body copy, but including the keywords you want to rank for is a good thing if done in a natural way.

149
Q

Are there strict guidelines on the length of the main copy in a web page?

A

There are no strict guidelines on the length of the main copy, but it should meet the user’s expectations and contain relevant information.

150
Q

What keywords should be avoided when repeating in the main copy?

A

Keywords should be avoided in the main copy if they are repeated too often, but synonyms or close variations can be used to keep the language natural and user-friendly.

151
Q

What are the three categorizations of keyword queries?

A

Navigational, Informational, and Transactional.

152
Q

Give an example of a navigational query.

A

Searching for a brand name, website URL, or a person’s name.

153
Q

What are informational queries used for?

A

To search for information or actionable content.

154
Q

Why are informational queries harder to convert into sales?

A

Because they occur at the earlier awareness stage of the buying cycle.

155
Q

Which type of content often targets informational keywords?

A

Blog posts, since they aim to provide information rather than sell products or services.

156
Q

What are transactional queries indicative of?

A

Searchers showing signs that they are ready to purchase something.

157
Q

Why are transactional queries easier to convert?

A

Because they occur at the last stage of the buying cycle.

158
Q

What do SERP stands for?

A

Search Engine Results Pages.

159
Q

What are the components of organic search results?

A

URLs, Title Tags, Meta Description Tags, Rich Snippets, and Sitelinks.

160
Q

What is the purpose of Title Tags?

A

To contain the clickable link text for visiting a page.

161
Q

What information does Meta Description Tags provide?

A

A short snippet summarizing what a page is about.

162
Q

What are rich snippets?

A

Additional visual elements generated for certain search results.

163
Q

What must a website include to have rich snippets?

A

Structured data markup, also known as schema.

164
Q

What are sitelinks in relation to search results?

A

Additional results shown below a search result to help with site navigation.

165
Q

What is Google Hummingbird?

A

Google Hummingbird is Google’s main search algorithm responsible for ranking search engine results.

166
Q

When was Google Hummingbird upgraded?

A

Google Hummingbird was upgraded in 2013.

167
Q

What is RankBrain?

A

RankBrain is a sub-algorithm of Google Hummingbird and an artificial intelligence system.

168
Q

How does RankBrain understand unfamiliar words or phrases?

A

RankBrain uses artificial intelligence to better understand unfamiliar words or phrases.

169
Q

What does RankBrain reward websites for?

A

RankBrain rewards websites that provide user satisfaction and return the expected results.

170
Q

What does SEO stand for?

A

SEO stands for Search Engine Optimization.

171
Q

What does optimizing SEO for RankBrain involve?

A

Optimizing SEO for RankBrain involves improving user experience, optimizing for medium-tail keywords, optimizing page titles and descriptions, and optimizing content for increased dwell time and reduced bounce rate.

172
Q

What are Google’s top three ranking factors?

A

Google’s top three ranking factors are links, content, and RankBrain.

173
Q

What is a keyword?

A

A keyword is a word or phrase that a user enters into a search engine to accomplish a task.

174
Q

What are the key stages in the buyer’s journey?

A

The key stages in the buyer’s journey are awareness, interest, consideration, conversion, and retention.

175
Q

What are the three types of keywords?

A

The three types of keywords are navigational, informational, and transactional.

176
Q

When do navigational keywords occur?

A

Navigational keywords can occur at any stage of the buyer’s journey and are often brand-related.

177
Q

When do informational keywords occur?

A

Informational keywords occur during the awareness, interest, and consideration stages of the buyer’s journey.

178
Q

When do transactional keywords occur?

A

Transactional keywords occur in the last stage of the buyer’s journey when the customer is ready to buy.

179
Q

What should you understand in relation to your objectives?

A

You should understand keyword types and the motivations of people in relation to your objectives.

180
Q

Who typically leads the process of laying out a website?

A

The web designer.

181
Q

What can help identify the disconnect between the content on a website and what users are looking for?

A

Keyword research.

182
Q

What are the differences between short-tail and long-tail keywords?

A

Short-tail keywords are one or two keywords, while long-tail keywords are three or more words and more specific.

183
Q

What is the percentage of search traffic accounted for by short-tail keywords?

A

30%.

184
Q

What is the percentage of search traffic accounted for by long-tail keywords?

A

70%.

185
Q

What are some features of long-tail keywords?

A

They are easier to rank, easier to convert, require more in-depth content, and have lower individual search volume but higher collective search volume.

186
Q

Why are long-tail keywords valuable for SEO?

A

They are very specific to users’ needs and can provide answers to their questions.

187
Q

What types of keywords do paid search campaigns mainly contain?

A

Transactional keywords like ‘buy now’.

188
Q

What are some features of short-tail keywords?

A

They are harder to rank, harder to convert, require less in-depth content, and have higher individual search volume but lower collective search volume.

189
Q

What is the main difference between short-tail and long-tail keywords regarding intent?

A

Short-tail keywords have less specific intent, while long-tail keywords have more specific intent.

190
Q

Where can you find information to base your decision on?

A

The information can be found from an objective or subjective viewpoint.

191
Q

What are the solution strategies for problem-solving?

A

The solution strategies include SEO, trial and error, using an algorithm, and applying a heuristic technique.

192
Q

How does the trial and error strategy work?

A

It involves trying different solutions until an appropriate one is found.

193
Q

What is an algorithm in problem-solving?

A

An algorithm is a step-by-step formula that provides instructions to achieve a desired outcome.

194
Q

How are algorithms used in everyday life?

A

Algorithms are used in activities like Internet searches and displaying social media posts.

195
Q

What is a heuristic in problem-solving?

A

A heuristic is a general problem-solving framework or mental shortcut.

196
Q

Give an example of a heuristic.

A

A ‘rule of thumb’ is an example of a heuristic.

197
Q

What is the ‘working backwards’ heuristic?

A

It involves starting with the end result and working towards the solution.

198
Q

How can a large goal be accomplished using a heuristic?

A

By breaking it into a series of smaller steps.

199
Q

What is the next step after finding a solution?

A

The next step is to make a decision.

200
Q

What are the four decision-making styles?

A

The four styles are directive, conceptual, consultative, and consensus.

201
Q

Describe the directive decision-making style.

A

It involves the decision-maker using their own knowledge and experience to select the best course of action.

202
Q

How do conceptual decision-makers approach problems?

A

They approach problems in a relaxed way and are comfortable with high-risk decisions.

203
Q

What is a key characteristic of conceptual decision-making?

A

Thrive on considering and analyzing different alternatives without needing full knowledge of the facts.

204
Q

What is the purpose of prioritizing keywords?

A

To focus on the most valuable keywords and improve search engine optimization.

205
Q

What is a primary keyword?

A

The most important keyword to focus on in search engine optimization.

206
Q

What are secondary keywords?

A

The next most important keywords after the primary keyword.

207
Q

What are tertiary keywords?

A

The next most important keywords after the primary and secondary keywords.

208
Q

How many keywords can be aimed for in a title tag?

A

Between three and five keywords.

209
Q

Why is keyword stuffing frowned upon?

A

It can result in the truncation or ignorance of title tags by search engines.

210
Q

How can a keyword research tool like Moz Keyword Explorer be used?

A

To discover new content ideas and refine them based on search volume.

211
Q

What is the purpose of creating a spreadsheet for keyword research?

A

To keep track of keyword details and identify content gaps for target pages.

212
Q

When should a new page be created for a specific keyword?

A

When existing content doesn’t satisfy user intent or can’t be easily adapted to do so.

213
Q

What is the significance of exploring relevant topics that aren’t covered?

A

To identify potential content gaps and create valuable web pages.

214
Q

What are the features of technical optimization?

A

Technical optimization involves code tweaks and improving crawlability of the site.

215
Q

What are some tools that can help diagnose technical issues?

A

Google Search Console, Screaming Frog SEO Spider, Xenu Link Sleuth.

216
Q

What is Google Search Console?

A

Google Search Console is a free service to monitor and maintain a site’s presence in Google search results.

217
Q

How can you gain access to Google Search Console?

A

By registering the site for Google Search Console as a site owner or being invited by an existing site owner.

218
Q

What are the four key steps to optimizing a website using Google Search Console?

A

Minimize site errors, use redirects wisely, create an up-to-date XML Sitemap, minimize duplicate content.

219
Q

What is the purpose of an XML Sitemap?

A

An XML Sitemap is a file that references every URL on a website for search engines to crawl.

220
Q

What is the impact of site speed on SEO?

A

Site speed is a slight ranking factor and can be reviewed with tools like Google Page Speed Insights and Pingdom.

221
Q

How can you test the mobile friendliness of a website?

A

Google offers a Mobile-Friendly test for individual URLs, and Google Search Console can review the whole website’s mobile friendliness.

222
Q

What is the significance of moving to HTTPS for webpages?

A

Moving to HTTPS makes webpages secure and can positively impact rankings.

223
Q

Why are long-tail keywords easier to rank for?

A

Long-tail keywords have less competition compared to short-tail keywords.

224
Q

Why is it harder to convert with short-tail keywords?

A

The intent is vaguer with short-tail keywords, making it difficult to determine user preferences.

225
Q

In terms of search volume, how do short-tail keywords compare to long-tail keywords?

A

Individually, short-tail keywords have higher search volumes, but collectively, long-tail keywords have a larger search volume.

226
Q

What is a benefit of long-tail keyword research?

A

Competitors’ research may not be as thorough, giving an advantage in understanding specific customer needs.

227
Q

What are the steps to successful keyword research?

A

Pick a topic, brainstorm keywords, review keyword value, and prioritize keywords.

228
Q

Why is it important to focus on one topic at a time during keyword research?

A

Focusing on one topic ensures alignment with objectives and industry, preventing being too generic.

229
Q

What is the most common mistake in keyword research?

A

Focusing on irrelevant short-tail keywords that are not relevant enough for search engines.

230
Q

How should you pick a topic for keyword research?

A

Choose a topic closely aligned with objectives and industry, avoiding trying to research the whole website at once.

231
Q

What should be the focus during the initial brainstorming stage of keyword research?

A

Focus on quantity over quality, generating a wide range of keywords with similar meanings.

232
Q

What is the purpose of reviewing keyword value in keyword research?

A

To determine the usefulness of keywords and evaluate their feasibility for optimization.

233
Q

Why is it important to prioritize keywords during keyword research?

A

Prioritizing keywords helps allocate resources and focus efforts on the most important and impactful ones.

234
Q

What can a research topic be in keyword research?

A

It can be a product or service, a source of information, or a brand or person.

235
Q

What is the first step in selecting a topic for SEO?

A

Focus on one topic at a time.

236
Q

How many keywords should you aim for during brainstorming?

A

At least 10 keywords.

237
Q

What should you avoid when brainstorming keywords?

A

Straying off topic, trying only to find perfect match keywords, and stopping at two or three keywords.

238
Q

What are some tools that can help you brainstorm keywords?

A

Search engine suggestions and related searches, Google Keyword Planner, Keywords Everywhere, and competitor keyword analysis.

239
Q

What information can you get from Google Keyword Planner?

A

A list of keyword suggestions related to a keyword and their search volumes.

240
Q

How can you use competitor keyword analysis to brainstorm keywords?

A

By checking the keywords used by your competitors with tools like SEMrush.

241
Q

What are the two key considerations when selecting keywords?

A

Search volume and relevancy score.

242
Q

Which country level should you target for SEO keywords?

A

The most relevant country for your business.

243
Q

What is the relevancy score for a keyword?

A

A subjective grading between 1 (high) and 3 (low) on how relevant a keyword is to a topic.

244
Q

What is keyword stuffing?

A

Using irrelevant keywords in a topic.

245
Q

What is the purpose of a meta description tag?

A

The purpose of a meta description tag is to provide a concise and engaging summary of a web page.

246
Q

How can you optimize a meta description tag?

A

You can optimize a meta description tag by being descriptive and engaging, keeping it short and concise, and using the SERP Preview tool to test length.

247
Q

Why should you be careful with your keywords in a meta description?

A

To avoid keyword stuffing, you should only include your P1 keyword in the meta description tag.

248
Q

What does URL stand for?

A

URL stands for ‘Uniform Resource Locator’, which is another term for a web address.

249
Q

Why are URLs important for SEO?

A

URLs are important for SEO because they attract click-throughs from search results and are used by search engines to index and retrieve pages.

250
Q

How can you optimize a URL for a web page?

A

You can optimize a URL by including your P1 keyword or a close variation, keeping it short and concise, setting the URL right at the beginning, and sticking to conventions such as using dashes and lowercase characters.

251
Q

What are the key elements for post-click on-page optimization?

A

The key elements for post-click on-page optimization are headings, main body copy, and images.

252
Q

What is the purpose of headings in on-page optimization?

A

Headings help to outline what a web page is about and are used in a similar way on a web page.

253
Q

What are the two categories of on-page optimization?

A

Pre-click on-page optimization and Post-click on-page optimization.

254
Q

What elements are included in pre-click on-page optimization?

A

Title tag, URL, and meta description.

255
Q

What is the goal of pre-click optimization?

A

To encourage the user to click on your listing.

256
Q

What elements are included in post-click on-page optimization?

A

Main copy, main heading and sub-headings, hyperlinks, and images.

257
Q

What is the importance of title tags in on-page optimization?

A

Title tags are the single most important on-page element after the main body copy.

258
Q

How can title tags be viewed in the source code using Chrome?

A

By right-clicking on the web page and selecting ‘view page source’.

259
Q

What are the ways to optimize title tags?

A

Work in keywords, position main keywords nearer the beginning, avoid keyword stuffing, use the optimum space, be descriptive and engaging, use sentence separators, and include your brand.

260
Q

What is the recommended maximum length for a title tag?

A

A maximum of 512 pixels or approximately 55 characters.

261
Q

Are meta description tags a direct ranking factor?

A

No, meta description tags are not a direct ranking factor.

262
Q

What is the purpose of meta description tags in on-page optimization?

A

To influence whether someone will click on your listing in the SERPs.

263
Q

Where are meta description tags visible?

A

Meta description tags are visible in the SERPs and the source code. They are not visible in the main content of a page.

264
Q

What is the difference between consultative decision-making and consensus decision-making?

A

Consultative decision-making allows input from others while the final decision rests with you, while consensus decision-making involves everyone having input into the decision and reaching a conclusion together.

265
Q

What are the 3 As used to review decision implementation?

A

The 3 As are Action, Affirmation, and Assessment, where you act on the decision, affirm its correctness, and assess its effectiveness.

266
Q

Why is it important to ask for feedback after implementing a solution?

A

Asking for feedback ensures the success of the solution, promotes open and honest opinions, and motivates team members for future problem-solving tasks.

267
Q

What is a useful tip for problem-solving?

A

Using pen and paper instead of digital tools can help draw out subconscious blockers and provide a more objective overview.

268
Q

What skills are required to be an effective problem-solver?

A

An effective problem-solver needs creative skills, research skills, team-working skills, decision-making skills, and risk-taking skills.

269
Q

What do creative skills in problem-solving involve?

A

Creative skills involve considering and analyzing new and innovative ideas, concepts, and solutions, and thinking with an open mind.

270
Q

Why is creativity important in problem-solving?

A

Creativity allows for thinking outside the box and finding solutions to seemingly insurmountable problems.

271
Q

What are some ways to improve site speed?

A

Working on making file sizes smaller for images, compressing texts and files, and upgrading web hosting.

272
Q

How can you check if your web page is mobile-friendly?

A

You can use Google’s Mobile-Friendly Test or Google Search Console to test your whole website.

273
Q

What does the ‘S’ in HTTPS stand for?

A

The ‘S’ in HTTPS stands for secure.

274
Q

Why should you move to HTTPS?

A

To future-proof your site against an increased ranking emphasis for page security.

275
Q

What should you do if your website doesn’t have a HTTPS certification?

A

You need to make sure all old URLs (HTTP files) redirect to the new secure URLs.

276
Q

How can Google Search Console help with technical SEO?

A

It provides reports on your website’s performance, coverage, and enhancements, and helps with URL analysis.

277
Q

What is on-page optimization?

A

The process of ensuring relevant content that provides a great user experience.

278
Q

What does on-page optimization include?

A

Smart keyword targeting in key elements while still providing a good user experience.

279
Q

Which on-page elements should be targeted for keyword optimization?

A

Images, headings, main body copy, meta description tags, and title tags.

280
Q

Which tools can be used for on-page optimization?

A

SEOptimer, SEO SiteCheckup, and MozBar.

281
Q

What are the free SEO tools used for scanning web page elements?

A

SEOptimer, SEO SiteCheckup, and MozBar.

282
Q

What is MozBar?

A

MozBar is a Chrome and Firefox extension created by Moz.com, offering SEO functionality.

283
Q

How many times should primary keywords be mentioned in 500 words?

A

Two or three times

284
Q

How many times should secondary keywords be mentioned in 500 words?

A

One or two times

285
Q

How many times should tertiary keywords be mentioned in 500 words?

A

Zero or one times

286
Q

What is the role of hyperlinks in SEO?

A

Helping the page you are linking to

287
Q

What factors influence search engine rankings when linking to pages internally?

A

Relevance and reputation

288
Q

Why is image optimization important for SEO?

A

It is a lightweight on-page SEO signal and adds relevancy to web pages

289
Q

What is the purpose of adding alt text to images?

A

To provide descriptions for visually impaired people using screen readers

290
Q

What are three steps you can take to optimize images?

A

Add a description in the Alt text, give images meaningful filenames, and make them web-friendly

291
Q

What is user satisfaction optimization in SEO?

A

Ensuring that your content provides the answers search engine users are looking for

292
Q

What is off-page optimization in SEO?

A

Enhancing a website’s search engine rankings through activities outside of the website

293
Q

What is the most influential factor for search engine rankings in off-page optimization?

A

Building backlinks to the site and building the website’s reputation

294
Q

How can you influence external websites to link to your site?

A

By creating great content

295
Q

What are some SEO tools for analyzing backlinks?

A

Link Explorer, Majestic SEO, and Ahrefs

296
Q

What is the purpose of backlinks in SEO?

A

To provide incoming hyperlinks from one web page to another website

297
Q

What is lead generation?

A

Lead generation is a way of measuring how well a website is generating leads for services.

298
Q

How can you build up your website’s reputation?

A

You can build up your website’s reputation by encouraging other websites to link to your site.

299
Q

What can Google Analytics allow you to track?

A

Google Analytics allows you to track e-commerce on your website.

300
Q

What are the most common SEO objectives?

A

The most common SEO objectives involve measuring keywords, traffic, and conversions or sales.

301
Q

What is the focus of SEO objectives for transactional businesses?

A

Transactional businesses focus on tracking sales and lead conversions in their SEO objectives.

302
Q

What is the focus of SEO objectives for non-ecommerce commercial sites?

A

Non-ecommerce commercial sites focus on lead generation in their SEO objectives.

303
Q

What are the objectives for informational businesses?

A

Objectives for informational businesses often focus on brand awareness or website traffic.

304
Q

What is keyword research?

A

Keyword research is the process of discovering relevant keywords used by potential customers to find your products.

305
Q

Why is keyword research important?

A

Keyword research helps get the right visitors to your site, identify high search volume keywords, and find content gaps.

306
Q

How did the US Air Force Research Laboratory solve their supercomputer update problem?

A

They purchased 300 PlayStation 3s as an alternative solution.

307
Q

Why did the US Air Force Research Laboratory choose PlayStation 3s for their computing needs?

A

The processors in PlayStation 3 were the only ones on the market that had the required characteristics at an acceptable cost.

308
Q

What creative solution did James Dyson come up with for his vacuum cleaner?

A

He created a ‘cyclone’ vacuum cleaner that could separate dust from air, making it the world’s first bagless vacuum cleaner.

309
Q

What are some important competencies for effective research?

A

Attention to detail, critical thinking, planning and scheduling, technical skills, statistical and graphical analysis of data, and interviewing.

310
Q

Why is it important to ensure that data comes from a trusted source?

A

Because data accessibility has increased, thus verifying the reliability of the source is crucial.

311
Q

How can team-working skills be useful for problem-solving?

A

Team-working skills can help solve problems by creating easy wins, acting as a facilitator, delegating ownership, using framing effect, and avoiding groupthink.

312
Q

What does the Save & Exit option allow you to do?

A

The Save & Exit option allows you to pause and exit the practice exam tool.

313
Q

Can you return to the practice exam tool after using the Save & Exit option?

A

Yes, you can return later and continue from where you left off.

314
Q

What does SEO stand for?

A

SEO stands for Search Engine Optimization.

315
Q

What is the purpose of SEO?

A

The purpose of SEO is to optimize a website for better visibility and ranking on search engine results pages.

316
Q

What is the copyright year mentioned in the course notes?

A

The copyright year mentioned is 2021.

DMI PRO AMA - Certified Digital Marketing Professional (12 decks)

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