MKT 315 EXAM 1 TEST PAPER COMPLETE
SOLUTIONS AND ACCURATE RESPONSES
●● searchers
Answer: people who type search queries into search engines
●● search engines
Answer: programs that searchers use to find products, services, content,
etc
●● marketers
Answer: website and channel owners that publish content and make
offers
●● branded
Answer: keywords or phrases searched for when looking for a specific
business, brand, product or service
●● nonbranded
Answer: keywords or phrases searched for when NOT looking for a
specific business, brand, product or service
●● intent
,Answer: understanding what the searcher is looking for
-"what?"
●● context
Answer: why the searcher has that intent
-"why?"
●● example of intent and context: I want to finish my garage because I
want to start woodworking as a hobby
Answer: intent: want to finish a garage
context: to start wood working as a hobby
●● search marketing should focus on both intent and context because
_______
Answer: each represent a query worth targeting
●● converting prospects into customers
Answer: -dont fall into the trap of thinking the goal of SEM is to get
better search engine rankings
-SEM is not just about generating traffic
-CTAs are necessary at every step
,●● the goal of SEM is to____
Answer: move your prospect from one stage of the customer journey to
another
●● optimizing for Google
Answer: 1. write the <title> tag
2. write a meta description
3. optimize the URL
4. write body copy
5. optimize the <alt> tag
●● 1. write the <title> tag
Answer: -most critical element on any page
-an accurate and concise description of a pages content
-start tags with the most important keywords
- </equal to 70 characters or the search engine might truncate
●● 2. write a meta description
Answer: -directly below the <title> tag
-describes the content of the page
-searched keywords appear in bold
, -elevator pitch
-consider a CTA
- </or equal to 150 characters or it might be truncated
●● 3. optimize the URL
Answer: -uniform resource locator, aka "a slug"
-keep the URL relevant and accurate
-Include keywords in the URL after the forward (/)
●● 4. write body copy
Answer: -copy (text on a page) allows the search engine to know what
queries your page will satisfy
-Include keywords and variations of keywords in the body titles or
headings, as well as, throughout the body
-500+ words, but don't meet this target if your content isn't high quality
●● 5. optimize the <alt> tag
Answer: -provides alternative into for an image on your page in the form
of text for users who can't view the image
-describe the image while using a keyword phrase
●● optimizing for search engine crawlers
Answer: -search engine crawlers index content on webpages
SOLUTIONS AND ACCURATE RESPONSES
●● searchers
Answer: people who type search queries into search engines
●● search engines
Answer: programs that searchers use to find products, services, content,
etc
●● marketers
Answer: website and channel owners that publish content and make
offers
●● branded
Answer: keywords or phrases searched for when looking for a specific
business, brand, product or service
●● nonbranded
Answer: keywords or phrases searched for when NOT looking for a
specific business, brand, product or service
●● intent
,Answer: understanding what the searcher is looking for
-"what?"
●● context
Answer: why the searcher has that intent
-"why?"
●● example of intent and context: I want to finish my garage because I
want to start woodworking as a hobby
Answer: intent: want to finish a garage
context: to start wood working as a hobby
●● search marketing should focus on both intent and context because
_______
Answer: each represent a query worth targeting
●● converting prospects into customers
Answer: -dont fall into the trap of thinking the goal of SEM is to get
better search engine rankings
-SEM is not just about generating traffic
-CTAs are necessary at every step
,●● the goal of SEM is to____
Answer: move your prospect from one stage of the customer journey to
another
●● optimizing for Google
Answer: 1. write the <title> tag
2. write a meta description
3. optimize the URL
4. write body copy
5. optimize the <alt> tag
●● 1. write the <title> tag
Answer: -most critical element on any page
-an accurate and concise description of a pages content
-start tags with the most important keywords
- </equal to 70 characters or the search engine might truncate
●● 2. write a meta description
Answer: -directly below the <title> tag
-describes the content of the page
-searched keywords appear in bold
, -elevator pitch
-consider a CTA
- </or equal to 150 characters or it might be truncated
●● 3. optimize the URL
Answer: -uniform resource locator, aka "a slug"
-keep the URL relevant and accurate
-Include keywords in the URL after the forward (/)
●● 4. write body copy
Answer: -copy (text on a page) allows the search engine to know what
queries your page will satisfy
-Include keywords and variations of keywords in the body titles or
headings, as well as, throughout the body
-500+ words, but don't meet this target if your content isn't high quality
●● 5. optimize the <alt> tag
Answer: -provides alternative into for an image on your page in the form
of text for users who can't view the image
-describe the image while using a keyword phrase
●● optimizing for search engine crawlers
Answer: -search engine crawlers index content on webpages
