MGSC 300 EXAM 2 QUESTIONS WITH
100% CORRECT ANSWERS RATED A+
2025/2026
What is the primary difference between a web directory and a crawler based search engine? -
ANS ✔✔Web directories are categorized listings of webpages created and maintained by
humans. Because websites are only included after being reviewed by a person, it is less likely
that search results will contain irrelevant websites.
Crawler search engines rely on sophisticated computer programs called "spiders," "crawlers," or
"bots" that surf the Internet, locating webpages, links, and other content that are then stored in
the SE's page repository.
What is the purpose of an index in a search engine? - ANS ✔✔efficiently locate relevant pages
containing keywords used in a search
Describe the page-ranking method most commonly associated with Google's success - ANS
✔✔trade secrets
a search engine may use hundreds of different criteria to determine which pages appear at the
top of a SERP
Google: 200 "clues" to determine how it ranks pages
Dover and Dafforn: factors can be grouped into two categories: relevance and popularity (or
"authority").
,Describe three different real-time search tools. - ANS ✔✔Google Trends — helps identify
current and historical interest in the topic by reporting the volume of search activity over time,
allows you to view the information for different time periods and geographic regions.
Google Alerts — monitors new Web content, news stories, videos, and blog posts about some
topic. users set up alerts by specifying a search term (e.g., a company name, product, or topic),
how often to receive notices, and an e-mail address to send alerts. Bing has a similar feature
called News Alerts.
Twitter Search — leverage the crowd to find information as well as gauge sentiment on a wide
range of topics and issues in real time, looks similar to other search engines, and includes an
advanced search mode.
"clues" about quality of a website's content determine how a page should be ranked in search
explain rationale for using reputation or popularity, relevancy, and user satisfaction as an
indicator of a website's content quality. - ANS ✔✔popularity - assuming good content are most
popular... people are more likely to link to high quality than poor quality, the number of
backlinks
relevant - Keywords, Page titles, Relevant phrases in text, Amount of text on page that appears
relevant, Backlinks from relevant sites and Web directories, SERP click through rate (CTR),
Onpage factor, Dwell time, bounce rate
satisfaction - dwell time, site speed, reading level, hacked sites, malware, spam, website
satisfaction surveys, barriers to content, ads, page-not-found, duplicate, copied content copied,
spam
How do organizations evaluate the effectiveness of their search engine optimization strategies
and tactics? - ANS ✔✔how many people visit their site, what specific pages they visit, how long
they spend on the site, and what search engines are producing the most traffic
Analyze keyword conversion rates or likelihood that using a particular keyword will result in
conversions (when a website visitor converts to a buyer)
, Explain why providing high quality, regularly updated content is the most important aspect of
any SEO strategy. - ANS ✔✔websites become easier to find in search engines and build brand
awareness, positive attitudes toward the brand, and brand loyalty.
What is the fundamental difference between organic listings and PPC listings on a search
engine? - ANS ✔✔Paid advertisements receive preferential page placement, but search engines
label paid ad listings on SERPs with shading, and placing the ads in a different place on the page.
What are the four primary steps to creating a PPC advertising campaign on search engines? -
ANS ✔✔1. Set an overall budget for the campaign.
2. Create ads—most search engine ads are text only.
3. Select keywords associated with the campaign.
4. Set up billing account information.
In addition to "bid price", what other factors influence the likelihood that an ad will appear on a
search results page?
Why don't search engines just rely on the advertisers bid when deciding what ads will appear on
the search results page? - ANS ✔✔set parameters for where, when, and what time to help
advertisers reach the consumers most likely to purchase their products
quality score is determined by factors related to the user's experience
ads that are considered to be more relevant and more likely to be clicked on will cost less and
run in a top position
relevant ads are good for all parties - search engine makes more from clicked ads, the advertiser
experiences more customers visiting its site, and the customer is more likely to find what he or
she is looking for
100% CORRECT ANSWERS RATED A+
2025/2026
What is the primary difference between a web directory and a crawler based search engine? -
ANS ✔✔Web directories are categorized listings of webpages created and maintained by
humans. Because websites are only included after being reviewed by a person, it is less likely
that search results will contain irrelevant websites.
Crawler search engines rely on sophisticated computer programs called "spiders," "crawlers," or
"bots" that surf the Internet, locating webpages, links, and other content that are then stored in
the SE's page repository.
What is the purpose of an index in a search engine? - ANS ✔✔efficiently locate relevant pages
containing keywords used in a search
Describe the page-ranking method most commonly associated with Google's success - ANS
✔✔trade secrets
a search engine may use hundreds of different criteria to determine which pages appear at the
top of a SERP
Google: 200 "clues" to determine how it ranks pages
Dover and Dafforn: factors can be grouped into two categories: relevance and popularity (or
"authority").
,Describe three different real-time search tools. - ANS ✔✔Google Trends — helps identify
current and historical interest in the topic by reporting the volume of search activity over time,
allows you to view the information for different time periods and geographic regions.
Google Alerts — monitors new Web content, news stories, videos, and blog posts about some
topic. users set up alerts by specifying a search term (e.g., a company name, product, or topic),
how often to receive notices, and an e-mail address to send alerts. Bing has a similar feature
called News Alerts.
Twitter Search — leverage the crowd to find information as well as gauge sentiment on a wide
range of topics and issues in real time, looks similar to other search engines, and includes an
advanced search mode.
"clues" about quality of a website's content determine how a page should be ranked in search
explain rationale for using reputation or popularity, relevancy, and user satisfaction as an
indicator of a website's content quality. - ANS ✔✔popularity - assuming good content are most
popular... people are more likely to link to high quality than poor quality, the number of
backlinks
relevant - Keywords, Page titles, Relevant phrases in text, Amount of text on page that appears
relevant, Backlinks from relevant sites and Web directories, SERP click through rate (CTR),
Onpage factor, Dwell time, bounce rate
satisfaction - dwell time, site speed, reading level, hacked sites, malware, spam, website
satisfaction surveys, barriers to content, ads, page-not-found, duplicate, copied content copied,
spam
How do organizations evaluate the effectiveness of their search engine optimization strategies
and tactics? - ANS ✔✔how many people visit their site, what specific pages they visit, how long
they spend on the site, and what search engines are producing the most traffic
Analyze keyword conversion rates or likelihood that using a particular keyword will result in
conversions (when a website visitor converts to a buyer)
, Explain why providing high quality, regularly updated content is the most important aspect of
any SEO strategy. - ANS ✔✔websites become easier to find in search engines and build brand
awareness, positive attitudes toward the brand, and brand loyalty.
What is the fundamental difference between organic listings and PPC listings on a search
engine? - ANS ✔✔Paid advertisements receive preferential page placement, but search engines
label paid ad listings on SERPs with shading, and placing the ads in a different place on the page.
What are the four primary steps to creating a PPC advertising campaign on search engines? -
ANS ✔✔1. Set an overall budget for the campaign.
2. Create ads—most search engine ads are text only.
3. Select keywords associated with the campaign.
4. Set up billing account information.
In addition to "bid price", what other factors influence the likelihood that an ad will appear on a
search results page?
Why don't search engines just rely on the advertisers bid when deciding what ads will appear on
the search results page? - ANS ✔✔set parameters for where, when, and what time to help
advertisers reach the consumers most likely to purchase their products
quality score is determined by factors related to the user's experience
ads that are considered to be more relevant and more likely to be clicked on will cost less and
run in a top position
relevant ads are good for all parties - search engine makes more from clicked ads, the advertiser
experiences more customers visiting its site, and the customer is more likely to find what he or
she is looking for
