DM2 Flashcards
Alt text
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired
Anchor text
The visible text in a hyperlink
Backlink
A link that points to a website from another site
External link
A link on a website that leads to content on other sites
Google Search Console
A no-cost tool that helps users better understand how a website is performing on Google Search
Internal link
A link on a website that points to other pages on the site
Manual action
Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines
Meta description
Text that provides the search engines a summary of what the page is about
Nofollow link
A link that features HTML code that tells search engines to ignore that link
Schema
The type of code used for structured data markups
Sitemap
A file that provides information about the pages, videos, and other files on a site and the relationships between them
Structured data
Code used to describe a webpage’s content to search engines
Webpage title element
Text that provides both the users and search engines with a page’s topic
404 page
A URL that tells the visitor that the webpage does not exist
A/B testing
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results
Abandoned cart
When a potential customer adds an item to their cart but doesn’t complete the purchase
Algorithm
An automated software that helps locate information to answer a user’s query
Awareness stage
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
Bounce rate
The percentage of website visitors who view one page and then leave the site
Breadcrumbs
A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage
Broken link
A link that leads to a webpage that no longer exists
Consideration stage
The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service
Content marketing
A marketing technique that focuses on creating and distributing valuable content
Conversion rate
The percentage of users or website visitors who take a desired action
Conversion stage
The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
Copy
Any written material that encourages a customer to buy a product or service
Crawling
The process of finding new or updated webpages
Customer persona
Represents a group of similar people in a desirable audience
Customer persona barrier
What is preventing the customer from achieve their goal
Customer persona goal
What the customer wants to achieve
Demographics
Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location
Display ad
A visual ad format placed on websites or applications
Domain
The core part of a website’s URL, or internet address
Email marketing
Sending messages to a list of existing subscribers to share information, drive sales, or create community
Featured snippet
A special box that displays information about a search in the results page
Google Business Profile
A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps
Google knowledge panels
Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database
Googlebot
The generic name of Google’s crawler
HTTPS
An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site
Indexing
The process of Google saving and organizing website information to display in the search engine
Influencer marketing
Involves a brand collaborating with an online influencer to market one of its products or services
Keyword
A search term people use to find information, products, or services online
Keyword research
The process of finding terms and phrases that people use in search engines
Keyword stuffing
The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results
Loyalty stage
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
Meta description
Provides the search engines a summary of what the page is about
Mobile-friendly webpage
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
Query
The words typed into a Google Search bar
Rank
A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm
Remarketing ads
An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media
Rich results
Enhanced results in Google Search with extra visual or interactive features
Search algorithm
An automated process that helps locate information to answer a user’s query
Search engine
Software that provides information on a search query
Search engine marketing (SEM)
Increasing a website’s visibility in a search engine through paid advertising
Search engine optimization (SEO)
The process of increasing the visibility of website pages on search engines in order to attract more relevant traffic
Search engine results pages (SERPs)
The results pages that appear when someone performs a search query
Sitem
A file that provides information about the pages, videos, and other files on a site, and the relationships between them
Social media marketing
The process of creating content for different social media platforms in order to drive engagement and promote a business or product
Social share
When a customer shares a product or service with their social media followers
Strategy
A plan to achieve a marketing goal
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
Subpage
A lower-level page that appears below the homepage of a website
Tactic
An action a marketer takes to make a marketing goal happen
Unique selling proposition (USP)
An explanation of why a product or service is better than the competition
URL
The address of a webpage or file on the internet
Webinar
A presentation, typically educational, that is provided online
Webpage title element
Provides users and search engines the topic of a particular page
