Deck 6: Attracting Buyers With Search, Semantic, and Recommendation Technology

Question 1

________ 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

Answer 1

A

Question 2

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

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

Answer 2

A

Question 3

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

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

Answer 3

C

Question 4

________ 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 5

Nike's website had been built using Java technology,which created attractive webpages.However,the site was practically invisible to tools called ________ that search engines use to crawl webpage content.

A)browsers
B)scripts
C)spiders
D)swellpaths

Question 6

Research has shown that knowledge workers spend about ________ of their time on nonproductive work-,unsuccessful searches,converting data to different formats,or recreating information

A)10%
B)25%
C)33%
D)50%

Question 7

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 8

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 9

________ 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 10

________ can be categorized as popularity,relevancy,and user satisfaction.
A)Mobile search SEO

A)Ranking factors
B)SERP
C)Web analytics

Question 11

Forrester Research estimates that ________ is the largest segment of the digital marketing category.

A)Pay-per-click advertising
B)Search marketing
C)Social media optimization
D)Mobile search

Question 12

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 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

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 15

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 16

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

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

Google's PageRank algorithm uses a website's ________ in order to determine its quality.

A)popularity
B)relevancy
C)structure
D)user satisfaction

Question 19

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 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

Which factor is likely to influence a search engine's user satisfaction rating?

A)Keywords
B)Page titles
C)SERP click through rate
D)Site speed

Question 22

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 23

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 24

PPC advertisers use each 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 25

________ 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 26

________ bounce rates and ________ dwell times on websites correlate with high content quality.

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

Question 27

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 28

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 29

RDF,OWL,and SPARQL are _________ languages.

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

Question 30

Which of the following factors is not one of the factors that been identified by SEO specialists as likely clues used by search engines to determine relevance scores?

A)Keywords
B)Page titles
C)SERP click through rate
D)Site speed

Question 31

________ 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 32

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 33

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 34

________ 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 35

________ 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 36

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

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

Question 37

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 38

________ 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 39

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 40

________ 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 41

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 42

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

Question 43

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

Question 44

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

Question 45

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

Question 46

Search promotions dare 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 47

Google claims to use over 200 clues to determine how it ranks pages.

Question 48

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 49

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

Question 50

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 51

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

Question 52

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 53

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 54

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

Question 55

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

Question 56

________ 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 57

Nike website that had built using Java technology was practically invisible to the spiders that search engines use to crawl webpage content looking for keywords that serve as clues about t the website.

Question 58

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

Question 59

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 60

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 61

Pay per click (PPC)involves paying search engines to display links to a company's Website alongside the organic search results.

Question 62

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 63

Advertisers bid on having their ads appear when someone searches on one of their keywords.

Question 64

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

Question 65

Defenders of the search engine companies argue that since the paid ads make it possible for everyone to use search services for free,the preferential page placement is justified.

Question 66

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 67

The effectiveness of the PageRank strategy is what initially set Google apart from competing search engines and led to its dominance in the marketplace.

Question 68

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 69

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

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

People who use white hat SEO tactics try to trick the search engine into thinking a website has high-quality content,when in fact it does not

Question 72

Managers need to be very careful when hiring SEO consultants to verify that they do not use inappropriate SEO techniques because when they are discovered,SEs will usually punish the business by dramatically lowering the website's rank so that it does not show up on SERPs.

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

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

Question 75

The first step to creating a PPC advertising campaign on SEs is to select keywords associated with the campaign

Question 76

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 77

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

Question 78

When SEO practices are combined with valuable content,websites become easier to find in search engines-and contribute brand awareness and brand loyalty.

Question 79

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

Question 80

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.