MKT 380 Quiz 1

What do cookies do? A. identify the requesting computer to the server B. process server requests C. convert the URL to a domain name D. construct the HTML code that is sent to the requesting computer

Direct traffic is defined as visitors who: A. type the URL directly into the browser's address bar B. Come to a site directly from a search page C. bookmark a page within a site D. use mobile device to browse the internet

Nokuthula clicks on a link at the Advertising Age website that takes her to an article on the NY Times. For NY Times this is an example of: A. referral traffic B. direct traffic C. search traffic D. search engine optimization

A retailer website's conversion rate is calculated as: A. purchases/visits B. pageviews/visitors C. visits/advertisements D. revenue/ pageviews

SEO stands for:

The first step in on-site search engine optimization is to: A. determine the keyword phrases that would be the best for a website to rank B. buy links from external sites C. find fat head terms with high search volume D. ensure that the right page is displayed for each keyword phrase

A website's popularity is determined by: A. external inbound links B. an annual poll C. its conversion rate D. its google ranking

For a current website, which of the following keyword rankings would be best for it to focus on to improve its ranking? A. rank of 14 B. rank of 213 C. rank of 84 D. rank of 36

Manual backlink techniques include the following except: A. networking with other webmasters and websites B. submitting the webpage to directories C. creating a local business profile with a web link D. using social bookmarking sites such as google+

Black-hat SEO is any practice that: A. is designed to artificially boost rankings B. is no longer used by web developers C. works to increase a website's relevant source D. improves search engine rankings

On the SERP, the meta description? A. identifies te content of the webpage B. is the webpage title tag C. is the location of the keyword phrases within the page's content D. is the URL for the webpage

The percentage of visits that begin on a particular page is the: A. entrance rate B. site bounce rate C. exit rate D. page bounce rate

The following metrics are used by search engines to determine a webpage's popularity, except? A. meta description B. link diversity C. social sharing of website links D. link freshness

The percentage of visitors to a website who make a purchase is the: A. conversion rate B. click-through-rate C. return on advertising spend D. unique value proposition

Last week, the 3000 visits to Nonhlanhla's e-commerce site generated $750 in revenue selling products that cost her $150. What is the most Nonhlanhla should spend on a PPC advertisement for her website? A. $0.20 B. $0.10 C. $0.25 D. $1.00

Consider the following funnel: Visits: 1000 Products in cart: 456 Proceed to checkout: 298 Entered shipping info: 93 Entered payment info: 87 Completed transaction: 85 Where should the website focus its efforts on to increase the conversion rate?

Revenue is a result of generating conversions at a website

On-site search engine optimization is the practice of designing both the content and structure of a website so that it will rank well for keyword searches

The page bounce rate is the percentage of visits that begin and end on one page within a website

A "bounce" occurs when Sihle clicks on webpage from a SERP and immediately clicks on the back button because the site did not provide useful info

Key performance indicators (KPI) are the metrics a website considers to be the most important measures of success

A/B testing involves creating two versions of a website, showing both websites then measuring the results of each version

A measure of user engagement with a website is the unique pageviews

If hundreds of websites are targeting a particular keyword search phrase, it would be a good choice for a new website to use also since the keyword phrase is generating high level of traffic

Unpaid referral traffic comes from banner, text, or rich media ads that a website has paid to display on other websites