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DIGI
quiz 2
| Question | Answer |
|---|---|
| SEO | focus on getting traffic from organic searches, earning visibility by being the best answers to a searchers intent, improve rankings in SERPs |
| crawling | Search engine bots (spiders/crawlers) browse the internet to find new or updated webpage content, content discovered through links, sitemaps |
| indexing | storing and organize of web content found during the crawling phase, Makes it quick to __retrieve and presented in search results |
| ranking | Determining which order indexed pages will appear in the search results pages (SERPS) - Results are ordered by most relevant to least relevant based on search input |
| white hat SEO | ethical techniques to improve a website’s rankings that fits search engine guidelines and policies |
| black hat SEO | unethical and manipulative practices to improve ratings that violate search engine guidelines - cloaking, hidden text, link schemes, keyword stuffing |
| cloaking | Showing different content to search engine than to users |
| on page SEO | optimize content directly on the website - create a purpose for each page with a single intent, secondary pages for secondary intents |
| off page SEO | external techniques to improve ratings that are not directly on the website itself |
| technical SEO | optimize technical aspects of the website, improve performance, crawlability, indexing |
| international SEO | optimize website to perform well in other countries and languages |
| local SEO | providing visible local search results |
| negative SEO | unethical tactics to harm the rankings of a competitor |
| organic traffic | Number of visitors coming to the site from search engines |
| keyword rankings | position of the website in the SERPs |
| search visibility | Measures how easily a website can be found on SERPs |
| traffic value | Estimate of how much the organic search traffic would cost if it was paid ads |
| organic traffic conversions | Number of visitors that come from a search engine and complete a desired action |
| referring domains | Other websites that link to your website |
| indexed pages | Extent to which site’s page is included in the search engine databases |
| index coverage errors | Issues found by crawlers when trying to index the site |
| SEM | Organizations bid on relevant keywords potential customers might use when searching for products/services - paid advertising |
| SEM objectives | drive traffic to your website, create leads and qualified leads, gain customer insight, build and enhance brand image, trust, etc |
| search ad campaigns | text-based search ads that appear on SERPs |
| shopping campaigns | Ad appears on search engine showcasing image, title, store name, etc. |
| audience campaigns | Target a specific group of people based on demographics, interests, or behaviors |
| display ads | Visual ads that appear across multiple ad networks |
| video ads | Video content on video-based platforms |
| app ads | Promoting mobile apps to increase downloads or app engagement |
| local ads | Promote businesses in a local region |
| discovery ads | Reach users who are exploring content and not actively looking to purchase a product/service |
| affinity keywords | Keywords that are related to the product/service being offered |
| long tail keywords | Longer phrases that usually cost less |
| negative keywords | Keywords designed to keep an ad from showing up in the search results |
| broad match | google default, ad gets shown when a related keywords is searched, broader exposure, fewer conversions |
| phrase match | shows ad if close variations of the keyword are searched, more opportunity for ad exposure but narrower than broad match |
| exact match | shows ad only if the exact keywords is searched, good for very targeted purposes, fewer leads |
| negative match | ad will show on searches that do not include that term |
| call extension - ad | phone number or click to call button |
| sitelink extension - ad | link to specific organization page |
| callout extensions - ad | extra text that shows value propositions |
| price extensions - ad | display prices |
| location extensions - ad | shows business location or details of the business |
| average cost per click (CPC) | total cost of all clicks / number of clicks |
| impressions | Number of times a search ad appears on a search engine in response to a search - cost of all impressions/ # of impressions |
| viewable impressions | Number of times at least half of a search ad is shown for at least 1 second - cost per thousand viewable impressions |
| click thru rate (CTR) | # of click / # of impressions |
| conversion rate | # desired actions taken / # desired actions |
| ROAS | total ad revenue / total ad spend |
| cost per view | total ad spend / total measured views |
| cost per action (CPA) | total cost of conversion / # of conversions |
| importance of email marketing | direct communication with audience, high ROI, targeted messaging/better segmentation, detailed analytics, cost effective |
| zero party data | Data that a consumer willingly provided |
| first party data | Data collected directly by your company about customers when they interact with your website, social media, and email campaigns |
| second party data | Data shared between two companies/partnerships |
| third party data | information collected by external source, not consensually |
| informational email | provide information about the organization or product/services |
| promotional email | send a promotion about products/services or discount, compelling subject line, clear call to action |
| CAN-SPAM | no false/misleading info, no deceptive subject lines, honor opt-out request in 10 days, inclusion of valid postal address, identify message as solicitation/advertisement, monitor what others are doing |
| delivery rate | percentage of emails sent that reached inboxes - emails delivered/emails sent |
| open rate | Percentage of recipients that opened an email - emails opened/emails delivered |
| click through rate - email | Percentage of recipients who click a link - links clicked/emails delivered |
| conversion rate- emails | Percentage of recipients who completed a desired action - conversion/clicks |
| spam complaint rate | Percentage of recipients who marked an email as spam - spam complaints/emails delivered |
Created by:
kayleejh0829