Web Marketing & Search Engine Marketing (Part A) Flashcards
What is a web presence
A location on the World Wide Web where a person, business, or some other entity is represented.
How is web presence created?
Keywords, keyword phrases and search terms.
Where are keywords used
- Online Shopping Platforms and Hubs such as
Amazon and Google Shopping - Retail Store Websites such as Fairprice that
requires the use of keywords to locate products - Online Advertising such as Pay Per Click (PPC)
- Social Media Sites such as Facebook, Twitter,
Instagram and Pinterest - Review and Referral Sites such as Yelp, Open
Table, Trip Advisor - Resumes Submitted to a Potential Employer
should include specific keywords - Unseen Places that most web searchers don’t see
but keywords play an important role - Email Marketing will frequently use keywords as a
central element in successful email marketing
How search engine find people online?
Crawling - Identify relevant pages for indexing and assess whether they have changed
Indexing - An index is created to enable search engine to rapidly find the most relevant pages containing the query typed by the searcher.
Ranking or Scoring - Rank in the Search Engine Results Pages (SERPs) computed based on parsing many ranking factors within search engine’s ranking algorithms
Query Request and Results Serving - Accepts searcher’s query and passed to relevant data centre for processing.
Ranking occurs in real time for a particular query to return a sorted list of relevant documents
What is web presence management
The process of establishing and maintaining a digital footprint on the web. It is the discipline of determining and governing:
Which platforms are most appropriate
Where on the web a business and any relatable assets are represented
Who has control over which web properties
What are three factors considered in web presence management
Where a person or business has web presence
How each web presence represents its enterprise
What is published at a point of presence.
What does a Web Presence Management System manage
The collection of domain names, websites, social media, and other web pages where he, she, or it is being represented. The tool generally offers:
new presence discovery
inventory management
change detection
access control, stakeholder coordination
compliance workflow
What are companies’ web presence strategies
It differs according to their overall business strategy
and the values in which it desires to deliver to its consumers.
Helps businesses make decisions on the focus area of their web presence, which leads directly to the functions and features they would have in their website.
What are web analytics
Used to analyze customer behavior on web and mobile sites to make decisions to improve the digital customer experience.
What are the components of Web Analytics
Data capture, reporting/visualization and advanced capabilities
What are the phases within a web analytics solution
Core processes, basic use cases, additional capabilities
What is data capture
User Identification and Tracking Across Devices. User recognition
based mainly on first-party cookies issued by the domain of the web page on which they’re placed, unique identifiers (e.g. email addresses, phone numbers) and a combination of the IP address and other JavaScript readable information
Usually in real-time
What is Reporting and Visualisation
Custom dashboards
Availability of predefined metrics
Custom segments
Peer benchmarking metrics
What is Advanced Capabilities
Attribution based on rules
Attribution (algorithm-based)
Automatic anomaly detection
Cross-device tracking
Automatic segment detection based on machine learning
Predictive analytics
