Web Marketing & Search Engine Marketing (Part B) Flashcards
What is a website
A set of related web pages located under a single domain
name
Design of a website
Segmentation, targeting and positioning.
Target audience that fits company’s services and choose a positioning for the targeted audience
Offer a USP, create brand identity, and offer suitable content for targeted segment
Content Marketing
- Research: trends, ideas, identify needs
- Creation: content created specifically for targeted audience
- Distribution: using the proper channels for reaching the
audience - Analysis: analyzing data in order to find solutions or
new ideas
Types of websites
Personal - Personal Content for informative or entertainment purposes
News - online version of newspaper
Corporate - provide information about a company, informative content, education articles, social responsibility exposure, research data
E-commerce - sell and advertise products online
Homepage
An introductory page that provides general info on subject and acts as table of contents
Landing page
Destination page, first page visitors come in contact with, designed with a specific purpose to address customers’ needs, wants and requirements. Includes call to action buttons and directs customers to certain actions
About page
- Provides information about the company and its image
- Short descriptions gives the opportunity to inform the audience
- Contains the mission, objectives, history, organizational culture
of a company - Gives another opportunity for convincing the audience
Products/Services page
Company’s offer of products/services
Contains details about products/services
Product category page
Group individual Web pages based on the similarities
Organize elements(products) by a certain logic, usually hierarchic
Offers brief information about each product
Subcategory pages are linked to a category page and provides a more detailed category (“phone cover” – “black phone cover”)
Product Detail Page
Type of page design to present a single product, providing detailed information about each product
- Basic elements:
- product name,
- product description,
- price,
- call to action,
- graphics,
- videos.
FAQ Pages
- Frequently Asked Questions
- Publicly answering common questions
- Earning trust for this customer support and the possibility of a
conversion - SEO optimization: organic search improving
- Provides brief and quality information
- Improve user experience
Measurements
Traffic Source, Bounce Rate, Visitor Flow, Content Shares, Visitor Duration, Form Abandonment Rate, Demographic (location, language, device, etc), SEO/UX (navigation structure and loading speed)
Heat Maps
Measurements Optimization Tool
Record date based on the clicks
made on a website page
* Eye Tracking Heat Maps: record the visitors’ eye movements
* Scroll Maps: record visitors’ scrolling behavior
Measurements Quality Score
Google’s factors:
* Expected click through rate
* Landing page experience (relevant, useful and original
content, past performance data, promote transparency,
mobile and computer navigation easy, loading time)
* Ad relevance
Search Engine Marketing
A form of digital marketing that consists of a variety of tactics to promote your business by increasing visibility of your content to searchers.
Search Engine Optimization
Non-paid advertising. Includes measures to optimize websites for crawling and indexing
Types of SEO content: product pages, blog posts, articles, lists, guides, videos, infographics, slideshows, directories, glossaries
Search Engine Optimized Texts
Worthwhile content:
-content must be adapted to user expectations and
needs
-Well written (style, grammar, spelling)
-Original ideas and content, free of plagiarism, helpful
information
Keywords:
-“keyword spamming”- too frequent use of keywords
in texts
Search Engine Optimized Ads Images
- Image File Name (becomes part of the image’s URL)
- Image Alt-Tag (Alternative text ): associated text with an image which conveys the same information as the image (ensure that no information is lost)
- Image Title Tag
- Caption and anchor text
- Technicalities: file format, compress images(smallest size
possible at the best quality possible)
Black hat techniques
Unethical tactics that if found will reduce rankings or eliminate their listings from databases.
Examples: recreating pages, subdomains, or domains with duplicate
content; hidden text or links; negative SEO (reporting a competitor); sneaky redirects; link farms, link wheels or link networks; malicious behavior
White hat techniques
Recommended techniques that improves search rankings while maintaining integrity.
Examples: quality content, fast loading time, mobile friendly websites, easy and suggestive navigation
Local SEO
- Websites are optimized to rank better for a local audience
- Increases visibility in front of potential customers
- Provides information about a local business, address, details
- Interface between online information and offline presence
Manual SEO Advantages and Disadvantages
Involves an individual or team of experts.
Advantages:
Control over SEO strategies and implementation
The ability to choose where the site is linked from
Disadvantages:
Time consuming (slow)
Involves higher costs (team of experts, resource allocation, effort)
Automated SEO Advantages and Disadvantages
Involves the use of a software.
Advantages:
Economical advantages, cheaper and faster (schedule tasks)
Accurate, up-to-date and easy to analyze data
Disadvantages:
Can lead to low quality service (quantity over quality)
Most links never become a source of traffic
Search Engine Advertising
Companies have the possibility to pay search engines for ad placements on the search results pages.
The position and frequency of the ad are calculated by
by proprietary algorithms such as: Ad Rank, Quality Score
Advanced SEA Operations
Use of specialist software - commercial solutions built for
highly specific operations or certain industries (e.g. tourism)
Multivariate Testing - test multiple variables by comparing
several variants of an ad, web page content, or other assets
simultaneously in order to determine which version performs
best
Custom Made Scripts - automatize certain decisions or
selections
Contextual Advertising
An advertising on a websites that is relevant for the target
Automated system displays this types of ads based on
keywords targeting
Bid Auctions
- Target Audience Identification: STP method
(segmentation, targeting and positioning) - Ad creation: convince based on the target
audience content. Is also called creative - Review of Targeting Options
- Campaign Launch
- Data Accumulation: evaluating specific
metrics(conversions, clicks, CTR) - Analysis & Refinement: data analysis,
coming up with new solutions and ideas
based on results
Keyword Targeting Options
Exact Match: Auto Insurance
Phrase Match: Best Auto Insurance
Broad Match: I want to insure my car
Metrics
- Bounce rate: the percentage of users who land on a website and leave without taking any action
- Impressions (Reach): The number of times ads were served in the search results
- Average position: the placement of an ad on a search page (Ad Rank)
- Conversions (completed goals): The number of conversion actions an ad has generated
- Conversion rate: The percentage of people who clicked on an ad and made a conversion (bought something or subscribed to updates)
- ROAS: Return on Advertising Spend (Needs to be above 1.00 for positive return)
- Quality Score: indicator of the relevancy of an ad (1-10)
- Clicks (Engagement): The number of times users clicked on (engaged) with a certain ad.
- Click-through rate (CTR) - Efficiency of Ad Copy: The percentage of people who clicked on a specific ad after they seen it (Total number of clicks divided by total number of impressions)
- Average cost-per-click (CPC): The average cost per click paid by the advertiser for the clicks received
- Cost Per Mille (CPM): cost per 1000 impressions
Conversion rate optimization (CRO)
System with the purpose of increasing conversion rate
Quality Score
Estimate the quality of ads, keywords and landing pages
Google Quality Score is based on:
*Ad click through rate (CTR)
*Relevancy of a page
*Use of keywords
*Success based on targeted geographic location
*Performance on various devices (laptops, smartphones, tablets, etc.)
