Oxford University Press | Online Resource Centre

Choose your answers from a-d by clicking the radio button next to each choice and then press 'Submit' to get your score.

Question 1

According to Haig (2001), what percentage of web users use search engines as tool first research?

a) 30 - 35%

b) 40 - 45%

c) 60 - 65%

d) 80 - 85%

Question 2

Archie is an example of:

a) An online spider

b) A Pay-per-click search engine

c) A online file and information retrieval search engine

d) Commercial portal

Question 3

The original search engine model was referred to as:

a) Paid placement

b) Pay-per-click

c) Free to submit

d) Paid inclusion

Question 4

An algorithm is:

a) A computer program that sorts and ranks search results

b) A human powered directory

c) A program to measure ROI

d) A program to search internet web site pages

Question 5

When a search engine recognises pages from other sites their database, the ranking is determined by:

a) Index Analysis

b) Link Analysis

c) Connectivity

d) Crawler scanner

Question 6

Directories are different to web-based crawler search engines because:

a) They employ humans as analysts instead of technology to index and rank

b) They offer a better user-experience

c) They offer more information

d) They offer a greater quantity of results

Question 7

Search Engine Optimisation (SEO) refers to:

a) The technical process of web site linking

b) The optimal level of site traffic generated

c) The technical process of acquiring top position on the web's major search engines and directories

d) The use of software to enhance rankings in directories

Question 8

What is the most important 'tag' in when designing web pages for optimization?

a) Meta Tag

b) Title tag

c) Invisible Tag

d) Alt Tag

Question 9

In relation to search engine marketing, spamming is what?

a) Sending persistently annoying e-mails

b) Optimising one keyword to reach a higher ranking

c) Manipulating ways of achieving a higher ranking by fooling the search engine

d) Formatting pages for better results

Question 10

A key marketing tactic linked to search engines is the use of:

a) Banner advertising displays linked to keyword searches to drive site traffic

b) Banner advertising for brand building

c) Targeted information prompts

d) Google Adwords for more effective promotion

Oxford University Press, Online Resource Centre, Chapter 06.

Chapter 06

Instructions