Digital Marketing Exam Chapters 1 - 5

Which factors does Google use to determine site quality?

Low bounce rate from landing page Short load times Good grammar and spelling Limited ad space Original, fresh, quality content

What are the criteria for measuring success of a website?

Traffic --> needs to get people to come to the website Conversion --> turning a visit into an action (not necessarily a sales action) Revenue

Define TLS

Transport layer security - encryption method to prevent eavesdropping from their parties (used when credit card and other personal info is sent)

What is a conversion?

Turning a visit into an action. Does not need to be a sale, just some form of action

Mapping individual keyword phrases to individual pages are important for 3 reasons

1) Reminds site developers which keywords need to be incorporated into page content 2) Developer ensures right webpage is displayed for right search 3) Can ensure a website isn't accidentally optimizing multiple pages for same keyword (therefore causing keyword cannibalization)

Why should you never start a marketing campaign without a dedicated landing page?

Having a landing page that doesn't correlate with what was clicked can turn users off and lead to inconsistent actions

Why would a page with fewer backlinks outrank a page with more backlinks?

A page with fewer backlinks may outrank a page with more backlinks because the overall website has more backlinks

Describe how computers and servers communicate to enable people to interact with webpages on the internet

A person yes in the URL and this is converted to code which is sent to the server. From there the server converts it into code (javascript and html) and sends it back to the computer so you can view it

Define Direct Traffic

An internet user types the website's URL directly into the browser. Click on bookmark previously saved, or click on link from email

What are backlinks? What is another term that refers to the same type of links?

Backlinks: links from external sources pointing to that website This list of backlinks makes up what is known as the page's link profile Total number of backlinks is an important metric in determining popularity of a website Another term for the same type of link as backlink is inbound link

From the Moz.com video, what types of content are considered particularly "linkable"?

Blog posts, short-form evergeen articles, long-form articles, photo/visual galleries, detailed/info-rich lists, interactive tool/content, comprehensive category landers, multi-page guide, data of complex information visualized, videos

Define Javascript

Clinet side coding languages that web browsers process to display webpages. Java used for functional things on website - images, video, games, etc. Java adds extra layer of functionality to make website do certain things

Define paid search traffic

Comes from ads on the search engine results page that accompany the organic search

Define paid referral traffic

Comes from banner ads, text ads, rich media ads, or video ads that website has paid to display on other websites

What is the most important factor of website design?

Conversions (optimization). Everything done in website design is done so user makes conversions

Explain different philosophies of website design

Design for usability Follow website conventions (all websites have generally the same layout), create effective visual hierarchies (important things should be eye catching bright, bold, and above the fold), Break pages into clearly defined areas (have logical organization of your site) Make it obvious it's clickable Eliminate distractions (format content for scanning, bullet points, images in place of text, use as little words as possible) *lists or bullets most liked Conversion centered design attention (single clear to understand call to action) context (does the landing page match where the customers are coming from?) Clarity (5 seconds and they know who you ar and what you do and what to do next) Congruence (do all words encourage the same action or is it sending mixed signals? Credibility (do you prove you've credible?) Closing (use a positive message to close) Continuance (does the customer know they've completed the action and what to do next? Three questions What are you offering? Why should I pick you? What do I do next? Customer segments needs of all different customer segments must be met to yield the highest conversion rates Mobile first responsive design for mobile webpages, the focus is on mobile sites, and then they are adapted for desktop screens

What is Fetch as Google tool?

Enables webmasters to test whether google is properly crawling and rendering pages

Define conversions

Entice visitors to engage in some type of desired behavior. Turning visit into an action. Does not need to be a sale, just some form of an action

What are the various attribution models?

First click - credit to first click Linear - breaks up credit to each click Last click - full credit for the customers action is given by the source that most recently brought the customer to the site Time decay

What are the benefits of natural internal links?

For site navigation purposes and user experience, these types of links are helpful. Search engine bots will also follow these links to find new content and to see what content is on the other page. Posting these links can help search engines and visitors discover your new content.

Define Html

Hyper-text-markup-langauge code that processes to display webpages (eg. Makes the graphics available for viewing) Client side, what the browser reads

What do you do if you don't want to endorse the site you are linking to?

If you do not want search engines to count link-ed to websites as endorsements you must add an html attribute called "nofollow" ex) <a rel="nofollow">

Define leads

Inquiry from a potential customer into a business's products or service

Even if a page is well optimized, it may still rank poorly. What issues could potentially cause poor ranking on SERP?

Insufficient internal linking Deep organizational structure Punishment for past crimes Dirty sitemaps Poor mobile optimization Poor security Local search

Define IP address

Internet Protocol address --> standardized set of procedures for locating computers connected to the internet and for transferring information from one computer to another. Numerical address.

Define search traffic

Internet user clicks on a link to the site from a search engine results page

Define referral traffic

Internet user clicks on link to the site from a search engine results page

What are KPI's?

Key performance indicators, which are the metrics the website considers to be the most important measure of its success

Which factors are important in keyword selection?

Keywords = searcher's interest, intent, or need Web analytics: which keywords bring the most traffic and have the highest conversion rate? (If you have a website already) Keyword research tools Customer surveys: What features, functions, and advantages do customers associate with my products Competitors' websites: what keywords are my competitors trying to rank for? How can we differentiate? (Ranking for the same keywords = head on competition) Things to consider Relevance Traffic Competition Current Ranking (for existing sites trying to improve)

What are editorial links? give examples

Links given simultaneously by another webmaster because he or she likes the page's content, these are pure endorsements and evidence of these links will improve a page's rankings on any SE Ex) linkable content, content suggestions, expertise, videos, press releases, etc.

What are manual links? Give examples.

Manual links are links someone completes on their own, but need a third party to sign off on. Examples: Directories, business profiles, social bookmarking sites, asking for links, trading links, and guest blogging.

What are manufactured links? Give examples.

Manufactured links are links manufactured by the web creator without third party approval. Examples: blog comments, forum signatures, creation of secondary site, free article directories

What are web analytics and why are they important?

Metrics of all things on the website allows you to track all traffic going through the site, tendencies of visitors to the site, learn from info that is tracked to improve your site. (ex. which keywords bring the most traffic and have the highest conversion rate?)

Define domain name

Name of your website with your extension (ex. Amazon)

What are the three types of links that can be found on a page?

Natural Outbound Links - natural, or organic, outbound links in that they are relevant and fit naturally into the article, that'll take you to another site paid links - paid ads on your site Natural internal links - links that take the site visitor elsewhere in the site.

What are the main KPIs for a social media site?

New account sign up (conversion) Posts and new content (user generated) Likes and retweets (user engagement with content) Average time on site

What is keyword mapping?

Once a company has determined its list of target keyword phrases, it needs to match each keyword phrase to a page within its website Selecting optimal keywords (things to consider) Relevance Traffic Competition Current Ranking Mapping individual keyword phrases to individual pages. By clearly mapping different keyword phrases to different pages, a developer can ensure that the right webpage is displayed for the right search

From the Moz.com video, what is the strategy for determining how to create "linkable" content?

One should answer one or all of the following questions to determine what format the "linkable" content should be: What is the searcher's intent, what appears in the search results page, and what will resonate with my audience and their influencers.

Define conversion rate

Percentage of visitors who convert

Define cookie

Piece of code to capture data for the interaction - personalizes web browsing so ads and log in access and such are remembered to make web browsing specific. Used to provide optimal experience. Takes search info and uses that to provide product recommendations. Keeps you logged into a website. Takes any relevant cookie info on your computer and sends it to the cookies in the server

Explain where not he page one should place the target keyword to establish page relevancy for the keyword?

Place desired search phrases in: URL, title tag (first 67 chars), header tags (h1, h2, h3, ...), Main Content (3-5% of word count), Image Alt Text and File Name, Anchor Text, Structured Data (self-identifying your website so multi meaning words don't confuse the search engine).

What are the principles of web analytics strategy?

Plan, measure, analyze, act

Define server

Powerful computer that is the data house. Hosts all the files for the website

What is an XML sitemap?

Provides a technical map of a website to the search engine crawlers, which helps them index the site properly

Define hosting

Providing server space for others to run a website. Like renting part of a server for fraction of the cost of the dedicated server

What are the different types of website traffic?

Referral Paid Direct

Define Organic search results

Results that appeared organically and were not paid to be there (like ads)

What are the common conversions for a retail site, media site, social media site, search engine, and lead generation site?

Retail site --> purchases, sign up for emails, make an account Media site --> create engagement (watch videos, post comments, subscribing, interacting), some require opening an account Social media site --> content creation and social interaction, sign up Search engine --> clicking on ad, clicking on engine results, signing up for emails Lead generation site --> calls, schedule an appointment, email

Define SERP

Search Engine Results Page

How do search engines determine the popularity of a webpage?

Search engines determine the popularity of websites by the number of backlinks which are links from external sources pointing to that webpage

What are the main KPIs for a retail site?

Sessions - increase number of sessions Conversion rate Average order value - more items or higher priced ones Revenue per session - conversion rate x average order value You should never spend more than your revenue per session in an ad

What are the main KPIs for a media site?

Sessions - repeat session are just as beneficial as new ones Average page depth - ability to generate high level of engagement with users Average session duration - videos drive longer session Conversions - goal to track sign ups etc.

What are the different types of landing pages?

Single product, multiple product, long copy, lead generation, subscription

Why would a website want to set up its conversion funnel in analytics?

So it can make a more detailed analysis of the conversion process

Web browser

Software that displays webpages - Internet explorer, Firefox, Chrome, Safari, Opera

Define session cookie

Stored in temporary memory and expires when browser is closed

Define permanent cookie

Stored on hard drive has an expiration date and can be deleted

What is search engine optimization (SEO)?

Techniques that help websites rank higher in organic search results

What is a landing page?

The first page people see when they go on your site

Define URL

Uniform resource locator --> indicates which webpage someone wants to display (ex. Amazon.com)

What are the main KPIs for a lead generation site?

Users - want new users Conversion rate Close rate - percent of leads that convert to revenue (offline) Closed deal value - how much is a close deal worth to the company (online) Revenue per session - conversion rate x close rate x closed deal value

Define shopping cart

Virtual cart where you can put "products" into so you can purchase it. Software that stores shoppers' product request

Define unpaid referral traffic

Visitors that come to the website form any links not paid for from other websites

How do search engines work?

You tell the search engine what you're looking for, click the most promising link from the search engine results page. If that doesn't work - you go back and try a different link Crawlers travel links, get to your site and scan it They do this to determine what your site is about by checking key words and text Crawlers takes the info and indexes it within the databank spiders love fresh content that is easy to crawl. They save the keywords not entire websites Spiders consider: Website architecture - how easy it is to find relative behavior Site content - how freehand relevant is the web page Links - help with discovering content and identifying its topic

What are the best practices for conversion rate optimization

a/b testing

What is a conversion funnel?

tracing analytics on the steps it takes to the point of buying an item

Define unpaid search traffic

traffic that comes to a site form clicks on the organic search results on the search engine results page

What is analysis paralysis

when the sheer volume of data prevents the analyst from taking worthwhile action