Exam 6: Attracting Buyers With Search, Semantic, and Recommendation Technology

Changing the design and content of a website to improve its ranking in SERPs is called search engine marketing.

As with quality,the search engine cannot determine relevance directly,so algorithms have been developed to look for clues that suggest a site might be relevant.

Because businesses compete for people's attention,they have a vested interest in maintaining a high degree of visibility on search engine results pages.

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 ________.

________ allows the search engine to answer questions such as "What vegetables are green?"

________ can be categorized as popularity,relevancy,and user satisfaction.

With the dramatic increase in smartphones,tablets,and other mobile devices,companies need to make sure their websites and content can be found via search engines on mobile devices.What two issues must be addressed to optimize mobile websites so they are readily found by search engines?

________ is how long a user stays on a page before returning to the SERP and is a measure of the page's ________.

Semantic search engines use NLP,contextual cues,synonyms,word variations,concept matching,specialized queries,and other strategies to create search results that are superior to those created by simple keyword-matching algorithms.

________ search tools attempt to extract words from questions such as "How many countries are there in Europe?"

Low ________and long dwell times on a Web site correlate with high content quality. .

________is the deceptive practice of building sites called link farms solely for the purpose of linking back to the promoted page and not adding value to the user.

Search engine optimization (SEO)attempts to achieve higher search rankings based on the design and content of a Web site.

Changing the design and content of a website to improve its ranking in SERPs is called ______.

If you spent $2,000 on a campaign that yielded 50 customers,your ________ would be $2,000/50 = $40 per customer.

Defenders of the search engine companies argue that since the paid ads make it possible for everyone to use search services for free,the preferential page placement is justified.

List three search technologies that impact business.Briefly explain the function of each.

_________ engines are designed to locate information based on the nature and meaning of Web content.

Pay per click (PPC)involves paying search engines to display links to a company's Website alongside the organic search results.

By themselves,________ do not measure the financial performance of an ad campaign.But they are useful for evaluating many of the decisions that go into a campaign,such as keyword selection and ad copy.