MKT 315 FINAL EXAM
1. Who are People who type search queries into search engines
searchers?
2. What are search Programs that searchers use to find products, services, content, etc.
engines?
3. Who are mar- Website and channel owners that publish content and make offers
keters?
4. What are the two 1. Branded
broad categories 2. Non branded
of search queries
on which to fo-
cus?
5. What is a brand- Keywords or phrases searched for when looking for a specific business, brand,
ed search query? product, or service
6. What is a non- Keywords or phrases searched for when NOT looking for a specific business,
branded search brand, product, or service
query?
7. What is intent? Understanding what the searcher is looking for ("What?")
8. What is context? Why the searcher has that intent ("Why?")
9. What should Both intent and context
search market-
ing focus on?
10. What is the goal To move your prospect from one stage of the customer journey to another
of SEM?
11. True
, MKT 315 FINAL EXAM
CTAs are nec-
essary at every
step. True or
False?
12. Optimizing for 1. Write the title tag
Google 2. Write a meta description
3. Optimize the URL
4. Write body copy
5. Optimize the alt tag
13. What is the most The title tag
critical element
on any page?
14. What is a title An accurate and concise description of a page's content
tag?
15. What is a meta Describes the content of the page
description?
16. What is your ele- The meta description
vator pitch?
17. What is the URL? Uniform Resource Location, aka "a slug"
18. What does the Allows the search engine to know what queries your page will satisfy
body copy allow?
19. What is the alt Provides alternative info for an image on your page in the form of text for users
tag? who can't view the image
20. What can you use Google Search Console
to see your web-
, MKT 315 FINAL EXAM
site as Google
sees it?
21. What is index sta- The total # of URLS from your site that have been added to Google's index
tus?
22. What are URL er- Pages that Google is having difficulty accessing
rors?
23. What are security A site with security issues is very unlikely to be served traffic
issues?
24. What are the 1. Cross-link your own content
steps to earning 2. Study competitive links
links? 3. Create generous content
4. Publish primary research
25. What can you use Moz's Link Explorer
to study competi-
tive links?
26. What is the social 1. Listening
success cycle? 2. Influencing
3. Networking
4. Selling
27. What is social lis- Monitoring and responding to customer service and reputation management
tening? issues
28. What two cat- 1. Seeker Channels
egories do the 2. Engagement Channels
major social me-
dia channels fall
into?
1. Who are People who type search queries into search engines
searchers?
2. What are search Programs that searchers use to find products, services, content, etc.
engines?
3. Who are mar- Website and channel owners that publish content and make offers
keters?
4. What are the two 1. Branded
broad categories 2. Non branded
of search queries
on which to fo-
cus?
5. What is a brand- Keywords or phrases searched for when looking for a specific business, brand,
ed search query? product, or service
6. What is a non- Keywords or phrases searched for when NOT looking for a specific business,
branded search brand, product, or service
query?
7. What is intent? Understanding what the searcher is looking for ("What?")
8. What is context? Why the searcher has that intent ("Why?")
9. What should Both intent and context
search market-
ing focus on?
10. What is the goal To move your prospect from one stage of the customer journey to another
of SEM?
11. True
, MKT 315 FINAL EXAM
CTAs are nec-
essary at every
step. True or
False?
12. Optimizing for 1. Write the title tag
Google 2. Write a meta description
3. Optimize the URL
4. Write body copy
5. Optimize the alt tag
13. What is the most The title tag
critical element
on any page?
14. What is a title An accurate and concise description of a page's content
tag?
15. What is a meta Describes the content of the page
description?
16. What is your ele- The meta description
vator pitch?
17. What is the URL? Uniform Resource Location, aka "a slug"
18. What does the Allows the search engine to know what queries your page will satisfy
body copy allow?
19. What is the alt Provides alternative info for an image on your page in the form of text for users
tag? who can't view the image
20. What can you use Google Search Console
to see your web-
, MKT 315 FINAL EXAM
site as Google
sees it?
21. What is index sta- The total # of URLS from your site that have been added to Google's index
tus?
22. What are URL er- Pages that Google is having difficulty accessing
rors?
23. What are security A site with security issues is very unlikely to be served traffic
issues?
24. What are the 1. Cross-link your own content
steps to earning 2. Study competitive links
links? 3. Create generous content
4. Publish primary research
25. What can you use Moz's Link Explorer
to study competi-
tive links?
26. What is the social 1. Listening
success cycle? 2. Influencing
3. Networking
4. Selling
27. What is social lis- Monitoring and responding to customer service and reputation management
tening? issues
28. What two cat- 1. Seeker Channels
egories do the 2. Engagement Channels
major social me-
dia channels fall
into?
