Citations For Website Analytics Flashcards
Keywords are defined as a tool to sum up the content of a website so that the search engine returns relevant information.
Qualifiers are keywords that form phrases such as “compare” “location”
(Perez-Vega & Waite, 2018)
Search engines use a robot or spider to crawl through digital content, index it and create a digital library
(Perez-Vega & Waite, 2018)
Google tops the market with 77% of searches
(Net Marketshare, 2017)
Search engine marketing encompasses methods to ensure that websites have high visibility amongst SERPS
(Hunt & Moran, 2005)
The results for click through by search position is 37% for rank 1, dropping off dramatically to 12% for rank 2 and next page (rank 11) is 2%
Chaffey & Smith, 2013
SEO - organic results based on relevance
(Perez-Vega & Waite, 2018)
PPC Non-organic, payment for appearance
(Perez-Vega & Waite, 2018)
Completition and hi jacking
Kim et al, 2019
Lee 2018
SEO on or off page
WebFX, 2022
SEO provides customisable content depending on keyword
Those and Yang, 2009
PPC is expensive 1. Keywords have to be strategic for return 2. Keep in mind budget - market followers may not be able to afford most popular keyword
Laffey, 2007
PPC is faster than SEO so keywords should apply to current trends for PPC whereas SEO marketers have to predict (up to 120 days)
(Sen, 2005)
SEO customers have more trust in organic results but mostly only when business is established does this occur
(Sen, 2005)
Funnel network
(Perez-Vega & Waite, 2018) (Kim et al, 2019)
Keywords at different levels: category, brand and product
Kim et al, 2019
Four stages to social media analystics for managers
1. Collect metrics
2. Choose social platforms
3. Perform analytics
4. Build social media intelligence
Lee 2018
4 challenges to social media analytics
1. Bias in data
2. Metric selection
3. Noise
4. Unstructured
Lee 2018
Social media analystics framework
Stieglitz et al 2014, 2018
Challenge - gulf between social and computational sciences (solution: combine techniques)
Stieglitz 2018
4 v big data challenge
Volume
Velocity
Variety
Veracity - unstructured
Stieglitz 2018
Immeadicacy limited by telepresence and interactivity
(Perez-Vega & Waite 2016)
