Fundamentals of digital marketing Certification Assessment answers

Here are the Questions and Answers for the Fundamentals of digital marketing: Google (exceedlms.com)

Question: 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?

Choosing what images to put on your website.
Reserving all the social profiles that you will be using for the business.
Finding people who will link back to your website.
Keyword Research

Answer: 4. Keyword research would typically be the first activity on the list when putting together a search engine optimization (SEO) plan to increase the presence of a website.

Keyword research involves identifying and analyzing the specific words and phrases that people use to search for information related to your business or industry. By understanding these keywords, you can optimize your website's content to align with what your target audience is searching for. This helps search engines like Google understand the relevance of your content and display your website in search results when users search for those keywords.

Once you have a solid understanding of the relevant keywords, you can then proceed to activities like optimizing your website's content, creating high-quality backlinks, and utilizing social media profiles to further enhance your website's presence.

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

Helps your website stand out from the competition.
Allows you to input lots of keywords so that you appear for all of them.
Provides search engines with more consistent and clear information about what's on the website.
Allows you to place sales promotion offers within the search results.

Answer: 3. Provides search engines with more consistent and clear information about what's on the website.

Metadata plays a crucial role in the SEO process by providing search engines with additional information about the content and context of a web page. There are several types of metadata that contribute to this:

Title Tags: These are the titles that appear as clickable links in search engine results. They provide a concise and accurate description of the content on the page. A well-crafted title tag can improve click-through rates and help users understand what the page is about.

Meta Descriptions: These are short summaries that appear beneath the title in search results. While they don't directly impact rankings, they can influence whether users decide to click on your link. A compelling meta description can increase the likelihood of clicks.

Header Tags: These tags (e.g., <h1>, <h2>, <h3>) structure the content on your page. They help both users and search engines understand the hierarchy and importance of different sections of your content.

Meta Keywords (less important): In the past, meta keywords were used to indicate relevant keywords for a page. However, search engines now largely ignore this meta tag due to abuse and manipulation.

Metadata doesn't directly allow you to input lots of keywords to rank for all of them, and it's not used to place sales promotion offers within search results. Instead, it's about providing accurate, relevant, and concise information to both search engines and users. This helps search engines understand the content of your page and present it appropriately in search results, potentially leading to higher click-through rates and improved rankings over time.

Question: Website hosting servers have their own unique IP address, what does this address consist of?

Numbers and letters
Numbers
Letters and symbols
Letters and symbols

Answer: 2. Numbers

A website hosting server's IP (Internet Protocol) address consists of numbers. IP addresses are numerical labels assigned to devices connected to a computer network that uses the Internet Protocol for communication. These addresses are used to identify and locate devices on the network, including website hosting servers. IP addresses are typically presented in a format like "xxx.xxx.xxx.xxx," where each "xxx" is a numerical value ranging from 0 to 255. This format is known as IPv4 (Internet Protocol version 4) and is the most common way IP addresses are represented.

Question: When advertising using Search Engine Marketing (SEM), you only pay...

when your ad appears within the search results
when a conversion happens on your website
when your ad is clicked by someone
when someone stays on your website for more than 2 minutes

Answer: 3. when your ad is clicked by someone

Search Engine Marketing (SEM) operates on a pay-per-click (PPC) model, which means you only pay when someone clicks on your ad. This is in contrast to other forms of advertising where you might pay based on impressions (how many times the ad is shown) or conversions (when a specific action is taken on your website). In SEM, you're charged when a user actually clicks on your ad and is directed to your website or landing page. This model allows you to potentially generate traffic to your site and pay only for the actual interactions or clicks your ad receives.

Question: When looking at your email marketing metrics, Click Through Rate (or CTR) highlights which of the following insights?

% of people that made a purchase after receiving the email
% of people that opened the email out of the total recipients
% of people who clicked on a link in the email out of the total recipients
% of people who were sent the email against the total number of conversions made

Answer: 3. % of people who clicked on a link in the email out of the total recipients

Click Through Rate (CTR) in email marketing is a metric that highlights the percentage of people who clicked on a link within your email campaign out of the total number of recipients who received the email. It measures the effectiveness of your email in driving engagement and encouraging recipients to take action by clicking on links to your website, landing pages, or other destinations.

Question: Web analytics can tell you many things about your online performance, but what can analytics tools not tell you?

What your customers are doing on your website
Where your customers have come from before visiting your website
Where your customers go after leaving your website
What your customers are looking for on your website

Answer: 3. Where your customers go after leaving your website

Web analytics tools can provide insights into various aspects of your online performance, but they typically cannot track where your customers go after they leave your website. Once a user navigates away from your site, analytics tools generally do not have the capability to track their actions or behavior on other websites or platforms.

Here's a breakdown of the other options:

1. Web analytics tools can provide information about what your customers are doing on your website, including pages they visit, interactions, and conversions.

2. Analytics tools can track where your customers have come from before visiting your website, such as through referral sources, search engines, or direct visits.

4. Web analytics tools can give you insights into what your customers are looking for on your website by analyzing the pages they visit, search terms they use, and interactions they engage in.

Question: 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?

Alongside them
Below them
On the next page after them
Above them

Answer: If you bid the same as your competitor but have a higher quality score when advertising on search engines, you will generally appear:

4. Above them

Having a higher quality score can lead to a better ad position even if your bid is the same as your competitor's. Search engines like Google take into account both the bid amount and the quality score when determining the placement of ads on search engine results pages. A higher quality score indicates that your ad and landing page are more relevant and useful to users, which can result in your ad being displayed in a higher position on the search results page compared to your competitor who might have a lower quality score.

Question: Websites are hosted on a server and each of these servers has its own unique IP address. What does the 'IP' stand for?

Internet Position
Internet Placement
Internet Privatisation
Internet Protocol

Answer: 4. Internet Protocol

The term "IP" in the context of server IP addresses stands for "Internet Protocol." IP addresses are numerical labels assigned to devices connected to a computer network that uses the Internet Protocol for communication. These addresses are used to identify and locate devices on the network, including servers hosting websites.

Question: 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.

Increasing the relevance of the keywords, ads, and landing page
You notice that when people see images of your products online, you have an increase in conversions or sales. Which customer touchpoint could you use to take advantage of this insight?
clicks
importance

Answer: 1. Increasing the relevance of the keywords, ads, and landing page

Question: Imagine a customer has downloaded an app made by their local hardware store. How could that business connect with their audience through the app?

Call the customer when there is an offer they'd enjoy
See where their customers are and monitor their shopping behaviours
Send them offers when they enter a certain geographical area
Add items to their in-app basket that you think they'd like.

Answer: 3. Send them offers when they enter a certain geographical area

A local hardware store could connect with their audience through the app by using geolocation-based features. This would allow them to send targeted offers or notifications to app users when they enter a specific geographical area, such as the store's vicinity. This approach leverages the customer's physical presence and context to deliver relevant and timely offers, enhancing the store's ability to engage with its audience and potentially drive more foot traffic to the store.

Question: To improve your website's SEO performance, when should you consider updating your SEO plan?

When you write a new blog post
When you have a sale or promotion
When you add a new service or product
When you employ new staff

Answer: 3. When you add a new service or product

Regularly updating your SEO plan is important to ensure that your website's content and optimization strategies align with your business goals and changes in your offerings. Adding new services or products to your website may require adjustments to your keywords, content, and overall SEO strategy to effectively target and attract relevant traffic. It's essential to keep your SEO plan up to date to maintain or improve your search engine rankings and visibility.

Question: When planning your website, what is one of the key things you should consider?

The order your products will appear on the site
What you want your customers to do on the site
How customers will interact with the site
What your customers want to see on the site

Answer: 4. What you want your customers to do on the site

Understanding the desired actions you want your visitors to take on your website is crucial for designing an effective user experience and achieving your business goals. This could involve actions such as making a purchase, signing up for a newsletter, filling out a contact form, or engaging with specific content. By identifying these actions, you can structure your website's layout, content, and navigation to guide visitors toward those goals and provide a seamless and engaging experience.

Question: 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.

prevent
secure
increase the chance of
decrease the chance of

Answer: When optimizing SEM campaigns, negative keywords 1. prevent your ads from appearing when people search for things that aren’t relevant to your business.

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

Search phrase
Search term
Search query
Search word

Answer: The name of a word or phrase that somebody types to find something online when using a search engine is 3. Search query

Question: 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...

Outrank lots of larger, more established companies
Find more opportunities
See more traffic than short tail keywords
Perform better on social media

Answer: When looking to optimize the performance of a website to improve its search engine ranking, using 'long tail keyword terms' in your SEO plan often allows you to:

2. Find more opportunities

Long tail keywords are longer and more specific keyword phrases that people use when they are closer to making a purchase or seeking detailed information. They might have lower search volumes compared to broad or generic keywords (short tail keywords), but they tend to be more targeted and specific. By incorporating long tail keywords into your SEO plan, you can tap into niche markets, attract more qualified traffic, and find opportunities that might be overlooked by larger competitors who focus primarily on broader keywords.

Question: Where does the domain name of a website primarily sit?

In the URL
In the coding of your header image
In your navigation menu
In your logo's hyperlink

Answer: The domain name of a website primarily sits:

1. In the URL

The domain name is a critical part of a website's URL (Uniform Resource Locator), which is the web address that users enter in their browsers to access a specific web page. The domain name is the human-readable part of the URL that identifies the website and is usually followed by a top-level domain (TLD), such as .com, .org, .net, etc. It's what users remember and use to navigate to your website.

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

How long the content on the page is
If you mention keywords over 50 times in a short piece of content
Unique, engaging, relevant content
Where you are in the world when adding content to your site

Answer: When ranking websites on search engine results pages, search engines value the most:

3. Unique, engaging, relevant content

Search engines prioritize websites that provide high-quality, unique, and relevant content to their users. Content that addresses users' queries, provides valuable information, and engages the audience is more likely to rank higher in search results. This is because search engines aim to deliver the best possible search experience to users, and relevant and valuable content aligns with that goal. Factors like content quality, relevance, user engagement, and authority play a significant role in determining a website's search engine ranking.

Question: When it comes to email marketing, what do we mean by the term A/B testing?

A/B testing means you can split your contacts alphabetically
A/B testing means you send the same email twice to the same people
A/B testing means splitting your audience and sending each of them a different variation of your email
A/B testing means it is spell checked and proofed, prior to hitting send

Answer: A/B testing in email marketing refers to:

3. Splitting your audience and sending each of them a different variation of your email

A/B testing, also known as split testing, involves creating two or more different versions of an email campaign and sending them to different segments of your audience. This allows you to compare the performance of different elements, such as subject lines, content, images, or calls to action. By analyzing the results, you can determine which version performs better and use those insights to refine your future email marketing strategies for improved engagement, open rates, click-through rates, and other key metrics.

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

Portrait photographer London
London photographer
London portrait photographer
Photographers in London

Answer: The search query that would trigger an ad based on the keyword "[London portrait photographer]" is:

3. London portrait photographer

The keyword "[London portrait photographer]" is specifically targeted at the sequence "London portrait photographer." It's designed to match search queries that have those words in that exact order. So, the search query "Portrait photographer London" would match the keyword and trigger an ad to be displayed. The other search queries may not be as precise of a match for the keyword.

Question: What is one of the benefits of using templates for your email marketing campaigns?

You can reuse the same template
They are always free
You can duplicate the design of your website
Templates work better on mobile

Answer: One of the benefits of using templates for your email marketing campaigns is:

1. You can reuse the same template

Using templates allows you to create a consistent and cohesive look for your email campaigns. Once you have a template designed, you can reuse it for multiple campaigns, saving time and ensuring a consistent brand identity across your communications. This also streamlines the process of creating new campaigns, as you can simply update the content while maintaining the same design structure.

Question: Fill the blank: 'Search engines _________ the internet to discover content.'

index
crawl
investigate
How you currently rank in search engines

Answer: Search engines 2. crawl the internet to discover content.'

Question: Search engines see the content on a website as written code. How can you help search engines identify the images on your website?

Place them well within your text
Make them eye-catching
Put branding on them
Give them descriptive names

Answer: You can help search engines identify the images on your website by:

4. Give them descriptive names

Assigning descriptive file names to your images helps search engines understand the content of the images. Instead of using generic filenames like "image001.jpg," use names that accurately describe what the image depicts. This provides context to search engines, making it easier for them to index and rank your images appropriately in image search results and overall website content.

Question: Google Search Console “Crawl” reports let you monitor...?

If potential customers can access your web pages
If Google can view your web pages
How people interacts with your website
What information Google records about your site

Answer: Google Search Console "Crawl" reports let you monitor:

2. If Google can view your web pages

The "Crawl" reports in Google Search Console provide information about how Google's web crawler (Googlebot) interacts with your website. It includes details about how your website's pages are being crawled, indexed, and whether there are any issues that might prevent Google from properly viewing and indexing your web pages. This helps you ensure that your website's content is accessible and visible to Google, which is essential for proper indexing and ranking in search results.

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

Increasing the bid for the keywords you are targeting
Increasing the relevance of the keywords, ads, and landing page
Adding lots of keywords to the campaign to get more traffic
Continually changing the ad copy

Answer: The most important thing to consider when optimizing a search engine marketing (SEM) campaign is:

2. Increasing the relevance of the keywords, ads, and landing page

Relevance is a key factor in the success of an SEM campaign. It's important to ensure that your chosen keywords, the ad text, and the landing page all align closely with each other and with the intent of the user. Google and other search engines reward campaigns that provide relevant and valuable content to users by improving ad placements and quality scores. This results in better ad positions, lower costs, and improved overall campaign performance.

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

They are hidden messages that have no bearing on search engines
They are the on-page content that appears on your homepage, telling search engines what you do
They are automatically generated and help websites rank within search engines
They are embedded messages that help the search engine determine what’s on the page

Answer: Meta and title tags have the following impact on search engines when optimizing a website for search:

4. They are embedded messages that help the search engine determine what’s on the page

Meta tags and title tags are HTML elements that provide information about a web page's content to search engines. The title tag appears as the clickable link in search engine results and is an essential factor in determining a page's relevance to a search query. Meta tags, such as meta descriptions and meta keywords (though less relevant nowadays), provide additional context to search engines about the content on the page. These tags help search engines understand the topic and relevance of the page, which can impact how the page is indexed and displayed in search results.

Question: When you're building a business website, what purpose does a server have?

It manages your website
It hosts your website
It promotes your website
It secures your website

Answer: When you're building a business website, the purpose of a server is:

2. It hosts your website

A server is a computer or system that stores and serves the files, data, and content of your website to visitors who access it over the internet. When someone types in your website's domain name or clicks a link to your site, their browser sends a request to the server where your website is hosted. The server then responds by sending the requested files and data, allowing the visitor's browser to display your website's content. Hosting is a fundamental component of having a website accessible online.

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

To position websites based on how popular they are
To display websites in a random order to increase site traffic
To ensure every business gets an equal number of site visits
To help the user find the most relevant answer to their query

Answer: The overall purpose of a search engine is:

4. To help the user find the most relevant answer to their query

Search engines are designed to provide users with the most relevant and useful information in response to their search queries. They use complex algorithms to index and rank web pages based on factors like relevance, quality, and user experience. The goal is to present users with a list of results that best match what they are looking for, helping them quickly and efficiently find the information, products, or services they need online.

Question: When looking to advertise a new business online, what is one of the major benefits of display ads?

They are seen by everyone
They have higher click-through rate
They can come in many different formats
They don't cost too much to set up

Answer: One of the major benefits of display ads when looking to advertise a new business online is:

3. They can come in many different formats

Display ads offer a wide variety of formats, including images, videos, interactive elements, animations, and more. This versatility allows you to choose the format that best suits your business's message and target audience. By using different formats, you can create visually engaging and compelling ads that capture users' attention and effectively convey your brand or message, increasing the likelihood of engagement and conversions.

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

Competition, cohesiveness, relevance
Frequency, competition, relevance
Relevance, cohesiveness, execution
Frequency, execution, relevance

Answer: Three key considerations when evaluating keywords for search engine optimization are:

2. Frequency, competition, relevance

Relevance: Ensure that the chosen keywords are directly related to the content and focus of your website. Keywords should accurately represent what your website offers and what users might be searching for.

Frequency: Understand how often users search for the keywords. High-frequency keywords might have more potential traffic, but they could also have more competition. Lower-frequency keywords could be more specific and targeted.

Competition: Evaluate the level of competition for the keywords. High competition keywords might be difficult to rank for, especially if you're competing against well-established websites. Lower competition keywords might provide an opportunity to rank more easily.

While "cohesiveness" and "execution" can be important factors, they are not typically considered primary considerations when evaluating keywords for search engine optimization.

Question: 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?

The quantity of links is important, not the quality
The quality of links is important, not the quantity
Links hidden within code on sites improves your SEO performance
Links hidden within images on sites improves your SEO performance

The accurate statement when it comes to link building for improving the performance of a website from an SEO perspective is:

2. The quality of links is important, not the quantity

Quality links are those that come from reputable, authoritative, and relevant websites. Search engines value quality links because they indicate that your website is trusted and respected within its niche. Focusing on acquiring high-quality, relevant links rather than simply amassing a large quantity of links is a more effective strategy for enhancing your website's SEO performance.

The statements about links hidden within code or images improving SEO performance are not accurate. Search engines primarily consider visible, relevant, and properly coded links for assessing the value of your website's backlinks.

Question: How can businesses benefit from using analytics on their website?

It will show you where your audience comes from
It will list which pages your audience does not like
It will show where your customers go after they've left your site
It will show you why your audience visit your site

Answer: Businesses can benefit from using analytics on their website in the following ways:

1. It will show you where your audience comes from

Analytics tools can provide insights into the sources of traffic to your website, whether it's from search engines, social media, referral links, or direct visits. This information helps you understand where your audience is coming from and adjust your marketing strategies accordingly.

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

Drive more traffic to your website
Target more people in different areas of the world
Ensure people see relevant ads that relate to their search query
Stop using negative keywords

If you divide your search engine marketing account into relevant campaigns and ad groups, you can achieve:

3. Ensure people see relevant ads that relate to their search query

Dividing your account into relevant campaigns and ad groups allows you to organize and structure your advertising in a way that matches the intent of your target audience. By grouping related keywords, ads, and landing pages together, you can create more relevant and specific ad experiences for users, improving the chances of delivering content that matches their search intent. This can lead to higher click-through rates, better user engagement, and improved overall campaign performance.

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

Reach out to potential customers actively looking for your product or service
Create different types of ad formats to show to potential customers
Target people based on their interests and habits
SEM is a lot cheaper than any other advertising medium

Answer: A benefit of Search Engine Marketing (SEM) is:

1. Reach out to potential customers actively looking for your product or service

SEM allows you to display your ads to users who are actively searching for specific keywords related to your product or service. This means you can target individuals who are already in the mindset of seeking out what your business offers, increasing the likelihood of generating relevant and high-quality leads or conversions.

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

Listing
Crawling
Indexing
Ranking

Answer: The term we use to describe how search engines categorize each piece of content is:

3. Indexing

Question: Which of the following factors can impact the open rate of your email campaigns?

The amount of links contained in the email
The number of images in your email
The opportunity for customers to opt-out
The subject line of the email

Answer: The factor that can impact the open rate of your email campaigns is:

4. The subject line of the email

The subject line is a crucial element in determining whether recipients will open your email. A compelling and relevant subject line can entice recipients to open the email and read its contents. The other factors mentioned (the amount of links, number of images, and opt-out opportunity) may influence other aspects of your email's performance, such as click-through rates and unsubscribe rates, but they are not as directly tied to the initial open rate.

Question: What's the biggest challenge for most businesses when going online?

Planning a budget
Developing a plan
Optimising a website
Defining a customer base

Answer: 2. Developing a plan

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

Off-site optimisation
Use the Google Keyword research tool or Bing Keyword research tool
Writing fresh content
Setting an ad budget

Answer: 2. Use the Google Keyword research tool or Bing Keyword research tool

Question: When considering whether to have a web presence for your business, which of the following is not a major factor?

Technology
Cost
Scope
How long you’ve been in business

Answer: 4. How long you’ve been in business

Question: 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?

Pay people to link back to your site
Write some great content they will find useful
Ensure your staff link back to your site
Link to them first, regardless of whether they have anything interesting on their site

Answer: A best practice to encourage people to link back to your site is:

2. Write some great content they will find useful

Creating valuable and relevant content that others find useful, informative, or entertaining is one of the most effective ways to naturally attract backlinks. When your content provides value to readers, other websites and individuals are more likely to link to it as a resource. This approach generates organic, high-quality backlinks, which can positively impact your website's SEO performance over time.

Paying people for backlinks, ensuring your staff links back to your site, or blindly linking to others regardless of their content's quality are not recommended strategies and can even be seen as manipulative practices by search engines.

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

It will help the ad stand out and encourage people to click it
It will guarantee the ad appears at the top of the search results
It will increase the amount of users across your entire website
It can increase the quality score of your ad

Answer: Including an offer in a Search Engine Marketing (SEM) ad will achieve:

1. It will help the ad stand out and encourage people to click it

Adding a compelling offer to your SEM ad can make it more appealing to users and increase the likelihood that they will click on it. A well-crafted offer can catch the user's attention and provide them with a clear incentive to visit your website or take a specific action. This can improve the ad's click-through rate and overall effectiveness.

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