Digital Marketing Exam 2 Questions
with Verified Answers
link diversity - ANSWER-seeing that backlinks come from a variety of different
domains with different IP addresses
social sharing - ANSWER-Search engines recognize that if people are posting links
to a website on their social network profile, it has worthwhile content and deserves to
rank well for relevant searches
Backlinks to a site fit into one of three categories - ANSWER-editorial, manual, or
manufactured
editorial links - ANSWER-editorial links are links given spontaneously by another
webmaster because he or she likes the page's content.
manual links - ANSWER-links one earns through direct effort, but still require a third
party to sign off on them
manufactured links - ANSWER-manufactured links are, as the label implies,
manufactured by the webmaster without any third-party approval. For example, one
could find a blog with an open comments section, and include a link in a comment on
the blog
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> -
ANSWER-Fashion deals
I place the following link on my website: <a rel="nofollow"
href="http://jane.com">Fashion deals</a>. How will this link be treated differently by
the search engines? - ANSWER-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? - ANSWER-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? - ANSWER-Website B, because it has
higher link freshness.
Why is receiving 100 links from 10 different websites better than receiving 100 links
from the same website? - ANSWER-Links from 10 websites mean a higher link
diversity than links from one website
,An editorial link is - ANSWER-a link created voluntarily by another website owner
because he/she values the website's content
Sending out press releases to entice news organizations to do a story about a
company can result in links from these news organizations' websites. These links
would be considered - ANSWER-editorial links
Writing a blog post for someone else's blog and including links to one's own site
would give a website what kind of links? - ANSWER-manual links
Content marketing differs from advertising in that - ANSWER-content marketing is
meant to entice readership/viewership on its own merits
A major advantage of creating content specifically with the goal of ranking well for a
popular search phrase is that - ANSWER-the content will have built-in distribution
exact match - ANSWER-a search phrase will still match an exact match keyword if
the search is a close variant of the keyword. A close variant includes misspellings
and even abbreviations.
broad match - ANSWER-Broad match directs Google to show the ad to any search
that 'broadly' matches that keyword
phrase match - ANSWER-To use phrase match, an advertiser puts quotation marks
around "a keyword", which directs the search engine to show an ad only when the
searcher's query includes the quoted keyword, but the search can include additional
words before or after
modified broad match - ANSWER-a middle ground between broad match (which is
often too broad for advertisers' liking) and phrase match (which is often not broad
enough). Placing a plus sign in front of a +keyword activates modified broad match
negative keywords - ANSWER-Keywords that prevent an ad from showing up when
specific terms are present.
content marketing - ANSWER-Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive profitable
customer action
•Basically, it is:
•Creating quality things that your customers want to consume...
•on a consistent basis...
•to build a relationship and drive sales...
process for content marketing - ANSWER-- plan
- story
- process
- measure
, plan - ANSWER-•Who is your audience?
•What do they care about?
•How do we differentiate?
story - ANSWER-•What story do we tell?
•How do we communicate our story?
•What channels?
process - ANSWER-•Who does what?
•What is our style?
•When & how often?
measure - ANSWER-•What's working?
•What isn't?
Why don't more companies do content marketing? - ANSWER-•Can be difficult to
build a business case
•Takes a lot of people and effort to be successful
•Other companies are doing it - competitive•
Who will create the content?
•"The puppy is free... but is costs $$$ to feed and take care of a dog"
•Need to do it over a long period of time
•Not a "quick fix"
True or false: Advertisers Determine What Search Queries They Want to Show Up
On - ANSWER-true
•Advertisers tell Google what "keywords" they want their ads to show up on
•All determined by the advertiser
•Google matches keywords to users search queries
•An advertiser can have one keyword or millions
head terms - ANSWER-Search terms that are short, popular and straightforward
tail terms - ANSWER-more specific, less traffic volume
think of graph with dinosaur
Order of the 4 keywords from most specific to most broad - ANSWER-1. Exact
2. Phrase
3. Modified broad
4. Broad
Quality Score Impacts 3 Aspects of Paid Search - ANSWER-•Determines if your
keyword is eligible to be a part of the auction for a given search query
•Affects how high your ad will rank
•Helps determine your actual cost-per-click
with Verified Answers
link diversity - ANSWER-seeing that backlinks come from a variety of different
domains with different IP addresses
social sharing - ANSWER-Search engines recognize that if people are posting links
to a website on their social network profile, it has worthwhile content and deserves to
rank well for relevant searches
Backlinks to a site fit into one of three categories - ANSWER-editorial, manual, or
manufactured
editorial links - ANSWER-editorial links are links given spontaneously by another
webmaster because he or she likes the page's content.
manual links - ANSWER-links one earns through direct effort, but still require a third
party to sign off on them
manufactured links - ANSWER-manufactured links are, as the label implies,
manufactured by the webmaster without any third-party approval. For example, one
could find a blog with an open comments section, and include a link in a comment on
the blog
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a> -
ANSWER-Fashion deals
I place the following link on my website: <a rel="nofollow"
href="http://jane.com">Fashion deals</a>. How will this link be treated differently by
the search engines? - ANSWER-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? - ANSWER-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? - ANSWER-Website B, because it has
higher link freshness.
Why is receiving 100 links from 10 different websites better than receiving 100 links
from the same website? - ANSWER-Links from 10 websites mean a higher link
diversity than links from one website
,An editorial link is - ANSWER-a link created voluntarily by another website owner
because he/she values the website's content
Sending out press releases to entice news organizations to do a story about a
company can result in links from these news organizations' websites. These links
would be considered - ANSWER-editorial links
Writing a blog post for someone else's blog and including links to one's own site
would give a website what kind of links? - ANSWER-manual links
Content marketing differs from advertising in that - ANSWER-content marketing is
meant to entice readership/viewership on its own merits
A major advantage of creating content specifically with the goal of ranking well for a
popular search phrase is that - ANSWER-the content will have built-in distribution
exact match - ANSWER-a search phrase will still match an exact match keyword if
the search is a close variant of the keyword. A close variant includes misspellings
and even abbreviations.
broad match - ANSWER-Broad match directs Google to show the ad to any search
that 'broadly' matches that keyword
phrase match - ANSWER-To use phrase match, an advertiser puts quotation marks
around "a keyword", which directs the search engine to show an ad only when the
searcher's query includes the quoted keyword, but the search can include additional
words before or after
modified broad match - ANSWER-a middle ground between broad match (which is
often too broad for advertisers' liking) and phrase match (which is often not broad
enough). Placing a plus sign in front of a +keyword activates modified broad match
negative keywords - ANSWER-Keywords that prevent an ad from showing up when
specific terms are present.
content marketing - ANSWER-Content marketing is a strategic marketing approach
focused on creating and distributing valuable, relevant, and consistent content to
attract and retain a clearly-defined audience — and, ultimately, to drive profitable
customer action
•Basically, it is:
•Creating quality things that your customers want to consume...
•on a consistent basis...
•to build a relationship and drive sales...
process for content marketing - ANSWER-- plan
- story
- process
- measure
, plan - ANSWER-•Who is your audience?
•What do they care about?
•How do we differentiate?
story - ANSWER-•What story do we tell?
•How do we communicate our story?
•What channels?
process - ANSWER-•Who does what?
•What is our style?
•When & how often?
measure - ANSWER-•What's working?
•What isn't?
Why don't more companies do content marketing? - ANSWER-•Can be difficult to
build a business case
•Takes a lot of people and effort to be successful
•Other companies are doing it - competitive•
Who will create the content?
•"The puppy is free... but is costs $$$ to feed and take care of a dog"
•Need to do it over a long period of time
•Not a "quick fix"
True or false: Advertisers Determine What Search Queries They Want to Show Up
On - ANSWER-true
•Advertisers tell Google what "keywords" they want their ads to show up on
•All determined by the advertiser
•Google matches keywords to users search queries
•An advertiser can have one keyword or millions
head terms - ANSWER-Search terms that are short, popular and straightforward
tail terms - ANSWER-more specific, less traffic volume
think of graph with dinosaur
Order of the 4 keywords from most specific to most broad - ANSWER-1. Exact
2. Phrase
3. Modified broad
4. Broad
Quality Score Impacts 3 Aspects of Paid Search - ANSWER-•Determines if your
keyword is eligible to be a part of the auction for a given search query
•Affects how high your ad will rank
•Helps determine your actual cost-per-click
