GMT 3344 Final_Test_Student Review version (2) Chapter 6: Attracting Buyers with Search, Semantic and Recommendation Technology

GMT 3344Final_Test_Student Review version (2) Chapter 6: Attracting Buyers with Search, Semantic, and Recommendation Technology Final Test – Answers Multiple Choice 1. Nike’s website had been built using Java tech ...

GMT 3344Final_Test_Student Review version (2) Chapter 6: Attracting Buyers with Search, Semantic, and Recommendation Technology Final Test – Answers Multiple Choice 1. Nike’s website had been built using Java technology, which created attractive webpages. However, the site was practically invisible to tools called ________ that search engines use to crawl webpage content. a. browsers b. scripts c. spiders d. swellpaths Difficulty: Medium Section Ref: 6.0 Opening Case 2. ________ rely on sophisticated computer programs called spiders or crawlers that surf webpages, links, and other online content that are then stored in the search engine’s page repository. a. Crawler search engines b. Information retrieval engines c. Semantic search engines d. Web directories Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 3. The most popular commercial search engines, Google and Bing, are based on ________ technology. a. crawler b. directory c. meta-search d. semantic Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 4. ________ search listings are the result of content and website design features intended to improve a site’s ranking on SERPs that result from specific keyword queries. a. Informational b. Organic c. Paid d. Transactional Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 5. Forrester Research estimates that ________ is the largest segment of the digital marketing category. a. pay-per-click advertising b. search marketing c. social media optimization d. mobile search Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 5. Methods for calculating the effectiveness or ROI of search engine marketing include all of the following except ________. a. market share b. changes in site traffic c. click-through rates d. purchasing behavior Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 6. Mobile shoppers also use barcode scanning apps as a mobile search engine for locating product reviews and price comparisons while shopping in stores. This practice is called ________. a. SEO b. mobile search c. showrooming d. purchasing behavior Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 7. Tin Eye is an alternative reverse search engine for finding ________. a. information contained in a certain file format b. intellectual property c. videos, images, and maps d. certain domains Difficulty: Medium Section Ref: 6.1 Using Search Technology for Business Success 8. ________ can be categorized as popularity, relevancy, and user satisfaction. a. Mobile search SEO b. Ranking factors c. SERP d. Web analytics Difficulty: Hard Section Ref: 6.2 Organic Search and Search Engine Optimization 9. Which factor is likely to influence a search engine’s user satisfaction rating? a. Keywords b. Page titles c. SERP click through rate d. Site speed Difficulty: Medium Section Ref: 6.2 Organic Search and Search Engine Optimization 10. ________ use valuable content, SEO, and social media to attract customers. a. Broadcasters b. Copy editors c. Inbound marketers d. Outbound marketers Difficulty: Medium Section Ref: 6.2 Organic Search and Search Engine Optimization 11. Panda and Penguin were designed to improve the ranking of websites with quality content and to defeat what are commonly referred to as ________ tactics. a. black hat SEO