When creating website content, people with knowledge in the topic

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

Week 3: Apply Search Engine Optimization (SEO)

Google Digital Marketing & E-commerce Professional Certificate

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TABLE OF CONTENT

Apply Search Engine Optimization (SEO) INTRODUCTION

In this unit of the Google Digital Marketing & E-commerce Professional Certificate from Coursera, you’ll learn how to apply Search Engine Optimization (SEO) techniques to enhance your web presence. When creating website content this includes strategies that meet search engine guidelines, optimizing images, and linking sources to boost your website’s ranking in SERPs (search engine result pages).

You’ll also learn best practices for crafting effective titles and descriptions and structuring data markups so users and search engines can easily find what they are looking for. Finally, you will explore SEO tools like Google Analytics and keyword research to measuring performance metrics, analyze user behavior, improve visibility, and ultimately drive more traffic to your website.

Learning Objectives

  • Optimize website content for search engine optimization.
  • Understand internal, outbound, and inbound links.
  • Create effective titles and meta descriptions for users and Google.
  • Understand structured data markup and its benefits.
  • Establish business details on Google.
  • Use Google Search Console and its reports to monitor a site’s presence in Google Search results.
  • Explore Bing Webmaster Tools and its benefits.

Understanding SEO “Best Practices” – Is this an SEO do or don’t?

DoDon’t
Use text for navigationHave duplicate versions of content across the website
Have a responsive web designUse generic names as URLs
Use words in URLsHide text from users, but display it to search engines
Use headings sparingly across the pageUse generic anchor text like “page,” “article,” or “click here”
Show useful 404 pagesEmbed text in images and videos
Create a naturally flowing page hierarchyBase website navigation entirely on images or animations
Include alt text for imagesWrite long paragraphs that cover varying topics
Write short but descriptive text links
SEO Do and Don’t

TEST YOUR KNOWLEDGE: OPTIMIZE A WEBSITE’S CONTENT

1. When creating website content, people with knowledge in the topic should create or edit the content. Which content recommendation does this describe?

  • Act in a way that cultivates user trust.
  • Make the website useful and interesting.
  • Provide an appropriate amount of content for your subject.
  • Make expertise and authoritativeness clear. (Correct)

Correct: If you do not have a background or expertise in a topic you are writing about, consider having someone who does co-create the content or edit it.

2. When creating an e-commerce website, you should ensure it has a clear customer service page and a secure connection. This best describes which content recommendation?

  • Make expertise and authoritativeness clear.
  • Make the website useful and interesting.
  • Act in a way that cultivates user trust. (Correct)
  • Provide an appropriate amount of content for your subject.

Correct: Users feel comfortable visiting a site if they believe it is trustworthy. To cultivate a good reputation, provide information about who publishes the site, provides the content, and the organization’s goal.

3. Which of the following is the term for text that describes an image and improves accessibility on webpages for people who have impaired vision?

  • Understanding text
  • Content text
  • Alt text (Correct)
  • Idea text

Correct: Google uses alt text along with computer vision algorithms and content on the page to understand the subject matter of the image.

4. Which of the following are features that help the Google algorithm better understand a photo? Select all that apply.

  • Clear filename (Correct)
  • Color sample
  • Descriptive page title (Correct)
  • Image caption (Correct)

Correct: An image caption helps Google understand what is going on in the image. You should also include a descriptive page title and clear filename.

TEST YOUR KNOWLEDGE: HELP GOOGLE (AND USERS) UNDERSTAND YOUR CONTENT

1. Which of the following are recommendations for page title elements? Select three.

  • Ensure every page has a unique title (Correct)
  • Make the titles brief but descriptive (Correct)
  • Use the same title for similar pages
  • Accurately describe the topic of the page’s content (Correct)

Correct: Avoid writing a title that has no relation to the page content. Also, avoid writing a title with default text, like “Untitled” or “New Page 1.” Other page title recommendations include ensuring every page has a unique title and making the titles brief but descriptive.

2. Which of the following are meta description recommendations? Select three.

  • Add a description to every page (Correct)
  • Make the description five words or less
  • Accurately summarize the page content in the description (Correct)
  • Use unique descriptions for each page (Correct)

Correct: Having unique descriptions for each page helps both Google and users. For instance, if a search result displays multiple pages from the same website, the descriptions help the user make a page selection. Other recommendations are to add one to every page and to accurately summarize the page content.

3. In Google Search, what are enhanced results with extra visual or interactive features?

  • Structured data
  • Schema
  • Rich results (Correct)
  • Schema results

Correct: To get rich results on a webpage, you can manually add structured data. Or, you can use software to assist with adding the schema code. Once you add structured data to your website, you can use Google’s Rich Results Test to ensure there are no mistakes.

4. Which of the following are rich result features? Select three.

  • Article information (Correct)
  • Product price (Correct)
  • Buy now button
  • Review rating (Correct)

Correct: A review rating can be available for several items, including a recipe, product, book, movie, or local business. Other rich results include a product’s price and article information.

TEST YOUR KNOWLEDGE: ANALYZE SEARCH PERFORMANCE AND USER BEHAVIOR

1. Which of the following are recommended steps when first getting started with Google Search Console? Select three.

  • Ensure Google can find your webpages. (Correct)
  • Consider submitting a sitemap. (Correct)
  • Create and publish a website.
  • Review any mobile usability errors. (Correct)

Correct: The mobile usability report shows issues that might affect your visitors’ experience while browsing the site on a mobile device. If there is an issue, the report recommends how to fix the issue. Other first steps are to consider submitting a sitemap and ensuring Google can find your webpages.

2. Which of the following is true regarding how often you should monitor Google Search Console? Select three.

  • Review every time you add new website content. (Correct)
  • Every month or so, review the dashboard. (Correct)
  • Only submit a sitemap once.
  • Day-to-day usage should be minimal. (Correct)

Correct: Typically, you will not check Search Console every day. You will receive an email when unusual events occur, such as if the website is hacked or if Google has any issues crawling the website. Additionally, when monitoring Search Console, you should review the dashboard every month and every time you add new website content.

3. Which of the following are popular reports available in Google Search Console? Select three.

  • Keyword Profitability report
  • Links report (Correct)
  • Manual Actions report (Correct)
  • Web Search Performance report (Correct)

Correct: The Web Search Performance report provides information about the impressions, clicks, click-through-rate, and average position of webpages. Other reports available include the Links report and Manual Actions report.

4. Which of the following are tools available in Google Search Console? Select three.

  • Removals tool (Correct)
  • Change of address tool (Correct)
  • Website creation tool
  • URL inspection tool (Correct)

Correct: The URL inspection tool provides detailed crawling, indexing, and serving information about your pages, directly from the Google index. The URL inspection tool reveals any errors on the webpage, such as code errors. Other tools include the removals tool and change of address tool.

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ATTRACT AND ENGAGE CUSTOMERS WITH DIGITAL MARKETING Weekly Challenge 3

1. As a digital marketer creating a webpage, you collaborate with someone who is knowledgeable in the topic you are writing about. You list them publicly as a co-contributor. This represents which website optimization recommendation?

  • Make expertise and authoritativeness clear. (Correct)
  • Provide an appropriate amount of content for your subject.
  • Know what visitors want and give it to them.
  • Make the website useful and interesting.

Correct: Correct

2. Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.

  • Connect with online communities related to your site, such as forums and social media groups. (Correct)
  • Publish blog posts about new content or new services you offer. (Correct)
  • Pay for backlinks on popular industry websites.
  • Share quality content on social media. (Correct)

3. Which of the following is true regarding images on a website?

  • The size of the image is irrelevant.
  • A descriptive page title helps Google understand the photo’s context. (Correct)
  • Keyword stuffing alt text is recommended.
  • The Google algorithm reviews the caption but not the filename.

Correct: Correct

4. Which of the following is a webpage title element recommendation?

  • Title elements should accurately describe the entire website.
  • Every page should have a unique title element. (Correct)
  • Title elements should use the same keyword at least twice.
  • Title elements should be a few sentences long.

Correct: Correct

5. Fill in the blank: The _____ provides the search engine a summary of what a webpage is about.

  • meta keyword
  • title description
  • meta title
  • meta description (Correct)

6. What is one difference between rich results and structured data?

  • Rich results appear in the SERPs (Correct)
  • Rich results display as schema
  • Structured data appears as schema           
  • Structured data appears in the SERPs

Correct: Correct

7. What file provides information about the pages, videos, and other files on a website, and the relationships between them?

  • Schema
  • Snippet
  • Sitemap (Correct)
  • Index

8. Which initial Search Console step includes a report that breaks down the traffic by queries, pages, and countries?

  • Ensure Google can find and read your pages
  • Add and verify website ownership
  • Monitor your site’s performance (Correct)
  • Review any mobile usability errors

Correct: Correct

9. What Search Console report indicates if your website has been hacked, or behavior on the site could potentially harm a visitor or their computer?

  • Security Issues report (Correct)
  • Coverage report
  • Manual Action report
  • Web Search Performance report

10. As a digital marketer managing a website, you are changing the domain name from example.com to example.org. Which Search Console tool would you use to inform Google of this change?

  • Change of address tool (Correct)
  • Removals tool
  • URL Inspection tool
  • Submit sitemaps tool

10. As a digital marketer creating a webpage, you start with keyword research to better understand the visitor. Then you create fresh and unique content tailored to your visitors. This represents which website optimization recommendation?

  • Provide an appropriate amount of content for your subject.
  • Make expertise and authoritativeness clear.
  • Know what visitors want and give it to them. (CORRECT)
  • Act in a way that cultivates user trust.

Correct: Correct

11. What are some benefits of good anchor text? Select all that apply.

  • Helps visitors with a visual impairment understand the link
  • Helps Google place a manual action on the webpage
  • Helps visitors navigate the website (CORRECT)
  • Helps Google understand what the page you are linking to is about (CORRECT)

Correct: Correct

Correct: Correct

12. As a digital marketer, you’re reviewing image content on your company’s website. On one of the images you notice the following alt text: best smoothie banana smoothie buy smoothie strawberry smoothie healthy smoothie. This alt text represents which concept to avoid?

  • Keyword ranking strategy
  • Perfect keyword analysis
  • Alt text ranking strategy
  • Alt text keyword stuffing (CORRECT)

Correct: Correct

13. What Search Console report indicates if your website has been hacked, or behavior on the site could potentially harm a visitor or their computer?

  • Web Search Performance report
  • Manual Action report
  • Security Issues report (CORRECT)
  • Coverage report

Correct: Correct

14. What website element provides the search engine a summary of what the website is about?

  • Meta keyword
  • Meta description (CORRECT)
  • Meta title
  • Title description

Correct: Correct

15. Which of the following best describes rich results?

  • Enhanced elements in Google search with extra visual or interactive features (CORRECT)
  • Code used to better describe a webpage’s content to search engines
  • A test to ensure there are no mistakes with the markup
  • A type of code used for structured data markups

Correct: Correct

16. Which of the following is true regarding sitemaps?

  • It is a best practice to submit a sitemap to improve the crawling process. (CORRECT)
  • Sitemaps are primarily submitted for visitor ease-of-use and not for search engines.
  • Popular website platforms typically do not create and submit a sitemap automatically.
  • It is particularly important to submit a sitemap if the website is under 100 pages.

Correct: Correct

17. Which of the following best describes the recommended Google Search Console usage for a typical digital marketer? Select all that apply.

  • Review the metrics every day for analysis
  • Review emails regarding unusual activity (CORRECT)
  • Review index reports whenever you add new website content (CORRECT)
  • Review the dashboard every month or so (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

18. What Search Console report shows the index status for all the pages in a website?

  • Coverage report (CORRECT)
  • Security Issues report
  • Web Search Performance report
  • Manual Actions report

Correct: Correct

19. As a digital marketer managing a website, you are changing the domain name from example.com to example.org. Which Search Console tool would you use to inform Google of this change?

  • Removals tool
  • Submit sitemaps tool
  • URL Inspection tool
  • Change of address tool (CORRECT)

Correct: Correct

20. Which of the following best describes structured data?

  • Code used to better describe a webpage’s content to search engines (CORRECT)
  • A test to ensure there are no mistakes with the markup
  • Enhanced elements in Google search with extra visual or interactive features.
  • A type of code used for rich results

Correct: Correct

21. Fill in the blank: The _ provides information about the pages, videos, and other files on a website, and the relationship between them.

  • Sitemap (CORRECT)
  • Snippet
  • Schema
  • Index

Correct: Correct

22. What Search Console report indicates if certain webpages are not compliant with webmaster quality guidelines?

  • Web Search Performance report
  • Coverage report
  • Manual Action report (CORRECT)
  • Security Issues report

Correct: Correct

23. As a digital marketer managing a website, you would like detailed crawl, index, and serving information about your pages. This information comes directly from the Google index. Which Search Console tool would you use to gather this information?

  • Change of address tool
  • URL Inspection tool (CORRECT)
  • Submit sitemaps tool
  • Removals tool

Correct: Correct

24. Which of the following are recommended ways to promote your website and attract backlinks? Select all that apply.

  • Pay for backlinks on popular industry websites.
  • Connect with online communities related to your site, such as forums and social media groups. (CORRECT)
  • Share quality content on social media. (CORRECT)
  • Publish blog posts about new content or new services you offer. (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

25. What is the first step you need to take when setting up Google Search Console?

  • Review any mobile usability errors
  • Add and verify website ownership (CORRECT)
  • Ensure Google can find and read your pages
  • Submit a sitemap

Correct: Correct

26. As a digital marketer managing a website, you would like to prevent a webpage on your site from appearing in Google Search. What Search Console tool could provide a temporary fix?

  • Change of address tool
  • URL Inspection tool
  • Submit sitemaps tool
  • Removals tool (CORRECT)

Correct: Correct

27. As a digital marketer creating a webpage, you create content that visitors find engaging. The visitors then share and direct other visitors to the website. This represents which site optimization recommendation?

  • Provide an appropriate amount of content for your subject.
  • Make expertise and authoritativeness clear.
  • Act in a way that cultivates user trust.
  • Make the website useful and interesting. (CORRECT)

Correct: Correct

28. Which of the following are recommendations for anchor text? Select all that apply.

  • Include a keyword at least twice
  • Make it descriptive of the page it is linking to (CORRECT)
  • Use formatting that makes it stand out from regular text (CORRECT)
  • Craft it in a few words or a short phrase (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

29. Which of the following are meta description recommendations? Select all that apply.

  • Limit the meta description to one sentence.
  • Add a meta description to every page. (CORRECT)
  • Use unique meta descriptions for each page. (CORRECT)
  • Use the meta description to accurately summarize the page content. (CORRECT)

Correct: Correct
Correct: Correct
Correct: Correct

30. What file provides information about the pages, videos, and other files on a website, and the relationships between them?

  • Schema
  • Snippet
  • Index
  • Sitemap (CORRECT)

Correct: Correct

Apply Search Engine Optimization (SEO) CONCLUSION

This week, you have learned how to optimize a website for search engine optimization. You have examined how to optimize your website’s content, images, and links. You have also explored how to craft effective website titles and add structured data markups. Finally, you have learned about using SEO tools to analyze search performance and user behavior.

By taking the Coursera course on optimizing websites for search engines, you can learn more about these topics and put them into practice. Join the learning experience in Coursera today!

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