Processes the google search engine uses

COURSE 2: ATTRACT AND ENGAGE CUSTOMERS WITH DIGITAL MARKETING QUIZ ANSWERS

Week 2: Understand Search Engine Optimization (SEO)

Google Digital Marketing & E-commerce Professional Certificate

Coursera Answers Study Guide

Understand Search Engine Optimization (SEO) INTRODUCTION

In this module of Coursera’s Google Digital Marketing & E-commerce Professional Certificate, you will review the fundamentals of Search Engine Optimization (SEO). You will gain a better understanding of how the Google Search engine works and what factors affect website rankings. Additionally, you will get started with keyword research to help you optimize your website content for search engine visibility.

Understand the principles behind SEO to ensure that your webpages are optimized to perform well in organic search results. With a solid foundation in SEO basics, you can create an effective strategy for improving your visibility and reach more potential customers online.

Learning Objectives

  • Understand how search engines work and the make-up of the Google search engine results page.
  • Explain the purpose of SEO and essential SEO terms to know.
  • Describe the first steps when working on SEO for a business.
  • Learn about keyword/keyphrase research and recommendations.
  • Organize a website’s structure.

TEST YOUR KNOWLEDGE ON HOW SEARCH WORKS

1. What are the main processes the Google search engine uses to organize information online? Select three.

  • Serving (Correct)
  • Deleting
  • Indexing (Correct)
  • Crawling (Correct)

Correct: Crawling is the process of finding new or updated webpages. Google explores the internet with automated programs called crawlers. These crawlers find new or updated webpages. The other Google search engine processes are indexing and serving.

2. In the context of a search engine, what is an automated software that helps locate information to answer a user’s query?

  • Website
  • Crawler
  • Keyword
  • Algorithm (Correct)

Correct: In the context of a search engine, the purpose of an algorithm is to deliver the best results for a search. When ranking a webpage for a given search a search algorithm considers many factors, such as the quality of content and usability of the webpages.

3. What are some factors that the Google search engine considers when ranking websites? Select three.

  • Usability of the webpages
  • Meaning of the query
  • Quality of the content (Correct)
  • Amount of the paid placement

Correct: Google uses a number of factors to assess the quality of a piece of content, as well as the quality of a website overall. One way Google determines quality content is understanding if prominent websites link or refer to the content. Other factors the search engine considers when ranking websites include the meaning of the query and usability of the webpages.

4. Which of the following features can you find in the search engine results pages (SERPs)? Select all that apply.

  • Google index
  • Rich results (Correct)
  • Featured snippet (Correct)
  • Videos (Correct)

Correct: Videos may appear in the search results if the Google system believes it is valuable to a search query. Videos may be at the top, middle, or bottom of the results. Other SERPs features include a featured snippet and rich results.

TEST YOUR KNOWLEDGE: THE PURPOSE OF SEARCH ENGINE OPTIMIZATION (SEO)

1. Why is search engine optimization (SEO) important?

  • It helps a marketer better understand the potential customers they are creating marketing materials for.
  • It helps more accurately serve advertisements to potential customers.
  • It helps organize a series of marketing strategies to turn potential customers into paying customers.
  • It helps a search engine understand a website’s content and possibly display it when someone searches for a business’s products or services. (Correct)

Correct: SEO is often about making small modifications to parts of a website. When viewed individually, they may seem minor. When viewed collectively, the impact can be large.

2. Search engine optimization (SEO) may include which of the following tasks? Select all that apply.

  • Create ads that display in a search engine
  • Review website content or structure (Correct)
  • Technical website development (Correct)
  • Keyword research (Correct)

Correct: Keyword research is the process of finding terms and phrases that potential customers are typing into search engines. Other tasks include reviewing website content or structure and technical website development.

3. Which of the following are steps to consider before implementing SEO? Select all that apply.

  • Know the customers well (Correct)
  • Know the website or organization’s goals (Correct)
  • Brainstorm content for people first (Correct)
  • Choose online platforms to place ads on

Correct: When creating content for a website, it is important to consider what your searchers’ needs are and not what content currently ranks high in the Search Engine Results Pages (SERPs). Other steps to consider are to know your website or organization’s goals, and to know the customers well.

4. Which of the following are SEO terms you need to know for entry-level jobs in digital marketing or e-commerce? Select all that apply.

  • Meta description (Correct)
  • Keyword research (Correct)
  • Broken link (Correct)
  • Customer persona

Correct: A broken link is a link that leads to a webpage that no longer exists. For example, the webpage may have been deleted, or the content may have been moved to a different location. Other SEO terms are meta description and keyword research.

TEST YOUR KNOWLEDGE: KEYWORD RESEARCH AND WEBSITE STRUCTURE

1. Which of the following best describes keyword research?

  • The process of placing advertisements within the search engine.
  • The process of creating fictional representations of ideal customers.
  • The process of finding the terms people use in the search engine. (Correct)
  • The process of increasing the visibility of webpages in the search engines.

Correct: There is no single correct way to do keyword research. Different organizations you work at may have different recommended processes.

2. Fill in the blank: _____ refers to the practice of loading a webpage with keywords in an attempt to manipulate a site’s ranking in the search results.

  • Keyword stuffing (Correct)
  • Keyword ranking
  • Keyword relevance
  • Keyword analysis

Correct: Feedback: Filling pages with keywords results in a negative user experience, and can harm your site’s ranking. You should focus on creating useful, information-rich content that uses keywords appropriately and in context.

3. Which of the following are reasons to plan out a website’s structure? Select all that apply.

  • Assist the search engine crawlers (Correct)
  • Spend less on advertising
  • Create consistent and readable URL structure (Correct)
  • Improve user experience (Correct)

Correct: If a user has difficulty navigating a website, it is likely they will leave. Other reasons to plan out a website’s structure are to assist search engine crawlers and to have a consistent and readable URL structure.

4. Which of the following are tips to consider when creating a website’s structure and navigation? Select all that apply.

  • Create a navigational page for users (Correct)
  • Show useful 404 pages (Correct)
  • Ensure some pages are not reachable by any internal links
  • Use https:// whenever possible (Correct)

Correct: The internet protocol https:// protects the integrity and confidentiality of data between the user’s computer and the website. Other tips include to create a navigational page for users and to show useful 404 pages.

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Attract and Engage Customers with Digital Marketing Weekly Challenge 2

1. After finding the location of a new page or new page content, the Google search engine stores it in an online record. This represents which main process of a search engine?

  • Crawling
  • Indexing (Correct)
  • Arranging
  • Serving

Correct: Correct

2. As a marketer specializing in search engine optimization, you ensure that a website is well-organized and that it is easily crawled by search engines. This represents which SEO task?

  • Organizing a website’s structure (Correct)
  • Content development
  • Keyword research
  • Technical website development

Correct: Correct

3. To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor?

  • Context and settings
  • Usability of webpages (Correct)
  • Relevancy of webpages
  • Meaning of the query

4. Which search engine results pages (SERPs) feature displays a special box with information intended to help the searcher more easily discover what they are seeking?

  • Featured snippet (Correct)
  • Local results
  • Videos
  • Rich results

Correct: Correct

5. As a marketer specializing in search engine optimization, you create articles with text, photos, and videos that satisfy searcher intent. This represents which SEO task?

  • Organizing a website’s structure
  • Keyword research
  • Technical website development
  • Content development (Correct)

Correct: Correct

6. Which pre-SEO work requires crafting webpages for searchers’ needs and not to replicate what is currently in the SERPs?

  • Know your customers well
  • Brainstorm content for people first
  • Know your competitors well
  • Know your website or organization’s goals (Correct)

7. Which of the following statements regarding keywords is true?

  • Tools may help you in the keyword research process. (Correct)
  • Keyword research is done after creating content.
  • There is one preferred way to do keyword research.
  • Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.

Correct: Correct

8. Which of the following statements regarding keywords is true?

  • Tools are a distraction to the keyword research process.
  • Keyword research is done after creating content.
  • There is one preferred way to do keyword research.
  • Keyword stuffing results in a negative user experience and can harm a website’s ranking. (Correct)

9. Which of the following is true regarding a website’s structure and navigation?

  • It is best to have several pages that are not internally linked.
  • You should have a consistent and readable URL structure. (Correct)
  • A higher bounce rate typically leads to more conversions.
  • Whenever possible, use http:// and not https:// when creating new webpages.

10. Which of the following is true regarding a website’s structure and navigation?

  • A website’s structure should be at least five layers.
  • Whenever possible, use https:// and not http:// when creating new webpages. (Correct)
  • It is best to have several pages that are not internally linked.
  • A higher bounce rate typically leads to more conversions.

11. Which of the following is true regarding URL text? Select two.

  • It should describe the content on the webpage. (Correct)
  • It is primarily for search engine bots and should be unreadable.
  • It should be simple and descriptive. (Correct)
  • It provides minimal SEO value.

12. What file provides information about the pages, videos, and other files on your site, and the relationship between them?

  • Structured data
  • 404-map
  • Sitemap (Correct)
  • Meta description

Correct: Correct

13. The Google search engine delivers relevant content for a user’s query. This represents which main process of a search engine?

  • Serving (Correct)
  • Arranging
  • Indexing
  • Crawling

Correct: Correct

14. Fill in the blank: Automated software that helps locate information to answer a user’s query is called a _____.

  • discovery algorithm
  • search finder
  • search algorithm (Correct)
  • discovery finder

Correct: Correct

15. To rank search listings, the Google algorithm tries to understand the overall value of a webpage. It does this by using feedback from a process that may contain signals, such as links from prominent websites. This represents which results key factor?

  • Relevancy of webpages
  • Meaning of the query
  • Quality of content (Correct)
  • Usability of webpages

Correct: Correct

16. Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?

  • Local results (Correct)
  • Video
  • Featured snippet
  • Rich results

17. Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?

  • Brainstorm content for people first
  • Know the customers well (Correct)
  • Know your competitors well
  • Know your website or organization’s goals

18. Which of the following statements regarding keywords is true?

  • Keyword research is done after creating content.
  • Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.
  • Tools may help you in the keyword research process. (Correct)
  • There is one preferred way to do keyword research.

19. Which of the following is true regarding a website’s structure and navigation?

  • It is best to have several pages that are not internally linked.
  • A higher bounce rate typically leads to more conversions.
  • Whenever possible, use http:// and not https:// when creating new webpages.
  • A website’s hierarchical structure should generally be flat. (Correct)

20. Which of the following is true regarding URL text? Select two.

  • It provides minimal SEO value.
  • It is primarily for search engine bots and should be unreadable.
  • It should describe the content on the webpage. (Correct)
  • It should be simple and descriptive. (Correct)

Correct: Correct
Correct: Correct

21. What code is used to better describe a webpage’s content to search engines?

  • Crawl data
  • Meta description data
  • Structured data (Correct)
  • Breadcrumb data

22. What automated software helps locate information to answer a user’s query?

  • Discovery finder
  • Discovery algorithm
  • Search algorithm (CORRECT)
  • Search finder

Correct: Correct

23. To rank search listings, the Google algorithm reviews the user experience of a webpage, such as the load speed and if it is mobile friendly. This represents which results key factor?

  • Relevancy of webpages
  • Usability of webpages (CORRECT)
  • Context and settings
  • Meaning of the query

Correct: Correct

24. Which pre-SEO work includes studying content already in the SERPs so that you can create a webpage better than what is available?

  • Know your customers well
  • Know your website or organization’s goals
  • Brainstorm content for people first
  • Know your competitors well (CORRECT)

Correct: Correct

25. Which of the following statements regarding keywords is true?

  • Keyword stuffing provides a positive user experience and typically benefits a website’s ranking.
  • Tools are a distraction to the keyword research process. (CORRECT)
  • The keyword research process varies depending on the organization you work for.
  • Keyword research is done after creating content.

Correct: Correct

26. As a digital marketer optimizing a website, you add a row of internal links at the top or bottom of the page. These links allow visitors to quickly navigate back to a previous section or the homepage. What is the name for these links?

  • Breadcrumbs (CORRECT)
  • Subcategories
  • Subpage links
  • Crawl page links

Correct: Correct

27. What page informs the user that the webpage they were trying to visit does not exist?

  • Sitemap page
  • 404 page (CORRECT)
  • Bounce page
  • Broken page

Correct: Correct

28. What best describes a search algorithm?

  • Semi-automated software that crawls the Internet for new data.
  • Automated software that helps locate information to answer a user’s query. (CORRECT)
  • Automated software that requires users to discover information through categories.
  • Manual software that requires users to locate information in the search engine.

Correct: Correct

29. Which search engine results pages (SERPs) feature provides specific information about a website such as review ratings, price, or availability?

  • Featured snippet
  • Local results
  • Videos
  • Rich results (CORRECT)

Correct: Correct

30. Which of the following are URL best practices? Select all that apply.

  • Create useful 404 pages
  • Update URLs to avoid broken links (CORRECT)
  • Make URLs as long as possible (CORRECT)
  • Make URLs easy to understand (CORRECT)

Correct: Correct

Correct: Correct

Correct: Correct

31. The Google search engine explores the Internet to find new or updated webpages. This represents which main process of a search engine?

  • Indexing
  • Serving
  • Arranging
  • Crawling (CORRECT)

Correct: Correct

32. To rank search listings, the Google algorithm tries to understand the words typed in a search bar. It also tries to understand the general intent behind the search. This represents which results key factor?

  • Relevancy of webpages
  • Quality of the content
  • Meaning of the query (CORRECT)
  • Usability of webpages

Correct: Correct

33. Which of the following statements regarding keywords is true?

  • Tools are a distraction to the keyword research process.
  • Keyword stuffing results in a negative user experience and can harm a website’s ranking. (CORRECT)
  • There is one preferred way to do keyword research.
  • Keyword research is done after creating content.

Correct: Correct

34. As a marketer specializing in search engine optimization, you resolve hosting issues, manage webpage redirects, and edit JavaScript. This represents which SEO task?

  • Content development
  • Organizing a website’s structure
  • Technical website development (CORRECT)
  • Keyword research

Correct: Correct

35. One of the main processes of the Google search engine is serving. What does this refer to?

  • The process of finding new and updated webpages
  • The Google search algorithm sorts through a few webpages to find the most popular content for the user’s search
  • The Google search algorithm sorts through billions of webpages to deliver the most relevant content for a user’s search (CORRECT)
  • Websites and platforms use different algorithms to decide what to show users

36. The search algorithm considers the meaning of a user’s search when ranking websites. What does this refer to?

  • The algorithm considers how easy the content is for a user to view and understand—in other words, if it is user friendly
  • The algorithm determines what content is relevant to the search based on the user’s keywords
  • The algorithm determines if popular websites link to or refer to the content on the website
  • The algorithm needs to establish what the user wants to find—in other words, the intent behind the query (CORRECT)

37. What do featured snippets display on search engine results pages (SERPs)?

  • Product information showing search results, such as its review rating, price, and availability
  • A special box that displays information about a search on the results page (CORRECT)
  • A map and listings of local businesses
  • Videos at the top, middle, or bottom of the search results

38. One of the pre-SEO factors to consider is “brainstorming content for people first.” What does this include?

  • Understand the people who are reading and experiencing your content
  • Set clear goals for the organization
  • Prioritize what the searcher needs from their query instead of what is in the search results (CORRECT)
  • Create better content than your competition by studying what they’ve created and what is available in search results

39. What keyword practice does Google’s SEO quality guidelines recommend should be avoided?

  • Using keyword tools
  • Keyword selection
  • Keyword stuffing (CORRECT)
  • Keyword research

40. Which of the following refers to good website structure and navigation? Select all that apply.

  • It has a high bounce rate.
  • Every page should only be three, maybe four clicks from the homepage. (CORRECT)
  • The hierarchy should be flat. (CORRECT)
  • It is easy to use. (CORRECT)

41. What is a webpage’s position in the search engine results pages (SERPs) called?

  • Domain
  • Index
  • Bounce rate
  • Rank (CORRECT)

42. The Google algorithm considers the overall value of a webpage when ranking search listings. It does this by identifying links from prominent websites. Which key factor does this represent?

  • Quality of content (CORRECT)
  • Keywords
  • Meaning of query
  • Usability of webpages

43. What provides search engines a summary of what a page is about?

  • URL
  • 404 page
  • Meta description (CORRECT)
  • Keyword

44. One of the main processes of the Google search engine is crawling. What does this refer to?

  • Websites and platforms use different algorithms to decide what to show users
  • The process of finding old webpages
  • Google returns results that meet the user’s needs
  • The process of finding new and updated webpages (CORRECT)

45. What do local results display on search engine results pages (SERPs)?

  • Product information showing search results, such as its review rating, price, and availability
  • A special box that displays information about a search on the results page (CORRECT)
  • Videos at the top, middle, or bottom of the search results
  • A map and listings of local businesses

46. One of the pre-SEO factors to consider is “knowing your competitors well.” What does this include?

  • Create better content than your competition by studying what they’ve created (CORRECT)
  • Prioritize and consider what the searcher needs from their query instead of what is already in the search results
  • Set clear goals for the organization
  • Understand the people reading and experiencing your content

47. What is an example of keyword stuffing?

  • Knowing the search terms of your potential customers
  • Blocks of text that lists cities and states that a webpage is trying to rank for (CORRECT)
  • Using an appropriate amount of keywords that a webpage is trying to rank for
  • Adding keywords to your home page

48. Which of the following is true regarding a website’s structure and navigation?

  • A higher bounce rate typically leads to more conversions.
  • Whenever possible, use http:// and not https:// when creating new webpages.
  • It is best to have several pages that are not internally linked.
  • You should have a consistent and readable URL structure. (CORRECT)

49. Fill in the blank: Every website has a _____, also known as the root page.

  • services page
  • contact page
  • shop page
  • home page (CORRECT)

50. What is considered the core part of a website’s URL or internet address?

  • 404 page
  • Rank
  • Structured data
  • Domain (CORRECT)

51. Which search engine results pages (SERPs) feature displays additional information about a website such as review ratings, price, or availability in the results page?

  • Featured snippet
  • Videos
  • Local results
  • Rich results (CORRECT)

52. Which pre-SEO work includes understanding the intent of people who read and experience the website’s content?

  • Know your competitors well
  • Know your website or organization’s goals
  • Brainstorm content for people first
  • Know the customers well (CORRECT)

53. Fill in the blank: Visitors should be able to tell where a link will take them when they click on the _____.

  • home page
  • URL (CORRECT)
  • social media icons
  • menu bar

54. What code is used to better describe a webpage’s content to search engines?

  • Breadcrumb data
  • Sitemap
  • Structured data (CORRECT)
  • Crawl data

55. Which of the following does the algorithm consider when ranking a webpage for a search?

  • How old the website is
  • What’s on a website and information on other websites (CORRECT)
  • How many ads a business posts
  • How well-known a business is compared to competitors

56. What do rich results display on search engine results pages (SERPs)?

  • A special box that displays information about a search on the results page
  • A map and listings of local businesses
  • Additional product information showing search results, such as its review rating, price, and availability (CORRECT)
  • Videos at the top, middle, or bottom of the search results

57. Technical website development is a task involved with search engine optimization. What does this task include?

  • Finding terms and phrases that potential customers are typing into search engines (CORRECT)
  • Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
  • Creating content such as text, videos, and photos that address the user’s search intent
  • Tasks that ensure a website is well-organized and that it is easily crawled by search engines

58. Fill in the blank: Website structure and navigation should include a consistent and readable _____.

  • contact page
  • business address
  • business name
  • URL structure (CORRECT)

59. Which search engine results pages (SERPs) feature displays a map and has listings of nearby businesses?

  • Local results (CORRECT)
  • Featured snippet
  • Rich results
  • Video

60. Digital marketers often review website content or structure as part of search engine optimization. What does this task include?

  • Creating content such as text, videos, and photos that address the user’s search intent
  • Hosting, fixing webpage redirects and error pages, or using JavaScript
  • Ensuring a website is well-organized and that it is easily crawled by search engines (CORRECT)
  • Finding terms and phrases that potential customers are typing into search engines

61. What do rich results display on search engine results pages (SERPs)?

  • Additional product information showing search results, such as its review rating, price, and availability (CORRECT)
  • A map and listings of local businesses
  • A special box that displays information about a search on the results page
  • Videos at the top, middle, or bottom of the search results

62. Fill in the blank: Keyword _____ results in a negative user experience and can harm a website’s ranking.

  • research
  • selection
  • stuffing (CORRECT)
  • tools

63. Fill in the blank: The Google search algorithm sorts through _____ to deliver the most relevant content for a given search.

  • a few webpages
  • social media pages
  • recently created webpages
  • billions of webpages (CORRECT)

64. Content development is a task involved with search engine optimization. What does this task include?

  • Tasks related to hosting, webpage redirects, error pages, or use of JavaScript
  • Creating content such as text, videos, and photos that address the user’s search intent (CORRECT)
  • Finding terms and phrases that potential customers are typing into search engines
  • Tasks that ensure a website is well-organized and that it is easily crawled by search engines

65. To rank search listings, the Google algorithm tries to understand the overall value of a webpage. It does this by using feedback from a process that may contain signals, such as links from prominent websites. This represents which results key factor?

  • Usability of webpages
  • Context and settings
  • Quality of content (CORRECT)
  • Meaning of the query

Understand Search Engine Optimization (SEO) CONCLUSION

Now that you’ve reviewed the basics of SEO and understand how Google works, you’re equipped to begin your own keyword research. Keyword research is an important part of any digital marketing strategy, so it’s important to understand how to do it effectively. If you want to learn more about keyword research and other aspects of digital marketing, be sure to check out Coursera.

Coursera offers a wide variety of courses on digital marketing topics, taught by experts in the field. With Coursera, you can join the millions of others who are learning new skills and advancing their careers. So what are you waiting for? Start learning today!