MKTG 437: FINAL EXAM QUESTIONS
WITH CORRECT ANSWERS
An analytics package records all of the following information from visitors EXCEPT: -
Correct Answers -Hard disk space of the computer
"Analysis paralysis" occurs when: - Correct Answers -The sheer volume of data
overwhelms a manager and causes inaction
During a one-week period, a website had 3,000 total pageviews from 500 sessions.
What is the site's average page depth? - Correct Answers -3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one pageview. Which is higher: the site bounce rate or the homepage's bounce
rate? - Correct Answers -The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one pageview. What is the site bounce rate? - Correct Answers -40%
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs
with 20 of those leads. What is the conversion rate and what is the close rate? - Correct
Answers -8%; 25%
A low conversion rate can be caused by all of the following EXCEPT: - Correct Answers
-Overly responsive design
The most reliable way to measure advertising effectiveness is to: - Correct Answers -
Conduct a carefully controlled experiment
Organic search results are typically displayed: - Correct Answers -Below the paid ads
For a search engine, "relevance" refers to: - Correct Answers -The extent to which a
web page's content matches the searcher's query
, Jane.com sells clothing and accessories. They want their line of maternity clothing to
show up on searches that include "maternity". What should the URL for the maternity
category page be? - Correct Answers -https://jane.com/maternity
Including the word "maternity: in the alt text and file name of several images on the
maternity category page of Jane.com will improve the page's relevance score for
searches using the word 'maternity'. What other benefit can result from this? - Correct
Answers -The images are more likely to show up on image searches that use
"maternity"
Even a highly relevant keyword may not be worth pursuing in your SEO if: - Correct
Answers -The keyword has no traffic
"Long tail keywords" are: - Correct Answers -Search terms with lower volume than "fat
head keywords"
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword
should your website first target SEO efforts? - Correct Answers -The keyword on which
your site ranks #9
Why is a high bounce back rate a negative signal of a web page's quality? - Correct
Answers -Because this behavior indicates that the searcher did not like what they saw
or find what they were looking for
A company wishing to rank for local searches should first: - Correct Answers -Register
and verify its business with Google's My Business
What is the anchor text of this link: Fashion deals (links to: https://jane.com/) - Correct
Answers -Fashion deals
I place the following link on my website: Fashion deals (links to: https://jane.com/) How
will this link be treated differently by the search engines than the link in question 1? -
Correct Answers -The link will not pass link authority to jane.com
You have a website that sells widgets, and you have a category page specifically for
blue widgets. After some extensive outreach efforts, you are able to gain 100 links to
your blue widgets category page, but no links to your homepage. How will these new
links affect the rankings of your homepage on relevant searches? - Correct Answers -
They will improve homepage rankings
Two competing websites have the same number of links. Website A received all of its
links between January 2016 and January 2017. Website B received its links from
January 2016 to the present. Which website is likely to rank higher today for a search
that is equally relevant to both sites? - Correct Answers -Website B, because it has
higher link freshness
WITH CORRECT ANSWERS
An analytics package records all of the following information from visitors EXCEPT: -
Correct Answers -Hard disk space of the computer
"Analysis paralysis" occurs when: - Correct Answers -The sheer volume of data
overwhelms a manager and causes inaction
During a one-week period, a website had 3,000 total pageviews from 500 sessions.
What is the site's average page depth? - Correct Answers -3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one pageview. Which is higher: the site bounce rate or the homepage's bounce
rate? - Correct Answers -The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one pageview. What is the site bounce rate? - Correct Answers -40%
A lead generation website received 1,000 visitors, gained 80 leads, and booked jobs
with 20 of those leads. What is the conversion rate and what is the close rate? - Correct
Answers -8%; 25%
A low conversion rate can be caused by all of the following EXCEPT: - Correct Answers
-Overly responsive design
The most reliable way to measure advertising effectiveness is to: - Correct Answers -
Conduct a carefully controlled experiment
Organic search results are typically displayed: - Correct Answers -Below the paid ads
For a search engine, "relevance" refers to: - Correct Answers -The extent to which a
web page's content matches the searcher's query
, Jane.com sells clothing and accessories. They want their line of maternity clothing to
show up on searches that include "maternity". What should the URL for the maternity
category page be? - Correct Answers -https://jane.com/maternity
Including the word "maternity: in the alt text and file name of several images on the
maternity category page of Jane.com will improve the page's relevance score for
searches using the word 'maternity'. What other benefit can result from this? - Correct
Answers -The images are more likely to show up on image searches that use
"maternity"
Even a highly relevant keyword may not be worth pursuing in your SEO if: - Correct
Answers -The keyword has no traffic
"Long tail keywords" are: - Correct Answers -Search terms with lower volume than "fat
head keywords"
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword
should your website first target SEO efforts? - Correct Answers -The keyword on which
your site ranks #9
Why is a high bounce back rate a negative signal of a web page's quality? - Correct
Answers -Because this behavior indicates that the searcher did not like what they saw
or find what they were looking for
A company wishing to rank for local searches should first: - Correct Answers -Register
and verify its business with Google's My Business
What is the anchor text of this link: Fashion deals (links to: https://jane.com/) - Correct
Answers -Fashion deals
I place the following link on my website: Fashion deals (links to: https://jane.com/) How
will this link be treated differently by the search engines than the link in question 1? -
Correct Answers -The link will not pass link authority to jane.com
You have a website that sells widgets, and you have a category page specifically for
blue widgets. After some extensive outreach efforts, you are able to gain 100 links to
your blue widgets category page, but no links to your homepage. How will these new
links affect the rankings of your homepage on relevant searches? - Correct Answers -
They will improve homepage rankings
Two competing websites have the same number of links. Website A received all of its
links between January 2016 and January 2017. Website B received its links from
January 2016 to the present. Which website is likely to rank higher today for a search
that is equally relevant to both sites? - Correct Answers -Website B, because it has
higher link freshness
