Question 1(4 points)

Dynamic keyword insertion allows for the search term used to be inserted into the advertisement copy.

Question 1 options:

True or False

Question 2(4 points)

Title attribute are read by search engine spiders.

Question 2 options:

True or False

Question 3(4 points)

Multiword keywords are sometimes referred to as _____.

Question 3 options:

key phrases

active verbs

statements

personas

metatags

Question 4(4 points)

The anchor text of links should include the key phrase of the page being linked from and not the page being linked to.

Question 4 options:

True or False

Question 5(4 points)

_____ allows keywords used in searches to be inserted automatically into advertisement copy.

Question 5 options:

Optimization

Active verb allocation

HTML tagging

Dynamic keyword insertion

Meta tagging

Question 6(4 points)

Usually a Web page is optimized for _____ key phrase(s).

Question 6 options:

one

two

three

five

ten

Question 7(4 points)

The meta description is _____.

Question 7 options:

the name that is chosen to appear in the sender field.

what you see when you perform a search on a search engine.

the words used to encourage a prospect to take a particular action.

a short paragraph used to describe the content of the Web page.

a call to action that conveys action or behavior to be followed by the user.

Question 8(4 points)

An HTML editor works in a similar way to a word processor.

Question 8 options:

True or False

Question 9(4 points)

CMS should be used in which of the following cases?

Question 9 options:

If a site is to be updated frequently by people other than Web developers

If a Web site is facing a canonical issue (multiple URLs giving the same Web page)

If a Web site is not indexed by search engines

If a Web site does not have a dynamic site map

if a Web site needs to link to third party references

Question 10(4 points)

Which of the following statements is true about the subject line of a long copy?

Question 10 options:

Importance of subject line is lesser for a long copy compared to an email.

Word manipulations should be avoided when writing a long online copy.

A complex sender alias should be used in the copy to increase reliability.

The subject line should clearly lead to the content of the long copy.

The subject lines are less significant after establishing a relationship.

Question 11(4 points)

An HTML sitemap contains additional information for the search engine spiders.

Question 11 options:

True or False

Question 12(4 points)

In a call to action, the word that conveys action or behavior is referred to as _____.

Question 12 options:

action script

HTML tag

active verb

dynamic keyword

meta tag

Question 13(4 points)

Copywriting is not used in PPC advertising.

Question 13 options:

True or False

Question 14(4 points)

Longer online copy allows a Web owner to _____.

Question 14 options:

provide sharper information

include more calls to action

foster a relationship with a reader

communicate an urgent message

advertise more effectively in search engines

Question 15(4 points)

A landing page is _____.

Question 15 options:

the home page of any Web site

that page of a Web site which has information about the company

that page of a Web site which carries out online financial transactions

home page of that Web site which ranks first on a SERP (search engine result page)

that page to which users are directed from an online campaign

Question 16(4 points)

Using a category structure that flows from broad to narrow indicates to search engines that your site is highly relevant and covers a topic in depth.

Question 16 options:

True or False

Question 17(4 points)

Which of the following statements is true about a dynamic sitemap?

Question 17 options:

It is available only on the home page of a Web site.

It can be modified by the users.

It displays information about the author

It is updated automatically as information is added to the Web site.

It indicates date and time of last update

Question 18(4 points)

The text used to link from one page to another is considered important by the search engine spiders.

Question 18 options:

True or False

Question 19(4 points)

In online copywriting, sticking to a corporate voice is as important as the audience you are tailoring your content for.

Question 19 options:

True or False

Question 20(4 points)

A page that links to every other page in the Web site and displays these links organized according to the information hierarchy is known as _____.

Question 20 options:

information architecture

common page

sitemap

breadcrumb link

uniform resource locator

Question 21(4 points)

_____ are a list of the words and phrases that are important on a Web page.

Question 21 options:

Title tags

Dynamic words

Active Verbs

Page identifiers

Meta keywords

Question 22(4 points)

A(n) _____ is defined by W3C (World Wide Web Consortium) as "a simple mechanism for adding style (for example, fonts, colors, spacing) to Web documents."

Question 22 options:

robots exclusion protocol

cascading style sheet

information architecture

dynamic site map

TCP/IP protocol

Question 23(4 points)

Julia maintains the Web site of her organization. She is interested in finding out the degree to which the Web site is available to users with disabilities or technical limitations. So, in other words, we can say that Julia is interested in finding out the _____ of the Web site.

Question 23 options:

readability

adaptability

visibility

accessibility

usability

Question 24(4 points)

An approach to Web design that aims for lightweight code and standards-compliant Web sites is known as _____.

Question 24 options:

cascading style sheets

world wide web consortium

robots exclusion protocol

extensible markup language

hypertext markup language

Question 25(4 points)

Most search engine spiders cannot crawl Flash sites.

Question 25 options:

True or False