MAR 400

On-site SEO

Focuses on optimizing the content and structure of a website. Improving the relevance to the target search terms Improving website quality signals (user experience)

Website conversion rate?

Order confirmation / total visits to the website

Search engine marketing can also be called what?

Pay-per-click advertising

Why are search engines a great place for a business to be found?

People who search are actively looking for information, products or services

What is a landing page?

A special page specifically for people who click on your ad

A process of dividing the purchase procedure into steps and discover where you are losing your visitors

Conversion funnel analysis

Design of A/B test

-Define outcome variable -State a main effect hypothesis -State a heterogeneous effect hypothesis -List three variables to use for randomization checks

True about A/B testing?

A and B should have identical content except for the hypothesized elements.

True about A/B tests?

A and B should have identical content except for the hypothesized elements.

What should your search ad have in order to promote more clicks?

A call to action

What is an ad network?

A digital platform that serves as a broker between group advertises and group publishers

What is a Search Ad?

A marketing strategy that involves placing technological advertisements in the search engine results

What is a sales funnel?

A marketing term that refers to a series of steps that potential customers can take to make a purchase

Concept of A/B testing

A randomized controlled experiment to compare variations of marketing stimuli in LIVE, REAL setting

What is CTR?

Click through rate is used to measure the ads and keywords with free performance and listening

Purchase funnel categories

Acquisition, behavior, conversion

The process of dividing the purchase procedure into steps and discovering where you are losing visitors

Conversion funnel analysis

What is a CMS?

An application software that allows users to manage and create websites without writing code

What is ad remarketing?

Aspect that allows users to customize their displayed campaigns based on who previously visited their site

Everyone searching on Google will be one of the three buckets

Awareness (browsers), Consideration (researchers), action (buyers)

Organic search results are typically displayed

Below the paid ads

What technology do search engines use to 'crawl' websites?

Bots

How can we increase the page relevance to a search query?

Can be increased by solving problems in a timely manner based on the research keyword

What is CPC?

Cost per click which is determined by the amount of money one pays as the user clicks on your ads

What is display advertising?

Display advertising is online advertising that uses static or animated images &/or audio and video to communicate the message.

What is a two sample t-test?

Evaluates if the means of outcome variables of two groups (Version A & B) are significantly different

Where does unpaid referral traffic come from?

External links coming to a website that are not paid by for the website

T/F While tracking a landing page's conversion rate over time is beneficial, it is more important to measure the conversion rate against industry standards.

False

Off-site SEO

Focuses on improving website's popularity by building quality links to a website.

Three components of website success

Generate traffic, drive conversions, increase revenue

Search engines code every word on a webpage to locate matches with keyword search terms. To maximize relevance scores, websites should use the keyword search term

Headers and title tags

What is an important factor in the paid search auction system?

How relevant your ads are

What is recommended to increase the unpaid referral traffic?

Improve the quality of content on the Facebook

Why is a high bounce rate a negative signal of a webpage's quality?

It indicated that the searcher did not like what they found and left quickly

What is an anchor text?

It is the visible text that is hyper linked to another page

Choosing target search phrases

Must invest SEO efforts into keywords that are likley to have the largest impact

What is an ad placement in google display ads?

Placement in google display is where advertisers can be located on the network

What is meta description in SEO?

Provides the users with a relevant short summary of all about the page about to scroll

What actions drive conversions?

Purchase, lead, engagement, account creation, click-through

Visiting amazon.com directly from an Instagram influencers post is considered

Referral traffic

In an SEM auction, your Quality Score is based on which aspect of your ad?

Relevance

What is SEO? What is SEM? How are these different?

SEO focuses on attracting organic search traffic. SEM receives traffic from both paid and organic search

Factors to consider when choosing search phrases for on-site SEO

Search intent: where customers are in the funnel, Competition, Search volume, Current ranking

"Long tail keywords" are

Search terms with lower volume than "fat head keywords"

Katie is looking for camping supplies and sees a link to CamperWorld after she types in the search term "essential camping gear" on Google. She visits CamperWorld by clicking the link on Google. This is an example of

Search traffic

What are cookies and why do marketers use it?

Small pieces of code that are added to users websites as they navigate through various websites. Marketers use cookies to advertise new and previous products by pinning their location

Which of the following can help a search engine understand what your page is about?

The title tags

Even a highly relevant keyword may not be worth pursuing in your SEO if

The keyword has no traffic

In the two-sample t-test that tests if the means of Version A and Version B are significantly different, if the p-value is 0.15, then we conclude that...

The mean of Version A is not that different from the mean of Version B

if the p-value is 0.15, then we conclude

The mean of Version A is not that different from the mean of Version B

What is a call to action or CTA?

The next step in marketing. Marketers need the viewers and audience to take it

Spending money on search advertising influences how your website appears in_________

The search results page

What is conversion rate?

Used to record the % of users who complete their desired action

Quality

Website user experience (on site SEO) How useful is the webpage for users?

What do website analytics tell you?

Who visited the site, when they visited the site, where they arrive on your site from, how users interact with your sites content, whether they converted

The benefit of keyword mapping is

a) To make sure the most appropriate webpage shows up on the SERP for every search phrase b) To organize SEO efforts across the many search phrases the website is targeting c) To prevent keyword cannibalization in a website's SEO efforts

Search traffic

an internet user clicks on a link to the site from a search engine results page. refers to traffic that comes directly from google search engine result page

Referral traffic

an internet user clicks on a link to the site from another site

Direct traffic

an internet user types the website's URL directly into the browser

First step of on-site SEO

determine the search phrases for which one wishes to earn a high rank

For a search engine, "relevance" refers to

the extent to which a webpage's content matches the searcher's query

If p-value is less than 0.05

we can determine that the mean is NOT the same between the two versions and Version B is the winner