MKTG 455 Exam 2 Marketing
Communications & Strategy Exam
1. What is SEM? - ANSWER ✔ - Search Engine Marketing: Promoting an organization through search
engines to meet its objectives by delivering relevant content in the search listings
2. What is SEO? - ANSWER ✔ - Search Engine Optimization: A structured approach used to increase
the position of a company or its products in search engine natural or organic results listings for
selected keywords or phrases
3. What is Paid Search? - ANSWER ✔ - Paid Search: the relevant ad with a link to a company page
that displayed on the SERPs when the user of a search engine types in a specific phrase.
4. How does Google rank the webpages? - ANSWER ✔ - 1. Relevancy
2. Popularity
5. What does "Relevance" mean? - ANSWER ✔ - how well the search phrase matched content on the
webpage
6. What does "Popularity" really mean? - ANSWER ✔ - how many other webpages link to the
webpage and how reputable those linking pages are
7. What are the two types of links? - ANSWER ✔ - Inbound links and outbound links
8. What is "PageRank"? - ANSWER ✔ - Google's measure of webpage popularity
9. How do you calculate PageRank? - ANSWER ✔ - Divide each pages points by the number of
outbound links, and add everything together.
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MKTG 455
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, PR(X) = PR(A)/OB(A) + PR(B)/OB(B) + PR(C)/OB(C)
Page A: 20 pts (5 ob links)
Page B: 35 pts (1 ob links)
Page C: 100 pts (100 ob links)
10. What is the page rank? - ANSWER ✔ - (20/5) + (35/1) + (100/100)=40
11. What are the implications of PageRank? - ANSWER ✔ - • Both quantity and quality of links matter
• PageRank is a circular metric that uses iterative algorithms
12. What does on-site SEO mean? - ANSWER ✔ - entails designing the content of a website to increase
relevance for particular keyword phrases
13. What does off-site SEO mean? - ANSWER ✔ - attracts inbound links to increase popularity
14. What is a Long tail keyword - ANSWER ✔ - Long tail keywords are multi-word phrases that are
extended or more specific versions of a core fat head term.
15. Keywords like "sterling silver earrings", "gold earrings online", or "what is the best way to clean
earrings" is an example of what type of keyword? - ANSWER ✔ - Long tail keywords
16. Keywords like "earrings" or "piercings" is an example of what type of keyword? - ANSWER ✔ - Fat
head keywords
17. What is anchor text? - ANSWER ✔ - Anchor text is the clickable text in a hyperlink. It describes the
webpage it links to.
18. What is alt text? - ANSWER ✔ - Alternative text (alt text) is a label or tag that indicates the content
of the image.
19. What is title tag? - ANSWER ✔ - <title> Title of Your Web Page </title>
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MKTG 455
©™
Communications & Strategy Exam
1. What is SEM? - ANSWER ✔ - Search Engine Marketing: Promoting an organization through search
engines to meet its objectives by delivering relevant content in the search listings
2. What is SEO? - ANSWER ✔ - Search Engine Optimization: A structured approach used to increase
the position of a company or its products in search engine natural or organic results listings for
selected keywords or phrases
3. What is Paid Search? - ANSWER ✔ - Paid Search: the relevant ad with a link to a company page
that displayed on the SERPs when the user of a search engine types in a specific phrase.
4. How does Google rank the webpages? - ANSWER ✔ - 1. Relevancy
2. Popularity
5. What does "Relevance" mean? - ANSWER ✔ - how well the search phrase matched content on the
webpage
6. What does "Popularity" really mean? - ANSWER ✔ - how many other webpages link to the
webpage and how reputable those linking pages are
7. What are the two types of links? - ANSWER ✔ - Inbound links and outbound links
8. What is "PageRank"? - ANSWER ✔ - Google's measure of webpage popularity
9. How do you calculate PageRank? - ANSWER ✔ - Divide each pages points by the number of
outbound links, and add everything together.
Page 1 of 8
MKTG 455
©™
, PR(X) = PR(A)/OB(A) + PR(B)/OB(B) + PR(C)/OB(C)
Page A: 20 pts (5 ob links)
Page B: 35 pts (1 ob links)
Page C: 100 pts (100 ob links)
10. What is the page rank? - ANSWER ✔ - (20/5) + (35/1) + (100/100)=40
11. What are the implications of PageRank? - ANSWER ✔ - • Both quantity and quality of links matter
• PageRank is a circular metric that uses iterative algorithms
12. What does on-site SEO mean? - ANSWER ✔ - entails designing the content of a website to increase
relevance for particular keyword phrases
13. What does off-site SEO mean? - ANSWER ✔ - attracts inbound links to increase popularity
14. What is a Long tail keyword - ANSWER ✔ - Long tail keywords are multi-word phrases that are
extended or more specific versions of a core fat head term.
15. Keywords like "sterling silver earrings", "gold earrings online", or "what is the best way to clean
earrings" is an example of what type of keyword? - ANSWER ✔ - Long tail keywords
16. Keywords like "earrings" or "piercings" is an example of what type of keyword? - ANSWER ✔ - Fat
head keywords
17. What is anchor text? - ANSWER ✔ - Anchor text is the clickable text in a hyperlink. It describes the
webpage it links to.
18. What is alt text? - ANSWER ✔ - Alternative text (alt text) is a label or tag that indicates the content
of the image.
19. What is title tag? - ANSWER ✔ - <title> Title of Your Web Page </title>
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MKTG 455
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