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