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When should you use a robots.txt file?

When you have pages on your website that you do not want search engines to crawl and index, you should use a robots.txt file.

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Zoe is a digital marketer at a graphic design agency, and she’s been tasked this quarter with improving the firm’s SEO. However, the only guidance she has received from her boss is to get the site to rank higher on Google. In order for Zoe to create a successful SEO strategy for the business, what should her first step be?

The Zoe who is a digital marketer of a graphic design agency, should set a SMART goal and establish KPIs to track if her SEO efforts are successful.

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Which of these is an example of a long-tail keyword?

“What does my glasses prescription mean” is an example of a long-tail keyword. Long-tail keywords are typically more specific phrases that may not have high search volumes but are less competitive and more targeted.

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A Short Guide on Effective SEO for Lead Generation in 2024

Looking to increase brand recognition and boost ROI through the lead generation process? Read on to learn how to optimize and leverage lead generation SEO.

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Jo is a marketer at Papier, a stationery company that does most of their business online. Jo has noticed that Papier is falling behind their competitors in search results and wants to improve their ranking and clickthrough rate. How should Jo go about optimizing the Papier website for this goal?

To optimize the Papier website for better ranking and clickthrough rate, Jo should add structured data to the product pages to display reviews and ratings data in rich results, and optimize the pages’ meta descriptions.

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Choose all that apply. Why are meta descriptions important?

Meta descriptions are important because they increase click-through rate and visits from organic search, they increase visits from social media, and they provide people with the right information at the right time.

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What is the primary goal of a search engine?

True, the primary goal of a search engine is to serve users the most relevant content that matches their search query.

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Chris is a marketing manager at The Pet Box, which offers subscription boxes for pet owners. Chris wants to increase traffic to The Pet Box’s main product page. Right now that page ranks on the second page of search results for their target keyword. Chris has started improving the on-page SEO of the page, optimizing it for their target keyword, and seeking backlinks from popular pet care blogs. In order to track progress towards their goal, which metrics should Chris track?

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What are rich results?

Rich results are visually enhanced search results that offer additional details beyond the standard title, URL, and meta description of a web page.

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What is a pillar page?

A pillar page is a comprehensive website page that delves deeply into a specific topic and is connected to a group of related content, forming a topic cluster.

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What was the purpose of the Google Hummingbird algorithm update?

The purpose of the Google Hummingbird algorithm update was to prioritize the parsing of phrases to understand the context and intention behind search queries rather than just focusing on specific keywords.

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Sam is the marketing director for StyleHub, a clothing boutique. They opened their brick and mortar store last year, but Sam only published the website a month ago and it isn’t receiving much traffic yet. Now, they’re ready to focus on SEO and have some resources to dedicate to it. Which three tactics should Sam focus on initially?

Initially, Sam should focus on optimizing the website for on-page SEO best practices, ensuring the website is mobile-responsive, and setting up a Google My Business profile.

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The different types of keywords are:

The different types of keywords include head terms, body keywords, and long-tail keywords.

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How do search engines use sitemaps?

Web crawlers utilize a sitemap to comprehend the structure of a website, aiding in its easier evaluation and ranking.

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What is the purpose of a 301 redirect?

A 301 redirect permanently guides users from an old URL to a new one.

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Choose all that apply. Why are internal links important for SEO?

Internal links are crucial for SEO because they assist both users and search engine crawlers in navigating your website, and they transfer link authority from one webpage to another.

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What is the purpose of heading tags?

Heading tags are HTML elements that provide a hierarchical structure to a web page.

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Choose all that apply. What does your backlink profile measure?

Your backlink profile measures the number of inbound links to your website, the number of unique domains that link to your website, and the quality of those inbound links.

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What is a backlink profile?

A backlink profile is a list of all the sites your website is currently linking to, sites you are reaching out to for backlinks, and all the pages on your website that need backlinks.

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What do you need to balance when doing SEO?

When doing SEO, you need to balance focusing on the user and making it easy for search engines to crawl your website.

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You’re trying to rank for one of your target topics using a web page that contains a long, canonical piece of written content. However, when you do your research on what’s already ranking for that topic by searching for it on Google, you notice that the majority of search results on page one are videos. Which of the following actions will give your website the best chance of ranking for this topic?

To give your website the best chance of ranking for the topic, especially when the majority of page one results are videos, you should create a video about that topic and add it to your existing written page.

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Dr. Dave Driscoll, a very credible and well respected authority on dentistry, just linked to a blog post that you wrote about how to floss from his website. When Google assesses the authority of your post and recognizes the link from Dr. Driscoll’s website, which search engine function is at play?

When Google assesses the authority of your post and recognizes the link from Dr. Driscoll’s website, the search engine function at play is Ranking.

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You’ve just joined the blogging team for a new fashion retailer called VintageVines. What are some strategies you could adopt to reach and resonate with your target audience? Select all that apply.

Implementing strategies like gaining a comprehensive understanding of your persona and their reading preferences, developing a distinctive brand voice and tone, and utilizing a blogging layout that effortlessly guides readers to evergreen content are pivotal to resonate with the audience at VintageVines.

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You’re on a social media team for a outdoors brand called Appalachia. They’ve decided to revitalize their Pinterest account and see if they can engage customers there. What ways might you bring inbound marketing into the content creation process for this channel? Select all that apply.

To infuse inbound marketing into Appalachia’s Pinterest content creation, it’s pivotal to focus on customer-centric content. This involves showcasing versatile uses of products through enchanting photos of sunrise hikes and cozy campfires, and curating Pinterest boards that resonate with the aspirations of the target customer, like boards dedicated to popular hiking and travel destinations, thereby aligning with their interests and lifestyle.

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Your boss asks you to identify your target audience’s preferred channels by collecting feedback. What are the different ways you can collect accurate feedback? Select all that apply.

To identify your target audience’s preferred channels through feedback, you can employ various methods such as running social media polls, conducting focus groups with customers, and publishing online surveys. These approaches facilitate direct interaction with the audience, enabling you to gather insightful data about their preferences and behaviors.

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Why should you curate a buyer persona story?

Curating a buyer persona story is crucial because 1. It simplifies the persona, making it more memorable for your employees, 2. It humanizes the persona, facilitating a deeper understanding and connection for your team, and 3. It enables your employees to effortlessly find commonalities when interacting with customers, ensuring coherent and resonant communication.

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Which of the following is an example of someone in the awareness stage of their buyer’s journey?

An example of someone in the awareness stage of their buyer’s journey is Dog-owner Dia, who is struggling with her dog’s disruptive behavior during walks, such as whining and barking at other dogs. Dia desires a change in this behavior but is uncertain about its cause, prompting her to seek understanding through researching, reading blog articles, and watching YouTube videos.

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Which of the following is an example of a buyer’s journey?

An example of a buyer’s journey is when Dog-owner Dia experiences difficulties managing their dog during walks due to disobedience and anxiety around new dogs, and thus, seeks a local dog trainer that offers obedience training and socialization for their dog to alleviate its anxiety.

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What types of questions can marketing attribution answer? Select all that apply.

Indeed, marketing attribution can answer questions like “What was the marketing team’s contribution to generated revenue this year?” and “What assets drove the most leads last quarter?” by providing insights into the impact of various marketing efforts.

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What role can attribution play in your reporting strategy? Select all that apply.

It’s true that marketing attribution plays a pivotal role in reporting strategy. It can help identify both the highest and lowest performing pieces of content and determine which channels and campaigns are effectively generating leads and customers for an organization.

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What is the difference between the buyer’s journey and customer journey?

The difference between the buyer’s journey and the customer journey is that the buyer’s journey pertains to the steps taken leading up to a purchase, whereas the customer journey encompasses the entire experience, even after the purchase has been made.

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What is an attribution model?

An attribution model is a set of rules that determines how credit for conversions is assigned to different touchpoints in a buyer’s journey.

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What is A/B testing?

A/B testing is a method where you split your audience to test different variations of a campaign to see which one performs better.

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What is a buyer persona?

A buyer persona is essentially a fictional representation of your ideal customer.

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