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Digi Cert II > Key Terms > Flashcards

Key Terms Flashcards

1
Q

URLS

A

URL (Uniform Resource Locator)

The address of a webpage

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2
Q

Meta-data

A

Metadata description

A snippet of text in a web page’s code that describes the context of the page, and is used as the website’s description in a search engine results page.

Meta titles and meta descriptions come up on the SERPs whaen you create a query.
E.g. the title tags are clickable blue links in search results and the black text is often the meta description of the page.

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3
Q

Heading Tags/Elements

A

Heading Tags/Elements (H1, H2, H3, H4, H5, H6)

The heading element in HTML defines a structure for headings in a document. Starting with H1 as the most important heading, descending to H6, heading tags are a standard part of HTML.

The H1 tag is the most important heading element on a web resource.

Generally, there should only be one H1 on a page, but it is not a major problem to use more than one if it helps to describe the content of a page ie, if there is more than one section on a page.

Metadata is what appears on a search engine and heading is what the user sees when one clicks through to the page

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4
Q

Keywords

A

Keywords
The search terms you bid on to show your ads against

A shortlist of words that describe the content of a webpage.
These aren’t used by search engines
This is typically what we optimise towards

Meta keywords tag (Legacy item - not followed by search engines anymore)

Nutribullet keywords: Nutribullet, food processor or blender.

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5
Q

Internal Linking

A

Internal Links

An internal link is a link that points to a resource found on the same website that the link is found on.

For example a link from http://www.domain.com/about/ to http://www.domain.com/contact-us/

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6
Q

Alt-text

A

ALT Text

A word or phrase that describes the content of an image. This is displayed if an image is not loaded, and it also helps search engines to index a page.

Used for search engines to contextualise exactly what the image is and used in image search.

Is there for screen readers and those that are visually impaired to understand what the image is about.

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7
Q

Rich Snippets

A

Snippets of information that google shows in organise search results to offer more information on a search query.

E.g. FAQ markup or extra information on recipes like star rating

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8
Q

Web Spam

A

Web Spam or Spam

Techniques that are used by some websites to try and cheat their way to the top of search sites to link to yours.

This is considered bad practice because truly relevant websites get buried in the results.

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9
Q

Title Element

A

Title Element

The title of a web page as indicated in the HTML. Also often used as the title of your page in a search engine results page.

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10
Q

Organic Rankings

A

The position of a website listing
on a page of organic search results
for a search query

E.g. #1 is the highest organic position

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11
Q

Website Authority

A

Website (Domain) Authority

How strong a website is.

This can determine its ranking and it is based on many factors including:

  • history
  • links pointing to the website
  • popularity of the website in visits/engagement
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12
Q

XML sitemap

A

XML Sitemap

A list of all the web pages that make up your site.
This helps search engines to understand your website.

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13
Q

Black Hat

A

Manipulative or deceptive SEO tactics that optimise website for search engines, not for people

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14
Q

Algorithm

A

Algorithm

A set of rules used by computers to solve problems.

Search engines use algorithms to determine the rankings on a search page.

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15
Q

ALT Text

A

ALT Text

A word or phrase that describes the content of an image.

This is displayed if an image is not loaded, and it also helps search engines to index a page.

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16
Q

White Hat

A

Tactics that optimise web pages for people, not for search engines

This is done by following best practices for creating good content and increasing search visibility.

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17
Q

Anchor Text

A

Anchor Text

The clickable text that forms part of a hyperlink.

For example, if clicking ‘photo gallery’ on a webpage takes you to ‘www.mywebsite.com/images’, then ‘photo gallery’ is the anchor text.

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18
Q

External Link

A

External link

A link that points to a different website than the link is found on.

For example a link from http://www.domaina.com/ to http://www.domainb.com/

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19
Q

Bot, Crawler, Spider

A

Bot, Crawler or Spider

A program that browses and indexes content on the internet.

This data is then used to help search engines deliver relevant search results.

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20
Q

Backlinks

A

Backlink

Backlinks are links from one site to another completely different site

These are used to provide more value to the user and send them to somewhere that has more information.

An example - A professional using a TedX link on their personal site.

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21
Q

Branded Link

A

Branded link

In terms of anchor text, a branded link is a link in which contains company brand or similar derivative in the anchor text.

Example branded link for Search Candy would be “Search Candy”, “SearchCandy” and “SearchCandy.uk”

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22
Q

CRO

A

CRO (Conversion Rate Optimisation)

A system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

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23
Q

CX

A

CX

Customer Experience

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24
Q

Destination Page

A

Destination Page

The page being linked to from another page.

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25
Google Search Console
Google Search Console A platform created by Google for people to better manage how their websites are seen in the search engine results.
26
Impression Share
Impression Share The number of impressions delivered, divided by the number of total eligible impressions. Some brands like to use this as an indicator of market share More accurate to use it as an indicator of your participation, relevance and bid strategy in auctions.
27
Keyword Volume
Keyword Volume Google's estimated monthly searches for a particular keyword in a particular country. Helps to prioritise keywords to target.
28
Link
Link Is a hyper-link that when clicked will take a user from one resource or area of a page to another.
29
UX
User experience
30
Content
Anything, on any channel that people watch, listen to or read
31
Content Marketing
``` A form of marketing focused on the: -Creating -Publishing -& Distributing relevant and useful content for a target audience online ``` e.g. videos, blogs, social media posts or podcasts Used in order to: attract attention, increase brand awareness or credibility, generate leads or increase online sales. Longer-term strategy, can decrease your reliance on paid media as consumers start to seek out your content. Tangible forms of content: Events, experiential, partnerships.
32
Content explosion (now possible due to the opportunities of the digital landscape)
- Advertiser funded programming - Branded stunts - Branded movies - User-Generated Content (UGC) aka GoPro
33
Types of content
1. Video - Animated video; Hype reels, trailers, teasers; Expert interviews; Documentary-style films; Live event broadcasts; Branded entertainment 2. Written - Long form feature articles; Web copy; Case Studies; White papers; eDM; Blogs- regular, topical or ambassador blogs; interview features 3. Social - Made for social; shareable infographics; downloadable eBooks; Quizzes; Quote Overlays (meme); Tweets; Updates; Posts 4. Audio - Podcasts; Interviews; Music 5. Image - Infographics; Animated GIFs; Slideshares; eBooks; Image Galleries
34
Blog
Blog Short for 'weblogs' this is a special kind of website for self-publishing, often done by the owner of the site (the "blogger"), but sometimes by a committee of authorised authors.
35
Forum
Forum An area on a website (or an entire website) dedicated to user conversation through written comments and message boards, often related to customer support or fan engagement.
36
Microblog
Microblog A microblog is a social media utility where users can share short status updates and information. The most famous example is Twitter, which combines aspects of blogs (personalised Web posting) with aspects of social networking sites (making and tracking connectings, or "friends").
37
Podcast
Podcast A series of audio or video content which can be downloaded and listened to/viewed offline (of a particular episode in that series, e.g. podcast #6 of The Sporkful). Podcasts are sometimes created to provide stand-alone copies of existing radio or television programming but they may also consist of entirely unique content intended for devoted Web-based subscribers.
38
User-Generated Content
User-generated Content Commonly abbreviated as "UGC", it is any piece of content created by a member of a given website's audience for use on that website and sometimes to be freely distributed on the Web. Wikis (and Wikipedia) are examples of UGC.
39
PAID - Advertiser-funded programming (AFP)
A partnership between a television channel or publisher and an advertiser. e.g. Westpac's extension of their lifesaver rescue helicopter service into a Documentary series - Air Rescue
40
PAID - Experiential events
E.g. Snapchat filter, Branded zones Get the consumers involved with making the content
41
PAID - Sponsorship
1. Basic: Tennis Australia - Aussie Open. Online roadblock banners on Nine 2. Integrated: Kia - Aussie Open Integrated with their dealerships, use hospitality for consumer promotions 3. Complex: Uber - Aussie Open Created content that was made to look like it was in the program, players even wearing same outfits.
42
Programmatic
Programmatic Automated buying and selling of inventory in real-time, using technology and data. Allows you to find your audience at the right time, in the right place and deliver the audience the right message. Shift from mass targeting of the same message to a more refined and targeted approach Using Data + Technology to find Audiences at scale - all in real time.
43
RTB
Real-time bidding
44
ATD
Agency Trading Desks E.g. Matterkind, Xaxis and OMG (Omnicom MediaGroup)
45
IAB
Interactive Advertising Bureau
46
Bounce Rate
Bounce Rate Refers to the percentage of a given page's visitors who exit without taking an action on the page or website.
47
Geo Verification
Ability to verify a user's geographic location (usually referring to mobile usage)
48
Partner Categories
Partner categories Include data from trusted data partners. The data from these partners allows you to target people based on certain attributes like their income and whether or not they're a homeowner. You may also be able to target people based on things they do off of Facebook, like purchasing a new truck.
49
Viewable Impressions
Viewability / Viewable Impressions Is the abiliity for the digital ad to be seen by an actual consumer. An online advertising metric that aims to track only impressions that can actually be seen by our users
50
Ad Fraud
Ad Fraud It is the practice of fraudulently representing online traffic, impressions, clicks, conversion or data events in order to generate revenue. Also referred to as Invalid Traffic (IVT). Could be through Bots.
51
Brand Safe / Blocked %
Brand Safe/Blocked % Percentage of impressions that were displayed in brand SAFE environments. Technology can be used to block ads appearing on webpages where its appearance might negatively impact the Advertiser's brand.
52
In-View %
In-view % An Ad that appears in a viewable space on the user's screen. Percentage of impressions that met the agreed viewability standards.
53
Brand Safety
Brand Safety A brand's exposure to an environment and/or context that will damage or be harmful to the brand. This could be an ad published next to, before, or within an unsafe environment such as religious extremism or pornography. Not to be confused with 'Brand in-appropriateness/Brand un-suitability'.
54
IVT %
IVT % (Invalid Traffic %) Percentage of fraudulent (non-human) traffic. Also referred to as Ad Fraud %.
55
Viewability
An opportunity to be seen by an actual user (human) Was that brand viewable on a page? Did the user have an opportunity to see it? In View % - What percentage of your total ad was viewable
56
Quality Measurement
Hygiene Measures that are important for a digital campaign
57
Viewability minimum Display
50% of the ad in-view, for at least 1 continuous second
58
Viewability minimum Video
50% of the ad placement in view, for at least 2 continuous seconds
59
Visible = Viewable
But does not equal seen
60
Attribution
The process of connecting an ad event to a consumer action or desired response

Digi Cert II (3 decks)

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