Fix the Website
Your Toolkit
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Choose Your Words
Make Your Ad Count
100
KARM's website attracts 2,000 visitors, and 80 sign up to volunteer. Because volunteer sign-ups are the site’s goal, those 80 actions count as ________
Conversions
100
A shop owner wants to find out whether website visitors arrive through social media, paid ads, or organic search. This Google tool can show those traffic sources.
Google Analytics
100
A search engine bot discovers a bakery’s new wedding cake page by following a link from its homepage. This discovery process is taking place.
crawling
100
Someone searches “how to remove coffee stains from carpet.” A cleaning guide would meet this type of search intent.
informational
100
A pottery studio’s ad promotes beginner classes. The page visitors reach after clicking should show those classes and offer registration. That destination is called this.
landing page
200
A restaurant’s website shrinks its entire desktop page onto a phone, making visitors zoom and scroll sideways. This design approach would let the layout adapt to the screen instead.
Responsive design
200
A florist’s new service page isn’t appearing in Google. This tool can help investigate whether Google has indexed it.
Google Search Console
(PageSpeed Insights can do this as well)
200
A search engine has discovered a veterinarian’s webpage but hasn’t yet stored its information for retrieval in search results. This step still needs to happen.
indexing
200
A bike shop rents bicycles but doesn’t sell them. Adding “buy” as this would help exclude searches for a service it doesn’t offer.
negative keyword
200
A gym wants to set separate advertising budgets for memberships and personal training. It should organize them into separate examples of this Google Ads level.
Campaigns
300
A shopper using a screen reader hears “IMG_4821” instead of a description of a handmade necklace. The product image needs this.
alt text (we worked with this in your SEO assignment)
300
A retailer suspects shoppers are clicking a promotional image that isn’t linked to anything. This visualization would reveal where those clicks occur.
click heatmap
300
A home inspector publishes helpful articles, but search engines struggle to discover some pages. This file could provide a list of their web addresses.
XML Sitemap
300
A hotel’s description reads, “Our downtown hotel offers downtown hotel rooms with the best downtown hotel amenities.” The marketer should remove the unnatural repetition because it’s an example of this practice.
Keyword stuffing
300
Within its catering campaign, a restaurant separates wedding-related keywords and ads from corporate lunch keywords and ads. These smaller collections are called these.
Ad groups
400
A bookstore’s customers struggle to find its event calendar because links are scattered across unrelated menus. The store needs to improve this aspect of its website.
navigation
400
A photographer’s portfolio loads quickly on her laptop but slowly on customers’ phones. This Google tool provides separate mobile and desktop performance results.
PageSpeed Insights
400
A gardening website supports its author’s advice with horticulture qualifications and relevant professional training. These credentials most directly demonstrate this E-E-A-T element.
Expertise
400
A florist targets “same-day sunflower delivery Knoxville” instead of “flowers.” The more specific phrase is this type of keyword.
long-tail
400
A theater’s search ad includes extra links labeled “Upcoming Shows,” “Season Tickets,” and “Directions.” These additions let visitors go directly to relevant pages.
sitelink assets
500
A travel agency’s website looks polished, but visitors hesitate to enter payment details because the connection isn’t encrypted. What in the URL indicates the connection is encrypted?
HTTPS
500
A software company suspects its signup form fails in certain browsers. This Google Analytics overview breaks down visitors by browser, device, and screen resolution to help investigate.
Tech Overview
500
A regional newspaper links to a climbing gym’s safety guide. From the gym’s perspective, that incoming link is this, which can support discovery and search visibility.
backlink
500
An outdoor retailer targets “camping tents” but also wants to reach related searches like “backpacking equipment.” This match type gives Google the most flexibility to connect its ads with those searches.
broad match
500
A retailer chooses automated bidding to pursue completed purchases rather than website visits. With accurate purchase tracking in place, this bidding strategy best matches its objective.
maximize conversions