Course 2: Attract & Engage Customers Flashcards
3 Components of Customer Persona
three basic components:
Who: Provide a short description of the fictional person that includes their name, age, location, household, and education. You’ll also include a photo. These details make it easier to imagine someone who represents an actual customer.
Goals: Describe what the person wants to achieve. This might include several related goals that apply to the customer’s life and your products or services.
Barrier: Identify a pain point that prevents the person from achieving their goals.
Sample Customer Persona Questions
What is your age?
What is your education level?
Where do you live?
Whom do you live with?
What is your occupation?
What are your primary activities on a typical workday? What about on the weekend?
What challenges do you face?
What do you value most?
What are your goals?
The questions you ask should also be tailored specifically to address your company’s products or services.
Customer Persona vs. Customer Characteristics
Customer Persona is more detailed.
3 processes of the Google search engine:
crawling, indexing, and serving.
Search Engine
Think of a search engine as any software that locates information on a search query.
Crawling
the process of finding new and updated webpages. Once the crawlers discover a new or updated webpage, Google then stores these page URLs in a big list to review later.
What do Google crawlers find and how?
Google crawlers finds webpages. The main way is to follow links from pages already identified. The crawler will primarily discover that new page by a link within the website or from a separate website.
What will Google index?
Almost anything on the page including text, photos, and video content. Remember, indexing is only possible if the website owner allows the webpage to be crawled.
Factors that help a page rank highly: (MR QUO)
five key factors, which are: meaning of the query, relevance of the webpages, quality of the content,
usability of the webpages, and overall context and user settings
What is “the meaning of the query?”
The search algorithm needs to establish what the user is searching for— in other words, the intent behind the query.
What is: “relevance of web pages. “
‘
This is when the algorithm determines what content is relevant to the search.
Basic: The keyword either matches, or is similar to, this searchers query
if the keywords appear in the headings or body text of a webpage, the search algorithms may determine that page to be more relevant
“Experience Ranking Factor”
webpage that has a better user experience may perform better. Google calls this the page experience ranking factor.
ex: optimized for mobile. loads quickly
“Context and Setting”
searcher’s context and setting. Information such as the location, past search history, and search settings help the search algorithm deliver relevant and useful results.
ex: “football” search in CHI vs. London
Example of “Setting”
Google may tailor results based on activity in your Google account. For example, if you search for “events near me,” Google may tailor some recommendations to even categories they think you might be interested in.
“Featured Snippet”
A featured snippet is a special box that displays information about a search in the results page. Non paid feature. You can mark your page as this.
Rich Results
Rich results provide specific information about a website.
This information helps a website display with additional features in search results.
An example of this is for a product-based webpage. Additional product information showing search results, such as its review rating, price, and availability.
Will image and/or video appear in featured snipped or rich results?
Depends on Google. This is an unpaid result.
How are searches vs. paid ads different across platforms?
On the ad side is you might need to learn different platforms’ user interfaces on the ad side. But when it comes to the organic side, they’re very transferable
Are the 3 search engine stages continual or linear?
So another piece of these three stages—crawling, indexing, and serving—is that it’s always continual and ongoing. The crawling stage doesn’t stop and go into the index stage. T
SEO Best Practices
have a well-organized website that is easy for the search engine algorithms to crawl.
technical website development. This task is more advanced. It can involve tasks related to hosting, webpage redirects, error pages, or use of JavaScript
Content development.: anything a visitor experiences on a website. Content includes text, videos, and photos. Search engine optimization also includes user experience.
Keyword research is the process of finding terms and phrases that potential customers are typing into search engines.
What % of searches are unique?
15%
SEO Tool with Google
for the Google search engine, there’s a tool to help with SEO called Google Search Console
Best practices for “pre work” on SEO?
Know your website or organization’s goals. What would they like to primarily achieve? Ex: more sales, More emails? Or phone calls? You want to work on tasks that you believe will positively impact these goals
Get to know the customers well, thru personas etc. If they read a few sentences or experience visuals that they don’t connect with, they’ll just simply leave.
you need to know the visitor’s intent.
great SEO-based content marketers don’t create content for Google search results first. They create content for people first, For example, should the marketer try to explain the content more visually, such as with photos or video?
know your competitors well. To rank higher in the SERPs, you’ll often have to create content that is better than the competition… It could be a video instead of a text, but it could be more in-depth content such as including a lengthy story or a case study to illustrate a point. Or it could be shorter, more concise content.
Bounce rate:
The percent of visitors that view one page and then leave the site.
Breadcrumbs:
A row of internal links at the top or bottom of the webpage that allows visitors to quickly navigate back to a previous section or the home page. Also known as a breadcrumb trail.
Crawl:
The process of looking for new or updated webpages. Google discovers URLs by following links, by reading sitemaps, and by many other means.
Crawlers:
Automated software that crawls (fetches) pages from the web and indexes them.
Domain:
The core part of a website’s URL, or internet address. For example, in the URL www.google.com/ads, the domain name is google.com.
Googlebot:
The generic name of Google’s crawler
Google knowledge panels:
Information boxes that appear on Google when you search for people, places, organizations, or things that are available in Google’s knowledge database.
Index:
Google stores all webpages that it knows about in its index (similar to the index in the back of a book). The index entry for each page describes the content and location (URL) of that page.
Keyword: A word, or multiple words, that people use to find information, products, or services online.
Keyword research: The process to find terms and phrases that potential customers are typing into search engines.
Meta description:
Provides the search engines a summary of what the page is about. In some situations, this description is used in the snippet shown in search results.
Mobile-friendly:
A webpage that is designed to load quickly and render well on a phone screen.
Organic search:
Unpaid results a search engine produces when a search is performed.
Rank:
A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm.
Rich results:
Enhanced results in Google Search with extra visual or interactive features.
Search algorithm:
Automated process that helps locate information to answer a user’s query.
Search engine optimization (SEO):
The process of making your site better for search engines.
Search engine results pages (SERPs):
The results pages that appear when someone performs a search query.
Sitemap:
A file where you provide information about the pages, videos, and other files on your site, and the relationships between them. Search engines like Google read this file to crawl your site more efficiently.
Structured data:
Structured data: Code used to better describe a webpage’s content to search engines.
Subdomain:
The subset of a larger domain used to organize an existing website into a different page URL. Subdomains are usually found at the beginning of a URL. For example, support.google.com is a subdomain of google.com.
Is there a single way to do keyword research?
There is no single correct way to do keyword research.
Keyword Stuffing
Google’s SEO quality guidelines recommend not Keyword stuffing refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results…usually as a list that does not appear normal on the website page.
How can keyword stuffing affect a site’s rank?
Filling pages with keywords results in a negative user experience and can harm your site’s ranking. You should focus on creating useful, information- rich content that uses keywords appropriately, and in context.
The best thing you can do for good SEO?
Creating compelling and useful content will likely influence your website more than any other factor we discuss.
Best Practice SEO recommendation: (#2) Know…
The next recommendation is to know what visitors want and give it to them. This starts with keyword research.
Best Practice SEO recommendation: (#3): Content…
Fresh, unique content also performs better in searches. Don’t rehash old content. Google tries hard to show pages with distinct information.
Best Practice SEO recommendation: (#4): Cultivate…
act in a way that cultivates user trust. Users feel comfortable visiting your website if they believe it’s trustworthy
Best Practice SEO recommendation: (#5): Clear…
make expertise and authoritativeness clear. Be sure that content on the site is created or edited by people with knowledge in the topic.
Best Practice SEO recommendation: (#6): Comprehensive…
provide an appropriate amount of content for your subject. Creating high-quality content takes a significant amount of at least one of the following: time, effort, expertise, and talent or skill. Make sure your content is factually accurate, clearly written, and comprehensive.
Two main TYPES of website links.
the links on your website, and the links that point to your website.
Links on a website can be either
an internal link—pointing to another page within the website—or an external link—pointing to a page on another website
Outbound Links
External links on your website are also commonly known as outbound links. The links are pointing out of the website to another site.
Inbound Links
Links that point to your website from another website are called backlinks—also known as inbound links.
Anchor Text
Use appropriate anchor text
Anchor text is the visible text in a hyperlink. In the example below, “Learn more” is the anchor text.
Anchor text should be:
(CHED AA)
Descriptive: Use anchor text that provides a basic idea of what the page linked to is about.
Concise: A few words or a short phrase is all you need for anchor text.
Easy to spot: Use formatting that makes your links stand out from the regular text on your website.
Helpful: Use anchor text only when it helps a visitor navigate your site to find the information they need.
Avoid using lengthy anchor text just for search engines.
Avoid stuffing the anchor text with keywords.
Nofollow link:
A link that features HTML code that tells search engines to ignore that link. Ex: when users can leave comments and might link to dubious sites.
Best way to promote website and attract backlinks?
Creating quality content that other people want to link to.
ideas to help you promote your website and attract backlinks:
Publish:
Share:
Feature:
Connect:
Only:
Publish blog posts about new content or new services you offer.
Share quality content on social media.
Feature helpful articles, such as buying guides, in your email marketing.
Connect with online communities related to your site, such as forums or message boards, social media groups, or related websites.
Only share content that will interest your users, instead of sharing every update to your site’s content.
ensure that visual content is relevant to the page topic.
whenever possible, place images prominently on the page and near relevant text
consider placing the most important image near the top of the page.
ensure your images are device-friendly. Do they resize or not load on mobile?
Include descriptive titles, captions, and filenames
Google will automatically generate this, when pulling photos.
Make sure to include:
Role of image filenames:
create a descriptive page title, that Google will use when pulling an image from a website to display in Google Images,
Include a caption with any photo. This helps Google understand what is going on in the photo.
Likewise, the filename can give Google clues about the subject matter of the image. For example, “my-new-grey-kitten.jpg” is more descriptive than “IMG0023.jpg.
Alt Text
Alt text should =
It describes an image and improves accessibility for people who can’t see images on a webpage, including visitors who use screen readers or have low bandwidth connections.
Page context
Optimize image loading time by using:
free-of-charge tool provided by Google called Page Speed Insight
Responsive Web Design
Means the website uses the same code whether the user is on a desktop computer, tablet, or mobile phone. The display adjusts according to the screen size.
Why use a responsive web design?
Google recommends this. That way you only need to maintain one version of your site instead of two
Forgetting their mobile customer
Implementing the mobile site on a different domain
Working in isolation rather than searching for inspiration-review competitors and take inspiration from what you like.
Tool to test for mobile optimization of a website
use Google’s Mobile-Friendly Test. The test will determine if there are any issues affecting visitors.
Title Link
aka Page name—appears in the results page
Webpage Title Element
Meta description
The webpage title element provides both the user and search engines with a page’s topic.
The meta description provides the search engines a summary of what the page is about.
Size compared: page title vs. meta description?
A page’s title may be a few words or a phrase, whereas a page’s meta description might be a sentence or two or even a short paragraph
Does every page need a unique title element?
Yes. This helps users to understand the unique value which this page provides. So avoid using a single title in all pages across the site or in a large group of pages.
Page titles: long or short?
make page titles brief but descriptive
What happens if a title is too long
If the title is too long or deemed less relevant, the Google search engine may share only a portion of the text in your title.
What pages need a meta description?
You want to make sure there is a meta description for every page of the website. Google will show a snippet from the meta description or webpage in the search results. Writing a clear meta description may influence the page’s snippet in the search results.
Format of the meta description, and length?
Should accurately summarize the page content. no minimum or maximum length for a meta description. Make sure it just contains all the relevant information a searcher would need
Do meta descriptions need to be unique on each page?
Ecomm exception?
Having a different description for each page helps both users and Google
e-commerce company with thousands of web pages, it’s likely not beneficial to spend time writing meta descriptions for each page
Google generates title links from…
both the content of a webpage and references to it that appear on the web
“Rich Results”
Enhanced results in Google Search with extra visual or interactive features.
To get rich results for a webpage, you should…
..Add structured data to the page, which is code used to describe a webpage content better to search engines.
Structured data markup is a way of providing additional machine readable information within a webpage.
Examples of mark up information.
you can mark up information for an organization such as its location, opening hours, events, videos, recipes, and its logo.
just because you add structured data markup to a web page, doesn’t guarantee it will show up in the search results. Google algorithms decide.
Schema
The type of code used for the structured data markups
Who writes Schema
3rd party software, sw engineers or can learn. Google has a rich results test to check it.
Examples of Rich Results for video
may include the option to play the video, specific video segments, and if it’s livestream conten
Knowledge panels
are information boxes that appear on Google when you search for entities; similar to a person’s personal identification card. It consolidates essential and official information regarding a business or brand
Knowledge Panels can include:
business details can include a(n):
Official website link
Site logo
Brand industry
Brand description
Social profile link
Steps on Google Search Console:
Add and verify website ownership, proving that you own the website.
What will GSC do over the next day or two…
Console will ensure Google can find and read your pages. The index coverage report provides an overview of all the pages Google indexed or tried to index in the website
What will GSC do over the next day or two…
Console will ensure Google can find and read your pages. The index coverage report provides an overview of all the pages Google indexed or tried to index in the website
Review the rest available, and try to fix page errors and warnings.
Step 3 of GSC
review: mobile usability report. This report shows issues that might affect your user’s experience while browsing the site on a mobile device.
Step 4 of GSC:
consider submitting a sitemap to Search Console. Search engines like Google read this file to crawl the site more efficiently.
Site map challenge:
Submitting a sitemap is a slightly technical SEO task. However, many website platforms such as WordPress, Wix, or Blogger automatically create and make a sitemap available for search engines.
Step five:
The fifth step is to monitor your site’s performance. The search performance report shows how much traffic you’re getting from Google Search.
GSC Maintenance:
You’ll receive an email when unusual events occur, such as if the website is hacked or if Google has any issues crawling the website.
GSC: Overview Page
The page you’ll see after logging into Search Console.
Shows a summary of your site’s health, including any security issues, graphs of metrics, and summaries of enhancements for the site, such as structured data.
Check on this page periodically to ensure that there are no security issues or enhancement errors. Also, confirm there aren’t any dips in the click count to the website
Impressions
Clicks
The click-through rate
How many times your site has been seen by someone in Google Search.
How many times a searcher clicked on your website’s results in the SERPs.
The percentage of people who saw your listing and then clicked on it.
GSC: Links Report
Links report. This shows which websites link to yours, what the link text is, and what your top-linked pages are.
Use this report to better understand which webpages are receiving the most links from other websites. Ask yourself, why is this page receiving more links than other pages?
Also, you can use a Links report to determine if a website is linked to by spammy or useful sites. I
GSC: Coverage Report
Coverage report shows the index status for all pages in your site. Pages are grouped according to whether they are or can be indexed.
Also included is a description of why the pages could or could not be indexed.
Use the Coverage report to periodically scan for spikes in errors or drops in index counts to identify crawling problems on your site.
GSC: Manual Actions report
A manual action is Google’s way demote or remove webpages that are not compliant with its webmaster quality guidelines.
Typically, manual actions are for websites or webpages that tried to manipulate the search index. ex: keyword stuffing.
GSC: The Security Issues report
lists indications that your site was hacked or behavior on your site that could potentially harm a visitor or their computer. An example of this is installing unwanted software on a visitor’s computer. If you do see a security issue in this report, Google will provide details about the issue and how to fix it.
GSC: The Sitemap Report
Allows you to submit or update your sitemap; this provides information about the pages, videos, and other files on a site, and the relationships between them.
A sitemap helps Google find the most important pages on your website that you would like to appear in search results. It also helps Google understand the relationship between the pages on your site.
URL inspection tool,
This provides detailed crawl, index, and serving information about your pages, directly from the Google index
It allows you to access the information that the Google index has about a specific URL on your website.
reveals errors on the page, such as HTML or JavaScript code errors. It
It also allows you to test a live page on your website
Change of Address tool
If you move your website from one domain to another: ex: example.com to example.org
Removal Tool
Allows you to temporarily block pages from Google Search results and manage SafeSearch filtering. Last abt 6mo.
How do you remove a page in
Remove or update the page
Block access to the content by requiring a password or using another method to restrict access
Add code to the page that tells search engines not to index it (this method is less secure than the other two methods)
Bing Webmaster Tools
Bing Webmaster Tools is to the Bing search engine, as Google Search Console is to Google Search. A place to add their websites to the Bing index crawler and see their site’s performance in Bing.
Visits per mo on Bing
1 billion
BIng WMT similar to GSC
site verification, crawl control, sitemaps reports, URL inspection tool, change of address tool, and a removals tool.
Types of Google Ads on SERPs
Text ads
Shopping Ads
Local Services
Google Maps Ads
Call Ads
Text ads
classic ads with a title that is a link. Following the title is a short description. The description should appeal to the searcher and help them understand what they will find if they click on the webpage
Shopping Ads
Shopping ads are specifically for e-commerce businesses. They show products related to the search. Often, products from several different companies have shopping ads displayed. This type of ad differs from text ads because a photo of the product shows online
Local Services Ads
Local services ads are specifically for businesses with local, service-based customers. For example, locksmiths,
the business has to be screened by Google and confirmed it’s a legitimate business. The screening gives the business additional credibility with potential customers.
Google Maps Ads
Google Maps ads are for local businesses as well. However, unlike local services ads, they can be for local product-based businesses. For example, a Google Maps ad may work well for a restaurant or a fitness gym.
Call Ads
Call ads are only for mobile searches, and they became popular as a result of more people using their phones rather than their computers to search for products and services. Call ads allow potential customers to click on the business to immediately make a phone call
Some Google Ads are available wo add on “Ad Extensions.”
An ad extension features additional information about a business, such as additional website links, a phone number, or an address.
Ad Extension examples
Sitelink
Call extensions
Location Ext
Price Ext
Structured Snipets Ext
Sitelink Ext
Sitelink extensions include additional website links that may be helpful to the searcher. This type of extension appeared in our early text ad example.
Call Ext
Call extensions make it possible to call a business by clicking on its ad.
Location Ext
This extension enables customers to find a local business and pull it up on Google Maps.
Price Ext
specifically for e-commerce businesses. It lists a specific product and its price.
When a potential customer clicks on the link, they are taken directly to the product page.
Structured Snippets Ext
Highlights specific aspects of your products and services. Ex of available headers include services, brands, amenities,
some digital marketers also consider __________________ a search engine platform.
YouTube. You can send targeted ads during Consideration as they research brands.
Google bid strategy
A bid strategy is designed to help achieve campaign goals based on budget.
Manual Cost Per Click (CPC)
The most basic bid strategy…With manual CPC bidding, you set your own maximum cost per click for your ads.
A Automated Bidding Strategies
allow Google Ads to automatically set bids for your ads based on an ad’s likelihood to result in a click or conversion that helps you achieve a specific goal.
For the purposes of bidding, you’ll want to consider these five basic types of goals, along with your current campaign settings.
CONVERSION: If you want customers to take a direct action on your site, and you’re using conversion tracking, then it may be best to focus on conversions. Smart Bidding lets you do that.
TRAFFIC: If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign.
AWARENESS: If you want to increase brand awareness focusing on impressions may be your strategy. You can use cost-per-thousand viewable impressions (vCPM) bidding to put your message in front of customers.
CONSIDERATION; If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view (CPV) or cost-per-thousand impressions (CPM) bidding.
CONSIDERATION: If you run video ads and your goal is to increase product or brand consideration you can use cost per view (CPV).
CONVERSIONS: Five Smart Bidding strategies you can use
Target cost per action (CPA): If you want to optimize for conversions, you can use Target CPA to help increase conversions while targeting a specific cost per action (CPA).
Target return on ad spend (ROAS): If you want to optimize for conversion value, you can use Target ROAS to help increase conversion value while targeting a specific return on ad spend (ROAS).
Maximize Conversions: If you want to optimize for conversions, but just want to spend your entire budget instead of targeting a specific CPA, you can use Maximize Conversions.
Maximize Conversion Value: If you want to optimize for conversion value, but just want to spend your entire budget instead of targeting a specific ROAS, you can use Maximize Conversion Value.
Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to try to maximize conversions, you can use ECPC. It’s an optional feature you can use with Manual CPC bidding.
Step 1: Define your campaign goals: Considerations are…
Define your campaign goal
Your goal is what you want to achieve with the ad. There are seven campaign objectives to choose from:
Sales: drives sales online, in app, by phone or in store
Leads: brings in leads and other conversions by encouraging customers to take action
Website traffic: encourages people to visit your website
Product and brand consideration: encourages people to explore your products or services
Brand awareness and reach: reaches a broad audience and builds awareness
App promotion: increases installs or promotions for your mobile app
Local store visits and promotions: encourages customers to visit a physical store location
Steps to creating any Google ad?
- Define your campaign goal
- Choose the campaign type
- Set a budget
- Choose your bidding strategy
- Select your targeting
- Create your ad
- Finalize your ad
In an automating bidding strategy,how are bids set…
I Google Ads sets bids for your ads based on the ad’s likelihood to result in a conversion or a sale. The machine learning software in automated bidding strategies learn as they go.
Common forms of audience targeting in Google
Common forms of targeting in Google Ads include keywords, audiences, locations, topics, and devices. typically, you’ll plan and determine these options before creating an ad
What is needed before setting up conversion tracking?
Before setting up any conversions, you’ll need to provide users with clear and comprehensive information about any data you are collecting about them. You’ll also need to get their consent to collect any data
Average daily budget
The average amount that you set for each ad campaign on a per-day basis. It specifies roughly how much you are comfortable spending each day over the course of the month.
Ad Groups
The way to organize and target ads into themed groups of keywords. Each of your campaigns is made up of one or more ad groups.
Ad Formats
Text, videos, images, digital content ads, and more that appear alongside used to promote products and services with Google Ads.
(Google Ad) Bids:
The amount you’re willing to spend each time a potential customer clicks your ad or calls you is known as a bid.
Keywords
These are words or phrases describing your product or service that you choose to help determine when and where your ad can appear. Advertisers bid against each other, and ads are ranked based on how high you bid and how relevant your ad is, among other factors.
Creating a Google Ad: Step 2 - 2. Choose the campaign type, involves…
Next, choose your campaign type. Options include:
Search
Performance Max
Display
Shopping
Video
Discovery
Creating a Google Ad: Step 5- Select your targeting, involves…
- Select your targeting
Targeting helps define how narrow or broad your audience targeting will be. Your target categories include:
Locations
Languages
Audience segments
Creating a Google Ad: Step 6 - Create your ad
To create your ad, input information to determine how your ad will appear online. This includes:
Descriptions
Final URL
Display path
Headlines
Extensions
Creating a Google Ad: Step 7 - Finalize your ad
Once you are ready, finalize your ad by adding your final URL and display path. Use the preview window on the screen to check how your ad will appear online.
Display Advertising
Visual ad formats placed on websites or applications.
Ex: if you sold children’s furniture, you may want to get an ad for your products on a website about furniture trends.
Google Display Network.
Is a group of more than two million websites, videos, and apps where display ads can appear. The network reaches over 90% of Internet users worldwide
How do search ads differ from display ads
Unlike search ads, the people who encounter a display ad are not directly searching for your product or service, they’re just merely seeing your ad.
uploaded and responsive.
Generally speaking, there are two types of Google Display Ads: uploaded and responsive.
Uploaded you make. Responsive, Google makes.
