Chapter 5 Flashcards
What is a web presence?
A digital location representing an individual or entity.
It can include various online platforms like websites and social media profiles.
What are the two types of web presence?
Owned and Earned.
Owned includes websites, while Earned includes social media mentions.
What is the role of keywords in web presence?
Essential for locating content across search engines, web pages, ads, social media, etc.
Keywords impact SEO, PPC advertising, social media posts, ecommerce listings, and email marketing.
What are the three main processes used by search engines to find information?
Crawling, Indexing, Ranking.
Crawling identifies pages and changes, Indexing organizes content, and Ranking uses algorithms for SERP.
What does web presence management involve?
Establishing and maintaining a digital footprint.
It considers where presence is, how it represents, and what is published.
List the disciplines of Web Presence Management.
- Policy distribution
- Platform selection
- Inventory tracking of web assets
- Control over web properties
- Branding and standards
What are Web Presence Management Systems used for?
Managing domain names, websites, and social media.
Functions include discovering new presences, inventory management, monitoring changes, ensuring compliance, and stakeholder coordination.
What should web presence strategy align with?
Business strategy and values.
This alignment determines features and focus areas for websites.
What are the purposes of websites?
- Providing information
- Enabling customer communication
- Facilitating online transactions
What is web analytics?
Analyzing customer behavior on digital platforms.
It helps improve digital experiences.
What are the main components of web analytics?
- Data Capture
- Reporting & Visualization
- Advanced Capabilities
Fill in the blank: Data capture tracks user interactions using _______.
[cookies, IP addresses, unique identifiers]
What are examples of reporting and visualization tools in web analytics?
- Custom dashboards
- Funnel analytics
- Campaign reports
- Heatmaps
What advanced capabilities does web analytics include?
- Cross-device tracking
- Anomaly detection
- Machine learning segmentation
- Predictive analytics
What is a website?
A set of related web pages under a single domain with full ownership and control as a central digital content asset.
What are the components of the STP method in website design?
Segmentation, Targeting, Positioning.
What are the steps in the content marketing process?
- Research
- Creation
- Distribution
- Analysis
What is typically included in the structure of a website?
Home Page, About Page, Product/Service Page, FAQ, Blogs.
What defines a personal website?
Informative or entertainment.
What is a landing page?
Targeted page with a single call to action.
What is the purpose of the About page on a website?
To present the mission, values, and company history.
What is a bounce rate?
Percentage of visitors leaving after viewing one page.
What does visitor flow track?
Tracks visitor pathways through the website.
What are heat maps used for in website optimization?
To track interactions and understand scrolling patterns.
