University of Texas, Dallas

BUSINESS 1111

Chapter 6

Search Engine Optimization

True/False Questions

1)Search engine optimization (SEO) is the practice of optimizing the algorithm of the search engine so as to display the most recently updated sites.

2. SEO can be split into two distinct camps: white-hat SEO and red-hat SEO.

3. White-hat SEO refers to working within the parameters set by search engines to optimize a Web site for better user experience.
4. Black-hat SEOs use dubious means to achieve high rankings.

5. Code, content, and structure of a Web site are considered as off-page factors for search engine optimization.

6. Search engine optimization is a one time process.

7. SEO (search engine optimization) involves optimizing Web sites to achieve high rankings on the search engines for certain selected key phrases.

8. Search engines have also built up knowledge around common misspellings and synonyms and common related searches so as to try to return the best results for a user.

9. With reference to search engine optimization, search volume of a phrase indicates the number of searchers who are using that phrase to find what they want.

10. If a user searches for “car rental,” the search engine will look for pages that are relevant to “car rental” but it will not look for pages that are relevant to “car hire” or “vehicle hire”.

11. With reference to search engine optimization, propensity to convert of a phrase refers to the number of other Web sites out there that are targeting the same phrase.

12. A page can be optimized for up to two key phrases.

13. While optimizing a Web page for a key phrase, the key phrase should be used in the title and as close to the beginning as possible.

14. Adding fresh content that carries brand values regularly to your site will encourage the search engines to crawl your site more frequently.

15. Search engines can see images, so they do not rely on the way an image is described to determine what the image is about.

16. While optimizing a Web page for a key phrase, the key phrase should not be used in the metadescription of the page.

17. Generally, the more votes a Web site receives, the more trusted it becomes, the more important it is deemed, and the better it will rank on search engines.
18. Search engines do not count nofollow links for ranking purposes.

19. Search engines can not distinguish between natural links and artificial links created solely for ranking purposes.

20. The text appearing in the link of a Web site is known as header tag.

21. With reference to search engine optimization, links from all Web sites carry equal weight.

22. Surveys suggest that users are generally not willing to trade personal information to benefit from better-quality results from the search engines.

23. Explicit personalized search is based on data and information search engines gather by analyzing users’ behavior.

24. Usage data is the most effective way of judging the true relevancy and value of a Web site.

Multiple Choice Questions

1. SEO (search engine optimization), also called              optimization, involves optimizing Web sites to achieve high rankings on the search engines for certain selected key phrases.
   1. inorgnic
   2. neutral
   3. transparent d     natural

e     artificial

2. With reference to the search engine optimization, which of the following factors represents an off- page factor?

1. Code of the Web site
2. Activities to increase links to the We site c&nsp;         Metadata on the We site

d     Content of the Web site e        Structure of the Web site

3. Which of the following statements is NOT true about search engine optimization (SEO)?

1. SEO involves optimizing Web sites to chieve high rnkings on the serch engines for certin selected key phrses.
2. SEO utilizes off-page factors.
3. SEO is also known as organi optimization. d      SEO is a ontinuous proess.

e     SEO involves optimizing algorithms of search engines so as to display the most recently updated Web sites.

4. Which of the following points are considered by the search engines while finding out the best results? a The time of last update

2. The numers of words on the We site
3. The time when the Web site was first reated d The time when the Web site was last visited e          Popularity of the Web site

5. It is crucial that Web sites contain content with keywords that are . a      new to the users

2. not used y any other competitor
3. likely to be used by their target audiene. d           most frequently used in the loal language e            used by other similar Web sites

6. With reference to search engine optimization, search volume of a phrase refers to    . a      the number of competitors who are using the same phrase on their Web site

2. the complexity of the phrase
3. the number of haracters in the phrase
4. the likelihoo that the searcher using that key phrase is going to convert on your site e               the number of searchers who are using that phrase to fin what they want

7. In the case of search engine optimization, competition is one of the things to be considered while selecting a keyword. What does competition mean in this context?

a      The likelihood that the searcher using that keyword is going to convert on your site b               The number of other Web sites that are targeting that same keyword

c      The number of searchers who are using that phrase to find what they want d            The number of synonyms available for the keyword

e     The possibility of misspelling the keyword

8. With reference to search engine optimization, propensity to convert of a phrase refers to        . a      the number of searchers who are using that phrase to find what they want

b     the amount of time spent by a searcher, who used that phrase, on your Web site c               the number of synonyms available for the phrase

4. the likelihood that the searcher using that key phrase is going to take a desired action on your Web site
5. the number of other Web sites that are targeting that same phrase

9. A keyword research tool can return all of the following suggestions based on past research data EXCEPT:

1. Common misspellings
2. Average value per prospect that may e attracted y the keyword c&nsp;              How many other sites are targeting your keywords

d     Keywords that are sending traffic to your competitors e        Similar keywords

10.              are standard elements used to define headings and subheadings on a Web page. a           Anchor text

2. Header tags
3. Domain name d        Meta tags

e     TCP/IP protocols

11. The visible, clickable text in a link is called as    . a      domain name

2. meta text
3. keyword
4. anchor text e        heaer tag

12. Which of the following statements represents a correct guideline to be followed while optimizing a Web page for a key phrase?

1. Avoid the usge of key phrse in the body content.
2. Use the key phrase when linking to another page on your site. c&nsp;             Do not use the key phrase in the metadescription of the page.

d     Use the key phrase in the title and as close to the beginning as possible. e              Avoid the usage of key phrase in the domain name.

13. Which of the following Web sites will be recognized as a Web site with rich content by a search engine?

1. A Web site which hs less thn 300 words
2. A We site which has a main theme that gets broken down into suthemes c&nsp;         A We site in which the key phrase is not included in the title tag

4. A Web site which oes not include any meta tags
5. A Wb sit in which th key phras is not includd in th hader tag

14.              tell the spiders exactly what the Web pages are about. a   domain names

2. meta tags
3. pointers
4. anchor texts e        heaer tags

15. The purpose of a             is to allow a user to go from one Web page to another. a                           header tag

2. link
3. meta tag
4. blog
5. domain nam

16. All of the following function are performed by a link EXCEPT:

a      allow a user to go from one Web page to another. b               validate relevance of a Web page.

c      indicate importance of a Web page. d     transfer trust to other sites.

e     indicate the date of last update.

17. What is anchor text?

a      Text appearing on the home page of a Web site b              Text appearing in the meta tags of a Web site

3. Text appearing in the link of a Web site
4. Text appearing on the last page of a Web site
5. Txt apparing in th domain nam of a Wb sit

18. Trusted sites can transfer trust to unknown sites via  . a      bookmarks

2. logs
3. meta tags
4. links
5. -mails

19. If HTML code for a link contains the word “nofollow”, then which of the following sentences would be true?

a      Search engines would not count the link for ranking purposes. b            Only privileged users can access the link.

3. The link does not have any anhor text.
4. The link is not bookmarke on any social bookmarking site. e        The link oes not have any heaer tag.

20. The search engines are presenting information in the language and geographic context of the user. This is referred to as        .

a        personalization b        globalization

c        customization d        localization

e     popularization

21. Search engines use             to maintain a history of a user’s search activity. a                                  header tags

2. links
3. ookies
4. blogs
5. mta tags

22. Which of the following is NOT used by a search engine to track user search activity? a                Keywords searched

b     Previously visited Web sites c        Click-through rate

4. Bounce rate
5. Domain nam

23. Search results can vary according to, what search engines think a user is actually interested in. This is known as .

a        personalization b     localization

c        customization d        globalization e        popularization

24. Real-time search, a new feature offered by Google, displays which of the following? a           The Web page visited by maximum number of people related to your search term b        The most recently visited Web site related to your search term.

3. The Web page whih has the latest mentions related to your searh term
4. The Web page which has maximum number of links relate to your search term e      The Web site which has the maximum bounce rate relate to your search term

Fill in the Blanks

1.              is the practice of optimizing a Web site so as to achieve preferred ranking on the search engine results pages.

2.              SEO refers to trying to game the search engines.

3. Search engines relied on the           , information that Webmasters inserted in the code of a Web page, to determine what a Web page was about and to index it appropriately.

4. While at Stanford University, Larry Page and Sergey Brin developed a search engine, called                                                                                                                                                                               , that relied on a mathematical algorithm to rank Web pages.

5. SEO (search engine optimization) is also called as               or natural optimization.

6. The first page of any Web site gives users a glimpse into what the site is about and it is known as

             page.

7. With reference to search engine optimization,          means the average value per prospect attracted by the keyword.

8. The visible, clickable text in a link is known as                text.

9.              represents the name of a Web site that distinguishes it from other systems on the World Wide Web.

10. If HTML code of a link contains the word               , search engines will not count it for ranking purposes.

12                 SEO (search engine optimization) refers to the unethical techniques of SEO.