HW Chapter 5
Phrase used by search marketers to indicate the importance of digital content
"Content is king"
Describes digital marketing content that can be accessed and used by all consumers, regardless of ability
Accessible
In a search engine, a set of rules that determine which information from an index should be displayed in SERPs
Algorithm
A text version that describes what is in the images on a website
Alternative text (ALT text)
What SEO strategy would a digital marketer suggest to enhance the digital trust between a retailer and its target market?
Appear high in these customer's targeted search results.
Content created by some sort of technical process or software rather than by humans
Automatically generated content
Links from referral domains to an organization's website
Backlinks
Analytic tool that provides a scan of an organization's website and can highlight some technical SEO errors that may be present and need possible attention
Bing SEO Reports
Negative ("bad") type of SEO that tries to trick search engines or find ways around their accepted practices
Black-hat SEO
A website listing of one's business on search engines such as Google, providing operating hours and a direct link to directions along with other key information
Business profile
Providing one set of content to search engine bots and another to consumers
Cloaking
Plan that identifies for an organization when and what content will be developed for its website
Content plan
Surrounding information about an image or topic
Context
Use of a program to methodically and routinely search websites and individual web pages for relevant information such as keywords and keyphrases
Crawl
Original content that may be imaginative and engages readers
Creative content
Website links that are not active
Dead links
Allyson owns a franchise for a mail and shipping business, Shipping For You. Although the parent organization has a web presence, she's concerned about how local customers can learn about her services. Which SEO strategy makes the most sense for Allyson?
Develop a business profile on search engines, including operating hours and a direct link to her business site.
Analytic metric that measures how strong a backlink profile is against those of other websites
Domain rating
Everything Camping, Inc. will soon introduce a new line of shelf stable meals called Everything Edible. Which action most directly supports Everything's SEO marketing objective to improve exposure for this brand?
Everything Camping should increase its natural result impressions for "camping foods" searches.
Analytic metric for how usable a webpage is, indicating the time within which consumers may take actions on a page
First Input delay (FID)
Analytic metric for page-load speed, indicating the time it takes for the user to see anything happening on the screen
First contentful paint (FCP)
Analytic tool that can provide analytics on how an organization's website is executing on Google search
Google Search Console
SEO that uses techniques that are not outright illegal but are ethically debatable
Gray-hat SEO
A piece of digital code adopted for a webpage and used to define how a web browser must format and display the content
HTML tag
Measurement analytic that indicates the number of times a search result was displayed to a consumer through a search engine
Impressions
Use of algorithms by a search engine to determine what information to display in SERPs and in what order
Index
Nadja is interested in establishing backlinks to her costume business website. As a digital marketer, what should you advise Nadja?
It is important to check the trustworthiness and authority of the linking website.
Google's search engine tool that can help digital marketers conduct research on keywords
Keyword Planner
Microsoft's search engine tool that can help digital marketers conduct research on keywords
Keyword Planner Tool
Research to determine which keywords and keyphrases to target in an organization's website, to improve SEO
Keyword research
Adding unnecessary keywords or duplicating a keyword numerous times in an effort to attract search engines
Keyword stuffing
In marketing, prospective customers who may be converted to actual customers
Leads
Falsely inflating links directed to an organization's website to make it appear as if a greater number of links point to it
Link buying (link spanning)
Website content that discusses what is relevant for local residents or visitors
Local content
Designing a website to optimize its use for local searches by ranking local information higher on search engine webpages
Local search engine optimization (LSO)
Overall, organizations should focus on which content strategy for their websites?
Make content engaging and designed for the consumer.
A summary of the content on a webpage
Meta description
Indexing approach that uses mobile versions of website content for indexing and ranking by search engines
Mobile-first indexing
Optimization actions that are not specifically taken on a website; examples include blog posts, media coverage, and influencer links
Off-site SEO
Optimization that should be done on an organization's website, including all the individual webpages that comprise it
On-site SEO
The speed at which webpages load on a browser
Page speed
The titles of each of the web pages on an organization's website
Page titles
Analytic tool that tests website page-load speeds
PageSpeed Insights
A form of SEO that gathers and displays in SERPs questions consumers often use in their searches
People Also Ask (PAA)
Measurement analytic in Google Search Console that identifies an organization's organic result versus other organizations' results
Position
Domain names that may carry a substantial cost, either because of the name's popularity among consumers, its value for SEO purposes, being the trademark of a brand, or other reasons; these names are coveted by marketers
Premium domains
Consumers who are more likely than other leads to convert to customers because of their potential and interest
Qualified leads
What tactic is suggested for developing an effective SEO keyword strategy?
Research keyword variations to identify synonyms and preferred word order.
File that tells search engines how to crawl or index an organization's website; can also provide permissions for various types of search bots
Robots.txt file
Content taken from sources that are owned by others
Scraped content
Software that engages in specific search activities on an "automated" basis and usually for recurring tasks such as crawling websites
Search engine bots
Designing a website to optimize its use by ranking high on search engine webpages where results are displayed
Search engine optimization (SEO)
A system that stores the words appearing on webpages
Search index
Digital marketers who engage in SEO to achieve specific goals for an organization
Search marketers
Report in Google Search Console that displays various SEO metrics useful to assess an organization's SEO performance
Search performance report
Analytic tool that provides digital marketers the ability to track their position on SERPs for keywords, to check backlinks, and to run SEO technical audits
Semrush SEO tool
A document that links to key webpages on an organization's site; meant for use by a search engine
Sitemap file
A webpage linking to important webpages on an organization's website; meant for use by consumers. Usually referred to simply as sitemap
Sitemap page
Optimization actions via the backend of the website, such as through technical files that instruct search-engine web crawlers
Technical SEO
The act of entering words, phrases, or keywords into a search engine search bar
Text search
Content that is not reproduced from other websites or duplicated
Unique content
A webpage displaying information about the various videos on an organization's website
Video sitemap
The act of a consumer speaking their search through a microphone on their device
Voice search
SEO that uses techniques considered appropriate and recommended
White-hat SEO
A good way for an organization to enhance its reputation through SEO is by
appearing early in the organic results of a SERP.
For SEO purposes, a domain name should not be lengthy, should reflect the website's contents, and should
be easy to remember.
Enhancing off-site SEO involves which action?
building good-quality links to a site from social media
Which factor plays the least role in determining search engine results?
company awards and accolades
A good starting point for digital marketers in building an SEO plan is
conducting keyword research.
Among the most important objectives of SEO is
converting customers.
The basic goal of search engine optimization in modern digital marketing is to
drive traffic to an organization's webpages.
When a marketer wants to know the number of times a brand's website is displayed when a consumer searches the term "air fryers," they are interested in which metric?
impressions
An online search for "beautiful emerald rings" includes a site reading "Emerald rings are our specialty. They are beautiful and of high value, so buy an emerald ring today. JJ Jewelers, ring experts in all styles, is your emerald ring headquarters." This information is not helpful to consumers, and the site does not rank high in search results. This is an example of
keyword stuffing.
Consumers gain value from search engines when they
locate the product, service, or information they seek.
Searchable websites contain unique content, meaning that the content generally is
not reproduced from other sites.
Joaquin wants to help potential customers find his HVAC repair business online, but he cannot afford to spend a lot of money. After revising content on his main webpage and incorporating attractive graphics, Joaquin sees that his site now ranks higher on search engine results pages. Joaquin is demonstrating
on-site SEO.
Search engine marketing involves ________, while search engine optimization focuses on ________.
paid advertising; natural search results
Maddox is shopping for replacement windows for his home. After conducting online research, he visits the Window & More website and completes a form asking for a quotation. In this consumer situation, Maddox is considered a(n)
qualified lead.
A ________ displays various SEO metrics useful to assess an organization's SEO performance.
search performance report
Especially for large websites, SEO can be improved by adding a document that links to key webpages on an organization site, known as a(n)
sitemap page.
When a consumer is searching for "electric bicycles for sale," search engines use algorithms in order to provide ________ to this individual.
the most relevant results
Trevor uses Google Search Console to find performance information about his firm's website. He learns that the site has an average position of 6.2 on the SERP. This tells Trevor that
the website ranks highly within search results.
In terms of SEO, what do consumers tend to associate with positive feelings about the brand?
websites with fast loading speeds
