Florida International University

BUS 4602

Chapter 8: Search Marketing: SEO and PPC

MULTIPLE CHOICE

1)A site that lists items by topic is called a:

 

1. directory.
2. paid placement.
3. search engine.

 

 

 

2.         is the development of web pages in a manner that is friendly to search engine spiders.

 

1. SEP
2. SEO
3. SEM

 

                                           

 

3. The objective of keyword bidding is to:

 

1. get the best ranking for the lowest cost.
2. limit the amount of money the firm spends on search marketing.
3. always be ranked first.

 

 

 

4. Internet users frequently use search engines to:

 

1. find their way around the web.
2. compare prices on products.
3. get specific content they want.

 

                                           

 

5. A search engine determines rank on its results pages by:

 

1. vote of its users.
2. secret algorithms.
3. open source algorithms.

 

                                           

6.                      is the set of techniques designed to make web pages rank highly on search engine result pages.

 

1. SAS
2. SEO
3. SEM

 

                                           

 

7. Among the techniques that can downgrade a page's rank on the search engines are:

 

1. both of these choices.
2. flash pages.
3. links from sites with questionable or irrelevant content.

 

 

 

8. Which of the following is a true statement about paid placement on search engines?

 

1. Google is the only search engine to offer paid advertisements.
2. In most search engines, bidding success determines ad placement.
3. Paid placement is no longer offered by most major search engines.

 

                                           

 

9. Types of search include:

 

1. local search.
2. vertical search.
3. both of these choices.

 

                                           

 

10. The most important influencer of organic search ranking is estimated to be:

 

1. web hosting.
2. link activity.
3. web page optimization.

 

                                           

 

11. Where do “organic” or “natural” search rankings appear on a search results page?

 

1. At the bottom of the page
2. At the far right of the page
3. To the left underneath the paid search terms

                                           

 

12. Search engine results produced by a search engine’s algorithm when indexing unpaid submissions is called:

 

1. 1. search engine optimization.
   2. paid search.
   3. organic search.

 

                                           

 

13. Which of the following is not a Meta Tag?

 

13. 1. Keyword Meta Tag
    2. Title Meta Tag
    3. Search Meta Tag                 
14. One method of measuring the results of a paid search campaign is:

 

1. 1. Google Analytics.
   2. Web Crawlers.
   3. Google Insights.

 

 

 

15. A “flash” page is not a good idea because it:

 

1. 1. inhibits the crawler’s ability to index the site.
   2. is hard to design.
   3. confuses people.

 

 

 

16. Which is not a natural search factor?

 

1. 1. Website content
   2. Linking relationships
   3. Ad Placement

 

                                           

 

17. Online search marketing and advertising revenue is:

 

1. declining.
2. increasing.
3. remaining flat.

                                           

 

18. The search engine responsible for most searches is:

 

1. Google.
2. Yahoo.
3. MSN.

 

 

 

19. Which of is these is not a Top Four Search Engine?

 

1. Microsoft
2. AOL
3. Yahoo

 

                                           

 

20. Types of search matches include:

 

phrase. wide. sequential.

21.  
22. Types of search matches that reaches the widest audience are called:

 

1. exact.
2. broad.
3. phrase.

 

 

23. Using this type of match will ensure your ad will not appear.

 

Exact Broad Negative

24. This type of match is the most precise.

 

Exact Broad Phrase

25. A good goal for keyword density on a website should be:

 

1. less than 1 percent.
2. 1 to 3 percent.
3. 2 percent.

 

               

 

 

TRUE/FALSE

 

1. Search engines have assumed a key role in the activities of web users of all kinds.

 

                                           

 

2. Facebook, Twitter, and mobile all offer opportunities for paid search campaigns.

 

                                           

 

3. Older Internet users rarely use search engines.

 

                                           

 

4. Directories and search engines do much the same thing in much the same way.

 

                                           

 

5. Google is the only Internet search engine.

 

                                           

 

6. Natural and organic search results are synonymous terms.

 

                                           

 

7. Links, Content, Tags and Title and URL are all part of the basics of SEO.    
8. Search engines assign keywords to the advertising that is submitted to them.

 

                                           

 

9. Search engine optimization is a fairly straightforward activity that can be carried out by most webmasters.

 

                                           

 

10. SEO is lower in cost to implement than Paid Search.

                                           

 

11. Pay-per-click, PPC, advertising is sometimes referred to as Cost-per-click, CPC advertising.

 

                                           

 

12. Search engine Marketing and Social media marketing have little relationship to each other.

 

                                           

 

13. CPM refers to the Cost Per Many inquiries.

 

                                           

 

14. The display URL in a Google Search ad should be the same as the website URL of the company placing the ad.

 

                                           

 

15. Page rank refers to an algorithm to determine how important a page is on the web.

 

                                           

 

16. Universal search means that users all over the world use search on a regular basis.

 

                                           

 

 

ESSAY

 

1. Explain the generic search process.

 

 

 

2. Describe three of the major influencers of organic search ranking and give examples of each.