digital marketing
conversion rate
percentage of consumers who buy a product after viewing it
black-hat seo
using search engine optimization techniques that take advantage of Google's search algorithms but violate Google's guidelines
long-copy landing page
website designed to sell a product directly
Revenue per visitor
-revenue per vistor = revenue/visits -Determines how much a company can spend on advertising to attract visitors to its site
Types of landing pages
-subscription -long-copy -single-product -multi-product -lead-generation
IP address
A number assigned to any item that is connected to the Internet.
keyword stuffing
An unpopular practice of including a huge variety of keywords in the header of an HTML document in the hopes that a search engine will display it even when the content of the page is not relevant to the search.
Average Page Depth
Calculated as pageviews/sessions. This is a measure of user engagement with a website
A reliable way to increase a website's rankings is to create multiple copies of the site at different URLs
F
Websites should avoid images, rich media content, and videos because all of these reduce a website's rankings since they cannot be read by a search engine
F
Doorway Pages
Pages optimized for a single keyword that re-direct to the real target page
SEO stands for
Search Engine Optimization
seo
Search Engine Optimization
long tail keywords
Specific terms that are less likely to be used in a search, but produce more specific results
Search engines will not rank a website high if it has more space devoted to advertising than it does to content
T
To increase the quality score and page ranking, an online retailer should use copy and product descriptions that are identical to that provided by the manufacturer on its website
T
high bounce rate can result in reducing webpages quality score
T
Average Order Value
The average value your customer spends with you in a typical visit
domain name
The portion of a web site address that identifies the type of site it is (.gov, .edu, .com).
single-product
a company makes and sells only one product within its market
html code
Used to embed a program or picture into a website
Search Traffic
an internet user clicks on a link to the site from a search engine results page
referral traffic
an internet user clicks on a link to the site from another site
fat head keywords
broad terms ; large market
White-hat SEO practices include the following, except
buying links specifically for their SEO value
page swapping
changing website after search engine ranked it
Cost Per Aquisition
cost of acquiring a new customer. advertiser pays only when a desired action is achieved.
cpc
cost per click
direct traffic
direct links or bookmarks
types of traffic
direct, referral, search
Last Click Attribution
full credit for a customer's action is given to the source that most recently brought the customer to the site for the purchase
As compared to fat head keyword phrases, long tail keyword phrases typically have all of the following characteristics, except
generate high level of search traffic
For a current website, which of the following keyword rankings would be best for it to focus on to improve its ranking
highest rank
Black-hat SEO practices include the following, except
internal linking
If Zach finds through analytics that visitors from mobile devices have 0.5% conversion rate whereas users on a full-size monitor have a 3% conversion rate, what should he do?
investigate whether site is optimized for mobile users
Black-hat SEO is any practice that
is designed to artificially boost rankings
The first step in on-site search engine optimization is to determine the
keyword phrases that would be the best for a website to rank
black hat seo examples
keyword stuffing, invisible texts, doorway pages, unrelated keywords, page swapping
java script
language used to add special effects to a website
web analytic packages
location, IP address
hit
page view
The most important consideration in choosing target keyword phrases is
relevance
Black hat SEO is any practice that
search engines frown upon
Cost per Acquisition (CPA)
spent/conversions
lead-generation
the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
