Midterm Flashcards
What is digital marketing?
Digital marketing involves promoting products or services using digital channels such as search engines, social media, email, and websites. It encompasses a range of strategies aimed at reaching consumers where they spend their time online.
What are the main objectives of commercial websites?
- Attract Visitors: Generate traffic through various channels.
- Engage Users: Provide valuable content to keep visitors interested.
- Drive Conversions: Encourage visitors to take specific actions (e.g., purchase, sign up).
- Generate Revenue: Create a sustainable income stream through sales, ads, or subscriptions.
What are the four types of website conversion?
- Direct Traffic: Visitors who type the URL directly into their browser.
- Referral Traffic: Visitors coming from other websites (can be paid or non-paid).
- Search Traffic: Visitors coming from search engines (can be paid ads or organic results).
- Email Traffic: Visitors who come through links in email campaigns.
What is a conversion?
A conversion occurs when a visitor completes a desired action on a website, such as making a purchase, signing up for a newsletter, or downloading a resource.
What are the different types of conversions?
- Main Conversions: Primary actions (e.g., purchases, account sign-ups).
- Secondary Conversions: Supporting actions (e.g., downloading a brochure, subscribing to a blog).
What is the conversion funnel?
The conversion funnel illustrates the stages a consumer goes through before completing a conversion. It’s important for digital marketers to identify drop-off points and optimize the customer journey.
How can you identify issues by analyzing the conversion funnel?
Marketers can analyze each stage of the funnel to find obstacles preventing conversions, such as unclear calls to action or poor user experience.
What are the six principles of good web design?
- Design for Usability: Ensure easy navigation and user-friendly interfaces.
- Conversion-Centered Design: Focus on elements that drive conversions.
- Three Critical Questions: What is this site about? What can I do here? Why should I do it?
- Customer Segments: Design with specific target audiences in mind.
- Mobile First: Prioritize mobile design to cater to mobile users.
- Visual Appeal: Use attractive visuals to engage users.
What is usability?
Usability refers to how easily users can navigate and interact with a website. It’s crucial for retaining visitors and encouraging conversions.
What are some recommendations for designing a usable website?
- Simplify navigation.
- Use clear, concise language.
- Ensure responsive design.
- Optimize load times.
- Provide accessible content.
What is a conversion centered web design?
- Clear Calls to Action (CTAs).
- Minimal distractions.
- Trust indicators (e.g., testimonials, security badges).
- Visual hierarchy.
- Compelling visuals.
- Simplified forms.
- Relevant content.
What is the above the fold section?
This refers to the portion of the webpage visible without scrolling. It should answer critical questions about the site’s purpose and encourage action.
What is the importance of understanding customer segments?
Understanding customer segments allows for tailored messaging and design that resonates with different audience groups, enhancing user experience and conversion rates.
What is the mobile first rule?
Designing for mobile first ensures that websites are accessible and functional on smaller screens, reflecting current user behaviors and preferences.
What are the components of visual appeal?
- Color Scheme: Aesthetic consistency and emotional impact.
- Buttons: Intuitive calls to action.
- Images: Engaging visuals that enhance the message.
- Navigation: Clear and logical pathways.
- Trust Symbols: Indicators of credibility (e.g., certifications).
- Video: Captivating content that can improve engagement.
- Forms and Contact Information: Easy access for inquiries.
What is A/B testing?
A/B testing involves comparing two versions of a webpage to see which performs better in terms of conversions. It helps optimize design and content based on user behavior.
How does Google’s algorithm work?
Google’s algorithm uses various factors, including relevance, quality of content, backlinks, and user experience, to rank websites in search results.
What is the importance of SEO for businesses?
SEO enhances visibility in search engines, driving organic traffic and increasing potential customer engagement and sales.
What is search engine optimization?
SEO is the practice of optimizing websites to improve their rankings in search engine results pages (SERPs) for targeted keywords.
What is on site optimization?
On-site optimization refers to enhancing individual web pages to improve their search rankings through keyword usage, content quality, and HTML tags.
What is the importance of optimizing all pages?
Every page on a website can attract traffic and contribute to overall SEO. Ignoring pages can result in missed opportunities for visibility and engagement.
Steps in on site optimization
a. Determine the best keyword phrases based on relevance and search volume. b. Use SEO techniques (e.g., proper heading tags, internal linking). c. Improve content quality (e.g., unique, valuable information). d. Identify technical issues (e.g., broken links, slow loading times).
Recommendations for choosing keywords
- Relevance: Ensure keywords align with content.
- Traffic: Choose keywords with substantial search volume.
- Competition: Assess the difficulty of ranking for chosen keywords.
- Current Ranking: Analyze existing rankings to identify improvement areas.
Key word mapping
Assigning specific keywords to specific pages to avoid competition.
Keyword cannibalization
Occurs when multiple pages compete for the same keyword, potentially harming rankings.
Reccomendations for optimizing web elements
- URL: Keep it concise and relevant.
- Title Tag: Include primary keywords and be descriptive.
- Header Tags: Use to structure content logically.
- Main Content: Provide high-quality, engaging material.
- Alt Text/Image File Names: Use descriptive keywords for images.
- Anchor Text: Ensure it’s relevant to the linked content.
Attributes to improve webpage quality
- Original Content: Unique, valuable information.
- Short Load Times: Faster websites enhance user experience.
- Mobile Optimization: Ensure responsiveness across devices.
- Secure Protocols: Use HTTPS for trust and security.
Issues preventing good rankings
- Insufficient Internal Linking: Reduces crawlability.
- Past Penalties: Previous unethical practices can harm credibility.
- Poor Security: Lack of HTTPS can deter users and search engines.
What is keyword stuffing
Keyword stuffing involves overloading a webpage with keywords to manipulate search rankings, which can lead to penalties from search engines.
Factors for local search ranking
- My Business: Optimizing Google My Business listings.
- NAP: Consistency of Name, Address, Phone Number across platforms.
- Structured Citations: Listings in local directories.
- Reviews: Positive customer feedback enhances credibility.
Results of an seo audit report
An SEO audit report assesses a website’s optimization status, highlighting strengths, weaknesses, and areas for improvement, guiding future strategies.
What is off site optimization
Off-site optimization refers to activities conducted outside the website to improve its search engine rankings, primarily focusing on link-building and brand mentions.
Three types of links
- Natural Outbound Links: Links to other relevant sites, enhancing credibility (e.g., linking to a source).
- Paid Links: Links purchased to boost SEO (use with caution to avoid penalties).
- Natural Internal Links: Links within the same website that improve navigation and spread link equity.
Metrics for webpage popularity
- Number of Backlinks: Total links pointing to a page.
- Backlinks from Relevant Sites: Quality over quantity.
- Anchor Text: Use of relevant keywords in link text.
- Link Neighborhood: Links from reputable sources.
- Link Freshness: Recency of links.
- Link Diversity: Variety of domains linking back.
- Social Sharing: Engagement metrics from social media platforms.
Backlink report results
A backlink report reveals the sources of links pointing to a website, highlighting their quality, relevance, and potential impact on SEO.
Three types of earned links
- Editorial Links: Links given by websites due to quality content (e.g., a news article referencing your blog).
- Manual Links: Links obtained through outreach (e.g., guest posts).
- Manufactured Links: Created through strategies like partnerships or contests.
Link building strategies
- Guest Blogging: Writing articles for other reputable websites in exchange for a link back to your site. This not only builds links but also exposes your brand to a broader audience.
- Creating High-Quality Content: Producing valuable, informative, or entertaining content that naturally attracts backlinks. This can include in-depth guides, infographics, or original research.
- Broken Link Building: Finding broken links on other websites and reaching out to the site owners with a suggestion to replace the broken link with a link to your relevant content.
- Social Media Promotion: Sharing your content on social media platforms to increase visibility and encourage others to link back to it.
- Resource Page Link Building: Identifying resource pages in your niche and requesting that your content be added as a helpful resource.
- Participating in Online Communities: Engaging in forums, Q&A sites (like Quora), or social media groups, and linking back to your content when relevant.
- Skyscraper Technique: Finding popular content in your niche, creating a superior version, and then reaching out to those who linked to the original to suggest they link to your enhanced version.
What is content marketing
Content marketing is a strategic approach focused on creating and distributing valuable, relevant content to attract and engage a target audience. The goals are to drive profitable customer action and establish brand authority. Key components include:
* Types of Content: Blogs, videos, podcasts, infographics, ebooks, and social media posts.
* Goals: Increase brand awareness, generate leads, nurture customer relationships, and ultimately drive sales.
* Content Strategy: Developing a plan that includes audience research, content creation, distribution channels, and performance measurement.
What is a link bait page?
A link bait page is a web page designed specifically to attract links from other websites. It usually features high-value content that is entertaining, informative, or controversial. Examples include:
* Infographics: Visually appealing graphics that present data in an engaging way, often shared widely and linked to by others.
* Controversial Opinions: Articles that take a bold stance on a relevant topic, encouraging discussions and shares.
* How-To Guides or Tutorials: Comprehensive guides that help readers solve specific problems, making them valuable resources.
* Quizzes or Interactive Content: Engaging tools that invite users to participate, often leading to high sharing and linking.
* Research Reports or Case Studies: Original research or unique insights that provide data-backed information, appealing to bloggers and journalists.
