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Swayam IIMB AI in Digital and Social Media Marketing – Week 2 Assessment Answers

📚 Week 2 Assessment – SEO & Digital Marketing

Due date: 7th September 2025, 00:00 IST
Status: Assignment not submitted

Welcome to your Week 2 Digital Marketing Assessment! 🎯
This week focuses on Search Engine Optimization (SEO) — its concepts, technical aspects, keywords, and AI applications. Below are the questions, correct answers, and detailed explanations.

Q1. Which of the following best describes Search Engine Optimization (SEO)?

  • Creating engaging social media posts

  • Running paid advertisements on search engines

  • âś… Helping a website show up at the top of search results

  • Designing visually appealing website layouts

Explanation:
SEO is the practice of optimizing a website so it ranks higher in organic (unpaid) search engine results. It’s different from paid ads (SEM) or website design.

Q2. What are “backlinks” primarily associated with in SEO?

  • Improving website loading speed

  • âś… Links from other websites pointing to your content

  • Optimizing image file sizes on your site

  • Creating internal navigation on your website

Explanation:
Backlinks are external links from other sites to yours. They act as “votes of trust,” signaling authority to search engines and boosting rankings.

Q3. Which of these is a key step in how a search engine algorithm works?

  • Advertising

  • Conversion

  • Monetization

  • âś… Indexing

Explanation:
Search engines work in three main steps: Crawling → Indexing → Ranking. Indexing means storing a webpage’s data in the search engine’s database for retrieval.

Q4. What distinguishes long-tail keywords from short-tail keywords?

  • âś… Long-tail keywords are more specific and often bring more targeted visitors

  • Long-tail keywords are always trending

  • Long-tail keywords are more general and have higher search volume

  • Short-tail keywords are used for educational content

Explanation:
Long-tail keywords (e.g., “best Italian restaurant in Mumbai”) are specific, lower volume, but highly targeted, often converting better than broad short-tail keywords (e.g., “restaurant”).

Q5. When a user types “how to make pancakes” into a search engine, what type of keyword intent are they most likely demonstrating?

  • Transactional

  • Navigational

  • Branded

  • âś… Informational

Explanation:
Keyword intent here is informational, as the user is looking for knowledge or instructions. Transactional intent, by contrast, shows buying intent (e.g., “buy pancake mix online”).

Q6. Which of the following is a component of Technical SEO?

  • Writing engaging blog posts

  • Getting positive online reviews

  • âś… Ensuring your website uses HTTPS

  • Collaborating with influencers

Explanation:
Technical SEO involves website performance and structure: HTTPS, mobile-friendliness, fast loading speed, proper indexing, and site architecture.

Q7. What does the “freshness factor” in content quality refer to?

  • How often keywords appear in the content

  • âś… How recently the content was updated or published

  • The visual appeal of the content

  • The number of shares on social media

Explanation:
Search engines prioritize fresh content, especially for topics that evolve quickly (e.g., news, tech updates). Regularly updating posts improves visibility.

Q8. If a website takes a long time to load, which SEO aspect is most directly impacted?

  • Social Media Engagement

  • âś… Technical SEO

  • Keyword Research

  • Off-Page SEO

Explanation:
Slow loading speed is a Technical SEO issue, as it impacts user experience and search rankings. Google favors fast, mobile-optimized websites.

Q9. Which type of keyword would “best salons near a particular city area” most likely be?

  • Branded keyword

  • Short-tail keyword

  • âś… Geo-targeted keyword

  • Long-term evergreen keyword

Explanation:
Keywords mentioning specific locations are geo-targeted, useful for local SEO (e.g., “best salons near Connaught Place Delhi”).

Q10. How does AI assist in competitor analytics?

  • By manually tracking all competitor social media mentions

  • âś… By constantly scanning the digital space for competitor activity and providing insights.

  • By directly altering competitor website rankings

  • By creating new content based on competitor strategies

Explanation:
AI tools automate competitor tracking by analyzing ads, keywords, backlinks, and content strategies across the web. This provides data-driven insights to refine your own strategy.

âś… Final Notes

This Week 2 assessment strengthens your understanding of:

  • SEO fundamentals (keywords, backlinks, indexing)

  • Technical SEO (HTTPS, speed, freshness)

  • Keyword intent and geo-targeting

  • AI in competitor analysis

👉 Mastering these concepts will help you optimize websites for higher visibility, traffic, and conversions.