Web Flashcards
What is the difference between white hat seo and black hat seo?
White hat follows ethical and legal practices (quality, valuable content, mobile optimisation, keyword optimisation), black hat used unethical tactics (keyword stuffing), risks getting delisted from Google
How would I improve on-page seo?
Strategically optimise keywords in headings, body and alt text, improve page load speed, adding on-page internal and external links (improves website authority)
What affects off-page seo rankings?
Relevance to search query, site traffic, indirectly, anchor text
- social media engagement —>through audience awareness and reputation
Credible backlinks, improve trustworthiness and authority - improves SERP ranking
What effects google ad placement in PPC?
Ad rank is determined by:
Maximum bid - highest amount advertiser is willing to spend per click
Quality score - calculated by ad relevance to search query, CTR - indicates high engagement, mobile optimisation, website speed
What is CMS and why is it useful?
Content management system - allows easy website building without writing code. For example, Wordpress, hubspot
Why is it useful:
-cost effective
-easily optimise seo by including alt-text and meta description
-responsive site design
How can you improve website usability?
Fast load times, clear navigation, mobile optimisation, visible contact info, customisation (eg. Language change, dark mode), search bar
Why is mobile responsiveness important?
Improves seo ranking on google, as google prioritises mobile-friendly websites, also bad mobile responsiveness increases bounce rate
What is a social marketing silo?
Fragmented social media marketing efforts that are not well integrated
- Lack of a consistent message across platforms
Leads to weak brand identity and reduced engagement
How would you avoid a social marketing silo?
-Integrate strategy including social media with other marketing channels
- use platforms such as social sprout to monitor data analytics across social platforms
How can you use social listening to improve engagement?
Monitor the online context of consumer conversation to gain insight of consumer trends and mentions of the brand.
Tracking competitor activity and public reaction, and copy the most successful
- using tools such as Google trends, sprout social and hootsuite
How would you measure the performance of the campaign?
Bounce rate, conversion rate, email leads
What does a high bounce rate indicate?
Website visitors leaving quickly (due to poor load times, bad UX, irrelevant content)
What does the data protection act do?
Protects users personal data, aligning with GDPR regulations
What ethical considerations are there when collecting data?
Transparency , consent , secure data storage
Why is transparency important in e-commerce? How can you build trust with the customer?
Transparency helps build a positive reputation and relationship with customers
- No hidden costs, clear returns policy, privacy policy, order tracking, email communication via delivery updates
