Digital and Social Analytics Exam 2 Flashcards
SEO
Search engine optimization
-practice of increasing quantity and quality of traffic to your website through organic search engine results
Search Engines
want to match people browsing with relevant content
- conversion rate
conversion rate
see AND buy; many people see
Rank Matters
SERP
SERP
Search engine result page (first few are critical to traffic)
How much of the internet search traffic does google own?
90% (bing owns 6%)
We have been seeing what within mimic pro
Ad rank (SEM)
What is the unpaid version of SEM referred to as?
SEO- organic or natural
Who searches the internet?
Google’s spiders
Not searching the internet
Google doesn’t search the internet as you need it; they’ve already searched it and pull it from their database
Robots.txt.
html to tell it to ignore a website/ not catalog it
Webpage marketing 101
SEO vs SEM
SEO (full description)
Organic based on:
-content= need words for what you are looking for
-structure= Google deprioritizes badly formed html
-links (references)= if people link to site it increases your results
SEM
paid placement of ads in search results:
-keywords
-campaigns
-metered/structured budgets= structure how you spend
The old days: Meta tags
key words in head of document to tell google what the site was about
- abused by people “stuffing” the key words with stuff just to drive up traffic
Common Meta tags
<meta name= “ “ content= >
-“ “= description, keywords, author, viewport
viewport
tells device if people are allowed to pinch (zoom) or not
SEO- HTML
Use <h1></h1>… <h6></h6>
Use paragraphs
Use attribute for images
-alternative text for what it is
Do not “game” the system, they detect and remember it
SEO layers on website
AMP
Accelerated mobile pages
-standard to help mobile users
Google gives credit if pages can load quickly on mobile device (SPEED MATTERS!)
HTML, javascript
Caching
Leaving something for someone else to find later
-allows content to be shared for a certain amount of time closer to where the users are using it
WYSIWYG Editors
What you see is what you get
A note to editors: Some editors let you control the HTML, others don’t
A fine level of control allows for better SEO, but also requires more talent to manage
- some editors do it for you- still have to know jargon and impacts
Matts Meta Message
CONTENT WINS EVERYTIME
quality content= quality traffic
CSS
Cascading style sheets
-control layout, color, look, and feel
Three ways to accomplish
- In line:
<div> Content </div>
- Style tag in the head tag (internal)
<div> Content </div>
- Separate file (external)
<link></link>
Three basic ways (to CSS text)
By element
By ID
By class
By element
<p>content</p>
p{color:#EEOOFF;}
By ID
<p i.d= mynamehere”>Content</p>
#Mynamehere {color:#004433;}
by class
<p> Content </p>
Another name here {color:#223311;}
MOST IMPORTANT (CSS) ADVICE
The world of CSS is seriously BIG
Code–> test–> fix–>code–>test–>fix–>…
Location Analytics
Location Data Types
Location Data Types
Address based location
Latitude/longitude (drop pin on map)
Latitude/Longitude
Drop pin on map
Works on GPS Data
- doesn’t work on address based
Postal address is challenging
Many different ways to express
International addresses are difficult when…
-Ethnocentric
-only use numbers
How should I construct the postal code
15 characters of characters and numbers (not five like the US)
Locations
Phone=GPS:
-Phones can collect GPS data
–In app or background
Website Visiting
IP address
VPN
iBeacons/ Bluetooth
NFC
RFID
IP address
Geolocation translation (best guess, not precise)
iBeacons/ Bluetooth
can tell when phone comes into range
NFC
Near Field communication
(tap to pay-but more–>airdrop)
RFID
Radio Frequency Identification
-Make sure to talk about tunneling
GIS tools/systems (not simple)
Geographic Information Systems
…
Google Maps and Google Fusion Table
Maps +Fun (pin drop on many locations)
ERSI
This is the cadillac
Arc GIS is awe inspiring –> You need serious cash or a relationship with a provider
(helps with layering, crime hot spotting, exact pin dropping, etc.)
Microsoft and SQL server
they’ve added a specific data type for coordinate based systems
Geometry
Critical for doing things like drawing zip code maps
Advantage and disadvantage of SILOS
silo-ed practices vs combined practices
-Social analytics
- Traditional Business Data Sources
- Website analytics
Silo-ed practices
all separate jobs
less argument but less collab
Combined practices
Collab and shared resources
Javascript
Action, like movement and calculations
HTML
structure of tags
Three basic languages/ building blocks
HTML
CSS
JAVASCRIPT
JAVASCRIPTS
-Client side language that runs in the browsers context
-event driven–> click a button, move a mouse, change a field, etc.
>On click (), Om command (), on mouse over()
interpreted language (javascript)
the source code is provided each time and then executed by the browsers engine
Libraries
common to use libraries others have written (copy and paste Java into HTML)
just include in HTML and “things happen”
AJAX
Asynchronous JavaScript and XML
-Allows JavaScript to interact web server without reloading the page
Box Model
Margin- How much space before drawing thing
Border- around drawing
Padding- Between border and drawing
Content- the “drawing”
