Digital Marketing Chapter 7
SEO process
1) define target market 2) find out what users search for and why they search 3) develop a search strategy > keywords and phrases 4) develop a related content strategy 5) redesign site with keywords and content in mind 6) register the site with search engines 7) good to implement a paid search campaign to boost the organic SEO 8) remember to optimize each page of your site for specific keywords (not the same for all pages)
A good goal for keyword density on a website is _______ percent.
1-3%
directory listing
An application lists all the files and subdirectories in its web folder. This indicates which of the following weaknesses on the application?
off-site SEO
Google My Business listing name, address, phone consistency social media consistency backlinks (come from another website) domain name authority
What types of data does Google use to make search results relevant?
IP Address other google accounts (gmail, google +) search history browser cache and cookies previously clicked links geogrpahic location type of device (desktop or mobile)
Technical
Indexing single URL sitemap working internal links HTTPS user experience mobile friendly page speed keywords in URL above the fold content
Describe the three major influencers of organic search ranking
Links content ranksbrain
SEO Tools & Best Practices
Marketing Research - Ask Users Think like customers look at website analytics and Google Search console Search Trends, "Hot Keywords" Keyword finder tools Identify long-tail keywords (not 1 or 2-word keywords, but longer, more specific keywords) - closer to user intent Google Trends, other search engines
white hat
SEO process driven by quality content
SEO ranking factors
URL or Domain name - accurate description; how does the firm want to be found (keywords) title tag - include keywords and description - 50/60 characters so it can be displayed domain name authroity - reputable; good behavior over time, length of duration of links from other authoritative sites
How do you complete the SEO process?
When the site has been redesigned (optimized) especially with relevant content and keywords submit the to search engines to crawl (or recrawl) not a guarantee that the site will be indexed
page rank
a mathematical algorithm that indicates how important a page is - the search results from SEM
SEO (Search Engine Optimization)
are organic results based upon keywords entered by the user.
black hat
can refuse to rank sites that pursue deceptive tactics
Why is search so challenging for digital marketers?
constant changes in the search algorithm user intent determines the results prospects see
Search marketers are very interested in social media simply because ________ are usingsocial media. Follow the eyeballs!
consumers
content
content with purpose content that attracts natural links and social signals like recency and the number of social mentions keyword research title tag and descriptions headings that define sections optimize content optimize images
dominates the search engine market share
on page
early search engines relied heavily on on page factors to rank - easy for marketers to manipulate keyword stuffing (black hat SEO)
SEO
edit code and content to improve visibility in search engines (without paying) natural./organic search
PPC
firms bid on keywords to obtain lucrative ad ranking (pay)
what does a page rank indicate?
how important a page is on the web
SEM
increase visibility in search engine result pages
Why do internet users frequently use search?
intent
rankbrain
machine learning query enhancement tool to take into account relevance and context of search to match queries to relevance
EAT
main content of the page is evaluated according to Expertise Authoritativeness Trustworthiness
__________ and organic search work well together
paid
content
quality and relevance to desired search topic location/frequency of keywords on a page rewrite page if needed videos and blogs help improve ranking due to being viewed favorably
What are the steps in the generic search process, which begins with a query?
query web server index server document server users
The objective of keyword bidding is to get the best ________ for the lowest cost.
ranking
The vast majority of B2B product inquiries and online purchases begin with ________.
search
SERP
search engine results page result of a user query universal search returns results from multiple sources web pages, images, videos, maps, and more
Common issues with ranking include
search engine spiders cannot navigate the site no site map non-optimized navigation structure diluted link popularity of key category/product pages
keywords
search terms, words, or phases terms that are bid on in a PPC system in a browser such as Google or shopping site such as Amazon objective of keyword bidding is to get
off page
solved problem factors like links pointing to a site and looking more at the contexr of the content instead of keywords in isolation
links
the number of other sites that link to site; the number of pages the site links to; relevancy to keywords and search phrases ex: directories, blogs, social
Google Algorithm updates affect how sites are ranked
there are more than 200 factors in Google' s core algorithm- these are important updates but complex changes to algorithm daily, focused on specific improvement
YMYL
your money your life
