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OMCP Digital Marketing Exam > Advanced SEO > Flashcards

Advanced SEO Flashcards

1
Q

What is the fundamental benefit of SEO?

A

Increasing rankings on the SERP

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2
Q

What is the foundation of all online marketing, not just SEO?

A

Keywords

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3
Q

What does keyword research tell you about searches?

A
  1. ) Behavior
  2. ) Intent
  3. ) Activity of searchers
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4
Q

What is the benefit of being on the first page of the SERP (top 10 results)?

A

Increased visibility/impressions

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5
Q

Which delivers customers with a higher lifetime value - social or organic search?

A
  • Customers from organic search has a 54% higher lifetime value than those froms social
  • Customers from search tend to spend more
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6
Q

Is the use of a search engine an active or passive process?

A

Active - customer actively searching for a solution (social is just people responding to push messages that they are interested in - not actively looking for it)

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7
Q

What are micro-moments?

A

Intent-rich moments when people turn to a device to know, go, do, buy

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8
Q

What is an algorithm?

A

A mathematical computation of multiple variables - helps to ascribe importance or relevance to a large volume of information

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9
Q

Where do users input their search query (keywords) on a search engine?

A

Search bar

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10
Q

What is a referral?

A

The source of the channel that brought the user/visitor to your platform

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11
Q

Which are the primary elements of a SERP snippet?

A
  1. ) Page title
  2. ) Meta description
  3. ) URL
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12
Q

Does personalization affect rankings?

A

Yes. Can’t stay number one consistently because a variety of factors play into rankings, including personalization/localization.

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13
Q

Do rankings matter?

A

No. Not if they do not lead to sales (ultimate conversions - however you define it - leads, sales, views/engagement, etc.)

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14
Q

What can impact ROI of your marketing campaigns?

A
  1. ) Volatility of market
  2. ) Choice of tactics
  3. ) External marketing
  4. ) Ongoing marketing and measurement
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15
Q

What are the three goals you should try to achieve with SEO in a phased manner?

A
  1. ) Goal 1: Increase website visibility
  2. ) Goal 2: Increase sales, leads, engagement
  3. ) Goal 3: Achieve ROI
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16
Q

How are organic results delivered?

A

Determined by the search engine algorithm

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17
Q

What do the terms ‘how to’ or ‘how do i’ trigger in the search engine?

A

Videos - Google owns YouTube, so most of the videos on the SERP will be YouTube videos. Try to serve instructional videos that will answer the user’s query so that they can keep them on the SERP.

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18
Q

How does the search engine algorith determine which videos to show?

A
  1. ) Relevancy
  2. ) Age of the video
  3. ) Ratings by viewers
  4. ) Number of times video has been viewed
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19
Q

How do recipes appear on the SERP

A
  1. ) See recipe details
  2. ) See ratings for the recipe
  3. ) See a picture of the recipe (if available)
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20
Q

Do SERP results change with the latest information/updates?

A

Yes

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21
Q

How do local search results get delivered?

A

Based on searcher’s location

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22
Q

Are business listings in the search engine free?

A

Yes - business just needs to claim the listing and develop additional content

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23
Q

How many characters can you have in a Page Title?

A

55 characters

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24
Q

What happens if you do not build a meta description tag for a webpage?

A

The description is automatically pulled in by Google

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25
Q

Do the title tag and page title (headline) always match?

A

No. When building a website, you can enter a page title tag. The purpose is to have the page title appear on SERP and browser tab.

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26
Q

What are the primary factors of on-page SEO?

A
  1. ) Keyword optimization for body copy
  2. ) Keyword in URL
  3. ) Insert a page title tag
  4. ) Insert a meta description tag
  5. ) Insert header 1 and 2 tags
  6. ) Alt text for images
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27
Q

What are search engines trying to achieve on the SERP?

A
  1. ) Deliver relevant results
  2. ) Answer user questions on the SERP page as much as possible
  3. ) Grab user attention by bolding words
  4. ) Deliver results in a consistent manner (no matter search query/keywords)
  5. ) Provide users with a good experience by displaying webpages that have high usability
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28
Q

Do search results need to display the keywords (items in bold) in the same order as what was inputted?

A

No - may not be in same order and all keywords may not appear (can still rank for similar words and concepts)

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29
Q

What is the source of information used in the search engine snippet?

A

The content in the source page

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30
Q

Does the page title always appear as inputted in the source code?

A

No - can appear with hypens, commas, multiple keywords, etc.

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31
Q

What is the search engine index?

A

Where they store their copies of all websites crawled. Search engines copy webpages, PDFs, files, documents, images etc

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32
Q

What is spidering?

A

How search engines update their index.

A spider is a software program that follows links on webpages to new webpages/documents

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33
Q

What are other names for spiders?

A
  1. ) Bots
  2. ) Crawlers
  3. ) Indexing
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34
Q

What is the best way for search engines to find your brand new website?

A
  • By providing a link to new website in an existing website
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35
Q

What happens if a bot can not crawl your website or a webpage on the website?

A

It will not get index and therefore will not appear on the SERP (even if domain name is used).

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36
Q

What 5 human factors are considered by the search engine algorithm?

A
  1. ) Intent
  2. ) Judgement
  3. ) Credibility
  4. ) Structure
  5. ) Accessibility
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37
Q

What 6 factors does the search engine algorithm look for to rank?

A
  1. ) Keywords (words used on site and how they relate to each other)
  2. ) Page content (relevancy of overall content)
  3. ) Relevance (will it address user query)
  4. ) Page Layout - how does the website present information and how is content structured
  5. ) Importance - How often is the website linked to
  6. ) Authority - Who else cites the website/page as a resource
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38
Q

What are semantic keywords?

A

Keywords that are similar to the main keyword or interchangeable (considered the same so no effect on rankings)

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39
Q

What is the difference between importance and authority in Google’s search algorithm?

A

Importance - how many times people are linking to your website

Authority - who is linking to your website as a resource

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40
Q

Why is keyword research important?

A

Tells you intent

  1. ) Keywords that they are using (so can build content using the words they use)
  2. ) Identify patterns/associations of searchers (e.g., questions, references, brand associations, etc.)
  3. ) Helps you understand how searches move along the search path (getting deeper into the funnel)
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41
Q

What are the 7 types of keywords that you should have on your keyword list?

A
  1. ) Product associated
  2. ) Brand associated
  3. ) Big picture keywords
  4. ) Buying cycle related keyowrds
  5. ) Long tail keywords
  6. ) Questions
  7. ) Secondary phrases (related, but not specific, terms)
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42
Q

What type of keyword should you enter first into a keyword research tool - broad or narrow?

A

Start broad to see the universe; Not all keywords will be relevant

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43
Q

What is the keyword popularity index?

A

Ratio of how much one keyword is popular (searched for) vs others

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44
Q

What are In Anchor and Title (IAAT) Numbers?

A

Shows the number of websites that are using the keyword in both the title and anchor text.

Optimizing for the keyword in the page title tage and link anchor text means the keyword is highly competitive.

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45
Q

What do Competition Numbers (Index) in the keyword research tool tell you?

A

How competitive the keyword is. Specifically, how many websites are also optimizing for the same keyword term/phrase.

If a high number = keyword is competitive; if a low number = not as competitive

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46
Q

What is the Keyword Effectiveness Index (KEI) in the keyword research tool?

A

The number of monthly searchs compared to the number of competitive websites (a ratio)

> > quick view of the effectiveness of the competition using that keyword and expectations for keyword performance

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47
Q

Is it difficult or easy to rank for a keyword that has less demand and little competition?

A

Easier. Less popular keywords can help you increase your visibility faster.

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48
Q

Will a keyword research tool provide the top 10 websites ranking for that keyword?

A

Yes

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49
Q

What are the 3 key inputs that you need to enter into a keyword research tool in order to begin building a keyword list?

A
  1. ) Keyword term
  2. ) Geography that want results for
  3. ) Timeframe want results for
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50
Q

How often should you perform keyword reseach?

A

Constantly - market environment is constantly changing and want to be able to capitalize on changes

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51
Q

Do searches conduct only 1 search or many more?

A

Many - Primary search will lead to secondary searches using different, related keywords to find more answers about the topic

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52
Q

How does the Pareto Principle apply to search?

A

20% of the searches will be on popular terms and will generate less sales
80% of the searches will be associated searches with less popular, long-tail terms, will genrate more sales because more granular

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53
Q

What is a short-tail keyword?

A

One or two word keyword term (e.g., car insurance). Broad so get lots of searches; competitive/harder to get visibility unless have budget; searched for in the early stages of a buying cycle

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54
Q

What is a long-tail keyword?

A

Used in the later-stage of search; user knows a bit more about what they are looking for; 3-5 words long; can be less competitive so can gain high rankings to build momentum and credibility; higher conversion and less cost

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55
Q

Should you group your keywords?

A

Yes

Can group by TOFU, MOFU, BOFU; brand-associated, product-associated

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56
Q

Are keyword search volumes exact?

A

No. Is a ratio derived from multiple sources to provide an estimate. Derived using an algorithm.

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57
Q

When you develop your keyword list should you group words by their prefix and suffix?

A

Yes

Prefix- The words used before the primary keyword
Suffix - The words used after your primary keyword

Helps you understand how searchers are grouping things

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58
Q

What is search volume?

A

The estimate number of times that users are searching with that keyword term

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59
Q

What is search results?

A

The number of snippets/webpages that are displayed based on user query (Can sometimes see that search volume is low for a term, but lots of competitors are optimizing for the word - can be an opportunity to optimize for other words that people are actually searching for)

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60
Q

What is the zero moment of truth?

A

When move from thought to action (to turn to a device for more information) - awareness stage

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61
Q

What is the first moment of truth?

A

When you move into the consideration stage

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62
Q

What takes place before the zero moment of truth?

A

Need awareness/a stimuli that peaks initial interest and leads to a search

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63
Q

What is the second moment of truth?

A

When have the experience/purchase

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64
Q

What is the ultimate moment of truth?

A

When move into advocacy stage and want a shared experience

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65
Q

How do keywords help you understand which moment of truth the searcher may be in?

A

Words can show a pattern indicating if they are in awareness, consideration, purchase or advocacy

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66
Q

Is it best to group keywords by intent?

A

Yes. Use the micro-moments (I want to know, I want to go, I want to buy, I want to do) for the groupings

> > Group is a question-based format

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67
Q

Can you group keywords in lots of different ways? If yes, name a few examples.

A

Yes. Because helps reveal searcher intent/motivation by grouping keywords in different ways.

Can group by:

  1. ) Intent
  2. ) Visitor needs from a content consumption standpoint
  3. ) Location/geography
    4) Brand/business focus
  4. ) Product
  5. ) Prefix and Suffix
  6. ) Popularity
  7. ) Competition & Business Application (how they will use)

Need to match the keyword to a relevant webpage

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68
Q

What should a keyword plan include?

A
  1. ) Keyword
  2. ) Search volume (estimated, monthly)
  3. ) # of search results
  4. ) Keyword type (brand, product, etc.)
  5. ) Trend (consistent, goes up or goes down)
  6. ) Keyword difficulty (KEI)
  7. ) Relevant webpages to link to on website
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69
Q

What should your H2 tag convey/represent?

A

Benefit statement

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70
Q

Should you create a plan for on-page SEO?

A

Yes. Should include:

  1. ) Page Name
  2. ) URL Structure
  3. ) Page Title
  4. ) Meta Description
  5. ) H1 (most important header tag)
  6. ) H2 (benefits statement)
  7. ) Keywords
  8. ) Related Pages
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71
Q

Is the entrance metric in Google Analytics unique?

A

No. It is not unique. Is all of the people who entered the website on a specific webpage.

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72
Q

What are unique pageviews?

A

Number of unique visitors that saw/visited a particular webpage

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73
Q

What is Average Time on Page?

A

Indicates the amount of time a user spent on a particular page before leaving to go elsewhere. This information is a proxy for engagement - high average time on page means engaged and low = not engaged

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74
Q

What is the exit rate?

A

The percentage of people who exit the website from a particular page. Is not a great indicator of user behavior.

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75
Q

What is bounce rate?

A

The percentage of people who navigate away from the page they landed on immediately without taking any action on the page.

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76
Q

What are the two primary types of metrics that you should measure with search?

A
  1. ) Business results (sales, revenue, leads, etc.) - most important way to determine the value of your search marketing activities
  2. ) Engagement (likes/shares/comments, video views, downloads, etc) - engaged visitors are more likely to convert
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77
Q

What are 2 examples of poor ways to measure search results?

A
  1. ) Rankings
  2. ) Amount of traffic generated from search

Both provide limied understanding of how search is contributing to business performance

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78
Q

What are goals in Google Analytics?

A

Way to measure business results or engagement indicators that can lead to business results (revenue, subscriptions, accounts created, social shares, reviews being read, content being uploaded). Can assign values to each goal. Setup in Admin, View, Goals.

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79
Q

How do you calculate average value of a visitor?

A

Revenue/# of sessions

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80
Q

How do you calculate Average Per Session value?

A

Revenue/# of sessions (within a certain timeframe)

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81
Q

What does it mean when your Google Analytics reports show columns of 0% and $0 per visit Goal Value?

A

Customized conversion values or goal values in Google Analytics have not been setup

82
Q

What does a high bounce rate indicate?

A
  1. ) Users do not like the content on the page
  2. ) Page does not work
  3. ) Webpage is not relevant to the searcher’s query
83
Q

How can you use bounce rate as an informative metric?

A

Focus on only those webpages that have a high amount of traffic coming to it, but people are still bouncing. Need to resolve the issue (webpage content or ad not pointing to the most relevant page so not aligned with user expectations).

84
Q

Which page on your website typically receives the lowest visitor traffic?

85
Q

Can bounce rates differ by device?

A

Yes - because of what is available to be seen in the viewport

86
Q

Can bounce rate differ by mobile operating system?

A

Yes. There can be differences between iOS and Android

87
Q

What is an above-the-fold analysis?

A

Focusing on content that is visible above the fold to ensure actionable and explicit value stated (H1 and H2, CTA, related article links)

88
Q

Which metric is the primary measurement of a webpage’s effectiveness?

A

Bounce rate

89
Q

What metrics would you use to troubleshoot any problems for visitors using a mobile device?

A
  1. ) Bounce rate
  2. ) Comparing results against desktop trends
  3. ) Goal conversion rate
90
Q

What does content drilldown provided?

A

Data based on site content organization (high-level)

91
Q

In what section of Google Analytics can you find reports on device types?

A

Audience section

92
Q

What is a way to build trust with consumers on website?

A

About Us

Contact Information

93
Q

What is the top-level domain (TDL)?

A

The URL extension (e.g., .com, .net, etc.)

94
Q

Is it a myth that domain names with keywords rank better?

A

Yes. It is a myth. There is no SEO boost. Should have keywords as part of the page name/page title.

95
Q

What are best practices for creating a brand name?

A 
Hyphens instead of underscore
Simple
Easy to remember
Branding
Product Name
Short
96
Q

Should you check social media to determine if your domain name is used as a social media username?

97
Q

What is a domain name?

A

example.com

98
Q

What 3 components comprise Information Architecture?

A
  1. ) Taxonomy
  2. ) Hierarchy of Information
  3. ) Keywords

**Need to look at navigation, hierarchy of information and structure

99
Q

Why is navigation important?

A
  1. ) Helps the user find information and know where they are

2. ) Helps the search engine find information so that it can index your website

100
Q

What do we mean by hierarchy of information?

A

Grouping

  1. ) How we group content - have headlines, headings and subheadings
  2. ) Can group concepts together using subheadings

Labels

  1. ) Use appropriate words in headings and subheadings
  2. ) Choose different areas of your website to direct people to content
101
Q

What is a deep website structure?

A
  1. ) Lots of information is grouped together

2. ) Many navigation options

102
Q

What is a flat/shallow structure?

A
  1. ) 5-7 navigation options at each stage to help visitors process information quickly
  2. ) Enables better usability
103
Q

Why are keywords on a website important?

A
  1. ) Help the search engine index your content

2. ) Helps the user find what they need

104
Q

What does taxonomy mean?

A

How you organize and group large amounts of information

Tip: Think group taxes for grouping content

105
Q

What types of taxonomy schemes can you apply?

A
  1. ) Alphabet
  2. ) Date
  3. ) Subject
  4. ) Name
  5. ) Color
  6. ) Size

**Most effective taxonomies are based on keywords

106
Q

What technique can be used to help establish an appropriate taxonomy?

A

Card sort - learn how people think your content should be organized and utilize insights to make information architecture decisions

107
Q

How do you complete a card sort activity?

A

Ask people to organize and group the words, and ask them to label the groups

108
Q

Do longer or shorter headlines work best?

A

Fewer words

109
Q

Why are logical groupings of content important?

A

They provide context

110
Q

Are keywords in headings important for SEO?

111
Q

What is the best way to start grouping content - guessing or asking target visitors?

A

Asking target visitors

112
Q

What is Tree Testing?

A

Evaluates how easily people find content with the information architecture

(evaluate keyword utilization, navigation effectiveness, and keyword redundancies)

113
Q

How do you conduct a Tree Test?

A
  1. ) Allow the user to find content using the navigation provided
  2. ) Provided primary, secondary and tertiary navigation options
  3. ) Develop a real-life content need scenario
  4. ) Define the path to content from homepage or other source

Tip: Think of tree branches, Follow those to the trunk (tree testing tests navigation and label keywords)

114
Q

What is the benefit of User Testing?

A

1.) Get customer feedback on design, navigation, overall usefulness of the website

115
Q

How do you complete User Testing?

A
  1. ) Give them scenarios to complete
  2. ) Watch how they complete the scenarios
  3. ) Ask why they chose certain pathways (do no guide them)
  4. ) Listen to their feedback
116
Q

What are the 5 placers where you should use keywords on a website?

A
  1. ) URL structure subdomain
  2. ) Page Title/Page Name
  3. ) Headers and sub-headlings
  4. ) Headlines
  5. ) Body Copy
117
Q

Why is the website content structure important?

A

Website content structure is the primary way visitors and search engines will find information

118
Q

What is a mind map?

A

Visualization that helps you see how to organize information. Can see the entire website.

119
Q

Is it better to have a wide/broad information architecture or a deep one?

A

Wide and broad

120
Q

What does a wireframe provided?

A

Helps you see:

  1. ) Main navigation
  2. ) Sub navigation
  3. ) Labels for navigation
  4. ) Content groups
  5. ) Calls to action
  6. ) Functional navigation
  7. ) Images
121
Q

Is an alphabet navigation recommended?

122
Q

Should the navigation bar have color contrast?

123
Q

Should navigation provide you with context on where a page is is in relation to another?

124
Q

What are action links?

A

Quick links that anticipate the primary needs of the visitor

125
Q

What is a local navigation?

A

Sits in the main well of the website and helps you navigation to other content in the section

126
Q

What is a “golden link”?

A

A link to you website that provides all of the three:
• Boost search engine rankings
• Drive brand exposure
• Drive sales or generate leads

127
Q

What are the different categories of links?

A
  1. ) Navigation
  2. ) Editorial - found in the body copy
  3. ) Call to Action
  4. ) Social
  5. ) Reciprocal (traded) - links to another website; establishing contextual relevance
  6. ) Advertising - created through an ad server
128
Q

What is block level analysis?

A

> > In block level analysis, search engines break down page code to determine different parts

> > Search engines do not consider all parts of the page to be equally relevant (e.g., footer content is not important; editorical content is the most important because unique and related to the content; utility nav links, side bar links)

129
Q

Do search engines consider the relevance of links?

130
Q

What is a LinkDex?

A

A program that tracks incoming links and provides a breakdown of the types of websites from which the links are obtained.

131
Q

What is a link profile?

A

The number of links from different sources (your link profile shouldn’t be that different from your competitors)

132
Q

What is a link block?

A

The location on the webpage where the link is located (e.g., footer, utility nav, side bar, etc.)

133
Q

What factors do search engines consider when looking at links?

A

Relevance is key

  1. ) Type of Link
  2. ) Authority of the Link Source
  3. ) Anchor Text
  4. ) Link Blocking (where it is located)
  5. ) Context - relevance of the source page
  6. ) Age of the link
134
Q

Why does the source of the backlink matter?

A

Because people coming from certain sources will spend more time on a website.

  1. ) Blogs and articles - more valuable
  2. ) Search - more valuable
  3. ) Social News - people don’t spend as much time and typically only view a single page
135
Q

What matters more - quality or quantity of links?

A

Quality - 1 link from a high authority website is worth more than 100 from mid and low authority websites

136
Q

Should you use words like “Click Here” as the anchor text?

A

Try to avoid. Better to use contextually relevant anchor text to the content and the destination page (don’t overstuff with keywords)

137
Q

Should you use the URL as anchor text?

A

No. Try to avoid

138
Q

Should you use overly promotional text as anchor text?

139
Q

What do the majority of algorithm changes focus on?

A

Links (algorithm is updated to mitigate false linking profiles developed by some websites)

140
Q

Do linking software show traffic data, # of pepple clicking on a link and visitor activity?

A

No - look at analytics to see traffic sources and the list of domains that are linking to your website

141
Q

What is a backlink profile?

A

The amount, type and source of the links going to your website

142
Q

What are a few great ways to build your backlink profile?

A
  1. ) Business Listings
  2. ) Search for anyone mentioning your business and conduct outreach to them
  3. ) Look at your incoming links and identify similar high-quality links
  4. ) Look at competitor links
  5. ) Links from your social content

(Create value to get backlinks)

143
Q

Why is it important to have a complete social media profile?

A

Reduces trust and hampers customer acquisition

144
Q

Should you look to join social media communities?

145
Q

What is an overriding factor for success when building links through social sites?

A

The amount of participation and engagement within the social network

146
Q

What does it mean to use the nofollow link attribute?

A

Means Google will not index the page because the ‘no follow’ tells them not to crawl it

147
Q

What are 3 examples when a nofollow link attribution should be used?

A
  1. ) Untrusted content (like comment links on a blog or website due to comment spam)
  2. ) Paid links (e.g., due to advertising offered on your website; these links should not influence search results negatively or positively)
  3. ) Crawl prioritization - for firewalled pages, orphan (french fry pages) and conversion pages
  4. ) Footer links (not critical to ranks so can nofollow to help SEO)
  5. ) Calls to actions to temporary pages or regristration/checkout pages
148
Q

What is comment spam?

A

When people leave links in their comments to a blog or a website to get people to visit them.

> > Best to put a no-follow attribution on blog/website comments to ensure that your “link juice” does not pass on to the link

149
Q

Should you nofollow all of your external links?

A

No. Best to be reciprocal.

150
Q

Is automated link building software the same as link management software?

A

No - link building software sends automated emails to recipients to drive increased backlinks (spam; not good)

Link Management Software - helps you see what types of links, link sources, and total number are coming to your website and your competitors

151
Q

Is reciprocal link building good?

A

No - don’t do too much of it. (means I will link to you if you link to me)

152
Q

Where does copy for the H1 tag appear on a webpage?

153
Q

What tag is used to create a subheading on a webpage?

154
Q

Should headlines be in active voice?

A

Yes. They should also be short

155
Q

Why is information hierarchy important?

A
  1. ) Helps visitors read the page

2. ) Helps search engines determine what is important and relevant on the webpage

156
Q

What is layout?

A

Layout includes placement of images and text on the webpage

157
Q

What is typography?

A

font, weight, hierarcy, size

158
Q

What is font type?

A

The style of text used

159
Q

What is color scheme?

A

Combination of colors used on the webpage

160
Q

Does design play a role in website credibility?

A

Yes. A more professional look website builds credibility

161
Q

How long do people typically scan a webpage?

A

About 8 seconds

162
Q

What do people scan when looking at a webpage?

A
  1. ) Headlines
  2. ) Sub-headings
  3. ) Paragraph headings
163
Q

What can help make content more scannable?

A
  1. ) Bullet points
  2. ) Hyperlinked text
  3. ) Font styles - like bold and italics (limited)
  4. ) Contrasting colors (black text on white space)
  5. ) Colorful action buttons
164
Q

What tag is used for a paragraph heading?

165
Q

What tag is used for an article or sub-heading?

166
Q

What tag is used for a caption?

167
Q

How many H tags are available?

168
Q

What is an HTML Outline?

A

Provides content in an outline format to show hierarchy and does so using H1 - H6 tags

169
Q

What 4 factors establish credibility on a website?

A
  1. ) Typography
  2. ) Design
  3. ) Layout - how images and text are organized
  4. ) Color scheme
170
Q

What is another name of tags that are placed in the source code (i.e., H tags and Page Title tags)?

171
Q

What is the naming conveniton used for a URL structure?

A

www. example.com = domain
www. example.com/star-wars (star-wars is the folder)
www. example.com/star-wars/shirts (shorts is the sub-folder)

172
Q

What can you do to optimize multimedia on your website?

A
  1. ) Captioning
  2. ) Alt Text (appears if image does not render)
  3. ) Name the image
173
Q

Beyond images, what else can you optimize with alt text?

A
  1. ) PDFs
  2. ) Podcasts
  3. ) Videos
  4. ) Images
174
Q

What is HTML5?

A

HTML5 makes websites highly interactive, and its Microformats provide a structured approach to content. Offers consistent formatting so an republish content across formats

175
Q

What is structured data?

A

Data that is organized and is repeatable

176
Q

What is unstructured data?

A

Data that you can copy and paste into a spreadsheet and cannot be organized easily

177
Q

Is schema microdata also called microformats?

178
Q

What is a Microformat?

A

A Microformat is a universal coding format to structure specific content

179
Q

What is the benefit of a Microformat?

A

Helps search engines to understand the content effectively

180
Q

Does Google maintain a separate index for mobile?

A

Yes. And it is updated regularly

181
Q

Does SEO for mobile require different considerations and on-page optimization techniques?

182
Q

Has Google moved to a mobile-first index?

A

Yes. They have split their indexes between mobile and desktop. Google copies pages and then applies the algorithm to determine ranking.

183
Q

What percent of searches are done on mobile?

A

About 70-80%

184
Q

Which index, desktop or mobile, provides higher conversion rates?

A

Desktop index

185
Q

What is the primary factor that Google takes into consideration for a better mobile experience?

186
Q

Do mobile and desktop users different in how long they will wait for a webpage to load?

A

Yes. Mobile will wait about 3 seconds and desktop will wait about 5-8 seconds.

187
Q

What is the user agent detection?

A

Detects what type of device is requesting the page so that it can deliver the right webpage for mobile or desktop dynamically.

188
Q

What is Dynamic Page Serving?

A

Dynamic Page Serving presents a different page, programming, and html under the same URL for desktop and mobile devices.

Requires a lot of programming (Con)

189
Q

What is a con to mobile websites?

A

More resources to build two different versions of the website
Mobile site may not show video (can use HTML5 to have the video play properly across devices and operating systems)

190
Q

Do interstitials on mobile create a poor user experience?

A

Yes. Can hurt rankings. Worse ones take over the entire viewport; smaller ones are better.

191
Q

What is the first step to optimizing your website for mobile?

A

Completing a mobile-friendliness test of the website

192
Q

What are the best ways to test a mobile website experience?

A

Try it live on mobile devices with different operating systems (Android and iOS).

193
Q

What is responsive design?

A

A programming and design practice that enables webpages to automatically re-adjust and scale to the size of the viewport

194
Q

What factors should be looked at for a competitive audit?

A
  1. Analytics (your website only)
  2. ) Technical Review
  3. ) SEO
  4. ) Usability & Testing
  5. ) Social Media Presence & Marketing
  6. ) Competitive Analysis
  7. ) Priority of Actions (your website only)
195
Q

When building a new website?

A
  1. ) Check to see if there are any new keywords that can be added
  2. ) Evaluate current rankings for keywords
  3. ) Do an opportunity analysis - protect brand terms, improve rankings and compete using new keywords
196
Q

What is a persona walkthough?

A

Develop tasks based on personas and try to accomplish them

197
Q

What is tree testing?

A

Tree testing means testing the architecture of your website, or anything else that has a branching (tree-like) menu. Usually text only presentation.

198
Q

How do search engines personalize results?

A
  1. ) Past results as an indicator of content preference/interests
  2. ) Business or industry selection
  3. ) Behavior of segment (your affinity that they put you in)
199
Q

Why are search rankings not reliable?`

A
  1. ) Personalization - based on past behavior, specifics provided in gmail profile or others that look like you (segment)
  2. ) Regionalization - may show you results based on your location
  3. ) Mobile algorithm is different than desktop
  4. ) Intent - search engines look for words associated with similar industry and context
200
Q

How are ranking reports generated?

A

To run rankings, an approved search engine
API key must be used
• Rank queries are performed on a designated
server
• Ranking reports are not indicative of the entire
rankings spectrum
• Ranking reports are close but not exclusive

Use SEO software and Webmaster tools to improve your website

OMCP Digital Marketing Exam (7 decks)

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