Make it easy for people to find a business on the web

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Search engines see the content on a website as written code, how can you help search engines identify the images on your website?

A Place them well within your text

B Make them eye-catching

C Put branding on them

  • D Give them descriptive names

When running a search engine marketing campaign, what goal do you expect to achieve by having conversion tracking on your site?

A To see personal data about the person who bought from you

B To understand what is working and what is not

  • C To increase your budget to get more traffic

D To advertise internationally more easily

What is the most important thing to consider when optimising a search engine marketing campaign?

A Increasing the bid for the keywords you are targeting

  • B Increasing the relevance of the keywords, ads, and landing page

C Adding lots of keywords to the campaign to get more traffic

D Continually changing the ad copy

Which of the following is a benefit of Search Engine Marketing (SEM)?

  • A Reach out to potential customers actively looking for your product or service

B Create different types of ad formats to show to potential customers

C Target people based on their interests and habits

D SEM is a lot cheaper than any other advertising medium

When looking to increase the presence of a website, putting together your search engine optimisation plan will help you plan your steps. Which activity would be first on the list?

A Choosing what images to put on your website

B Reserving all the social profiles that you will be using for the business

C Finding people who will link back to your website

  • D Keyword Research

When looking to optimise the performance of a website to improve its search engine ranking, using ‘long tail keyword terms’ in your SEO plan often allows you to…

· A Outrank lots of larger, more established companies

  • · B Find more opportunities

· C See more traffic than short tail keywords

· D Perform better on social media

Google Search Console “Crawl” reports let you monitor…?

· A If potential customers can access your web pages

  • · B If Google can view your web pages

· C How people interacts with your website

D What information Google records about your site

Gaining backlinks to your website is a great way to improve the SEO performance. What best practice will encourage people to link back to your site?

A Pay people to link back to your site

  • B Write some great content they will find useful

C Ensure your staff link back to your site

D Link to them first, regardless of whether they have anything interesting on their site

When ranking websites on search engine results pages, which element of a website do search engines value the most?

A How long the content on the page is

B If you mention keywords over 50 times in a short piece of content

  • C Unique, engaging, relevant content

D Where you are in the world when adding content to your site

When using a search engine, what is the name of a word or phrase somebody types to find something online?

A Search phrase

B Search term

  • C Search query

D Search word

Fill the blank: ‘Search engines _________ the internet to discover content.’

A index

  • B crawl

C investigate

D rank

What is the term we use to describe how search engines categorise each piece of content?

  • A Listing

B Crawling

C Indexing

D Ranking

To improve your website’s SEO performance, when should you consider updating your SEO plan?

A When you write a new blog post

B When you have a sale or promotion

  • C When you add a new service or product

D When you employ new staff

What’s the first step in the search engine optimisation process for your website?

A Off-site optimisation

  • B Keyword research

C Writing fresh content

D Setting an ad budget

We use them every day, but what is the overall purpose of a search engine?

A To position websites based on how popular they are

B To display websites in a random order to increase site traffic

C To ensure every business gets an equal number of site visits

  • D To help the user find the most relevant answer to their query

What are three key considerations when evaluating keywords for search engine optimisation?

A Competition, cohesiveness, relevance

B Frequency, competition, relevance

  • C Relevance, cohesiveness, execution

D Frequency, execution, relevance

When optimising a website for search, what impact do meta and title tags have on the search engine?

A They are hidden messages that have no bearing on search engines

B They are the on-page content that appears on your homepage, telling search engines what you do

C They are automatically generated and help websites rank within search engines

  • D They are embedded messages that help the search engine determine what’s on the page

There are many ways you can improve the performance of a website from an SEO perspective. When it comes to link building which of the following statements is accurate?

A The quantity of links is important, not the quality

  • B The quality of links is important, not the quantity

C Links hidden within code on sites improves your SEO performance

D Links hidden within images on sites improves your SEO performance

Which of the following will be achieved by including an offer in a Search Engine Marketing (SEM) ad?

  • A It will help the ad stand out and encourage people to click it

B It will guarantee the ad appears at the top of the search results

C It will increase the amount of users across your entire website

D It can increase the quality score of your ad

Fill the blank: When managing SEM campaigns, the best way to optimise your quality score is to improve the _________ of your keywords, adverts, and landing pages.

  • A relevance

B conversion

C clicks

D importance

What can you achieve if you divide your search engine marketing account into relevant campaigns and ad groups?

A Drive more traffic to your website

B Target more people in different areas of the world

  • C Ensure people see relevant ads that relate to their search query

D Stop using negative keywords

Fill the blank: When optimising SEM campaigns, negative keywords _________ your ads from appearing when people search for things that aren’t relevant to your business.

  • A prevent

B secure

C increase the chance of

D decrease the chance of

When advertising on search engines, if you bid the same as your competitor, having a higher quality score will mean you appear where in comparison?

A Alongside them

B Below them

C On the next page after them

  • D Above them

When fine-tuning paid search ads, you change a broad-match keyword to a phrase-match keyword using which symbol?

  • A Quotation marks

B Apostrophes

C Italics

D Square brackets

If you want to track a completed order in your website, what would be a proper place to add the conversion tracking code?

A Website’s homepage

  • B Order confirmation page

C Order form page

D Contact us page

A lot of factors can affect how well a website will rank on search engines. What role does metadata have in this process?

· A Helps your website stand out from the competition

· B Allows you to input lots of keywords so that you appear for all of them

  • · C Provides search engines with more consistent and clear information about what’s on the website

· D Allows you to place sales promotion offers within the search results

When advertising using Search Engine Marketing (SEM), you only pay…

· A when your ad appears within the search results

· B when a conversion happens on your website

  • · C when your ad is clicked by someone

· D when someone stays on your website for more than 2 minutes

Which search query would trigger an ad based on this keyword: [London portrait photographer]?

  • · A Portrait photographer London

· B London photographer

· C London portrait photographer

· D Photographers in London

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