Search Engine Optimization Flashcards

Question 1

What is the difference between crawling and indexing in search engines?

Accepted Answer

Crawling is the process where automated programs called crawlers follow links to discover and fetch web pages. Indexing is the next step, where the search engine reads fetched pages and stores their content in a large database. A page generally must be both crawled and indexed before it can appear in results.

Question 2

What does a search engine ranking algorithm do with indexed pages?

Accepted Answer

A ranking algorithm orders indexed pages by estimated usefulness for a specific query. It weighs many signals, such as how well content matches the query, overall page quality, and the quality of links pointing to the page. No single signal guarantees a top position, and the mix of signals changes over time.

Question 3

How do organic search results differ from paid search advertisements?

Accepted Answer

Organic results are listings a search engine selects and orders based on relevance and quality signals, without payment from the site owner. Paid results are advertisements that appear because an advertiser bid on a keyword and paid for placement. Both appear on the results page, but SEO work focuses on improving organic visibility.

Question 4

What is a search engine results page, often abbreviated SERP?

Accepted Answer

A search engine results page, usually abbreviated SERP, is the page a searcher sees after submitting a query. It can include organic listings, paid advertisements, featured snippets, images, maps, videos, and other elements. The layout varies by query, so practitioners check the SERP for each target term to see what content already ranks.

Question 5

What is a search query, and how does it relate to a keyword?

Accepted Answer

A search query is the exact text a person types or speaks into a search engine. A keyword is the term an SEO practitioner targets when planning content, usually based on how people search. Queries are what searchers actually type, while keywords are the planning labels a site owner uses to match them.

Question 6

What is the difference between relevance and authority in search ranking?

Accepted Answer

Relevance describes how closely a page's content matches the meaning of a query, including the topic, intent, and terms used. Authority describes how trusted a site or page is, often inferred from links from other sites. A page can be relevant yet lack authority, or be authoritative on a neighboring topic.

Question 7

What does it mean for a page to be discoverable by search engines?

Accepted Answer

A page is discoverable when a search engine can find its address and reach it. Crawlers usually find pages by following links from other pages, and sites can also list important addresses in a sitemap file. Pages blocked by access rules or left unlinked from the rest of a site may never be found.

Question 8

How does a search engine differ from a human-edited web directory?

Accepted Answer

A search engine uses automated crawlers and algorithms to discover and rank pages, so it can cover a vast amount of content. A human-edited directory relies on editors who review and categorize sites by hand, which usually covers fewer pages but offers curated selection. Both help people find information, but by different methods.

Question 9

What is search intent, and why does it shape which pages rank?

Accepted Answer

Search intent is the goal behind a query, such as learning, comparing, or buying. Search engines try to show results that satisfy that goal, so a page targeting the wrong intent may fail even if it mentions the right words. Matching intent is often more important than repeating a keyword.

Question 10

What are informational, navigational, commercial, and transactional queries?

Accepted Answer

These are common labels for the purpose behind queries. Informational queries seek knowledge, navigational queries seek a specific site or page, commercial queries compare options before a decision, and transactional queries aim to complete an action such as a purchase or sign-up. Real queries often blend these categories.

Question 11

What is keyword research and what is its main goal?

Accepted Answer

Keyword research is the process of finding and evaluating the words and phrases people use when searching for a topic. Its main goal is to understand demand, so a site owner can choose targets that match what the audience wants and what the site can realistically compete for.

Question 12

What is search volume, and why is it only an estimate?

Accepted Answer

Search volume is the approximate number of times a query is searched within a given period, usually per month. Figures from tools are estimates, not exact counts. Volume should be read alongside intent and competition, since a popular term may attract visitors who do not need the page.

Question 13

How do long-tail keywords differ from short head terms?

Accepted Answer

Head terms are short, broad queries with high search volume and heavy competition, such as one broad word. Long-tail keywords are longer, more specific phrases that usually have lower volume but clearer intent and less competition. Many small sites gain steady traffic by targeting groups of long-tail phrases that together add up to meaningful demand.

Question 14

Where can an SEO planner look for keyword ideas besides a research tool?

Accepted Answer

Useful sources include the site's own search logs, customer support questions, product reviews, forum threads, and the autocomplete and related-search suggestions that search engines display. Listening to how real customers describe their problems often reveals wording that software does not suggest. Check competitor pages to spot gaps.

Question 15

What is keyword cannibalization, and why is it a problem?

Accepted Answer

Keyword cannibalization happens when several pages on the same site target the same query or very similar intent. The pages compete with one another, which can split links and signals and make it harder for search engines to decide which page should rank. Fixes usually merge overlapping pages or sharpen each page's focus.

Question 16

How should a writer map keywords to pages to avoid overlap?

Accepted Answer

Keyword mapping assigns each target term or topic cluster to one primary page with a clear purpose. Start by grouping related keywords by intent, choose the page that best serves that intent, and assign secondary terms to the same page only where they fit naturally. Record it in a simple sheet to avoid duplicates.

Question 17

What is a title tag, and what role does it play in SEO?

Accepted Answer

A title tag is the HTML element that sets a page's title, often shown as the headline in search results and browser tabs. Search engines use it as a strong clue about the page topic. Good titles describe the page accurately, put the main topic first, and stay concise.

Question 18

What is a meta description, and does it directly affect rankings?

Accepted Answer

A meta description is a short HTML summary of a page that a search engine may show beneath the title in results. Search engines have stated it is not a direct ranking factor, but a clear, accurate summary can encourage clicks. Writers should aim for a clear, honest summary rather than a keyword list.

Question 19

What are heading tags, and how should they be used on a page?

Accepted Answer

Heading tags, from H1 through H6, mark up the structure of a page's content. The main heading should usually appear once and state the central topic, while subheadings organize sections in a logical order. Headings help readers skim and help search engines understand how topics relate, so they should reflect real structure, not appearance.

Question 20

Why is descriptive anchor text useful for internal links?

Accepted Answer

Anchor text is the clickable words in a link, and descriptive anchor text tells readers and search engines what the linked page covers. Generic phrases such as click here give little context. Clear anchors such as keyword research checklist help visitors predict where a link leads.

Question 21

What is image alt text, and when should it be left empty?

Accepted Answer

Alt text is a short written description of an image that is read by screen readers and displayed when an image fails to load. It gives users and search engines context about the image's subject. Decorative images that add no meaning should have an empty alt attribute so assistive tools skip them.

Question 22

How can internal links help both visitors and search engines?

Accepted Answer

Internal links connect pages within the same site, guiding visitors to related content and helping them move through a topic. For search engines, these links provide paths for discovery and suggest which pages matter most. Thoughtful internal linking also distributes context about how topics relate across the site.

Question 23

What is the purpose of structured data markup on a page?

Accepted Answer

Structured data is a standardized way of labeling page content, such as products, recipes, events, or articles, so machines can read those details precisely. Search engines may use it to display enhanced results, though adding markup does not guarantee special display or higher rankings. Markup should accurately describe what is visible to readers.

Question 24

Why should page content be written for people first and search engines second?

Accepted Answer

Content written for people answers real questions clearly, which tends to earn engagement and links that help search visibility over time. Pages stuffed with repeated phrases read poorly and often fail to satisfy the searcher's goal. Writing for people does not mean ignoring search, since sensible use of topic terms, headings, and titles still helps.

Question 25

What is crawlability, and what can prevent it?

Accepted Answer

Crawlability is how easily search engine crawlers can access and move through a site's pages. Problems such as broken internal links, server errors, blocked resources, pages behind required logins, and infinite URL loops can prevent crawlers from reaching important content. Checking access regularly helps keep valuable pages discoverable.

Question 26

What does a robots.txt file do, and what is a common misunderstanding about it?

Accepted Answer

A robots.txt file sits at the root of a site and tells crawlers which paths they are asked not to fetch. A common misunderstanding is that it removes pages from search results, but it does not reliably keep them out of the index. Use a noindex directive or password protection to keep pages out.

Question 27

What is a sitemap, and what does it help search engines do?

Accepted Answer

An XML sitemap is a file listing the URLs a site wants search engines to know about. It helps crawlers discover pages that may be hard to reach through links. A sitemap does not guarantee crawling or ranking, but it gives engines a useful map of the site.

Question 28

What is canonicalization, and why do search engines need it?

Accepted Answer

Canonicalization is choosing one preferred URL when several addresses show the same or nearly identical content. Variations such as http and https, trailing slashes, tracking parameters, or print versions can create duplicates. A canonical link element helps signal the preferred address, so ranking signals consolidate on one page instead of splitting across copies.

Question 29

Why does page speed matter for SEO, and how is it usually measured?

Accepted Answer

Page speed matters because slow pages frustrate visitors, increase abandonment, and can be a minor ranking consideration in search. Engineers often measure loading performance with metrics that capture when content becomes visible and when pages respond to input. Improvements often include compressing images, reducing unused scripts, and serving files from efficient servers or caches.

Question 30

What is mobile-friendliness, and why does it matter for search?

Accepted Answer

Mobile-friendliness describes how well a page works on small screens and touch devices, with readable text and tappable buttons. Many people search on phones, so pages that perform poorly on mobile can frustrate a large share of visitors. Search engines evaluate mobile versions of pages, so responsive design is a common practice.

Question 31

What do HTTPS and secure connections contribute to a website?

Accepted Answer

HTTPS encrypts data exchanged between a browser and a server, protecting privacy and helping confirm that visitors reach the intended site. Search engines have said secure connections are a lightweight ranking signal, but the stronger reasons to use HTTPS are user trust and protection of form data and logins.

Question 32

What is duplicate content, and how can it be handled?

Accepted Answer

Duplicate content is substantial text that appears at more than one address, either within one site or across different sites. It can split ranking signals and confuse search engines about which version to show. Handling it often involves canonical links, redirects, consistent internal linking, or rewriting content so each page offers distinct value.

Question 33

What is a backlink, and why do links matter for search?

Accepted Answer

A backlink is a link on another website that points to a page on your site. Links matter because they act as references, helping search engines discover pages and judge how much other sites vouch for them. Relevant links from trustworthy sources carry more weight than large numbers of low-quality or unrelated links.

Question 34

What is link earning, and how does it differ from buying links?

Accepted Answer

Link earning means attracting links naturally because a page offers something worth referencing, such as original research, useful tools, or clear explanations. Buying links or trading them in schemes aims to manipulate rankings, and search engines consider it a violation of their guidelines. Earned links tend to last and reflect genuine editorial judgment.

Question 35

What does the nofollow attribute tell search engines about a link?

Accepted Answer

The nofollow attribute marks a link so the site owner does not endorse the target page. Search engines may treat such links as hints rather than strong signals, and some use them for discovery or ignore them. Paid placements, user comments, and untrusted content are common cases where nofollow or similar attributes are recommended.

Question 36

What is a broken link, and how can it affect a site's SEO?

Accepted Answer

A broken link is a hyperlink that points to a page that no longer exists or returns an error. Broken internal links waste crawler time, frustrate visitors, and may leave valuable pages unreachable. Broken external links can make content look neglected, so periodic checks help.

Question 37

What is a redirect, and when should a permanent redirect be used?

Accepted Answer

A redirect automatically sends visitors and crawlers from one address to another. A permanent redirect is appropriate when a page has moved for good, such as after a URL change or a site merge, because it tells engines to transfer ranking signals to the new address. Temporary redirects suit short-term changes.

Question 38

What is a conversion, and why is it important to track alongside rankings?

Accepted Answer

A conversion is a desired action a visitor completes, such as a purchase, form submission, sign-up, or phone call. Rankings show visibility, but they do not show whether visitors take valuable actions after arriving. Tracking conversions alongside rankings and traffic helps determine whether SEO work is producing business results rather than only more clicks.

Question 39

Why should an SEO team track organic traffic separately from total site traffic?

Accepted Answer

Organic traffic is visits arriving from unpaid search results, so isolating it shows how search visibility contributes to the site. Total traffic blends visits from email, social media, referrals, direct entries, and paid campaigns, which can hide changes in search performance. Separate tracking makes it easier to judge whether SEO changes are working.

Question 40

What is a sensible way to test an SEO change?

Accepted Answer

A sensible approach is to record a baseline first, including rankings, traffic, and conversions for affected pages. Make one defined change, wait for search engines to recrawl the pages, then compare results against the baseline and against similar pages left unchanged. Since many factors move at once, treat small shifts with caution.

Search Engine Optimization Flashcards

1Search Engine Fundamentals

2Keyword Research and Search Intent

3On-Page Optimization

4Technical SEO Foundations

5Links, Authority and Measurement

Learning Resources