HubSpot SEO II Certification Exam Answers

True or false? It is best practice to avoid redirect chains by redirecting straight to a page’s final destination.

• True

• False

Explanation: The correct answer is True. It is indeed a best practice to avoid redirect chains by redirecting straight to a page’s final destination. Redirect chains occur when multiple redirects are set up in a sequence, leading from the original URL to the final destination URL. While redirects are sometimes necessary, each additional redirect in a chain introduces latency, which can slow down page load times and negatively impact user experience. Moreover, redirect chains can also dilute the SEO value passed from the original URL to the final destination, potentially affecting the new page’s search engine rankings. By redirecting straight to a page’s final destination whenever possible, webmasters can ensure a more efficient and seamless user experience, minimize latency, and preserve the maximum SEO equity from the original URL. Therefore, it is considered a best practice to avoid redirect chains and instead implement direct redirects to a page’s final destination to optimize website performance and maintain SEO integrity.

Jenny is in charge of creating the URL mapping file for her company’s website migration project. While working on it, she notices that there are many pages which have no corresponding page on the new site, because they have been either removed or consolidated. She isn’t sure what to do about these pages. What would you suggest Jenny do in this scenario?

• She should redirect all orphan pages to the website homepage.
• She should redirect each orphan page to its parent category page or the most relevant similar page.
• She should not redirect these pages.

Explanation: The correct answer is She should redirect each orphan page to its parent category page or the most relevant similar page. When handling orphan pages—pages from the old site that have no corresponding page on the new site—redirecting them to their parent category page or the most relevant similar page is the best course of action. Redirecting to the website homepage (as suggested in the first option) may not provide the best user experience or preserve the relevance of the content, as users may expect to find content related to what they were originally seeking. Redirecting to the parent category or a similar page ensures that users are directed to content that closely matches their original intent, improving user experience and reducing bounce rates. Additionally, from an SEO perspective, redirecting orphan pages to relevant pages helps preserve any existing SEO equity, backlinks, and authority associated with the old pages, contributing to the overall organic search visibility and ranking of the website. Therefore, redirecting each orphan page to its parent category page or the most relevant similar page is the most effective strategy for handling orphan pages during a website migration project, ensuring a seamless transition for users and maintaining the SEO value of the website’s content.

What are the proper use cases for 301 and 302 redirects?

• Use 301 redirects for top-priority pages that you want Google to index first. Use 302 redirects for lower-priority pages which can be indexed later.
• Use 301 redirects all the time. There are no proper use cases for 302 redirects.
• Use 301 redirects when the change is not permanent. Use 302 redirects when the old URL is moving permanently to the new URL.
• Use 301 redirects when the old URL is moving permanently to the new URL. Use 302 redirects when the change is not permanent.

Explanation: The correct answer is Use 301 redirects when the old URL is moving permanently to the new URL. Use 302 redirects when the change is not permanent. 301 redirects are used when the old URL is being permanently redirected to a new URL. This is ideal for scenarios such as website migrations, URL restructuring, or when content has permanently moved to a new location. By implementing a 301 redirect, you signal to search engines that the old URL has permanently moved to a new location, transferring the existing SEO equity, backlinks, and authority to the new URL. On the other hand, 302 redirects are temporary redirects used when the change is not permanent, such as temporary website maintenance, A/B testing, or seasonal promotions. Unlike 301 redirects, 302 redirects indicate to search engines that the redirect is temporary and that the old URL may return to its original location in the future. Therefore, understanding the proper use cases for 301 and 302 redirects is essential for maintaining SEO performance, preserving user experience, and ensuring effective communication with search engines about the permanence of URL changes.

Select all that apply. What are the advantages of migrating a large site in sections?

• Making fewer changes at once decreases the risks of errors.
• Google recommends migrating large sites in sections if possible.
• It can be less expensive for the business.
• There are no advantages to migrating a site in sections.

Explanation: The correct answers are Making fewer changes at once decreases the risks of errors and Google recommends migrating large sites in sections if possible. Migrating a large site in sections offers several advantages that contribute to a smoother and more controlled transition process. By breaking down the migration into smaller segments, webmasters can minimize the scope of changes made at once, reducing the likelihood of errors or issues that could arise from attempting to migrate the entire site simultaneously. This approach allows for more focused testing and troubleshooting, enabling webmasters to address any issues promptly before proceeding to the next section. Additionally, Google recommends migrating large sites in sections if possible, as this facilitates the search engine’s ability to process and understand the changes gradually, minimizing potential disruptions to search rankings and visibility. Therefore, migrating a large site in sections offers practical benefits in terms of risk management, error prevention, and alignment with best practices recommended by search engine authorities like Google, ultimately leading to a more successful and seamless migration process.

Select all that apply. Which of the following are examples of site moves with URL changes?

• Protocol changes
• Domain name changes
• Hosting provider changes
• URL path changes

Explanation: The correct answers are Protocol changes, Domain name changes, and URL path changes. These examples represent different types of site moves that involve alterations to the website’s URLs. Protocol changes occur when switching between HTTP and HTTPS, which impacts the security protocol used for communication between the website and its users. Domain name changes involve modifying the website’s primary web address, which can occur due to rebranding, domain acquisition, or other strategic reasons. URL path changes entail modifying the structure or hierarchy of the website’s URLs, such as updating the permalink structure or restructuring the navigation hierarchy. In each of these cases, the URL of the website or its individual pages undergoes changes, requiring appropriate measures to ensure a smooth transition without negatively impacting search engine visibility, user experience, or website functionality. Therefore, these examples of site moves with URL changes are crucial considerations for webmasters and SEO professionals when planning and implementing website migrations or structural changes.

Greta is an SEO professional working for a large law firm. She is gathering her monthly reports on their website performance, and her manager has asked that she focus on demonstrating how SEO is contributing to the business’ bottom line. What type of report should Greta pull in order to best show the ROI of SEO?

• A goal completion report, which shows which pages are generating the most form submissions
• A content to leads report, that shows which pages are converting the most leads
• A keyword rank report, which shows the overall web presence of their keywords
• A top pages report, which shows which pages are generating the most traffic to their website

Explanation: The correct answer is A content to leads report, that shows which pages are converting the most leads. This type of report is best suited for demonstrating the return on investment (ROI) of SEO because it directly ties SEO efforts to lead generation, a critical component of the business’ bottom line. A content to leads report provides insights into which pages on the website are effectively converting visitors into leads, such as form submissions, sign-ups, or inquiries. By analyzing the performance of different content pages in terms of lead generation, Greta can showcase the tangible impact of SEO on driving valuable actions that contribute to the firm’s revenue and business goals. This approach not only demonstrates the effectiveness of SEO in attracting relevant traffic to the website but also highlights its role in converting that traffic into actionable leads, ultimately illustrating the ROI of SEO initiatives in terms of measurable business outcomes. Therefore, pulling a content to leads report allows Greta to effectively communicate the value of SEO to her manager by highlighting its direct contribution to the firm’s bottom line through lead generation and conversion.