ch 12 (unit 3) Flashcards
what is seo?
- search engine optimization
- search engine order
- search energy optimization
- search engine origination
- search engine optimization
providing a great user or visitor experience begins with ___
- keywords
- content
- url
- design
design
what are the links from external sites that occur because someone who found web content on the linked-to page useful?
- natural backlinks
- manufactured backlinks
- self-created backlinks
- none
- natural backlinks
what occurs each time an ad is displayed?
- landing page
- impression
- click
- cost per click
- impression
what is the last step in creating a ppc ad campaign
- build a landing page
- test the ad
- create the ppc ad
- set targeting options
test the ad
displaying ads to people who have visited your website is an advertising technique known as __
- remarketing
- search marketing
- seo
- phishing
- remarketing
what is the rate of incidents called of someone visiting a single page and then exiting the site from that page without visiting other pages on the site?
- call-to-action rate
- bounce rate
- cost per click rate
- click rate
bounce rate
what is a google metric that considers keyword quality, ads and landing page experience?
- indexing
- impressions
- quality score
- crawling
quality score
one of the most important elements of digital marketing is __
- search engine optimization
- pay per click
- bounce rate
- quality score
search engine optimization
clicks are usually a small subset of the number of __
- impressions
- quality scores
- conversions
- none
impressions
search engine optimization (seo)
A practice whose goal is to make a website easier to find by ranking high on a search results page
seo’s value
How many online searches do you perform a day?
How likely are you to go to the second page of results?
What seems more credible — a website found on the fifteenth page of results, or the first?
Failing to rank high on the Search Engine Results Page dramatically limits its visibility to those who would buy it
seo goals
Have web pages included in the results of as many searches as possible
Appear at the top of the first SERP, or as close to the top as possible
To find relevant content on web pages, search engines are constantly performing two task: indexing and crawling
Indexing: Search engines create an index of all content stored online
Crawling: Search engines use “crawlers,” programs that visit every page of each site online to determine what content they hold
authority
Search engines consider a page’s relevancy and its popularity
google ranks by
Google does not rank an entire website, but the individual pages of a website
This implies that each page must be optimized for searches
factors of relevancy ranking
Design
Content
Keywords and Titles
Page text
URLs
Length
Unique content
Images
Bounce rate and Dwell time
Page load time
determining relevancy ranking
Search Engines use the frequency of links from quality sites to determine a quality score
When a high quality site (such as Target) links to a smaller site, it raises their quality score
quality score
What is known is that Google assesses and assigns a “Quality Score” to every web page. While it isn’t known exactly what factors it considers when assigning a Quality Score, what is clear is that it considers the same things we, as humans, would consider. We like useful, quality content that is easy to consume, well laid out, and helpful to us. Pages with that kind of content get more visits and shares.
high Quality Scores to get an SEO benefit.
quality scores (important)
Several external links from pages with low quality scores:
This page will not rank well for search
A few external links from pages with high quality scores:
This page will rank reasonably well for search
Several external links from pages with high quality scores:
This page will rank well for search
backlinks
Performing off-site SEO is very much about gaining quality and quantity of links from external sites, known as “backlinks” in the world of SEO. The process of getting these links is called link-building.
natural backlinks
Natural backlinks: occur because someone who found web content on the linked-to page useful
manufactured backlinks
Manufactured backlinks: occur through intentional link-building activities
self-created backlinks
Self-created backlinks: occur when links are intentionally embedded for SEO
off site seo (popularity)
page title
header tags
meta descriptions
on site seo
keywords
urls
image alt text
internal links
page title
header tags
meta descriptions
impressions
Occurs each time an ad is displayed
clicks
Occurs whenever a PPC ad is clicked upon
cost-per-click (CPC)
the amount of money an advertiser pays when someone clicks on its ad
click-through-rate (ctr)
represents the percentage of clicks to impressions
conversion
occurs when web visitors take the desired action on the landing page that the ad takes them to, such as making a purchase, subscribing, registering for an event, etc.
landing page
website page that visitors are directed to when they click on a PPC ad
call-to-action (cta)
Usually a button on the landing page that clearly indicates what is hoped a visitor will do as a result of visiting the page
quality score
a Google metric that considers keyword quality, ads, and landing page experience
ppc model
Pay-Per-Click ads charge the marketer only when an ad is clicked on
PPC is remarkably simple to understand when it comes to cost: advertisers pay to have ads run online, and the only time the advertiser pays is when the ad is clicked on.
search engine marketing
An ad that appears as though it is an organic search result when it is in fact sponsored content
Search Engine Marketing (SEM) is the practice of exploiting the searches that people do by showing them targeted ads that relate to their searches in the SERP.
steps for ppc ad
- Define the audience
- Set an objective
- Research the keywords
- Build a landing page
- Create the PPC ad
- Set ad keyword bids and targeting options
- Test the ad
(online display ad networks) advertising network
the company that provides the network and infrastructure
(online display ad networks) publishers
the people or organizations that own the websites that accept advertising.
(online display ad networks) advertisers
the people or organizations that create and pay for the ads that through the GDN.
aspects of a quality ad
Creates visual interest to attract attention
Communicates a compelling value proposition
Invites action through an easy-to-see call to action
Synchronizes messages between ad and landing page
remarketing
Remarketing relies on the use of “cookies”
Advertisers set up remarketing campaigns to show ads to people who’ve visited their websites
Remarketing ad campaigns work well because a majority of people who visit websites leave without taking the desired action
