Digital Marketing Module 3
What is Short Tail?
1-2 keywords that target top of SEO Funnel
What are the steps in planning SEO strategy?
1. 10-50 keywords/topics 2. Determine search volume for keywords 3. Determine current rankings on SERP for keywords vs competition 4. Determine domain and page authority 5. Create a compensatory model to decide which keywords to pursue
What is the SEO funnel?
1. Awareness 2. Interest 3. Decision 4. Action
What are the disadvantages of SEO?
1. Hard to measure ROI 2. Takes time for results 3. Ongoing effort 4. Hard to rank well with competition
What are the 2 keys to ensure a website appears in knowledge graph/direct answers results?
1. Implement structured data and rich snippets 2. Claim Google+ pages to control what search engines read and displays to users
Why is Social content important for SERP?
1. It is becoming increasingly influential in search rankings, because is signals relevance and localization 2. Real-time search results relies on social media and what is trending 3. dominate brand SERPs
What are the SEO funnel take-aways?
1. Make sure brand name is at top of SERP 2. Smaller businesses should focus on localization and longer tail keywords
What are some key signals for search ranking?
1. Page Relevance 2. Popularity 3. Trust 4. Authority
What are the 2 types of SEO?
1. White hat 2. Black hat
How to get links?
1. competitor analysis to see what links they have 2. quality content 3. ask suppliers and vendors to link to your website 4. online public relations
Why is SEO important?
1. people click on natural sites instead of ads 2. helps get site above the fold 3. Do not have to pay for each click
Why is SEO getting harder?
1. some categories have too much competition to get above the fold 2. PPC, maps, reviews, and structured data shows up first 3. Declines in traffic from organic
What are the variables of the Compensatory Model?
1. weight 2. rating 3. value
What is the ideal ratio for domain links vs. total number of links?
1:2
How many factors does Google have for level of website importance?
200
What is long tail?
2> keywords targeting bottom of the funnel
What percentage of users click on organic vs. ads?
70% on organic
What is the main factor in hummingbird?
Content
Why do marketers need to stay constantly updated with SEO resources?
Google changes algorithm for rankings
What is trust?
If the site and company is credible
What is page relevance?
Keyword the user enters that connects to your site
What is the key driver in PPC?
Keywords
What is structured data?
Knowledge graph and direct answers. SERP brings in and highlights data from website
What are examples of Black Hat SEO?
Link stuffing Keyword stuffing
What are Semantic Search Factors?
Looks for users intent Hummingbird
What tool is used to measure Domain and Page authority?
MOZ
What is off page SEO?
More difficult to control, aims at long term.
What is hummingbird?
Most significant algorithmic change in search. Now includes context, content, location, time, ect.
What is shown first on SERP, paid or organic?
Paid PPC
What is SEO?
Process to improve the visibility of a website in a search engine results page. Organic/un-paid
What machine learnings create algorithms for search engine rankings?
RankBrain and Cortana
What is Black hat SEO?
Websites trying to manipulate search engines. Aims for short-term traffic
What is popularity?
Websites with more traffic lot of shares, social media and low bounce rate
What is the key to successful SEO?
benchmarking for the right keywords in your category
What is the downside of structured data?
content is scrapped from website, so people may get the answer they are looking for without clicking on site link.
What is on page SEO?
content on site that creates credibility and boosts ranking. More control of outcomes.
Why are rich snippets with images and videos good?
generates 2x the average CTR?
What is link juice?
how google determines which links are more relevant and authoritative
What are examples of structured data?
images, operational hours, current menus, rates, promotions
What has better conversion rates, short tail or long tail?
long tail
What is authority?
repeat visits and content shared more engaged consumers
What are the major impacts on Personal Searches?
structured data mobile optimization
What is the black-box algorithm?
the 200 factors google uses to rank sites
What is the advantage of long tail?
the sum of the low-volume searches matches the high-volume searches
What is White hat SEO?
works within parameters of search engine rules. Aims for long-lasting success