digital marketing

conversion rate

percentage of consumers who buy a product after viewing it

black-hat seo

using search engine optimization techniques that take advantage of Google's search algorithms but violate Google's guidelines

long-copy landing page

website designed to sell a product directly

Revenue per visitor

-revenue per vistor = revenue/visits -Determines how much a company can spend on advertising to attract visitors to its site

Types of landing pages

-subscription -long-copy -single-product -multi-product -lead-generation

IP address

A number assigned to any item that is connected to the Internet.

keyword stuffing

An unpopular practice of including a huge variety of keywords in the header of an HTML document in the hopes that a search engine will display it even when the content of the page is not relevant to the search.

Average Page Depth

Calculated as pageviews/sessions. This is a measure of user engagement with a website

A reliable way to increase a website's rankings is to create multiple copies of the site at different URLs

F

Websites should avoid images, rich media content, and videos because all of these reduce a website's rankings since they cannot be read by a search engine

F

Doorway Pages

Pages optimized for a single keyword that re-direct to the real target page

SEO stands for

Search Engine Optimization

seo

Search Engine Optimization

long tail keywords

Specific terms that are less likely to be used in a search, but produce more specific results

Search engines will not rank a website high if it has more space devoted to advertising than it does to content

T

To increase the quality score and page ranking, an online retailer should use copy and product descriptions that are identical to that provided by the manufacturer on its website

T

high bounce rate can result in reducing webpages quality score

T

Average Order Value

The average value your customer spends with you in a typical visit

domain name

The portion of a web site address that identifies the type of site it is (.gov, .edu, .com).

single-product

a company makes and sells only one product within its market

html code

Used to embed a program or picture into a website

Search Traffic

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

referral traffic

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

fat head keywords

broad terms ; large market

White-hat SEO practices include the following, except

buying links specifically for their SEO value

page swapping

changing website after search engine ranked it

Cost Per Aquisition

cost of acquiring a new customer. advertiser pays only when a desired action is achieved.

cpc

cost per click

direct traffic

direct links or bookmarks

types of traffic

direct, referral, search

Last Click Attribution

full credit for a customer's action is given to the source that most recently brought the customer to the site for the purchase

As compared to fat head keyword phrases, long tail keyword phrases typically have all of the following characteristics, except

generate high level of search traffic

For a current website, which of the following keyword rankings would be best for it to focus on to improve its ranking

highest rank

Black-hat SEO practices include the following, except

internal linking

If Zach finds through analytics that visitors from mobile devices have 0.5% conversion rate whereas users on a full-size monitor have a 3% conversion rate, what should he do?

investigate whether site is optimized for mobile users

Black-hat SEO is any practice that

is designed to artificially boost rankings

The first step in on-site search engine optimization is to determine the

keyword phrases that would be the best for a website to rank

black hat seo examples

keyword stuffing, invisible texts, doorway pages, unrelated keywords, page swapping

java script

language used to add special effects to a website

web analytic packages

location, IP address

hit

page view

The most important consideration in choosing target keyword phrases is

relevance

Black hat SEO is any practice that

search engines frown upon

Cost per Acquisition (CPA)

spent/conversions

lead-generation

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information