Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
In order for two computers to communicate via the internet, they must first locate one another.
How do computers locate one another on the internet? Through the IP address
What does a cookie do? It identifies the requesting computer to the server.
Which of the following programming languages is a static, client side language (as opposed to a
dynamic, server-side language)? HTML
Direct traffic is defined as visitors who.... Type the URL directly into their browser's
address bar
Both paid search traffic and paid referral traffic are the result of... Online advertisements
Unpaid search traffic comes when a user clicks on... An organic search result
A retail website's conversion rate is calculated as Purchases/Visits
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
Which of the following is NOT a way that a media site might measure engagement?
Traffic source
In general, advertisers are willing to pay more if... They can more precisely target
potential customers.
Web browsers process which language... HTML
Which of the following is NOT a weakness of finding internet content through lists of websites
organized by subject matter (versus through a search engine)? Lists can only cover a few
websites per subject
What is the downside of a search engine based solely on relevance? Websites with little
useful content can often earn good rankings
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
Where did the name "PageRank" come from? The creator of the metric, Larry Page,
named it after himself
In the original PageRank formula, when web page A linked to web page B, it passed PageRank
to page B. Why was the amount of PageRank that A passed to B divided by the number of
outbound links on page A? A link was considered an endorsement, so B only got part of
A's endorsement score if A endorsed multiple pages
Why is a link from Yahoo.com worth more than a link from a small blog? Yahoo has a
higher PageRank, so it passes on more PageRank to the page it links to
How does anchor text factor into Google's ranking calculations? Anchor text is one input
into a web page's relevance score
Consider a Google user who does a search for "yam recipe". Consider two web pages with an
identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses
the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
search and why? Web page A, because the matching words are higher on the page and
match the search phrase better
What is "black-hat" search engine optimization? Any practice to increase a webpage's
rankings that Google deems manipulative
Which of the following is NOT a practice instituted or strengthened by the Panda update?
increased opportunity to shop for products directly on the SERP
The Penguin update focused mainly on Anchor text
If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel Kayano
20" to... A product page
As compared to fat head keyword phrases, long-tail keyword phrases typically receive
lower volume of searches
are longer (have more words)
Ch.1-7), digital marketing Questions And
Answers 100% Correct
In order for two computers to communicate via the internet, they must first locate one another.
How do computers locate one another on the internet? Through the IP address
What does a cookie do? It identifies the requesting computer to the server.
Which of the following programming languages is a static, client side language (as opposed to a
dynamic, server-side language)? HTML
Direct traffic is defined as visitors who.... Type the URL directly into their browser's
address bar
Both paid search traffic and paid referral traffic are the result of... Online advertisements
Unpaid search traffic comes when a user clicks on... An organic search result
A retail website's conversion rate is calculated as Purchases/Visits
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
Which of the following is NOT a way that a media site might measure engagement?
Traffic source
In general, advertisers are willing to pay more if... They can more precisely target
potential customers.
Web browsers process which language... HTML
Which of the following is NOT a weakness of finding internet content through lists of websites
organized by subject matter (versus through a search engine)? Lists can only cover a few
websites per subject
What is the downside of a search engine based solely on relevance? Websites with little
useful content can often earn good rankings
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
Where did the name "PageRank" come from? The creator of the metric, Larry Page,
named it after himself
In the original PageRank formula, when web page A linked to web page B, it passed PageRank
to page B. Why was the amount of PageRank that A passed to B divided by the number of
outbound links on page A? A link was considered an endorsement, so B only got part of
A's endorsement score if A endorsed multiple pages
Why is a link from Yahoo.com worth more than a link from a small blog? Yahoo has a
higher PageRank, so it passes on more PageRank to the page it links to
How does anchor text factor into Google's ranking calculations? Anchor text is one input
into a web page's relevance score
Consider a Google user who does a search for "yam recipe". Consider two web pages with an
identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses
the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this
, Marketing on the Internet Midterm (Stukent
Ch.1-7), digital marketing Questions And
Answers 100% Correct
search and why? Web page A, because the matching words are higher on the page and
match the search phrase better
What is "black-hat" search engine optimization? Any practice to increase a webpage's
rankings that Google deems manipulative
Which of the following is NOT a practice instituted or strengthened by the Panda update?
increased opportunity to shop for products directly on the SERP
The Penguin update focused mainly on Anchor text
If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel Kayano
20" to... A product page
As compared to fat head keyword phrases, long-tail keyword phrases typically receive
lower volume of searches
are longer (have more words)
