Advanced SEO Flashcards
1
Q
What is the fundamental benefit of SEO?
A
Increasing rankings on the SERP
2
Q
What is the foundation of all online marketing, not just SEO?
A
Keywords
3
Q
What does keyword research tell you about searches?
A
- ) Behavior
- ) Intent
- ) Activity of searchers
4
Q
What is the benefit of being on the first page of the SERP (top 10 results)?
A
Increased visibility/impressions
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
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)
7
Q
What are micro-moments?
A
Intent-rich moments when people turn to a device to know, go, do, buy
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
9
Q
Where do users input their search query (keywords) on a search engine?
A
Search bar
10
Q
What is a referral?
A
The source of the channel that brought the user/visitor to your platform
11
Q
Which are the primary elements of a SERP snippet?
A
- ) Page title
- ) Meta description
- ) URL
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.
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.)
14
Q
What can impact ROI of your marketing campaigns?
A
- ) Volatility of market
- ) Choice of tactics
- ) External marketing
- ) Ongoing marketing and measurement
15
Q
What are the three goals you should try to achieve with SEO in a phased manner?
A
- ) Goal 1: Increase website visibility
- ) Goal 2: Increase sales, leads, engagement
- ) Goal 3: Achieve ROI
16
Q
How are organic results delivered?
A
Determined by the search engine algorithm
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.
18
Q
How does the search engine algorith determine which videos to show?
A
- ) Relevancy
- ) Age of the video
- ) Ratings by viewers
- ) Number of times video has been viewed
19
Q
How do recipes appear on the SERP
A
- ) See recipe details
- ) See ratings for the recipe
- ) See a picture of the recipe (if available)
20
Q
Do SERP results change with the latest information/updates?
A
Yes
21
Q
How do local search results get delivered?
A
Based on searcher’s location
22
Q
Are business listings in the search engine free?
A
Yes - business just needs to claim the listing and develop additional content
23
Q
How many characters can you have in a Page Title?
A
55 characters
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
25
Do the title tag and page title (headline) always match?
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.
26
What are the primary factors of on-page SEO?
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
27
What are search engines trying to achieve on the SERP?
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
28
Do search results need to display the keywords (items in bold) in the same order as what was inputted?
No - may not be in same order and all keywords may not appear (can still rank for similar words and concepts)
29
What is the source of information used in the search engine snippet?
The content in the source page
30
Does the page title always appear as inputted in the source code?
No - can appear with hypens, commas, multiple keywords, etc.
31
What is the search engine index?
Where they store their copies of all websites crawled. Search engines copy webpages, PDFs, files, documents, images etc
32
What is spidering?
How search engines update their index.
A spider is a software program that follows links on webpages to new webpages/documents
33
What are other names for spiders?
1. ) Bots
2. ) Crawlers
3. ) Indexing
34
What is the best way for search engines to find your brand new website?
- By providing a link to new website in an existing website
35
What happens if a bot can not crawl your website or a webpage on the website?
It will not get index and therefore will not appear on the SERP (even if domain name is used).
36
What 5 human factors are considered by the search engine algorithm?
1. ) Intent
2. ) Judgement
3. ) Credibility
4. ) Structure
5. ) Accessibility
37
What 6 factors does the search engine algorithm look for to rank?
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
38
What are semantic keywords?
Keywords that are similar to the main keyword or interchangeable (considered the same so no effect on rankings)
39
What is the difference between importance and authority in Google's search algorithm?
Importance - how many times people are linking to your website
Authority - who is linking to your website as a resource
40
Why is keyword research important?
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)
41
What are the 7 types of keywords that you should have on your keyword list?
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)
42
What type of keyword should you enter first into a keyword research tool - broad or narrow?
Start broad to see the universe; Not all keywords will be relevant
43
What is the keyword popularity index?
Ratio of how much one keyword is popular (searched for) vs others
44
What are In Anchor and Title (IAAT) Numbers?
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.
45
What do Competition Numbers (Index) in the keyword research tool tell you?
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
46
What is the Keyword Effectiveness Index (KEI) in the keyword research tool?
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
47
Is it difficult or easy to rank for a keyword that has less demand and little competition?
Easier. Less popular keywords can help you increase your visibility faster.
48
Will a keyword research tool provide the top 10 websites ranking for that keyword?
Yes
49
What are the 3 key inputs that you need to enter into a keyword research tool in order to begin building a keyword list?
1. ) Keyword term
2. ) Geography that want results for
3. ) Timeframe want results for
50
How often should you perform keyword reseach?
Constantly - market environment is constantly changing and want to be able to capitalize on changes
51
Do searches conduct only 1 search or many more?
Many - Primary search will lead to secondary searches using different, related keywords to find more answers about the topic
52
How does the Pareto Principle apply to search?
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
53
What is a short-tail keyword?
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
54
What is a long-tail keyword?
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
55
Should you group your keywords?
Yes
| Can group by TOFU, MOFU, BOFU; brand-associated, product-associated
56
Are keyword search volumes exact?
No. Is a ratio derived from multiple sources to provide an estimate. Derived using an algorithm.
57
When you develop your keyword list should you group words by their prefix and suffix?
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
58
What is search volume?
The estimate number of times that users are searching with that keyword term
59
What is search results?
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)
60
What is the zero moment of truth?
When move from thought to action (to turn to a device for more information) - awareness stage
61
What is the first moment of truth?
When you move into the consideration stage
62
What takes place before the zero moment of truth?
Need awareness/a stimuli that peaks initial interest and leads to a search
63
What is the second moment of truth?
When have the experience/purchase
64
What is the ultimate moment of truth?
When move into advocacy stage and want a shared experience
65
How do keywords help you understand which moment of truth the searcher may be in?
Words can show a pattern indicating if they are in awareness, consideration, purchase or advocacy
66
Is it best to group keywords by intent?
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
67
Can you group keywords in lots of different ways? If yes, name a few examples.
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
5. ) Product
6. ) Prefix and Suffix
7. ) Popularity
8. ) Competition & Business Application (how they will use)
Need to match the keyword to a relevant webpage
68
What should a keyword plan include?
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
69
What should your H2 tag convey/represent?
Benefit statement
70
Should you create a plan for on-page SEO?
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
71
Is the entrance metric in Google Analytics unique?
No. It is not unique. Is all of the people who entered the website on a specific webpage.
72
What are unique pageviews?
Number of unique visitors that saw/visited a particular webpage
73
What is Average Time on Page?
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
74
What is the exit rate?
The percentage of people who exit the website from a particular page. Is not a great indicator of user behavior.
75
What is bounce rate?
The percentage of people who navigate away from the page they landed on immediately without taking any action on the page.
76
What are the two primary types of metrics that you should measure with search?
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
77
What are 2 examples of poor ways to measure search results?
1. ) Rankings
2. ) Amount of traffic generated from search
Both provide limied understanding of how search is contributing to business performance
78
What are goals in Google Analytics?
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.
79
How do you calculate average value of a visitor?
Revenue/# of sessions
80
How do you calculate Average Per Session value?
Revenue/# of sessions (within a certain timeframe)
81
What does it mean when your Google Analytics reports show columns of 0% and $0 per visit Goal Value?
Customized conversion values or goal values in Google Analytics have not been setup
82
What does a high bounce rate indicate?
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
How can you use bounce rate as an informative metric?
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
Which page on your website typically receives the lowest visitor traffic?
Homepage
85
Can bounce rates differ by device?
Yes - because of what is available to be seen in the viewport
86
Can bounce rate differ by mobile operating system?
Yes. There can be differences between iOS and Android
87
What is an above-the-fold analysis?
Focusing on content that is visible above the fold to ensure actionable and explicit value stated (H1 and H2, CTA, related article links)
88
Which metric is the primary measurement of a webpage's effectiveness?
Bounce rate
89
What metrics would you use to troubleshoot any problems for visitors using a mobile device?
1. ) Bounce rate
2. ) Comparing results against desktop trends
3. ) Goal conversion rate
90
What does content drilldown provided?
Data based on site content organization (high-level)
91
In what section of Google Analytics can you find reports on device types?
Audience section
92
What is a way to build trust with consumers on website?
About Us
| Contact Information
93
What is the top-level domain (TDL)?
The URL extension (e.g., .com, .net, etc.)
94
Is it a myth that domain names with keywords rank better?
Yes. It is a myth. There is no SEO boost. Should have keywords as part of the page name/page title.
95
What are best practices for creating a brand name?
```
Hyphens instead of underscore
Simple
Easy to remember
Branding
Product Name
Short
```
96
Should you check social media to determine if your domain name is used as a social media username?
Yes
97
What is a domain name?
example.com
98
What 3 components comprise Information Architecture?
1. ) Taxonomy
2. ) Hierarchy of Information
3. ) Keywords
**Need to look at navigation, hierarchy of information and structure
99
Why is navigation important?
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
What do we mean by hierarchy of information?
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
What is a deep website structure?
1. ) Lots of information is grouped together
| 2. ) Many navigation options
102
What is a flat/shallow structure?
1. ) 5-7 navigation options at each stage to help visitors process information quickly
2. ) Enables better usability
103
Why are keywords on a website important?
1. ) Help the search engine index your content
| 2. ) Helps the user find what they need
104
What does taxonomy mean?
How you organize and group large amounts of information
Tip: Think group taxes for grouping content
105
What types of taxonomy schemes can you apply?
1. ) Alphabet
2. ) Date
3. ) Subject
4. ) Name
5. ) Color
6. ) Size
**Most effective taxonomies are based on keywords
106
What technique can be used to help establish an appropriate taxonomy?
Card sort - learn how people think your content should be organized and utilize insights to make information architecture decisions
107
How do you complete a card sort activity?
Ask people to organize and group the words, and ask them to label the groups
108
Do longer or shorter headlines work best?
Fewer words
109
Why are logical groupings of content important?
They provide context
110
Are keywords in headings important for SEO?
Yes
111
What is the best way to start grouping content - guessing or asking target visitors?
Asking target visitors
112
What is Tree Testing?
Evaluates how easily people find content with the information architecture
(evaluate keyword utilization, navigation effectiveness, and keyword redundancies)
113
How do you conduct a Tree Test?
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
What is the benefit of User Testing?
1.) Get customer feedback on design, navigation, overall usefulness of the website
115
How do you complete User Testing?
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
What are the 5 placers where you should use keywords on a website?
1. ) URL structure subdomain
2. ) Page Title/Page Name
3. ) Headers and sub-headlings
4. ) Headlines
5. ) Body Copy
117
Why is the website content structure important?
Website content structure is the primary way visitors and search engines will find information
118
What is a mind map?
Visualization that helps you see how to organize information. Can see the entire website.
119
Is it better to have a wide/broad information architecture or a deep one?
Wide and broad
120
What does a wireframe provided?
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
Is an alphabet navigation recommended?
No
122
Should the navigation bar have color contrast?
Yes
123
Should navigation provide you with context on where a page is is in relation to another?
Yes
124
What are action links?
Quick links that anticipate the primary needs of the visitor
125
What is a local navigation?
Sits in the main well of the website and helps you navigation to other content in the section
126
What is a "golden link"?
A link to you website that provides all of the three:
• Boost search engine rankings
• Drive brand exposure
• Drive sales or generate leads
127
What are the different categories of links?
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
What is block level analysis?
>>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
Do search engines consider the relevance of links?
Yes
130
What is a LinkDex?
A program that tracks incoming links and provides a breakdown of the types of websites from which the links are obtained.
131
What is a link profile?
The number of links from different sources (your link profile shouldn't be that different from your competitors)
132
What is a link block?
The location on the webpage where the link is located (e.g., footer, utility nav, side bar, etc.)
133
What factors do search engines consider when looking at links?
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
Why does the source of the backlink matter?
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
What matters more - quality or quantity of links?
Quality - 1 link from a high authority website is worth more than 100 from mid and low authority websites
136
Should you use words like "Click Here" as the anchor text?
Try to avoid. Better to use contextually relevant anchor text to the content and the destination page (don't overstuff with keywords)
137
Should you use the URL as anchor text?
No. Try to avoid
138
Should you use overly promotional text as anchor text?
No
139
What do the majority of algorithm changes focus on?
Links (algorithm is updated to mitigate false linking profiles developed by some websites)
140
Do linking software show traffic data, # of pepple clicking on a link and visitor activity?
No - look at analytics to see traffic sources and the list of domains that are linking to your website
141
What is a backlink profile?
The amount, type and source of the links going to your website
142
What are a few great ways to build your backlink profile?
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
Why is it important to have a complete social media profile?
Reduces trust and hampers customer acquisition
144
Should you look to join social media communities?
Yes
145
What is an overriding factor for success when building links through social sites?
The amount of participation and engagement within the social network
146
What does it mean to use the nofollow link attribute?
Means Google will not index the page because the 'no follow' tells them not to crawl it
147
What are 3 examples when a nofollow link attribution should be used?
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
What is comment spam?
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
Should you nofollow all of your external links?
No. Best to be reciprocal.
150
Is automated link building software the same as link management software?
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
Is reciprocal link building good?
No - don't do too much of it. (means I will link to you if you link to me)
152
Where does copy for the H1 tag appear on a webpage?
Headline
153
What tag is used to create a subheading on a webpage?
H2 tag
154
Should headlines be in active voice?
Yes. They should also be short
155
Why is information hierarchy important?
1. ) Helps visitors read the page
| 2. ) Helps search engines determine what is important and relevant on the webpage
156
What is layout?
Layout includes placement of images and text on the webpage
157
What is typography?
font, weight, hierarcy, size
158
What is font type?
The style of text used
159
What is color scheme?
Combination of colors used on the webpage
160
Does design play a role in website credibility?
Yes. A more professional look website builds credibility
161
How long do people typically scan a webpage?
About 8 seconds
162
What do people scan when looking at a webpage?
1. ) Headlines
2. ) Sub-headings
3. ) Paragraph headings
163
What can help make content more scannable?
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
What tag is used for a paragraph heading?
H3 tag
165
What tag is used for an article or sub-heading?
H2
166
What tag is used for a caption?
H4
167
How many H tags are available?
6
168
What is an HTML Outline?
Provides content in an outline format to show hierarchy and does so using H1 - H6 tags
169
What 4 factors establish credibility on a website?
1. ) Typography
2. ) Design
3. ) Layout - how images and text are organized
4. ) Color scheme
170
What is another name of tags that are placed in the source code (i.e., H tags and Page Title tags)?
Markup
171
What is the naming conveniton used for a URL structure?
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
What can you do to optimize multimedia on your website?
1. ) Captioning
2. ) Alt Text (appears if image does not render)
3. ) Name the image
173
Beyond images, what else can you optimize with alt text?
1. ) PDFs
2. ) Podcasts
3. ) Videos
4. ) Images
174
What is HTML5?
HTML5 makes websites highly interactive, and its Microformats provide a structured approach to content. Offers consistent formatting so an republish content across formats
175
What is structured data?
Data that is organized and is repeatable
176
What is unstructured data?
Data that you can copy and paste into a spreadsheet and cannot be organized easily
177
Is schema microdata also called microformats?
Yes
178
What is a Microformat?
A Microformat is a universal coding format to structure specific content
179
What is the benefit of a Microformat?
Helps search engines to understand the content effectively
180
Does Google maintain a separate index for mobile?
Yes. And it is updated regularly
181
Does SEO for mobile require different considerations and on-page optimization techniques?
Yes
182
Has Google moved to a mobile-first index?
Yes. They have split their indexes between mobile and desktop. Google copies pages and then applies the algorithm to determine ranking.
183
What percent of searches are done on mobile?
About 70-80%
184
Which index, desktop or mobile, provides higher conversion rates?
Desktop index
185
What is the primary factor that Google takes into consideration for a better mobile experience?
Speed
186
Do mobile and desktop users different in how long they will wait for a webpage to load?
Yes. Mobile will wait about 3 seconds and desktop will wait about 5-8 seconds.
187
What is the user agent detection?
Detects what type of device is requesting the page so that it can deliver the right webpage for mobile or desktop dynamically.
188
What is Dynamic Page Serving?
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
What is a con to mobile websites?
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
Do interstitials on mobile create a poor user experience?
Yes. Can hurt rankings. Worse ones take over the entire viewport; smaller ones are better.
191
What is the first step to optimizing your website for mobile?
Completing a mobile-friendliness test of the website
192
What are the best ways to test a mobile website experience?
Try it live on mobile devices with different operating systems (Android and iOS).
193
What is responsive design?
A programming and design practice that enables webpages to automatically re-adjust and scale to the size of the viewport
194
What factors should be looked at for a competitive audit?
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
When building a new website?
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
What is a persona walkthough?
Develop tasks based on personas and try to accomplish them
197
What is tree testing?
Tree testing means testing the architecture of your website, or anything else that has a branching (tree-like) menu. Usually text only presentation.
198
How do search engines personalize results?
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
Why are search rankings not reliable?`
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
How are ranking reports generated?
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**
