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Examination Questions

General Theory

  • Define the term "findability", and describe its relationship to SEO, usability, information architecture, and accessibility.
  • Define the term "folksonomy" and describe its findability benefits.
  • Explain why findability should be considered throughout the project lifecycle rather than at the end of a project.
  • List the three primary goals of findability.
  • Why is it important to et your moral compass guide your way when implementing findability strategies?
  • Define the terms "Black Hat SEO" and "White Hat SEO".
  • What is a SERP?


  • List 4 benefits of using web standards when building your websites.
  • List 4 important (X)HTML tags that can play a significant role in communicating content prominence to search engines.
  • Describe how the use of web standards best practices can improve SEO.
  • Describe the role of meta tags (description, keywords, robots, author, geo) in making a web page optimized for search engines.
  • List and describe black hat SEO techniques that should be avoided to prevent getting black listed from search engine indexes.
  • List and describe methods to prevent search engines from indexing certain content.
  • Describe how frames, popup windows, deprecated markup, images maps and coding errors can present challenges for search engine spiders.
  • Will search engines give a website a boost in rankings if it passes W3C validation? Explain.
  • Do search engines penalize websites that use image replacement techniques? Explain.
  • Explain how you might make text in an image visible to search engines.
  • How might a table coded for accessibility improve content findability?
  • Explain how content in a <title> tag should be organized to foster findability, and usability.
  • Why is content in the <title> tag critical to reading your web analytics?


  • Define the term microformat.
  • Describe a use case in which microformats would help improve findability and the user experience.
  • How might a user identify microformat content on a web page?
  • What major websites publish content in microformats?
  • Describe how you might make hCard or hCalendar microformat content downloadable to an address book or calendar application respectively.
  • Which search engines currently recognize microformats?
  • How can the rel-tag microformat be used to improve content findability?

Server-Side Strategies

  • Describe best practices in file and directory naming to improve SEO.
  • How might a domain name influence search engine rankings?
  • What are search engine friendly URLs, and how might you go about constructing them?
  • List 4 website optimization techniques that can speed up the indexing of a website.
  • Describe how the Google canonical problem can adversely affect a website's search ranking, and outline the solution to the problem.
  • Describe how dynamic URLs can be made search engine friendly.
  • Identify why younger domains tend to have lower search rankings.
  • Describe the best solution for directing users to a page that has been relocated while preserving the search ranking of the old page.
  • Why is it important to include a robots.txt file in a website? Where is it placed?
  • What role does a sitemap.xml file play in improving the findability of a website?
  • List important elements to be included on custom 404 error pages to get lost users back on track.


  • Describe how high quality content that serves a target audience's needs can affect the findability of a website.
  • List and describe best practices in content creation that foster findability.
  • Describe how Creative Commons open licensing of content can potentially improve findability.
  • How might user-generated content influence findability?
  • How might the design of a home page influence content findability?
  • List 4 types of content that might could be added to an ecommerce site to improve findability.
  • Describe how aggregating content from social media sites can vastly improve findability.
  • Explain how you would research keywords to feature in your website for best SEO results, and how you could evaluate keyword density/prominence.
  • Describe the role of social networking websites in improving findability.

Findability Pitfalls

  • Identify how audio and video files should be presented on a website to ensure search engines can index the content.
  • Describe progressive enhancement and its role in SEO.
  • List and describe methods of presenting Flash content to improve SEO.
  • Describe the indexing problems posed by Ajax, and identify methods that could make Ajax more search engine friendly.


  • List and describe tools and techniques that could be employed to add a search system to a website.
  • Describe OpenSearch and how it might be integrated into a website to improve findability.
  • Describe how logging search terms can inform a findability and content creation strategy.


  • List and describe important web analytics metrics that are markers of findability success or failure.
  • Describe how heat maps and session recordings can inform the design of a web page.
  • Describe how web analytics software typically gathers information.
  • What is "bounce rate", and why is it a vital statistic to watch?