Deck 6: Search, Semantic, and Recommendation Technology

Question 1

The most popular commercial search engines,Google and Bing,are based on ________ technology.

A)crawler
B)directory
C)meta-search
D)semantic

Answer 1

A

Question 2

A major source of revenue for search engines Google and Yahoo is _______ ,such as for certain keywords.

A)Subscriptions
B)Licensing fees
C)Advertising
D)User fees

Answer 2

C

Question 3

Prior to the launch of its financial service,Mint.com made extensive use of ______ which helped search engines view this business as a credible authority for personal financial topics.

A)adwords
B)blogs
C)web directories
D)pay-per-click

Answer 3

B

Question 4

Changing the design and content of a website to improve its ranking in SERPs is called ______.

A)Semantic search
B)Organic search
C)SEO
D)SEM

Question 5

Newer enterprise search tools claim to be able to work with unstructured data.Which of the following is not an example of unstructured data?

A)emails
B)books
C)orders
D)articles

Question 6

Part of Mint's content marketing strategy was to develop hundreds of interviews and online articles cited by third party sites,generating __________ to Mint's own site.

A)backlinks
B)references
C)recommendations
D)clicks

Question 7

Methods for calculating the effectiveness or ROI of search engine marketing include all of the following except ________.

A)market share
B)changes in site traffic
C)click-through rates
D)purchasing behavior

Question 8

________ attempt to anticipate information that a user might be interested in or respond to.

A)crawlers
B)enterprise search engines
C)recommendation engines
D)Web search engines

Question 9

________ tools are used by employees to search for and retrieve information related to their work in a manner that complies with the organization's information-sharing and access control policies.

A)Enterprise search
B)Recommendation engine
C)Search engine marketing
D)Web search

Question 10

Mobile shoppers also use barcode scanning apps as a mobile search engine for locating product reviews and price comparisons while shopping in stores.This practice is called ________.

A)SEO
B)Mobile search
C)Showrooming
D)Purchasing behavior

Question 11

Google maintains a copy of the Internet for its search engine services,and is also constantly updating a map of the entire planet for users of its popular Google Earth application.Due to requirements like this,Google's biggest technical challenge is:

A)Managing Gmail
B)Updating its search algorithms
C)Data storage
D)Semantic searches

Question 12

In the basic process used by a crawler search engine,which step determines the order in which pages are listed in a SERP?

A)Crawler Control Module
B)Indexer Module
C)Collection Analysis Module
D)Retrieval/Ranking Module

Question 13

________ rely on sophisticated computer programs called spiders or crawlers that surf webpages,links,and other online content that are then stored in the search engine's page repository.

A)Crawler search engines
B)Information retrieval engines
C)Semantic search engines
D)Web directories

Question 14

Which of the following is not one of the three basic types of searches targeted by SEM experts?

A)Navigational Search
B)Social Search
C)Informational Search
D)Transactional Search

Question 15

Best of the Web is an example of a manually developed,categorized listing of web sites used when conducting searches on a narrow topic.This is called a _______________.

A)Crawler search engine
B)Web directory
C)Indexer module
D)Web bot

Question 16

________ are designed to locate information based on the nature and meaning of Web content,not simple keyword matches

A)Crawler search engines
B)Information retrieval engines
C)Semantic search engines
D)Web directories

Question 17

________ search listings are the result of content and website design features intended to improve a site's ranking on SERPs that result from specific keyword queries.

A)Informational
B)Organic
C)Paid
D)Transactional

Question 18

.________ search listings are a form of advertising and are purchased from search engine companies.

A)Informational
B)Organic
C)Paid
D)Transactional

Question 19

In the basic process used by a crawler search engine,which step helps search engines locate pages containing relevant keywords?

A)Crawler Control Module
B)Indexer Module
C)Collection Analysis Module
D)Retrieval/Ranking Module

Question 20

Because businesses compete for our attention,they have a vested interest in maintaining a high degree of visibility on _________.

A)search engine results pages
B)direct to consumer sales channels
C)organic search listings
D)search engine optimization

Question 21

Businesses that have become skilled at using SEO and PPC campaigns to drive traffic to their websites will have to go back to the drawing board to figure out how the rise in _____ search using IPA's will affect some fundamental marketing strategies.

A)social
B)voice
C)semantic
D)mobile

Question 22

Panda and Penguin were designed to improve the ranking of websites with quality content and to defeat what are commonly referred to as ________ tactics.

A)black hat SEO
B)white hat SEO
C)deceptive outbound marketing
D)deceptive inbound marketing

Question 23

________ are external links that point back to a site and have an important impact on site rankings.

A)backlinks
B)cross-links
C)index links
D)URL links

Question 24

By themselves,________ do not measure the financial performance of an ad campaign.But they are useful for evaluating many of the decisions that go into a campaign,such as keyword selection and ad copy.

A)Click through rates
B)Cost of customer acquisition
C)Keyword conversion
D)Return on advertising spend

Question 25

________ use valuable content,SEO,and social media to attract customers.

A)Broadcasters
B)Copy editors
C)Inbound marketers
D)Outbound marketers

Question 26

Companies use Web analytics programs like Google Analytics in order to determine all of the following except ________.

A)how visitors have leveraged social media and bookmarking
B)what specific pages people visit
C)how many people visit their site and how long they spend there
D)what search engines are producing the most traffic

Question 27

Pinterest allows users to save and share images they find online,building their own collections.This type of site is populated through a _________________ search.

A)Social bookmarking
B)Image optimization
C)Social specialty
D)Intellectual property

Question 28

Elements of the webpage that can be influenced but not directly controlled by SEP professionals are called _______________ factors.

A)functionality
B)on-page
C)off-page
D)content

Question 29

Which of the following factors is not one of the metrics Google uses to determine if a website is a trustworthy source of information on a particular topic?

A)Backlinks to the target website
B)Page titles
C)CTR
D)Dwell time

Question 30

Google uses information about the person conducting the search to enhance their experience.Personalized searches would use these factors:

A)user location,past experience,social media experience
B)past experience,income,user location
C)social experience,click through rate,user age
D)user location,dwell time,past experience

Question 31

The goal of SEO practitioners is to help organizations increase traffic to their websites by all of the following except ________.

A)increasing visibility
B)improving ranking on SERPs
C)optimizing analytics
D)increasing conversions

Question 32

Tin Eye is an alternative reverse search engine for finding ________.

A)Information contained in a certain file format
B)Intellectual property
C)Videos,images,and maps
D)Certain domains

Question 33

________ refers to the generation of backlinks for the primary purpose of SEO,and not to add value to the user.

A)Shadowing
B)Keyword linking
C)Link spamming
D)Ghosting

Question 34

________ are influenced by quality scores determined by factors related to the user's experience and by bids on keywords.

A)Account success
B)Ad placements
C)Backlinks
D)Landing pages

Question 35

Elements of the webpage that can be directly controlled by the publisher or webpage creator are called ___________________ factors.

A)functionality
B)on-page
C)off-page
D)content

Question 36

One of the biggest changes Google has made to its ranking algorithm over the years is an increased emphasis on high quality ________________.

A)relevancy
B)loading
C)content
D)keywords

Question 37

________ can be categorized as popularity,relevancy,and user satisfaction.

A)Mobile search SEO
B)Ranking factors
C)SERP
D)Web analytics

Question 38

Recently ______________ implemented a new image search feature powered by artificial intelligence that allows users to search for pictures using words that describe what's in the picture instead of relying on tags and captions.

A)Tumblr
B)Instagram
C)Facebook
D)Snapchat

Question 39

________ click-through rates and ________ dwell times on websites correlate with high content quality.

A)Fast;repeat
B)High;long
C)Short;short
D)Low;high

Question 40

________ is how long a user stays on a page before returning to the SERP and is a measure of the page's ________.

A)Dwell time;popularity
B)Dwell time;site traffic
C)Metadata;popularity
D)Metadata;site traffic

Question 41

Because modern search engines use proprietary technology in the race to stay ahead of competitors,it is not possible to tell exactly how they decide what websites will appear in a SERP.

Question 42

Semantic search engines are designed to locate information based on the nature and meaning of Web content,and not simply on keyword matches.

Question 43

Pandora's recommendation system is based on the Music Genome Project.This system provides Pandora with ________ because of their ability to offer superior recommendations to their customers.

A)Greater access to major search engines
B)A competitive advantage
C)Semantic technology
D)Vertical search capabilities

Question 44

The campaign's overall financial effectiveness is evaluated with ________.

A)Click through rates
B)Cost of customer acquisition
C)Keyword conversion
D)Return on advertising spend

Question 45

Companies pay search engines to place these ads in organic search results when certain keywords are used in a search query.

Question 46

The most popular commercial search engines,Google and Bing,are based on meta-search engines.

Question 47

RDF,OWL,and SPARQL are _________ languages.

A)Meta
B)Social
C)Web 2.0
D)Web 3.0

Question 48

To calculate ________ for a PPC campaign,you divide the total budget of the campaign by the number of customers who purchased something from your site.

A)Click through rates
B)Cost of customer acquisition
C)Keyword conversion
D)Return on advertising spend

Question 49

Because businesses compete for people's attention,they have a vested interest in maintaining a high degree of visibility on search engine results pages.

Question 50

________ systems base their recommendations on factors such as age and income;and ________ filtering systems typically rely on information about a person's behavior,such as purchases and product ratings.

A)Demographic;collaborative
B)Similarity;comparison
C)Knowledge;expert
D)Content;collaborative

Question 51

Which is not a situation that limits the ability of recommendation engines?

A)Sparsity of information
B)Limited feature content
C)Underspecialization
D)New user

Question 52

The methods by which search engines determine page rank are very similar,but they keep those algorithms like carefully guarded trade secrets.

Question 53

If you spent $2,000 on a campaign that yielded 50 customers,your ________ would be $2,000/50 = $40 per customer.

A)Click through rates
B)Cost of customer acquisition
C)Keyword conversion
D)Return on advertising spend

Question 54

Which of the following is not a superior feature or benefit of semantic search engines?

A)keyword matching
B)reference suggestions
C)similarity search
D)related search

Question 55

Changing the design and content of a website to improve its ranking in SERPs is called search engine marketing.

Question 56

The semantic Web is one in which computers can interpret the meaning of content by using ________.

A)Data integration
B)Information retrieval
C)Metadata tags
D)Numerical information

Question 57

________ allows the search engine to answer questions such as "What vegetables are green?"

A)Concept search
B)Faceted search
C)Ontology-based search
D)Semantic Web search

Question 58

Recommendation engines proactively identify products that ________.

A)have a high probability of being something the consumer might want to buy
B)people don't know they want
C)capture people's attention with eye-catching POS displays
D)are suggested by employees

Question 59

PPC advertisers use each of the following metrics to gauge the effectiveness of their campaigns except ________:

A)Click through rates
B)Cost of customer acquisition
C)Keywords that lead to sites
D)Return on advertising spend

Question 60

________ are enhanced search listings that are more visually attractive and produce greater CTRs.

A)Metadata tags
B)Natural language search
C)Rich snippets
D)Vertical search

Question 61

Backlinks are external links that point back to a site;and are used to help determine a site's popularity.

Question 62

Search engine optimization (SEO)involves paying search engines to display links to a company's Website alongside organic search results in areas designated for paid or sponsored ads.

Question 63

Payments are made to the search engine service for each click on organic search listings.

Question 64

Search promotions are practices associated with increasing the likelihood that a company will appear in search results when people do Internet searches using terms related to a product or company.

Question 65

Protecting company data from criminals is a significant challenge in itself,but Google is frustrated by the fact that it had to defend against attacks from the U.S.and Chinese governments.

Question 66

Managing an effective PPC ad campaign involves making strategic decisions about what keyword search queries you want to trigger the display of your ad.

Question 67

One of the many challenges faced by large commercial search engines is the petabytes of storage required,such as to store the results of its indexing process and the list of links for future crawls.

Question 68

High bounce rates and long dwell times correlate with high content quality.

Question 69

Hybrid search engines are programmed to focus on webpages related to a particular topic and to drill down by crawling pages that other search engines are likely to ignore.

Question 70

Keyword conversion rates are important metrics because they indicate the likelihood that using a particular keyword will result in visitors converting to buyers.

Question 71

Google's data centers,including the servers,are built for reliability and performance,but the tradeoff is that they are not energy efficiency.

Question 72

Paid search listings are often referred to as pay-per-click (PPC)advertising.

Question 73

Organic search results are determined by how much a company is willing to pay to have its site listed in response to a search on particular key words.

Question 74

For business managers,understanding the potential power of search technology is important because access to information is a competitive advantage.

Question 75

The goal of search engine marketing is to find consumers on the Web.

Question 76

In order to provide useful content to mobile device users,Webmasters need to configure the technical aspects of the mobile site so that it can be crawled and indexed by search engines.

Question 77

Unlike Web search engines that begin with a user query for information,recommendation engines attempt to anticipate information that a user might be interested in.

Question 78

As with quality,the search engine cannot determine relevance directly,so algorithms have been developed to look for clues that suggest a site might be relevant.

Question 79

Search engine optimization (SEO)attempts to achieve higher search rankings based on the design and content of a Web site.

Question 80

Paid search promotions (PSP)attempts to achieve higher search rankings based on the design and content of a Web site.