Chapter 10 - Quiz 5
True or False: Monitoring social media conversations is another way to determine how to pick appropriate keywords to monitor both paid search and SEO.
True
True or False: Note that in spite of the increased traffic, conversion rate and average order value is typically still lower from searches from mobile devices than desktop devices.
True
True or False: Once SEO changes are in place, it is a good idea to register the site with major search engines, especially if the site has never been registered before. Keep in mind, search engines like Google don't add all submitted URL's to their index.
True
True or False: Only 36% of consumers said that they would start a localized search with a general search engine.
True
True or False: PPC campaign must be monitored on a daily (or hourly) basis because it is easy to lose a top search ranking if another firm outbids your firm in terms of keywords.
True
True or False: Search engines have both a paid and a free aspect.
True
True or False: Search engines used to employ paid placement or sponsored links to help marketers rank highly on search criteria, but they have generally abandoned this effort.
True
True or False: Search has transformed the health care industry. So, patients know more about their symptoms before coming into a doctor's appointment.
True
True or False: Search is still the leader among digital marketing efforts.
True
True or False: Search marketers are expanding their use of social media by driving inbound links from social media forums, expanding their profiles on social media accounts, and monitoring social media conversations to influence SEO.
True
True or False: Search marketing allows marketers to be in front of the customer at the exact moment they are researching a product or service or considering purchase.
True
True or False: The "mobile friendly" label is going away.
True
True or False: The search process is ever-changing
True
What is the SEO process that most practitioners follow:
1. Define the target market (START HERE ALWAYS) 2. Intent: Find out what they search for and why 3. Develop a search strategy (find keywords and phrases) 4. Develop a content strategy to align with the keyword strategy 5. Redesign the site with those keywords and content in mind. 6. Register the site with search engines 7. Implement a paid search campaign to complement or inform the organic search campaign (optional)
Search Engine optimization and pay-per-click go by what other names:
1. Search Engine Optimization - Natural Search - Organic Search - Algorithmic Search 2. Pay-per-click - Paid Search - Cost-per-click advertising - Pay-per-click advertising
True or False: A "word cloud" of the site illustrates the most frequently used terms in the site.
True
True or False: An item that in the past has been considered important for inclusion in the rankings is the location and frequency (density) of keywords on the page.
True
True or False: Bing and Google's unique algorithm means that results generated for a search on both sites varies drastically.
True
True or False: Coca cola worked with an agency to deploy a team that works in 200 countries. The organic search campaign delivered media impressions, traffic, and customer connections which had good results in terms of the company's ROI.
True
True or False: Depending on what the site knows about the user, different information will be served on the page.
True
True or False: Directories can also be compiled from other sources. The Open Directory Project by DMOZ is free and described as the largest human-edited directory of the web.
True
True or False: Directories have decline in importance with the rise of search engines.
True
True or False: Each search engine has its own results for ranking entries, which is not generally published.
True
True or False: If we can encourage them to learn more about us or make a purchase, we then have the opportunity to acquire them as a customer, to collect specific information about them, and develop a long-term relationship.
True
True or False: Improving rankings may take several months for the changes to be made and for initial results to be seen.
True
True or False: In the past, search engines paid close attention to the description and keywords in the meta names. However, major search engines are now concerned with customer intent in search and whether the page is a good fit for the search term used.
True
True or False: It is difficult to predict search ranking with SEO, whereas PPC provides immediate results and allows users to limit spending to a daily budget.
True
True or False: It is important not to overload with keywords on the page or try to trick the search engine into indexing and ranking the page a certain way.
True
True or False: Many sites like Google ignore meta tag "description" in ranking the site and focus on the context of the search. However, the meta tag and title tag do affect how the site is displayed on the search page and are important to searchers in deciding wether to click on a particular page.
True
True or False: Marketers in search engine marketing seek to be above the fold, or in the top 4 or 5 search terms because most users do not scroll down past the first few rankings and rarely go to subsequent search pages.
True
True or False: Organic or natural search ranking appear to the left of the page underneath paid search terms, which appear to the right of the organic search terms. Also, above and below the page, the searcher will generally see boxes with text images and links. Those links are paid ads (PPC)
True
True or False: Organic search results are always ranked by relevance based on the keyword or phrase chosen and provide the majority of the content on the page.
True
True or False: Paid search advertising is driven in part by the explosion of mobile devices and the increasing ease of purchase there.
True
True or False: Practitioners try to work within algorithms of each individual search engine so their sites are listed at or near the top in the organic search listings.
True
True or False: SEO has long-term effect versus PPC which has a short-term effect as they only last the duration of the ad campaign.
True
True or False: Search engine optimization has placed more emphasis on user intent and user experience.
True
True or False: Search engines know more about us then just our IP address, Google+ for example has information to Gmail, our search history, and potentially location history from an Android device. All this information is used to make search results more relevant.
True
True or False: Semantic search has changed the game for SEO, as search engines are now programmed to return results based on intent.
True
True or False: Some search engines look at the "description" content tag, so it is probably still useful to include that tag and a few relevant terms in the keyword tag.
True
True or False: While keywords and keyword density are still important, it is more important today to place keywords properly on a page and to create longer content that will get the page ranked more highly.
True
True or False: While most users prefer the search engine that they believe gives them results relevant to them, there are minuses in terms of privacy concerns.
True
Define Referrals:
Users want to trust the source that is recommending the site and organic search results or referrals from a friend or an often-used social media site are the most trusted ways to find information on the web.
What are search engines?
Websites that work to help users find the things they want to find on the internet (ex: Google).
While we may not know who the customer is exactly, at the point they see our organization online, we do know:
What they are interested in.
The user experience is how the user progresses on the site after clicking on the _____________ search results.
displayed
What is the fear with meta tags and keywords?
That they may be manipulated and not refer to anything close to the content that the site actually contains.
What two things can you do on social media that will also impact search rankings?
1. Increase number of social media followers 2. Encourage followers to share your content in all channels.
List a few other types of search engines:
1. Topical search: (on a topic) - WebMD 2. Industry search: business.com 3. Image search: Yahoo! 4. News search: NewsNow 5. Blog search: blog-search.com 6. Books/article search: Google Scholar 7. Social real-time search: Twitter
What other trends are affecting how websites and mobile sites can maximize their impact (part 1):
1. Voice Search: Especially on mobile devices, it makes RankBrain and Semantic Search more important 2. User experience: Sometimes called user intention. This trend means search engines see what happens beyond the click. Did the customer get what they needed? How long did they stay on the site? 3. Meaningful content length: Longer, well-structured content is better. Today they recommend article length to be (1,200 to 1,500 words). Use subheadings, bullets, images to make it easier to move through the page. Tag images so spiders can index them. 4. Local intent: Local search is more complex than traditional search. Users start with a general search and then move down a path that might include directories, customer reviews, and coupons. Use more sources.
What other trends are affecting how websites and mobile sites can maximize their impact (part 2):
5. Video content and unique images: Videos and unique content are important and make it easier to be found. 6. Mobile optimization: Search engines must make sure that a mobile site is optimized for mobile devices, this is key. 7. Social content ranking: Search engines want to see your participation on social media and how others engage with your posts and content. 8. Beyond Keywords: Looking at both keywords and related search terms. (ex: related terms for a fit bit when searching are - active, tracker, health, etc.) 9. SEO as part of an inbound marketing plan: Needs to be seen as pulling users in to the brand and should have optimizing landing pages.
What percentage of all searches are now performed on mobile devices?
50%
What percentage of worldwide search comes from Google?
90%
Define Page Rank:
A mathematical algorithm named after Google co-founder Larry Page to indicate how important a page is on the web; used as a metric when evaluating websites.
When a user enters a query, the search engine looks for information on the web and returns a list of results known as:
A search engines result page (SERP) - In the form of suggested web pages, images, videos maps, or other types of files.
Define Meta Tag:
A section in the HTML header section of a website that can be used to describe the site in more detail, including content and keywords; also known as meta name, or meta element.
In the paid aspect, search engine success at bidding and creating relevant ads determines what?
Ad placement
Define Directories:
Aid in finding internet websites; list of sites are usually arranged by category, and the directory has a search function. The essence of a directory is that they offer both free basic listings and paid enhanced listings that allow any local business to add business details, including photos, and a link to their website, to their basic listing.
Why does social media continue to capture the interest of digital marketers?
Because consumers are on social media and marketers want to be where their consumers are and to participate in the conversation to engage and retain those customers.
If you are a first time visitor to a retail site, what is something you might encounter that a repeat visitor might not see after their 2nd or 3rd visit on the website? What if you were just bought airplane tickets?
Big discount coupon offer for first time customers. The online retail site may suggest the visitor travel related products as they are optimize to offer what we engage with on other sites.
True or False: Machine learning will play an even bigger role in search in the future.
True
Give an example of a Directory:
Craig's list and Angie's list. They help consumers find information online.
True or False: Both paid search and organic campaigns should not work together.
False
What company provides searches and special offers related to local markets that will also play a role in the expansion of local search, meaning that local and mobile search will continue to grow hand-in hand for the future?
Groupon
While both paid and natural search are important, which one brings in the majority of website visitors?
Natural search
Define Search Engine Marketing (SEM)
Process of getting listed on search engines. Marketing that seeks to promote websites by increasing their visibility in search engine result pages.
Define Universal Search:
The inclusion of search results from multiple content sources such as videos, images, news, maps, books and websites into one set of research results.
What is the heart of the search process? Why?
The search engine They have the ability to organize and make accessible the vast amount of information available on the web.
Define Title tag:
The title the user sees in the blue bar at the top of the web page; also known as the HTML title tag.
Google's AMP (accelerated Mobile Pages) Project rewards in search results to those sites which are __________ or ___________ to different mobile devices in terms of the user experience.
responsive; adaptable
True or False: A paid search campaign can be used to finely target terms for an organic search campaign. It is useful to use paid search terms where the site is not showing up as strongly in the organic search rankings.
True
True or False: During the reporting and analysis phase, the results of each type of search should be compared and paid keywords should be refined based on input from both the paid and organic search campaigns.
True
True or False: In the prelaunch phase, the keywords can be used to develop a consistent site message. Now, a consistent message and the use of keywords help improve the quality score during the campaign execution phase.
True
True or False: It is often quite useful to employ a paid search campaign before, after, or during the development of an organic search campaign to determine which keywords should be used to optimize the site for paid search.
True
True or False: It's important to rank number one in mobile searches because mobile searchers are even less likely than desktop searchers to scroll down to the 10th search position/page.
True
In what two countries does more than half of all searches take place on mobile devices:
U.S. and Japan
What is the final trend worth mentioning:
Vertical Search: A type of specialty search that seeks to reduce extraneous results not relevant to the search. • Ex: If you search, "Great White," search results could share the shark or band. But, with an academic search engine, "Great White" would only give search results on the animal.
What popular search engine began as a directory?
Yahoo
After Google, what is the second largest search engine in the world:
YouTube
In 2015/2016, more than ________ of digital ad spending in the United States was spent on mobile devices.
half
Some statistics to prove attitude toward search is positive:
1. 91% of search engine users say they always or most of the time find information they are seeking when they use search engines. 2. 73% say most or all information they find is trustworthy and accurate. 3. 52% say that results have gotten more relevant and useful.
What are some statistics that show the trend toward search engine usage and our dependance:
1. 92% of US internet users have used search engines. 2. 93% of B2B purchase start with search 3. 81% of retail purchases begin with an online search. 4. 48% of mobile searches start on search engines 5. Those with higher incomes who attend college are more likely to use search engines to find information online.
What do web marketers use search for:
1. Branding 2. Online sales 3. Lead generation 4. Manufacturers and dealers 5. Driving traffic to websites 6. Simply to provide content
What are the most important elements of the Google algorithm (3):
1. Content: • Quality and relevant to search topic as well as location and frequency of keywords on the page. • Decide what terms are important and rewrite the page content to reflect those terms. • Videos and blogs improve search ranking because the Google search engine considers them favorable as they create links and web traffic. 2. Links: • Number of other sites that link to the page, the number of pages the site links to, and their relevancy o keywords and search phrases are most important for the site. • Not just quantity, but quality of links is significant. Getting sites to link to you (aka: *Backlinks*) are important to SEO. 3. RankBrain: • Related to voice usage and is a machine learning query enhancement tool. The tool can match queries to result pages taking into account relevance and the context of the search and reorder queries, looking at the context.
What are the two basic aspects of SEM? Define them.
1. Search Engine Optimization (SEO): The process of designing a site and its content whereby search engines find the site without being paid to do so. The Free aspect of SEM. 2. Pay-per-click (PPC): Paid search advertising, involves "text ads target to keyword search results on search engines." This paid aspect of SEM is based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or keywords in hopes of a lucrative ad ranking.
What are some common problems in organic search that can depress search results:
1. Search engine spiders unable to navigate the website: Flash is the single biggest barrier to the spiders. A flash player is a web browser plug in that allows images such as videos to display on the website. Problem is, spiders can't read these images or categorize your site. 2. No site map on website: Detailed site maps provide important assistance to spiders. Laying out the site in an easy manner means pages can be crawled and indexed by search engines. 3. Non-optimized navigation structure: The spiders need to be able to move through the site, understand HTML code, and determine how to best index it. Anything that makes it difficult, like extraneous HTML code inserted by some of the website development tools, impedes their progress. 4. Diluted link popularity of key category/product pages: Links are important to ranking. They need to be relevant and represent a real relationship to the topic of the main site.
You can't simply choose the right keywords and stuff a page header and content pages with them. What are the three problems with that reasoning:
1. Search engines look for items like undue repetition of keywords (ex: put keywords on page - font color same as background so they look invisible). 2. If search engines identify the site as an offender in terms of practices designed to trick them, they can refuse to rank them. Often referred to as the *"black hat" search.* 3. SEO process is more sophisticated now and content-driven. Aka "White Hat."
What are the three factors that website owners need to consider when designing their websites for search:
1. Technical 2. Content 3. Off-site SEO
Describe the "technical" step in the design process:
1. Technical: - Indexing: Making sure the site is indexed for search. - Single URL: Site should point back to a single source. - Sitemap: Aids in navigation - Working internal links: Links should not be broken or redirect - HTTPS (secure site designation) - User Experience: Number of click throughs generated by searches to that page and if the user stays on that page. - Page speed (loading) - Keywords in URL that match the page - Above the fold content relevant to the search
What are some easy ways to rank in natural search:
1. The URL or domain name: Uniform Resource Locator (URL) should be descriptive of the firm and consistent with how the firm wants be found online. Being around for a long time and having a search history will help. 2. Title tag, aka (HTML) title tag: • Include Keywords and Description • 70/71 Characters So It Can be Displayed • First include the keyword portion of how the firm wants to be found followed by the branding portion. 3. Domain name authority: • Reputable; Good Behavior over Time, Length of Duration of Links from Other Authoritative Sites • Ex of this - University websites: UM
What is the step by step process of getting search results:
1. User initiates a query (goes to search engines web server) 2. Web server sends the query to an index server, which stores information on previously categorized websites as a best fit to certain keywords. 3. To index all this info, search engines use spiders or robots, which are programs that crawl the web and follow every link or piece of data they see and bring the information back to be stored. 4. Contents of the page are analyzed to varying degrees to determine how it should be indexed. 5. Relevant documents are taken from the search engine's document server based on an appropriate algorithm and then displayed for the user.
Search includes what three types of search engines:
1. desktop-only search 2. specialty search 3. directories
Describe the "content" step in the design process:
2. Content: - Purposive content: Content that attracts natural links and social signal, such as recency of mention and number of social mentions. - Keywords: Should be consistent with the landing page and aid in search. - The HTML title tag: In the blue bar at the top of the page. - Headings that define content - Optimized content and images: Content relates to the subject and has meaning. Images have useful identifying tags and file names and a size that loads quickly.
Talk about the Google Algorithm and how its updates affect how sites are ranked:
2011 - Panda Targeted Pages with Poor Quality, Duplicate or Irrelevant Content 2012 - Penguin Targeted Purchased Links (Link Farms) and Unethical Link Practices 2013 - Focused On User Intent, Paying Attention to Each Word in Query 2014 - Updated Accuracy and Relevance of Local Results; Especially Important for Maps 2015 - Gave Preference to Mobile-Friendly Pages
A keyword density should not be too large, less than _____ %
3
Describe the "off-site SEO" step in the design process:
3. Off-site SEO - Consistency for name, address, and phone number across the web. - Consistency across social media - Backlinks: The number of other (legitimate) sites that link to the page - Domain name authority
SEM is now valued almost ______ billion in the US alone, for the moment dominating digital marketing spending.
30
What percentage of people say they can't live without search engines, according to Pew Internet & American Life Project.
32%
Back in 2004, the average internet user performed _____ searches per month, a total of _________ searches on the 25 most popular search engines.
33; 3.9 billion
About how many inquiries per second does Google process?
40,000
Define Search Engine Algorithm:
Displays the search engine's "best guess" at which pages are most relevant to the user's search and in which order they should be shown.
Mobile users typically look to search engines for information about products but make purchases on their desktop. We can expect more mobile purchases to occur instead of desktop ones as mobile purchasing becomes:
Easier and mobile ads more relevant
True or False: Algorithms are disclosed so practitioners know how to get their websites top ranked.
False, algorithms are not disclosed so practitioners have to use their experience and techniques for studying search engine rankings.
True or False: Users make large ticket purchases during the week and when they are on their phones.
False, on their desktop.
True or False: Site rankings never change because the way of determining ranking hasn't changed.
False; it does change and ranking has changed.
True or False: Ranking a site for SEO is challenging but does not require constant vigilance.
False; it does require constant vigilance
True or False: The least important aspect in being able to be found on the internet is to be indexed by major search engines, which usually requires submitting the website to these engines.
False; it is the most important.
True or False: Put the secondary keyword for the site in the header tags (H1 and H2), title tags, h1 tag, URL and the body of the text so search engines know what is important on the page.
False; the primary not secondary
True or False: Search results do not vary by search engine and by user.
False; they do
True or False: Search algorithms know nothing about users when they are searching and can't deliver search results.
False; they know quite a bit
Define Semantic Search:
Focuses on the user's intent when searching for something.
Give an example of a major search engine:
What are three good ways to select keywords?
Looking at search trends and identifying "hot keywords" Ask users Most search engines have keyword finder tools.
What is one of the biggest SEO challenges for marketers?
Measuring the ROI of search efforts.
In the case of HTML code, keywords are designated by a:
Meta name, also known as a meta tag or meta element.
Define Keyword Density:
Percentage of times a particular word is used on a website page in comparison to the number of words on that page.
Define Spiders:
Programs that "crawl" the web and follow every link or piece of data that they see and bring this information back to be stored; also known as robots.
Advantages and disadvantages of SEO and PPC
SEO (advantages) - Better response (clicks are organic) - More return traffic - Lower cost - Long-term marketing solution - Brand loyalty and recognition SEO (disadvantages) - Results are NOT immediate - Ranking is difficult to predict - Time investment (time is major cost) - Takes time for results to be displayed PPC (advantages) - Immediate results (based on bidding system) - Daily budget can be limited - Gives definite search volume - Easy to change focus - Unlimited keywords - Ability to test PPC (disadvantages) - Easy to lose ranking or spot - Daily budget can be expensive depending on keywords - Unqualified clicks
What does SEMPO stand for?
Search Engine Marketing Professional Organization
Define Index Server:
Store the information index, which has categorized websites as a best fit to certain keywords.
Define Keywords:
Terms, words or phrases that are selected by the user when making a search in a search engine; also refers to terms that are bid on in a PPC system, or a section in the HTML code for a website where site developers put terms that they hope search engines will classify the site when users search for those terms on the web.
SEO requires no out of pocket cost to pay for ad placement. But what does it really cost marketers?
Time to effectively design a site to optimize it for natural search.
Search marketing is an _______________ technique that has enjoyed explosive growth on the internet and has become an integral part of how we work on the internet.
acquisition
SEMPO stated that marketers in the US and Canada spent over _______ billion on search marketing and advertising in 2004 and planned to increase their spending by 39% in 2005. a. 5 b. 7 c. 4 d. 3
c. 4
What drives traffic, referrals or ads?
referrals