Topic 3

Question 1

how many pages does the internet consist of

Answer 1

hundreds of billions

Question 2

how many search queries are processed per day?

Answer 2

more than 8 billion

Question 3

search engine marketing importance

Answer 3

search engines are the main referrers

Question 4

Search engine optimisation

Answer 4

natural or organic search results

Question 5

search engine advertising

Answer 5

paid

Question 6

featured snippets provide

Answer 6

a short direct answer to a given question, pulled from top 10 search results

Question 7

often referred to as

Answer 7

position zero as they appear above the first search results on page 1

Question 8

Seo focuses on optimising your content to rank higher in search engine but AEO

Answer 8

focuses on being instantly visible with your answers in google and AI tools

Question 9

best thing to do is

Answer 9

combine seo and aeo, they go hand in hand and help eachother.

Question 10

what is seo

Answer 10

all methods you can use to ensure the visibility of your website and its content on search engine results pages

Question 11

organic results

Answer 11

refer to those that appear naturally on their page, rather than in the paid for sections

Question 12

visibility

Answer 12

how high up the search engine result pages (SERP) your website appears for certain search terms in the organic results

Question 13

visibility depth

Answer 13

top of mind
unknown is unloved
quality

Question 14

what are keywords?

Answer 14

the words and phrases that people type into search engines

Question 15

keyword researc helps you answer questions like

Answer 15

what are people searching for? how many people are searching for it? what format do they want to receive information in? how difficult will it be to rank for that search query

Question 16

what is search volume

Answer 16

the number of times a particular keyword is entered into a search engine per month

Question 17

short tail key words

Answer 17

usually broad, single word keywords with lots of search volume and competition

Question 18

long tail keywords

Answer 18

are more specific phrases that dont get as much search volume but tend to be less competitive

Question 19

4 types of keywords

Answer 19

informational intent
navigational intent
commercial intent
transactional intent

Question 20

keyword research in 4 steps

Answer 20

Research
seed keywords
prioritise your keywords
analyse the competition

Question 21

keyword: research

Answer 21

research your target audience, the products and services you offer with its USP, needs for or questions about product…

Question 22

keyword: seed keywords

Answer 22

start building a list of keywords using the tools available to you
the lists will be narrowed down later in the process
seed keywords cover your websites most important topics and are the starting point for the keyword research that will shape SEO strategy, Short tail, not modified

Question 23

prioritise your keywords

Answer 23

relevant to your business
high search volume
low competition/difficulty
consider intent behind each keyword

Question 24

analyse the competition

Answer 24

understand what keywords the competition is trying to rank for, helps evaluate your list of keywords
research the competitors websites with a paid keyword research tool

Question 25

Keyword research is the first step towards

Answer 25

true inbound marketing
effective copywriting
smart social media content
search engine marketing

Question 26

crawling

Answer 26

a bot that searches the internet for content

Question 27

indexing

Answer 27

the data found by the bot is compiled into a massive index

Question 28

ranking

Answer 28

once a keyword is entered into a search box, search engines will check for pages within their index that are the closest match, a score will be assigned to these pages based on an algorithm consisting of hundreds of different ranking signals

Question 29

content

Answer 29

relevance
quality of content
1 subject per page
title tags
meta description tag

Question 30

SEO technical elements: crawlability/indexability

Answer 30

site speed
mobile friendliness
make your error page a 404 with hyperlink enabling to go back
HTTPS and not HTTP: secure
internal linking (easily navigable, relevant internal linking
images, titles … correctly coded, properly tagged images
avoid duplicate content and pop ups

Question 31

SEO technical elements rankability

Answer 31

how high in the SERP is your website
elements influencing
competition
content - keywords - niche relevance: be precise

Question 32

give an exact answer via

Answer 32

visual search
voice search
e commerce
local presence
long tail keywords

Question 33

Seo technical elements: advantages

Answer 33

lead to more relevant traffic
cheaper
less competition
seo
higher chance for conversion

Question 34

clickability

Answer 34

attract attention
visual search

Question 35

schema markup

Answer 35

turn search results into a rich media playground, adding star ratings, customer ratings..

Question 36

provide proof of quality

Answer 36

customer reviews and recommendations

Question 37

authority/reputation

Answer 37

spread expertise through content used by others
publish content on social media with a link to your webpage
avoid high bounce rates

Question 38

link building

Answer 38

content creation and promotion
reviews and mentions
links from friends and partners

Question 39

google ads

Answer 39

search
display
video
shopping
app
discovery
local
performance max

Question 40

google search ads

Answer 40

target people by means of the search keywords they are using (check when searches are made, to advertise in the right moment)

Question 41

google search ads how does it work?

Answer 41

advertisers create ads based on keywords
someone searches them on google (query)
google looks for matches
auction begins
how does google choose which ad to show?

Question 42

how does google choose which ad to show?

Answer 42

quality score based on
user experience
relevance
expected click through rate
ad rank
cost per click

Question 43

seo summary

Answer 43

slow
results take time
long term
free (time invested)
ROI harder to measure
no guarantees for results

Question 44

depends on

Answer 44

content
technical aspects
authority

Question 45

average CTR

Answer 45

40 - 20 - 10

Question 46

Sea summary

Answer 46

Fast
short term
ROI is easy to measure
pay per click / cost per click
depends on
quality score
auction / budget
average CTR: 2-6%