Exam #1 Flashcards
What is a cookie?
A unique identifier placed on a web browser by a website in order to retain/collect information used to tailor the website experience to each user.
What are the 7 primary objectives of a website?
- Earn money through online sales.
- Earn money through advertising
- Earn money through commissions
- Earn money through subscriptions
- Provide information to generate/support offline sales
- Support a cause
- Provide customer support
How do you measure the success of a website?
- Generate traffic
- Driving conversions
- Generating Revenue
What is Direct Traffic?
Visits that results from typing the URL directly into the browser.
What is Paid Referral Traffic
It comes from ads that a website has paid to display on other websites.
Banner ads, Text ads, Video ads, and Affiliates
What is Unpaid Referral Traffic?
It comes from links on other websites that are not paid for.
For Example: Email is generally most cost-effective online marketing
channel (i.e. highest ROI).
Social media activity targets established customers/fans.
Backlinks: requires interesting content
What is Paid Search Traffic?
Paid: comes from ads on the search engine results page
(SERP)
Paid search allows a company to target driven customers.
Expense of paid search varies by keyword.
What is Unpaid Search Traffic?
Comes from organic search results on the SERP.
Unpaid search traffic comes by being well-ranked on commonly
searched term.
Alternatively, unpaid search traffic comes with good rankings on
a lot of less popular search terms.
What are the primary conversions for the main 7 different types of websites?
1.Retail: purchase
- Lead Generation: lead (Phone call or form submission)
- Search engine: booking. (e.g. hotel reservation)
- Media (example Netflix): Engagement
- Social Media: Create an Account.
- Affiliate marketing: click affiliate link.
- Marketplace: Posting item for sale.
What are the 5 Web Design Frameworks?
- Design for Usability
- Conversion-Centered Design
- Three Questions
- Segments
- Mobile first
Design Frameworks: Design for Usability?
- Follow website conventions.
- Create effective visual hierarchies.
- Break pages up into clearly defined areas.
- Make it obvious what’s clickable.
- Eliminate distractions.
- Format content to support scanning.
Design Frameworks: Conversion-Centered Design?
Typically used for landing page design, but is also useful for website design.
- Call to action (CTA): attention to a single CTA.
- Context: does the content match expectations?
Note: context is more important for a landing page (vs. homepage). - Clarity: is the content clear from a quick scan?
- Congruence: do all words encourage conversion?
- Credibility
- Closing: encourages conversion by using positive words.
- Continuance: does the customer know they have
successfully completed the conversion?
Design Frameworks: Three Questions?
According to this framework, a website can maximize conversions by having clear answers to the following questions above the fold:
- What are you offering?
- Why should I pick you?
- What do you want me to do next?
Design Frameworks: Segments?
Conversion, or the next step in the conversion process, should appeal to a variety of customers.
- Segmentation can have many dimensions
– Search versus category navigation
– Browse versus directed shopping
– Product category shopping
– New versus returning customer
– Preference for online versus in-store shopping
Design Frameworks: Mobile First?
Design for smaller screens first.
Add features and content for larger screens (“Progressive enhancement”).
Responsive web design (RWD) is a method of coding that detects the visitor’s screen size and automatically resizes and rearranges the website elements accordingly.
What is Conversion rate optimization?
Achieving the highest rate of conversions require conversion rate optimization through continual A/B testing (aka split testing).
What is A/B Testing (Split Testing)?
Two or more variants of a page are shown to users at random & statistical analysis is used to determine which variation performs better for a given conversion tool
What are trust symbols?
Visual signals to visitors that URL site is trust worthy.
Examples:
Accessible return policy and guarantees.
Brand Recognition, Positive Publicity
Video Demonstrations and Testimonials
Social Media Presence
On what 3 dimensions should a landing page match an ad?
Although general web design principles apply to landing pages, a landing page should match the ad on 3 dimensions:
- The product (or service)
- The message
- The visual components
What is a Landing page?
The first webpage that a visitor to a site sees.
Example: home page, a page created for a campaign.
What are the 5 Landing Page Types?
- Single-Product Landing Page
- Multiple Product/Category Landing pages
- Lead Generation Landing Pages
- Subscription Landing Pages
- Long Copy Landing Pages
Single-Product Landing Page?
Product image
Unique value proposition
Call to action
How to proceed
Familiar color scheme and logo
Multi-Product Landing Pages?
Used when the ad includes a product category, instead of one product (e.g., running shoes…).
Follow the same rules as single-product landing pages, but should include multiple products.
Should include product search.
Should display multiple product above the fold.
Order of products should be prioritized (best sellers, high margin products…)
Lead-Generation Landing Pages?
Phone number in the upper fold
Call to action
Contact form
A/B tests should be regularly performed to test buttons, images, form placement, phone number placement etc.
Subscription Landing Pages?
Often use site overlays (i.e., pop-up windows) encouraging the visitor to subscribe.
Also uses new interesting piece of content (Examples: video, blog post…) with call to action.
Long-Copy Landing Pages?
Used for products that require detailed explanation.
Used for new or complicated products.
Explanations should include bold, interspersed calls to action.
What are Basic Metrics?
- Pageview (hit)
- Session (visit)
- User (unique visitor)
What are Calculated Metrics?
- Average Engagement Time
- Site Bounce Rate.
- Page Bounce Rate.
Average Engagement Time?
Average amount of time users are engaged with website.
Site Bounce Rate?
% of visitors that consist of only one pageview with no other actions.
Page Bounce Rate?
% of sessions that begin on that page that consist of only one pageview with no other actions.
What are Manual Metrics?
The user must set up goals in analytics to tell the analytics package specific user actions to a website wishes to measure.
Manual Metrics Goals Examples?
1) Destination
2) Duration
3) Pages / Screens per session
4) Event
What is Channel Analysis?
Consists of analyzing KPIs by traffic source (rather than in aggregate) to determine ways to attract the most profitable visitors.
Channel Analysis 8 Generations
Visits can be generated from:
1. Organic searches
- Paid search ads
- Display ads
- Emails
- Social media posts
- Social media advertising
- External links
- Affiliate links
What is Segmentation analytics?
Any method of dividing website visitors into groups that differ in a meaningful way.
What are Segments?
Search versus category navigation.
Browse versus directed shopping.
Product category
What is Segmentation?
Any method of dividing website visitors into groups that differ in a meaningful way.
What is Attribution ?
They are a set of rules that determine how credit for sales and conversions is assigned to different touchpoints.
Which ad was responsible for the conversion?
What are Attribution Methods?
They are methods used to determine which ad(s) is most responsible for a conversion.
What are 3 Attribution Methods?
- Last-click attribution
- Linear attribution
- Time-decay attribution
What is Last Click Attribution?
Which touchpoint a customer last clicked on before making a purchase, and gives it 100% of the credit for the sale or conversion.
What is Linear Attribution?
A method that splits conversion/sales credit equally across each touchpoint or interaction along a customers journey.
What is Time Decay Attribution?
A method which assigns credit to touchpoints encountered closer to the time of conversion, compared to those that occurred further back in the customer journey.
What is SEO?
Search Engine Optimization
What is On-Site SEO (aka On-page SEO)?
The set of procedures that are implemented to maximize the number of visitors to a particular website, by ensuring that the site appears high on the list of results returned by a search engine.
Examples:
Making your website search engine friendly.
It deals with the formatting of content and coding on the website to maximize its chances of ranking for all desired searches.
On-Site SEO Principles?
It refers to optimizing both the content and the HTML source code of a page.
It helps search engines understand the content and the value of a page.
It also helps users understand the content of the page which improves their experience with the website.
Search Engine Optimization or (SEO) Goals?
- Choosing target search phrases.
- Maximizing relevance: Keyword Usage.
- Creating high quality webpages.
How to Maximize Relevance?
Search engines evaluate the relevance of a webpage based on the words used on the page URL.
Title Tag
Header Tags
Main Content
Alt Text
Anchor Text
How to Maximize Relevance: Keyword Usage: Title Tag?
The title tag is an HTML code element the specifies the title of a webpage
It shows up at the top of a browser.
Keywords should be part of the title tag, followed by the brand name
Can be viewed in “View Page Source”
Maximizing Relevance: Keyword Usage: Main Content?
In general:
At least 100 words of text/page.
Avoid keyword stuffing.
How to Maximize Relevance: Keyword Usage: Header Tags?
The header tags are also part of the HTML code of the website
They are used to define the headings of a page.
How to Maximize Relevance: Keyword Usage: Anchor Text?
Anchor text is used to link one webpage to another.
How to Maximize Relevance: Keyword Usage: ALT Text?
Alt text is used to label images, in the code of the website.
What is Keyword Stuffing?
A technique that involves repeating words or phrases too often to make them sound unnatural. The goal is to increase a page’s ranking in search results by tricking search engines.
Black Hat SEO.
What is a Keyword Search?
Is the process of finding and analyzing search terms that users enter into search engines (e.g., Google).
Choosing Target Search Phrases 4 Principles?
A webpage should choose a list of search
phrases to target based on:
– Relevance
– Traffic
– Competition
– Current ranking
What is Relevance?
Determined by the searcher’s intent.
For example Customer looks up Book Stopper in Google:
Possible Keywords:
Bookend
Bookshelf stopper
Book stopper
Decorative
bookends
What is Traffic?
A website should target search phrases with a higher level of search traffic.
The higher a website ranks for a keyword, the more traffic it will get.
What is Competition?
Estimate competition
Smaller websites should target long tail keyword phrases with lower competition:
- e.g.; gold earrings online instead of earrings (a fat head
term with higher search volume) - Current ranking
What are Issues that cause poor ranking?
Insufficient internal linking
Punishment for past crimes: Poor ranking or no ranking at all.
Poor mobile optimization
Dirty sitemaps
Poor security
Local search: Make sure business information (e.g.; name) is thorough and identical across all properties.
On-Site SEO Short Definition?
Optimizing the content and structure on a website to maximize relevance, and to improve quality.
Off-Site SEO?
They are techniques to increase the popularity of a website.
Search engines rank webpages based on:
- Relevance to the searched phrase
- Quality
The number of links and the quality of the links pointing to a
website is an important measure of the quality of the website
What is a Link?
A link is an object (i.e., text or image) that allows visitors to move from one webpage to another.
Links are created using hypertext markup language (HTML).
What are No Follow Links?
Nofollow” links instruct search engines that the link is not an
endorsement; e.g., blog comment section.
Tells search engines to ignore link.
“Nofollow” links do not count in the page’s favor, and do not
boost page rank.
Popularity Metrics: Number of backlinks?
The more webpages cite a given page, the more popular the search
engine will consider this page to be.
Popularity Metrics: Backlinks from related/relevant websites?
Backlinks from pages with a similar topic are considered expert
endorsement.
Popularity Metrics: Anchor Text?
An endorsement is more valuable when the anchor text includes relevant keywords.
Popularity Metrics: Link neighborhood
Spam websites have a great number of backlinks from/to other spam
websites.
To avoid being listed as spam, a website should receive backlinks from reputable domains.
Popularity Metrics: Link freshness
New backlinks are important.
Old backlinks signal that a webpage is no longer relevant.
Popularity Metrics: Link diversity?
Independent endorsements from various webpages (e.g.; different IP
addresses, different domains names…).
Popularity Metrics: Social sharing?
Although social media posts include a “nofollow” feature, they can still signal popularity.
This can include guest blogging, brand mentions, influencer marketing etc.
Popularity Metrics: Total number of links of the page
The greater the number of links on a page, the less valuable the
endorsement is perceived to be.
No consensus on the optimal number of links on a page.
What are Outbound Links:
All backlinks present on pages on your website that point to pages on other websites.
What are Natural Internal Links?
They are links that lead users from one page to another page on the same domain.
What are the 3 Link Building Links?
Good: Editorial Links
Good: Manual Links
Bad: Manufactured Links
What are Editorial Links?
A backlink on another website that points back to your website, they are Links given by another webmaster as pure endorsement
They improve ranking on any search engine.
To get Editorial Links: Provide linkable content: high quality content that other website will consider worth linking
– Visual content
– Expertise
– Videos
– Press releases
What are Manual Links?
It involves acquiring backlinks from other relevant sites to your own website.
Earned through direct effort (e.g., directory).
Easier to acquire than editorial links:
– Submitting to directories (e.g., Yelp)
– Local business profile (e.g., Google My Business, Bing Places, Yahoo
Small Business)
– Social bookmarking sites (e.g., Pinterest)
– Social networking sites
– Asking for links
– Guest bloggers
What are Manufactured Links?
Should be avoided because of their bad quality
– Blog comments
– Forum signatures
– Free article directories
– Creation of secondary websites
What is Linkbait?
It is the process of creating content designed to attract backlinks.
Link Bait content examples:
Controversial content
Infographics/Graphs
Lists
Supporting a cause
Expert opinion
Data
Why Is Paid Search Useful?
Targeted: It puts the ad in front of a viewer who is actively searching for the product or service.
The advertiser pays only when the ad is clicked.
Effectiveness can be measured.
How does PPC advertising work?
Advertisers select when their ads will show up based on:
– Search Phrase: it should match the ad keyword(s)
– Other considerations: geography, device type, timing, language.
What is PPC or Pay Per Click?
An internet advertising model in which advertisers pay a fee each time one of their online ads is clicked
Keyword Selection?
A keyword can be a single word, or an entire
phrase; e.g.,
– Wakeboards
– Wakeboards for sale
The ad will show up on the SERP when the search phrase entered by the user matches one of the keywords selected by the company.
What is SERP?
Search Engine Results Page.
What is Exact Match?
Ads are displayed for the exact keyword, or close variants of the exact keyword.
Close variants include:
– Misspellings
Reordered words with the same meaning (for example, [shoes mens] and [mens shoes]).
Synonyms and paraphrases (e.g.; [bathing suits] and “swimming suits”).
To use exact match: place brackets around a [keyword].
Exact Match Advantages and Disadvantages?
Advantage:
ads are highly specific and targeted,
Disadvantages:
Results in fewer impressions, clicks, or conversions than other options.
Building and maintaining a list of exact match keywords requires more time and effort.
What is Phrase Match?
Phrase Match
Ad displayed for exact keyword and close variants of the exact keyword, with additional words before or after.
More targeted than broad match, but more flexible than exact match.
For Example: Phrase Match Keyword “Tennis shoes”
Ads may show on searches for: Red leather tennis shoes, buy tennis shoes on sale, and or red tennis shoes.
Ads won’t show up on searches for: shoes for Tennis and tennis sneaker laces.
To use exact match: place quotation around a “keyword”.
What is Broad Match?
Ad automatically run on relevant variations of the keywords, even if these terms aren’t on the keyword lists.
It is the default match type setting.
Examples: Broad match Keyword Low-carb diet plan
Ads may show on searches for: carb-free foods, low-carb diets, low calorie recipes, etc…
Broad Match Advantages and Disadvantages?
Advantage:
High traffic
Disadvantage:
Ads show up for searchers who have no intention of buying.
What are Negative Keywords?
Used to instruct the search engine where NOT
to display an ad
Examples:
A company sells athletic shoes but not dress shoes so “dress” would be a negative keyword
Should advertisers purchase ads on searches that include their brand name?
Yes
– Competitors can start advertising on the brand’s own name.
– These ads are typically less expensive.
– Occupying more space on the SERP is always good.
No
Research conducted by eBay demonstrates that this
form of advertising is ineffective:
Searchers tend to click on organic link or type in URL directly.
When should advertisers purchase ads on searches that include their brand name?
The company’s brand name is so generic that othersmare outranking it on the SERP Search Results Page.
A competitor is running a PPC with the brand name.
A major competitor is outranking the company organically for its own brand name.
There are a lot of searches for the company brand name, but the company is not ranking well organically (e.g., below the 3rd organic spot).
What are the 4 other Selection factors?
Geography
Device type
Timing
Language
What are key elements of an ad copy?
The results on the SERP that you click on to access a website.
-final URL landing page after clicking an AD
-Headlines
-Path
-Descriptions
-Ad Extension
What are the Tips from Google for an ad copy?
Be clear about what you’re promoting.
Be relevant.
Match the description to the headline.
Match your ad to your landing page.
Appeal to customers on mobile.
What are the Common Elements of a High Performing Text Ad?
Keyword relevance:
- Enticing and unique value proposition (UVP)
- Obvious call to action (CTA)
- A/B testing
What is a Domain Name?
Name of the website, e.g.; “Target.com”.
What is a URL or Uniform Resource Locator?
Web address
What is a Internet Protocol (IP) address?
Standardized set of procedures for locating computers connected to the internet, and transferring information from one computer to another
What is a Server?
A computer connected to the internet that fulfills information requests to the website?
What is Transport Layer Security or TLS?
Encryption method that provides privacy and data integrity online.
What is a Conversion?
A target action you wish visitors to make.
What is Conversion-Centered Design?
- Attention
- Context
- Clarity
- Congruence
- Credibility
- Closing
- Continuance
What are Webpage Elements?
Color Scheme
Buttons
Images
Navigation
Trust Symbols
Video
Forms
Phone Numbers
What are Website Analytics?
Data generated by website visitors.
What is Supplemental Information?
Raw information is not useful unless it can be aggregated & organized.
What is Average Page Depth?
Pageviews/sessions (engagement)
It indicates the average number of pages visited by a user within a session.
What is Average Session Duration?
It is the average time users spend on a particular website, app, or platform during a single session.
What is Site Bounce Rate?
% of sessions that consist of only one page view
What is Page bounce rate?
% of sessions that begin on that page that consist of only ONE page view.
What is a Unique Pageviews?
Some sessions may hit the same page several times. Removing these double counts can give a more realistic picture about the volume of traffic on a page.
What are Page -Specific Metrics?
Entrance rate & Exit rate
What is Entrance Rate?
% of session that begin on that page.
What is Exit Rate?
Percentage of pageviews that result in an exit.
What are Key Performance Indicators or KPI
Are the metrics the website considers to be the most important measures of its success.
What are Lead Generation KPIs?
Goal: Get conversions (no purchase transactions)
What are Media KPIs?
Goal: Generate traffic and keep visitors engaged because these sites make money though advertising on the site.
What are Social Media KPIs
Goal: Increase user engagement because money comes from advertising.
What are Search Engine KPIs
Goal: Provide the best list of content possible to users so they can find the best content and get on their way. Unlike other website, the goal is to generate a user exit.
What is a Conversion Funnel?
Divides the purchase procedure into steps to allow the web team to determine where in the process consumers are abandoning the procedure.
How to Create High Quality Webpages?
Decrease Bounce Rate and load time.
Have Good grammar.
What is Bounce Rate?
Is when a user on a search engine clicks on a webpage but then very quickly clicks the “back” button.
What are Impressions?
It is the point in which an ad is viewed once by a visitor, or displayed once on a web page.
What is Click Through Rate or CTR?
used to estimate the success of an online ad campaign.
What is Searcher Intent?
-What does the searcher want?
-What does your website provide?
What is UVP
Unique Vale Proposition?
Common Elements of Landing Pages
That Convert Are?
Relevant to the keyword searched.
Match the ad message, UVP, and CTA.
Make it obvious for the user what they need to do to continue through to conversion.
