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Internet Marketing: SEO and SEM

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Statistics / Analytics

A collection of measurement or tracking data (most often in report format) that provides insights related to marketing and audience activities

Visit

A common website traffic tracking metric measuring an internet user's single session on your website — starting from the instant they first load your site and ending when they leave. During a user session any number of pages may be accessed.

Integrated Marketing

A consistent collaboration of many marketing channels / efforts working together (holistically) to enforce / strengthen the message and excitement around your product or service.

Keywords

In title text these are prioritized first and should be place closer to the front

Why check the Index are of Google Console?

Index area will show possible indexing issues that Google has with the site.

Per PK, what kind of link is most often overlooked?

Internal links. Getting links from other sites is critical, but INTERNAL links are important as well.

Marketing Plan

Detailed overview of how you market your product or service. Includes tactical outline, timeline and budget - as well as any supporting research that further emphasizes decisions.

Exact Match Domain Update

Google announced a change in the way it was handling exact-match domains (EMDs). This led to large-scale devaluation, reducing the presence of EMDs in the MozCast data set by over 10%. Official word is that this change impacted 0.6% of queries (by volume). Essentially it's role was to penalize anyone who had a keyword stuffed domain name.

What is the search term entered in the search box is not one found in your description tag?

Google might then grab the snippet from somewhere else.

Adwords

Google's CPC (Cost Per Click) model for text-based advertising in its search engine. The amount an advertiser bids determines their ad's relative position within the paid search results, and also factors users' Click Through Rate (CTR) on the ad.

What two kinds of directories might still be helpful?

Specialty directories and regional directories.

Problems Matching Queries to Content

Terms used on sites are not understood by audience

Robots.txt

Text file telling search engines and web crawlers what they can and cannot crawl on your website.

URL

Universal Resource Locator

What should always be used in the meta description tag?

Use keywords in the meta description tag-especially since Google highlights the keywords that a searcher used.

What feature should you be sure to use on the Google Console?

Use the FetchasGoogle tool in the Crawl are of Google Console. This is another area where u can uncover problems with the site.

Blogging

Used to be for short, simple updates of valuable information (tips, news, trends etc.) now a great way to deliver content and make connection with the marketing (replaces traditional articles). Often positioned to educate, engage or entertain the audience.

What does a typical instruction in the robots.txt file blocking access look like?

User-agent Disallow:private

QS- Quality Score

Google's metric for predicting the likely success of a keyword/ad/account combination for a search (Large factor in determining the price that wins an SEM ad spot)

Majority of web traffic is driven by

Google, Bing, and Yahoo.

Examples of On page optimization

H1, Keyword in title tag, Keyword in bold, alt attribute of image, etc.

What does an absence of links say to Google?

Having no links effectively says to Google that your site isn't worth indexing. So even if you submit your site or url to SE's it won't be enough.

Areas of SEO

Finding the terms and phrases (keywords) that generate traffic to your website.

New Visitor

GA records new visitor and tracks it

Referral

GA, a visit that is referred traffic to you by a hyperlink on another site

What was the first search engine to rely heavily on external hyperlinks as a ranking factor? Google, Alta Vista, Jeeves, or Yahoo

Google

Determining Ranking Factors

Google and algorithm, what SEO says, characteristics of sites that rank well

Redirect

Where the internet user is automatically taken to another web page address without clicking on anything. These are commonly used when a site moves from one domain to another.

URL destination goal

a page visitors see when they complete an activity

hit

a request for a file made by a user-agent

Pageview

an instance of a browser loading a page on your site

onsite optimization

crawlability, rich content, meta tags, heading

Search engines have two major functions

crawling and building an index, and providing search users with a ranked list of the websites they've determines are the most relevant.

canonical URL

does google know how to look at your pages?

page layout update

downgrade sites that had little content

Search engines are unique in that they

provide targeted traffic- people looking for what you offer.

Domain Name Registrar

publicly accessible commercial entity which manages the selling or leasing of domain names

main goal of SEO

raw traffice-commerce, mindshares/branding, lead generation/direct marketing, reputation management, ideological influence

index server

stores the information index, which has categorized websites as a best fit to certain keywords.

List seven negative Page Level Factors

1. links pointing to the page from sites hosting malware. 2. Over optimization, content signals on page. 3. High percentage of external links pointing to the page with keyword rich anchor text. 4. Links pointing to the page from banned sites. 5. Sitewide links from external sites pointing to the page. 6. A high percentage of internal links pointing to the page with keyword rich anchor text. 7. Sitewide internal links from footer links

Instructs search engines to not follow a link (although some do).

<a href="http://www.theultimateprofessional.com" rel="nofollow">Internet Marketing Training</a>

Unique Visitor

A count of individual users who have accessed your web site. If a visitor comes to a web site and clicks on 100 links, it is still only counted as one unique Visit. (Compare with Visit.)

Meta Description

A description of a page's content. Should include you keyword or phrase. Snippet will display up to 160 characters of this

UberSuggest.org

A great tool that amplifies and shortcuts the Google Suggest box - by aggregating the Top 10 suggest results related to your keywords and any additional letters you might add to the end of your search.

Broken Link

A hyperlink which is not functioning, or a link that does not lead to the desired location. Most websites have some broken links, but if there are too many it can indicate poor content, poor upkeep of the site, or both. Too many broken links may cause search engines to rank a page (or even an entire website) as being less relevant.

Inbound Link

A link from one site into another. Links from other sites with high search Authority will improve your SEO.

Outbound Link

A link that leads people from the page they are viewing to an external website.

Back Link

A link to your website from another site. The number and quality of backlinks have a big impact on your search engine ranking. See also, "Inbound Link."

Google Panda

A major algorithm update by Google that hit sites hard, affecting up to 12% of search results (a number that came directly from Google). The intention was to crack down on thin content, content farms, sites with high ad-to-content ratios, and a number of other quality issues. Panda rolled out over at least a couple of months, hitting Europe in April 2011. There have been a number of these released since as well.

Algorithm

A mathematical set of rules that a search engine uses to rank listings in response to a query. Search engines guard their algorithms closely, as they are the unique formulas used to determine relevancy.

What's the best way to think of a meta description tag?

A meta description tag should be approached as a sales pitch--as a CTA. So you could add, for instance, Same Day Free Shipping. Call Now.

Remarketing

A method that uses IP addresses to "remarket" the same / similar display advertisements to the computer using that IP address. Is most utilized by Pay Per Click Engines but we are seeing the term show up on Social Networks as well. The idea is to "follow" that IP address and continue feeding the same brand messages to them in effort to get their attention / convince them to buy.

SEMRush

A paid tool used to analyze the strengths and weaknesses of ones SEO efforts, especially as they relate to search engine optimization / keywords. Great for finding new, long tail keyword phrases.

Referrer String

A piece of information sent by an internet user when they navigate to your website from somewhere else on the internet. It includes information on where they came from previously, which helps webmasters understand how users are finding their website. Consider adding a referrer string whenever you run a promotion on any other website(s). Also use Referrer Strings to track traffic from your social media channels.

Spider

A program deployed by search engines that browses the internet and collects information about websites as they jump from one link to the next. Google's web Spider is called Googlebot.

Gamification

A rising trend for businesses intended to further involve / engage the audience in activities that are now based on game theory (such as taking actions and collecting or losing points, competing in multi player environments, getting on a leaderboard, earning rewards etc).

Apps

A rising trend that uses a mobile device application to interact with the audience. May provide event maps, agenda's, push notifications for speakers or performances, contest information, gamification information, social media integrations etc.

Indexed Pages

A search engine's "index" refers to the amount of documents found by a search engine's web Spider.

Sociographics

A segment within psychographics which explains the social network or influence of a target audience / persona. Will include details about how "connected" this person is (in terms of their social circle), the type of crowd they hang with, whether they are an influencer or a receiver among their group and what indicates this. Etc. See this article for more info. http://www.searchenginejournal.com/the-social-graph-sociographics-how-to-use-friends-to-influence-people/63055/

Sitemap

A special document created by a webmaster providing a map of all the pages on a website to make it easier for a search engine to Index that website.

Persona

A summary of a target audience segment that includes demographics, psychographics, sociographics and other related identifiers. Often portrayed like a biography of the person / group (or type of person). Frequently that person / group (or type) is given a name like Sally or The Super Mom and is described in an exciting way making them "feel" more relatable.

Negative Keyword

A term specified by an advertiser telling Google AdWords that they do not want their ad to appear when someone Googles that term. For example, if you add the Negative Keyword "-nike" to the keyword "running shoes", the ad will not be displayed if a person searches upon the term "nike running shoes".

Live Tweeting

A trend in events that allows event organizers and/or attendee's to tweet rich snippets (ie: top tips or quotes) during the event. Some organizers may display these on a projection screen at the event, while others may keep it on twitter only.

Email Autoresponder Series

A trending method of using an automated email marketing platform to "follow up" with someone (through a series of pre-written messages) after they have taken an action (such as signing up for a newsletter, rsvp'ing for an event, registering for an event, upgrading tickets, entering a contest etc)

Bounces (Website Visits)

A visitor that leaves/exits within 30 seconds of arriving on a page or post. *This is very bad for business.

AdSense

A way for average site owners / publishers to display Google advertisements on their site and make money from clicks. Think of Plenty Of Fish and their $902,000 check in February 2005.

Nofollow

A way to link to another website that you do not want pass SEO credit to. Do not ever use nofollow when linking to internal pages in your website. Use it when linking to external websites and pages that you don't want to endorse.

According to PK, even though Google, in its quest to match query to content, is checking _____ and ____, it really wants to know _________________.

According to PK, even though Google in its quest to match query to content, is checking out URL's and title tags, it really wants to know whether the content is a good match.

CPC

Acronym for Cost Per Click. Can be calculated one of two ways: 1) by taking the cost of an online campaign and dividing by the total number of clicks it ultimately generates; 2) In some situations, the CPC may be an amount charged by a search engine for each click they send to your website as part of a paid search (SEM) promotion.

Google Penguin

After weeks of speculation about an "Over-optimization penalty", Google finally rolled out the "Webspam Update", which was soon after dubbed "Penguin." Penguin adjusted a number of spam factors, including keyword stuffing, too many related keyword anchors and other manipulative keyword efforts. This impacted an estimated 3.1% of English queries.

What would the search 'inurl:seo' return?

All URLs in the index which contain the term 'seo'

If you type 'site:www.distilled.net' into a search engine what would be returned?

All the indexed pages on www.distilled.net

Online Registration

Allowing for free OR paid registrations to take place via an online form. Excellent way to reduce staff involvement, to seamlessly collect funds and to measure the success of an event / event marketing.

Hard Sell

An obvious and sometimes aggressive approach to selling something.

Long Tail Keyword

An uncommon or infrequently searched keyword, typically with two or more words in the phrase.

Soft Sell

An unobtrusive (non-threatening) way to promote / sell something. Very subtle. (Like a call to action at the end of a blog post).

SWOT Analysis

Analyzing strengths, weaknesses, opportunities and threats as they may relate to our companies, competition, products or services.

What's anchor text?

Anchor text is the visible text in a link.

Hummingbird Update

Announced on September 26th, 2014 Google suggested that the "Hummingbird" update rolled out about a month earlier. Hummingbird has been compared to Caffeine / Freshness and seems to be a core algorithm update that may power changes to semantic search and the Knowledge Graph for months to come. It is "presumed" that the ultimate goal of Hummingbird was to reward more "contextually relevant" pages (ie: those better matching search "intentions").

Social Booths

Another rising trend in events that encourages attendee's to take photo's, caption them, post them to social sites (like instragram, twitter, facebook etc). live during an event. *Increases the exposure and excitement around an event as well as your work.

Wearable Technology

Another rising trend that allows people to bypass mobile phones and tablets and simply use wearable devices (like google glass, samsung gear, tshirts and so on to access and transmit computer based intelligence).

Referrer

Another website with a link to your website that delivered a visitor to you.

Content

Any collateral piece that you post to your website or social media channels that users may view, share or download. Could be blog posts, downloadable checklists, images, video, soundclips, songs, etc.

Mobile Device

Any device that a user can take with them on the road for the purpose of connecting to the internet.

Landing Page

Any page that is frequently seen by new, inbound visitors to your website. Look at your website traffic stats and any page getting a constant, heavy flow of visitors is likely to be a Landing Page. All your Landing Pages should be optimized to maximize Conversions.

As with Title Tags, what should you also do with meta description tags?

As with title tags, you should use title case with meta description tags (capitalize first word in each word). Again, people don't read, they scan--and anything you can do to help them is an advantage.

How do we know Google values Social Media?

Google Analytics is tracking it. -represents sharable/worthwhile content -people are promoting it along with their own personal reputation

Freshness Update

Google announced that an algorithm change rewarding freshness (aka: new content, shareworthy content) would impact up to 35% of queries (almost 3X the publicly stated impact of Panda 1.0). This update primarily affected time-sensitive results, but signalled a much stronger focus on recent content.

Panda

Google's algorithm that checks for 'low quality', thin, and duplicate content

Hummingbird

Google's search algorithm. When a user enters a search term, Google references relevant information on its servers for websites with similar information and returns results

H1 & H2

Heading tags. H1 is used for the main title or headline (and only used once on a page). H2 is used for the sub-headline OR section headers on a page. Can be used more than once on a page or post.

What are 3 common problems with internal links?

Here are 3 common problems with internal links: 1) there aren't enough internal links, 2) they 're often just image links---not text links, and 3) there are no kw's in the text link---e.g. "click here" links.

Marketing Strategy

High level overview of how you will position your product or service for success. May include timeline and budget summaries, but will not include specific tactical plans.

In terms of how Google evaluates content, how do URL's and title tags figure?

In Google's view of content, all other indicators---URL's, title tags etc.---are merely proxies as a means of assessing what the page is all about. They are merely CLUES. This is why you must stress keywords on the page. They can help your pages from an SEO standpoint and also make them more readable.

What area of the Google Console should you also be checking regularly (in addition to Search Appearance)?

In addition to Search Appearance, you should also be regularly checking the Search Traffic area of Google Console. It provides a lot of info on links and traffic.

Index / Indexed

In order for your site content to show up in Google or other Search Engines you need to be "indexed" by them. This happens when a search engine crawls your site to determine what content you have to offer that is of value to users.

Keyword On-Page Optimization

In the title tag at least once, near the top of the page, At least two or three times, including variations, in the body copy on the page, least once in the alt attribute of an image on the page, Once in the URL, At least once in the meta description tag.

Black Hat SEO

Intentional, manipulative behavior of SEO's aimed at "gaming the system" - this includes keyword stuffing, keyword spam, hidden text, cloaking, masking, link wheels, link farms, link pyramids, paid links, low quality content (pages and sites) with massive keywords, malicious redirects, exact match domains, negative SEO (to impact competition), automated content scraping / spinning and publishing and so much more. Must avoid at all costs.

Per PK, what are the 3 ways internal links can help your site?

Internal links can help your site in these 3 ways: 1) they help search engines find their way around; if SE's can't find pages, they can't index them, 2) providing links to pages helps pass Pagerank from one page to another, and 3) Keywords in link anchor text tell SE's what the page is about.

Anchored links

Internal or external links that are anchored with keywords or phrases explaining what your page or post is about. *This is the best way to put a link on a page, but you should not have the same anchors for every link coming in to your pages. That looks spammy.

ICANN

Internet Corporation for Assigned Names and Numbers

What's the irony of PK's experience with client's and kw's?

Ironically, Pk's experience has been that client's are at the other extreme: they tend to use kw's too LIGHTLY.

Areas of SEO

Making your site friendly to search engines

Landing Page

Many are targeted to specific audiences and/or calls to action - but according to Google Analytics any page that a new visitor enters your site by - IS a landing page. Therefore you should treat each of them as equally capable in producing a result.

You can't just build a perfect website and write great content you also have to...

Market your site

Panda 4.0 Update

May 2014, Google confirmed a major Panda update that likely included both an algorithm update and a data refresh. Officially, about 7.5% of English-language queries were affected. While Matt Cutts said it began rolling out on 5/20, Moz data strongly suggests it started earlier.

Market Research

May include: Keyword research / validation, surveys, focus groups, competition research, testing and analysis thereof. May be quantitative OR qualitative.

Audience Growth Rate

Measures change of social media opt-in audience over a set time frame

Long Tail Keyword

More specific (and often longer). A visitor that finds your website using them is more likely to buy your service or product.

What's the current status of most of the big search directories?

Most of the big search directories have disappeared over the years.

SEO

Mostly known as Search Engine Optimization. Redefined by myself and hopefully into the future MANY OTHERS as Site Experience Optimization - especially since the evolution of SEO continues to put more emphasis on the User Experience (UX) over anything else.

What are Moz's 4 keys to optimizing title tags?

Moz's 4 keys to optimizing title tags: 1) Be mindful of length, 2) Place important keywords close to the front of the title tag, 3) leverage branding and 4) Consider readability and emotional impact.

Images, useful links, and diagrams

Reduce bounce rate

What do robots.txt files do?

Robot.txt files provide instructions to the computer programs that crawl through your site---eg search bots.

What are the two primary uses of the robots.txt file?

Robots.txt files are used primarily to 1) block areas of the site that we don't want to have indexed and 2) call attention to our xml site map.

Why are general directories--the kind advertised along the lines of "submit your site to 250 directories for only $100"---no longer so valuable?

SE's have devalued these links from many general directories like this.

What is search engine optimization (SEO)

SEO is a marketing discipline focused on growing visibility in organic (non- paid) search engine results.

If you're asked to pay to be listed in a directory, how can you tell whether it's worthwhile?

See if the directory is indexed by Google. Use the Site:directoryname.com to see how many pages are indexed.

KeywordSpy

Similar to SPYFu, a great tool for reviewing PPC competitor ad's, keywords and performance details -- also includes some unique reporting features and some SEO worthy intel.

Why aren't site maps as important as they used to be?

Site maps are less important these days assuming you have good links.

SCUIB

Stands for size, color, underline, italics and bold. A simple acronym to summarize "emphasized text". Anything you emphasize will be considered important to your page. Try to emphasize keyword relevant terms or phrases if possible.

RSS

Stands for: Real Simple Syndication. An RSS feed makes it possible to syndicate your blog feed across the net; integrates nicely with social media (allowing your new posts to automatically release on Social Networks). Also makes it possible for readers to view your most recent content in their own RSS reader.

Branding Online

Still maintains the same look and feel / positioning as offline branding but also uses branded terms and keywords as well as related terms to apply context to it.

What is structured data mark-up?

Structured data mark-up is a way to add code to your web pages to tell SE's what some of the information is (i.e. is it a product, a recipe, a review etc)

What's the effect of adding structured data mark-up?

Structured data mark-up results in rich snippets.

Penguin

Targets sites that buy or obtain many inbound links for so that they may imrove their rank

Noodp/Noydir

Tells search engine not to grab a descriptive snippet about a page from the Open Directory Project (DMOZ) or the Yahoo! Directory for display in the search results.

Canonical URL Tag

Tells search engines that the page in question should be treated as though it were a copy and that all of the link and content metrics the engines apply should flow back to the original page, without actually redirecting visitors to the original page.

Nosnippet

Tells the crawlers not to collect the description text for pages to displayed in the SERP.

Follow/Nofollow

Tells the engines whether links on the page should be crawled

Index/Noindex

Tells the engines whether the page should be crawled and kept in the engines' index for retrieval

Noarchive

Tells the search engine not to save a copy of a web page

Correlation Data

Tells us what features well-ranked sites have that poorly-ranked sites don't

PK offers two tips to highlighting your kw's on page. What's the first one?

The first PK tip to highlighting your keywords is to avoid large blocks of text. Think chunking; break large paragraph into smaller paragraphs. Use bulleted lists (which can contain your kw's)

Target Market(s)

The persons or groups of persons that you intend to reach with your marketing efforts.

What is crawling?

The process search engines use to discover content

Open Rate

The proportion of people that open the email (excluding bounces) Open Rate=Opened/Received

Traffic Rank

The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.

What happens if Title Tag exceeds the 50-60 character length?

The search engines will truncate it. Crucial that you get keywords at the beginning.

What is the second of Eric Enge's Golden Rules for tile tags?

The second rule in Eric Enge's Golden Rules for title tags also springs from a tenet of web design. You don't want to create a webpage for every keyword variant. For instance, you don't want separate pages for "resume writing services", "resume writing", "resume writing service", Sod don't get too granular here: creating all these different pages would make for a very poor user experience and also beg for Panda penalty. Your title tags should reflect this avoidance of granularity.

404 Not Found

The server can't find the page you are asking for.

400 Bad Request

The server is not able to understand the document request due to a malformed syntax.

401 Unauthorized

The server requests user authentication (usually a password) before allowing you to load the web page.

Website Model

The type of website that you need to design in order to reach your target market and accomplish your traffic and conversion objectives. May include portfolio sites, squeeze pages, direct response pages, portals, etc.

Automation

The use of computer technology to do something that was once manual (such as signing people up for newsletters, collecting contest entries, sending emails. taking registrations, online sales etc)

Digital Marketing

The use of digital technology to assist marketing efforts. Could include all things internet related, but may also include emerging tech like virtual reality, augmented reality, wearable technology etc. if it can be used to market a business (think of the Pepsi Max bus stop commercial or the Westjet Christmas Miracle campaign).

Traffic

The visitors you get to your website.

URL

The web address of a page on your site (example: www.yoursite.com/contact). A URL (Universal Resource Locator) is the address of documents and resources on the internet. Most search engines look for the keywords in the domain name, folder name and page name. Keywords should be separated by hyphens. Example: http://www.keyword1.com/keyword2-keyword3.html

How many heading tags are there?

There are six heading tags: H1 through H6.

What is the first of Eric Enge's 3 Golden Rules for title tags?

There should be a page on your site for each major product/service/need---and it follows that the title tag should focus on the unique aspects of the page.

Why are the "submit your URL's to search engines" services scams?

They're worthless. Google and Bing have their OWN "submit your URL" pages with no 3rd party involved. Keep in mind, though, that submitting your site alone is not likely to have much effect if the site doesn't have links pointing to it.

Google Analytics

Tracks website visits (referred to as sessions), where they came from, what search queries (or keywords) they used, how long they stayed, how many pages they viewed and what sort of activity they engaged in while on site.

TCP:

Transition Control Protocol -Used to connect hosts

301 Redirects

Used to direct users and search engines to the correct page when there are duplicate pages. Should be done specifically to home page URLs from the WWW URL to the non-WWW URL or vice versa. Also, If you have duplicate content on multiple websites with different domain names.

User Experience. This includes how a visitor / user navigates your site, how long they stay, whether or not they bounce, how they access your content (from page views to downloads), how they move around etc. A UX strategist or designer is responsible for thinking all experiences through before developing a website.

Differentiation

Using segmentation and/or testing to create unique marketing messages that appeal to specific persona's / needs and wants.

What should be paramount in your mind when it comes to body text?

When it comes to body text, be sure to keep keywords in mind. Google's goal is to match searcher's keywords with content.

What's the crucial aspect of title tags with regard to SERP's?

When you use keywords in the title tag, search engines will highlight them in the search results if a user has performed a query including those words. This give the user greater visibility, and generally means you'll get a higher click-through rate.

First 100-150 words

Where keywords should be placed in your article

Why check the Google Console Search Appearance area?

You should check this section of the Google Console regularly to see if Google is suggesting any improvements.

How long should a meta description tag be?

You should limit them below 200 characters. At about 150-160 characters Google will start to truncate the text.

Display Advertising

Your ad (Google Adwords Ad) on someone elses website (not in Search) based on contextual relationships on their page (aka: keywords)

Search Advertising

Your advertisement showing up in Search Engines or Search Network Partners (like AOL, About.com etc).

What 3 queries can you try to find directories?

Your kw + directory. Your kw + list Your kw + listing

panda update

downgrade sites that provided poor user experience

penguin update

downgrade sites that violated google's webmaster guidlines

meta tags

text tells google about the page

RIR

Regional Internet Registries

LSI Keywords

Related keywords or synonyms

Keyword Stuffing

Repeating Meta Keywords and using keywords unrelated to the site's content or sole the purpose of boosting the page's rankings in search engines. This includes hiding keywords on the page by making the text the same color as the background, hiding keywords in comment tags, overfilling Alt Tags with long strings of keywords, etc. Keyword stuffing is considered a shady way to game search engines, and as such is discouraged.

Qualitative Research

Research that provides emotional / behaviorial insights. (ie: likes, dislikes, needs, wants, interests, hobbies, decision making processes etc).

Quantitative Research

Research that provides statistics that is both firm and factual in nature (ie: rating points, frequency of something, financial data etc).

Noarchive

Restricts search engines from saving a visible copy of the page so users can view

ROI

Return on investment (ie: how much money you make compared to how much you spend)

Rich Snippets

Rich markups (extra HTML coding) that allow you to customize what your author bio, posts or listings look like in Social Networks. Can be associated with anything from blog posts to recipes and so much more.

searcher intent

being able to translate what the semantic intent is for a keyword

SEO encompasses

both the technical and creative elements required to improve rankings, drive traffic, increase awareness in search engines.

Optimizing a Domain Name

brainstorm keywords, unique, easy to type, easy to write, easy to remember, and short and sweet

who are your target users

brainstorm list of prospective users, main and sub groups, influencers v consumers

The world of SEO is complex

but most people can easily understand the basics.

Targeted traffic

can provide publicity, revenue, and exposure like no other channel of marketing.

indexing updates

changes in indexing algorithms aimed at providing optimal search results for users

Conversion

when a visitor reaches one of the 4 types of goals

developing SEO strategy

who are your target users pain/gain map empathy map

killer content development

who cares? is it compelling is it clear is it complete is it concise is it correct does it connect is it contagious

Bounce Rate

% of visitors who left the site in the first 10 seconds

Content Management System

(CMS) - A web application used to manage web sites and web content. Popular blogging platform WordPress is a CMS.

Meta Data

(also Meta Information or Meta Tags) - Meta data is information associated with a web page that's HTML but not displayed by the browser for users to see. This data that tells search engines what the pages on your website are about. There are a range of Meta Tags, but only a few of which are relevant to search engine Spiders. The most well-known Meta Tags are the Meta Title, Meta Description and Meta Keywords.

Multidimensional Value of Links

-Core of Google's Algorithm -Qualified referral traffic -Online brand awareness -Authentic interconnectedness of web

Purposes of Title Tags

-Describe the content of the page (for usability) -Serve as teaser for SERP -Display relevant keywords and context for click-through

Optimizing Description Tags

-Keyword Proximity -Be truthful -character limit -be creative and compelling -Do not use universal descriptions

Google +

-start building relationships with people -posting share worthy content -link relevant pages in about pages -engaging profile -make it easy for people to add you -make content easy to share

3 key analytic questions

-what are your goals as a business? -what activity do you want? -what information would help measure this?

What are the 3 major SEO benefits that directories can still bring?

1) Some people go straight to directories---e.g. directory of rabbit breeders for info on hutches. They can bring traffic. 2) Sometimes directory pages may be found in search results. 3) you can get links FROM directories--since many directories are indexed by major SE's.

3 purposes of description tags

1. Accurately & thoroughly describe page content 2. teaser text 3. display relevant keywords

Link Baiting Process

1. Develop strategic content 2. Connect with well-known publishers or bloggers 3. Prepare content for immediate and long term success 4. Promote content actively with other sites 5. Check reach (validate links)

Ranking factors according to Moz.com

1. Domain level link features (quantity/quality of links) 2. Page-level link features (Page rank, quantity of links, anchor text distribution) 3.Page-level keyword and content features 4. Page-level features (content length, readability, uniqueness) 5. domain-level brand features (offline mention/usage of brand/domain name) 6. User, usage, traffic querry 7. Social metrics 8. Domain level keyword usage (exact or partial keyword matches) 9. Domain-level features (domain name length, HTTP response time)

Tips for Description Tags

1. KW proximity 2. Clear, succinct, compelling, pithy, copy-worthy 3. Avoid bait-and-switch 4. 165 character limit 5. Watch, analyze, refine 6. What do users need? are you delivering? 7. pay attention to tone/language that resonates with users 8. SERP results are wayfinding sign 9. Beware of deploying descriptions universally; sometimes better to just let SE use first few lines 10. What are users trying to find?

Basic strategy for any page

1. Target keyword 2. User intent 3. Conversion aim 4. interesting content 5. conversion-friendly title tag 6. conversion-friendly description tag

What are the 4 dimensions of link value

1. core of Google's algorithm 2. Qualified Referral Traffic 3. Online Brand Awareness 4. Organically developed links represent the interconnectedness of the web

2013 SEO Ranking Factors

1. domain-level links 2. page level link 3. content and keyword 4. page features 5. Social metrics

403 Forbidden

A "forbidden" message delivered by a web server. Prevents access to a URL and displays the reason for preventing access.

302 Redirect

A "found" message. Also referred to as a "temporary redirect." This form of redirection is commonly used when a URL has been moved to a different location, but will be returning to the original location eventually.

Query

A Keyword or phrase entered into a search engine or database.

SpyFu

A Paid PPC analysis tool that shows historical ad's, keywords and performance details for competitors -- but also has some amazing SEO reporting tools built in.

What exactly is a rich snippet?

A SERP that has additional, extended info.

Meta Description

A brief description of fewer than 160 characters of the contents of a page and why someone would want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content on the page. Many financial institutions have Meta Descriptions that greatly exceed the 160-character limit.

Google Related Terms

A brief overview (provided at the bottom of your SERP's) of related terms to your current Google Search.

Alt Tag or Alt Attribute

A description of an image in your site's HTML. This is alternate text that will be displayed by a browser when an image can't be found or loaded. Search engines and blind people rely heavily on Alt Tags. Add ALT text to images whenever possible. (Compare to Title Tag.)

Google Adwords Keyword Tool

A free tool available to new or existing Adwords users, meant to assist in the search for new / related keywords to advertise for. Essentially it is a looking glass behind Google Search activity as it relates to your keywords, website, competitors website and/or related categories. Shows monthly search volumes as well as PPC estimates.

Google Algorithm

A full automated series of checks and balances that allow a search engine to determine the strengths and weaknesses (aka: quality) of your website. Updates to this can shake up the entire web, causing websites to lose or gain valuable positions in the SERP's. Most recent updates include Caffeine/Freshness, Panda, Penguin and Hummingbird.

Keyword Density

A proportional measurement of Keywords embedded in a page's content. High keyword density focuses the page's subject in a way that a search engine's Spider understands. Search engines may interpret a Keyword Density that's too high as spam, which results in a lower placement in search results

Call to Action

A request presented to the audience to take some sort of action. Could be a request to like, follow, comment, share, tweet, retweet, scan a code, enter a contest, register, sign up for something, buy something etc. Should always be the most prominent element on your marketing collateral UNLESS you are aiming to "soft sell" it.

Alexa

A search service which measures website traffic. (Visit Alexa.com).

301 Redirect

A way to make one web page redirect the visitor to another page. Whenever you change the web address of a page, apply a 301 redirect to make the old address point to the new one. This ensures that people who have linked to or bookmarked the old address will automatically get to the new one, and search engines can update their index.

Organic Listing

A website (page, post or content piece) that has been added to the Google or other search engine index (for free) and is presented to users that input a related search.

Mobile Responsive (Or just Responsive)

A website that is responsive (aka: ready to resize) to unique mobile devices and their operating systems.

Keyword

A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific Keywords.

According to Eric Enge, the title tag remains an important part of SEO for one basic reason. What is it?

According to Eric Enge, the title tag remains an important part of SEO for this basic reason: it's the overall label for the content of the page.

The second of Moz's keys to optimizing title tags is: Place keywords close to the front of the title tag. Explain.

According to Moz's testing and experience, the closer to the start of the title tag the keyword is, the more helpful it will be for ranking---and the more likely a user will be to click them in search results.

Pigeon

Algorithm that give makes local search results relevant and accurate.

Adoption Curve

Also known as the Diffusion of Innovation, segments target market into stages of adoption (related to our products or services). Starts with innovators and early adopters, moves to early majority and late majority and includes laggards or non-adopters as the least likely to adopt (last on the curve).

Ways to make non - indexable content understandable to crawlers

Alt text for images, and supplement text, transcript

Authority

An arbitrary score assigned by search engines to measure the power, relevancy, stature and credibility of websites. Common factors used to calculate site and page Authority includes inbound links, site age, traffic trends and a constant stream of unique, quality content.

Click Through Audience (CTA)

An audience that is trained / predisposed to click through from one link / page or post to another. Great for bloggers to keep the audience on site longer.

Crawlers

Automated robots that try to reach and index the many billions of documents online

What else should you avoid with meta description tags?

Avoid sentences in meta description tags. Remove words that don't say anything.

What should you be sure to monitor in the Google Console "Security Issues, Resources, and Settings" area?

Be sure to check in "other resources" "page speed insights"

Why is getting links the best way to get your site indexed?

Because bots move from site to site via links; they also return to index pages frequently.

Why do search engines need to index content?

Because they can't search the web in real time

Title Modifiers

Best, Hot, 2015, Guide, Checklist. etc.

BOB

Big Orange Button <- Best color for call to action buttons

Which search engines support the 'linkfromdomain:' search operator

Bing and Yahoo!

What's body text?

Body text is the text visible to users.

Areas of SEO

Building links and marketing the unique value of your site.

URL Structures

Can impact click-through and visibility, shown in snippet, Shorter is better, and are also used in ranking documents

Nofollow link

Can lead to a visitor to your website to take actions like download a book, fill out a form, or make purchases.

CTR

Click Through Rate-The percentage of those clicking on a link out of the total number who see the link. For example, your site might show up in 10 separate searches and get clicked three times = a 30% CTR.

CHARTing

Connecting, Hearing, Appreciating, Rewarding and Earning Trust. These 5 elements make Social Media and other forms of relationship building a success. Together they build loyalty. Solo they are simply activities.

Content vs Context

Content is pretty much any material that you create for the web (such as blog posts, images, videos, podcasts, audio, downloads etc). but CONTEXT unifies that content with user intentions. In other words it's more relevant, more valuable, more useful, share-worthy user targeted content.

CPC

Cost Per Click (this is how much it would cost for an advertiser to pay for each click on an ad). If that advertiser bids on both the search network AND the display network - AdSense publishers will earn a percentage of the CPC as part of their publisher commission.

Links in frames or I-frames

Crawlable, but present structural issues for search engines unless your are advanced avoid use

The fourth and last of Moz's keys to optimizing title tags is to consider readability and emotional impact. Explain.

Creating a compelling title tag will pull in more visits from the search results. It's vital to think about the entire user experience when you're creating your title tags, in addition to optimization and keyword usage. The title tag is a new visitor's first interaction with your brand when they find it in a search result: it should convey the most positive message possible.

What is DMOZ?

DMOZ is the open directory project. This used to be a great place to get a link. DMOZ data was listed on many sites.

Title Tags

Description of a page's content and appears at the top of Internet browsing software

What does crawling allow search engines to do?

Discover new pages & discover when existing pages are updated

DNS

Domain Name System -Can be edited; allow for independence of various dimensions

What should you keep in mind about internal linking?

Don't overdo internal linking: use only a smattering of links.

What's one important caution when it comes to meta description tags?

Don't use the same meta description tag for each page. This is a common problem.

Bounced (Emails)

Emails that do not make it to the subscriber. Could be because the email address is full, dead or temporarily disabled.

What are Eric Enge's 3 Golden Rules for title tags?

Eric Enge's 3 Golden Rules for title tags are: 1) Have one distinct page for each major user need you address, 2) Don't overdo the granularity, and 3) don't reuse title tags

According to PK, what are 3 guidelines pertaining to "keyword density"--even though he resists that term?

Even though he ridicules idea of kw density, PK offers 3 guidelines: 1) You need to scatter the kw phrase throughout the body text; 2) U need to use it frequently but not too frequently, and 3) If it sounds clumsy, if a visitor would find the frequency odd or irritating, you've gone too far.

Web Page or Page

Examples are Home, About Us, Contact Us

Backlinks

External links that point to your website.

Demographics

Factual data about a target audience, can include age, gender, marital status, income, nationality etc.

Traffic Objectives

How (W5&H) you intend to drive traffic to your site. I.E.: Will you target your local region (city or state) (using geo-local keywords), a national audience (ie: canada), specific continents OR a global audience? And if so, how? (By which traffic methods (SEO, PPC, Blogging, Email Marketing, Social Media etc) and which keywords).

Load Times

How long it takes to load a page. Must be under 3 seconds OR you will not earn top positions for your page. A slow loading page (page speed) is a bad user experience. *To solve this problem you may need to host your media on a cloud server like Rackspace or AmazonS3

Positioning

How the marketing mix comes together as one distinct / cohesive message. Also known as the 5th P.

USP

How you establish a unique position within your industry (in contrast to the competition). (aka: Unique Selling Proposition or Unique Selling Position).

Measurement

How you track the results (positive or negative) of your efforts.

What does IP stand for and what does it come from?

IP= Internet Protocol #: every connection to the internet has an IP number (for example 67.190.36.16)

Segmentation

Identifying / categorizing or separating unique targets within a target audience. Can be done conceptually OR actually (via advanced email marketing systems). Great for creating unique marketing messages for unique user groups.

Which forms of content might cause problems for crawlers?

Images and Video -

Non-Indexable Content

Images, Flash files, some plugins, and Java applets

Which of the following might cause problems for crawlers?

JavaScript, Flash, AJAX -

Use the meta robots tag with nofollow and noindex attributes

Keep a duplicate page from being indexed by a search engine

Alternative Text

Keyword friendly descriptions of your images and other media on page. Great for SEO.

What't the keyword meta tag?

Keyword meta tag doesn't really do much these days--mainly because of abuse and kw stuffing. In 2009, Matt Cutts announced that Google no longer used the keyword meta tag.

Images obviously can contain kw's as well. What are the two ways you can add kw's to images?

Kw's can be added to images through 1) the image tag, and 2) the alt attribute.

Rich Snippets

Lets you mark up content in ways that provide information to the search engines. Reviews (stars) and author profiles (pictures)

Permalink

Link can be used navigate to a specific web article, page, or a blog

What's the most important part of SEO according to PK?

Linking. Contrary to popular belief, content is not king.

Spam

Low quality content on your page. Can be generated by the owner OR users.

So what significance, if any, do directories still have in terms of SEO?

Major directories are disappearing---But being listed in a directory can still be helpful.

If a page has been crawled is it automatically indexed?

What's the need for structured data mark-up. Don't SE's get enough info from HTML code?

No. SDML is a form of code embedded into HTML that can be used to tell SE's what particular components on the page actually are. Remember: HTMl essentially tells a web browser ho to display a webpage (font, text size etc.)---but HTMl does NOT tell browsers what the content actually is.

How many characters in a title tag?

Not many: 50-60 characters.

IP Address

Numeric Internet protocol address -Unique ID of a computer or device

Problems Crawling and Indexing

Online forms, duplicate content, blocked code, bad link structures, no link sturctures, links in unparaeable Javascript, links pointing to blocked pages, links in pages with too many links, and Non-text Content

Organic SEO

Organic SEO returns results that are generated naturally by a search engine. Organic search results are distinguishable from SEM which primarily focuses on PP

PK takes issue with "Content is King". What does he suggest is instead "king"?

PK believes links are king. Without links you simply can't compete in the search engines. With great links, even sites with mediocre content can rank well.

PK offers two tips to highlighting your kw's on page. What is the second one?

PK's second tip for highlighting kw's on-page is to use bold and italics. But don't overdo and make it appear clumsy to the reader. A few stressed kw's are fine.

PPC

PPC (Pay-Per-Click) - Advertising method in which an advertiser puts an ad in an online advertising venue and pays that venue each time a visitor clicks on his/her ad. Google AdWords is the classic example of this.

PPC

Pay Per Click / Sponsored Listings / Search Engine or Display Advertising.

The third of Moz's keys to optimizing title tags is to leverage branding. Explain.

Per Moz, many SEO firms recommend using the brand name at the end of a title tag instead, and there are times when this can be a better approach. The crucial factor here is the strength and awareness of the brand in the target market. If a brand is well-known enough to make a difference in click-through rates in search results, the brand name should be first. It the brand is less known or relevant than the keyword, the keyword should be first.

Psychographics

Presumed data about a target audience's preferences, such as hobbies, interests, motivators, habits etc.

Click Through Rate (email)

Proportion of people who clicked on a link within the email compared to the number of people who opened the message

Unsubscribe Rate

Proportion of people who no longer want to be contacted

Engagement Rate

Proportion of people who took some sort of social action (like, share, click, comment, etc) compared to the total number of people who viewed the post.

CR- Conversion Rate

Proportion of the number of conversions per ad click. Conversion/Clicks

CTR- Click Through Rate

Proportion of the number of times your ad is shown compared to the number of times it was clicked on

Rewrite this as an effective meta description tag: "Rabbit-cages-Rabbit hutches available online from Petco.com. Provide your bunny with spacious yet comfortable housing both indoors and out. Save now...

Rabbitt Hutches-Rabbit Cages. from Petco.Com. Give Bunny Spacious, Comfortable Housing, Indoors & Out. Save Now. (NB: there's nothing in the original that isn't in this, more scannable version).

SEM

Search Engine Marketing (SEM) - Strategies and tactics undertaken to increase the amount and quality of leads generated by the search engines. SEM strategies almost always involve marketing cost/expense.

SEO

Search Engine Optimization (SEO) - A set of techniques to improve a website's stature and presentation in a search engine's index. Many SEO best practices can be utilized without incurring any costs.

SERP

Search Engine Results Page (SERP) - The listing of results returned by a search engine in response to a Keyword Query. If you show up in a search for "Boston Checking Accounts" as result #28, your SERP score for that Keyword is 3 because you fall on Page 3 of the results (assuming 10 results per page).

SERP

Search Engine Results Page. (What shows up in organic listings when you conduct a keyword search in Google).

Traffic Sources

Search Engines (Keywords/Queries), Direct, Referrals, Social Media and Email Marketing

SEO

Search engine optimization Natural or organic search

SERP

Search engine results page

65-75

Search engines display only _____ characters of the title tags

Duplicate content

Search engines have cracked down on pages with this by assigning them lower rankings.

When you type a query into a search engine are you..Searching the web or Searching their index

Internet Marketing: SEO and SEM

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