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Digital Marketing > Chapter 8: SEM SEO SEA > Flashcards

Chapter 8: SEM SEO SEA Flashcards

1
Q

Search Engine Optimisation (SEO)

A

The practice of optimising a website in organic (non-paid) search results

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2
Q

Search Engine Results Page (SERP)

A

The page that a search engine displays in response to a users search query

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3
Q

Keywords

A

Words & phrases that people type into search engines

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4
Q

Search Volume

A

Number of times a particular keyword is entered into a search engine per month

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5
Q

Head Terms / Fat Head

A

Broad, single-word keywords with lots of search volume and competition

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6
Q

Long-tail keywords

A

Specific phrases that don’t get as much search volume but tend to be less competitive

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7
Q

What type of keyword has high cost & competition and a low probability of conversion

A

Head Terms / Fat Heads

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8
Q

What type of keyword has low cost & risk and a high probability of conversion

A

Long-tail keywords

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9
Q

Types of keywords according to search intent

A
  • Informational
  • Navigational
  • Commercial
  • Transactional
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10
Q

What type of micromoment is at play when using Informational Keywords

A
  • I-want-to-know moments
  • I-want-to-do moments
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11
Q

What type of micromoment is at play when using Navigational Keywords

A
  • I-want-to-go moments
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12
Q

What type of micromoment is at play when using Commercial Keywords

A
  • I-want-to-buy moments
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13
Q

What type of micromoment is at play when using Transactional Keywords

A
  • I-want-to-buy moments
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14
Q

4 Steps of Keyword Research

A

1) Write a list of content topics people search for related to your business
2) Write a dump of keywords per topic
3) Prioritise keywords relevant to your business and have high search volume and low competition / difficulty
4) Research the competitors websites

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15
Q

Actors in Search Algorithm

A
  • Crawling
  • Indexing
  • Ranking
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16
Q

Search Algorithm: Crawling

A

A bot / spider / crawler that searches the internet to discover new & updated content

17
Q

Search Algorithm: Indexing

A

The process of storing & organising data found during crawling

18
Q

Search Algorithm: Ranking

A

The Process of deciding which results are placed on the SERP

19
Q

Ranking factors for SERP

A
  • Content
  • Technology
  • Authority
20
Q

Ranking factors for SERP: Technology

A
  • Crawlability & Indexability: Ease of navigation
  • Rankability: How high it is ranked based search terms
  • Clickability: How often searchers click-through
21
Q

Websites: Responsive Design

A

Optimisation of website for different devices

22
Q

Websites: Breadcrumbs

A

A type of navigational tool used to help users understand their current location within a website and navigate it easier

23
Q

Websites: Schema Markup

A

Provides detailed information of website to help search engines understand your website more

24
Q

Ranking factors for SERP: Content

A
  • Relevance: Important to use keywords in titles, subtitles with use of heading tag (H1-H6 in HTML)
  • Quality of Content: EEAT-principle
  • Title tags: Tells search engines and visitors what any given page on your website is about
  • 1 Subject per page
  • Meta description tag: Short paragraph of text placed in HTML that describes the content of a webpage
25
Q

Ranking factors for SERP: Authority

A

Create as much traffic as possible to your website!

26
Q

Link Building

A

Acquiring backlinks from other websites to your own

27
Q

Backlinks

A

Links from one website to another

28
Q

Search Engine Advertisement (SEA)

A

The practice of paying for advertisements to appear in the SERP

29
Q

How does Google Search Ads work?

A

1) Advertisers create ads based on keywords
2) Someone searches on Google
3) Google looks for matches
4) The auction begins

30
Q

How does Google choose which ad to show?

A

1) Quality Score: Based on User experience, Relevance & Expected click-through rate
2) Ad Rank: Ads with the highest Ad Rank win the auction and make it to the SERP
3) Cost-per-click: Price determined by bid, only paid if a searcher clicks on the ad

Digital Marketing (7 decks)

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