2. If a Web searcher types in the keyword phrase “benjamin franklin pics” (without the quotes) into a search box, that type of query intent is classified as:

Navigational Informational Transactional None of the Above

3. What type(s) of webpages can naturally satisfy informational searcher goals?

Category page How-to pages Product reviews All of the Above

4. A low bounce rate coupled with multiple page views per visitor is a strong indicator of a positive searcher experience.

True False

5. According to information architect Peter Morville, which of the following attributes are not a part of the searcher experience?

Desirable Useful Profitable None of the Above

6. Which of the following data-gathering methodologies provide information about the goals and the intentions behind searcher keywords?

Keyword research tools One-on-one usability testing Diary studies B and C

7. Both finding and re-finding searcher goals involve recognition and recall.

True False

8. Of the following items on a webpage, what do eye-tracking usability tests not reveal?

Where people spend their time looking What people do not look at Perception through peripheral vision None of the Above

9. What type of search query is a “fishing expedition” (finding all relevant documents about a topic)?

Site finding search Ad hoc search Entry page search None of the Above

10. Web searchers always exhibit orienting behavior whenever they view search engine results pages (SERPs).

True False