Digital marketing Exam 1

Popularity measurements of offsite SEO

- # of backlinks - anchor texts - link neighborhood - link freshness - link diversity - social sharing

web hosting

- Amazon, or GoDaddy

SEO strategy

- must do both on and offsite - offsite success is all about having [high quality content]

What type of link is the highest quality/ranking?

- natural, domain-level links

Social media KPI's

- new accounts - posts/ engagements - avg. time on site

Identity of requestor

- only identified by the computer/device (cookies)

types of traffic sources

- organic search, paid ads, display ads, emails, posts, social advertising, external/internal links

Analytics metrics: Basic

- pageview - session - user - time on page - entry method - exit

lead-generation landing page

- pay per click ad, usually

what do keywords represent, on a website

different levels of interest/ intent related to searches (brand terms, product terms, competitors, substitutes, complimentary terms)

Call to action

marketing email w/ something we want them to do (usually in the form of a button)

landing page?

page we direct them to (catching traffic)

Analytics metrics: calculated

- avg. page depth (user engagement) - avg. session duration - site bounce rate - page bounce - unique pageviews

What counts as high quality content?

- blogs, articles, lists, photos, interactive content, videos, etc. - people decide by linking to us

What qualifies as link freshness?

- consistently adding new, quality links

Web frameworks - mobile first

- design for smaller screens - add features / content for larger screens

analytics goals: destination, duration, page/session, & event??

- destination goal: specific location loads, "thanks for your order" - duration goal: sessions lasting a certain amount of time - pages/session goal: viewing a specific amount of pages - event goal: ad click, video play, etc. **as a result they can conclude: conversion, revenue, and revenue/session**

Types of traffic on website

- direct: someone types the address - un-paid referral: click on email/ blog post - paid referral: paid click-ads on google, etc. - un-paid search: googling for suggestions - paid search: google displaying ads

multi-product landing page

- don't want to be overwhelming - visuals, prices, ratings, discounts, brands - CTA; buttons involved - navigation tools

request timing

- each is time stamped (how long they were active)

Web frameworks - subscription sites

- earn $$$ from monetizing free subscriptions with ad content

Primary website objective

- earn money through online sales/ advertising/ commission/ subscription/ provide info to lead to sales/ support a cause

Web frameworks - design for usability

- follow web conventions: visual elements, navigation bar, segmented information, logo in the upper left/ visual shopping cart icon in the upper right - visual hierarchy: usually feature a large "billboard" displaying top selling/ discounted items - low distractions

Segmentation of traffic sources

- geography - new vs. returning sessions - timing (seasonality?) - browser - screen size!! - device

What is link diversity

- having links from different IP addresses and types of sources

Page structure of SEOs

- important so search engines can access the relevance of our content to searches - ex: internal links, titles/ keywords, content quality, etc.

IP address?

- internet protocol - string of numbers - what computers use to locate the right website

Factors affecting page rank

- keyword usage & repetition [URL, Title, page body, anchor text, alt. text (descriptions of images)] - click through rates - bounce rate - load time - grammar/ spelling - fresh/ updated content? - originality - ad space (not too little/ much)

Attribution methods for giving credit to ads for sessions on a website

- last-click: last click that led to the purchase gets credit - first-click: credit to the first click - linear: equal credit to all ads leading to purchase - time decay: some credit to all involved but mostly to the most recent

Natural outbound links

- links to another site (shout-out); website mentioned

What is the link profile (neighborhood)

- list of backlinks to a page - page, not site-level - bad ones: negative links (porn, pills, etc.), too many, spam, too many ads, poor grammar

single product landing page 4 important features?

- product image - UVP present - Call to action - color scheme, logo

What counts as web conversion?

- purchasing - leads (subscriptions) - engagement (clicks / watch videos) - account creation - click through

Search engine KPI's

- searches - conversion rates - avg. page depth: want to minimize this

Retail KPI's

- sessions: each visit is potential sale - conversions: can increase through A/B - avg. order value: entice shoppers to buy additional items - revenue/session: helps decide how much they should spend to generate new users

Media KPI's

- sessions: new users just as valuable as repeat - avg. page depth - avg. session duration: more videos - conversion: set a goal; email subscriptions, etc.

long-tail keywords

- severely less searches (people are less likely to type in) - BUT these people are more likely to be ready to purchase; less competition, they are likely to have a good experience

Channel analysis

- some viewers have no intention of making a purchase; should analyze the different traffic sources to see which are working

Natural internal links

- stays on site, and links to another page; an authors name for example

Conversion funnel

- steps someone has to go through to complete a conversion; can determine the biggest fallout points in the "check out procedure" (A/B testing)

cookie?

- stored on the browser (linked to your computer), to help companies better fit your customer experience; auto-completes passwords and recommends products.

What is the purpose of offsite SEO?

- tells google what others thing about your website

What is anchor text?

- the last part of a link that describes what page the link is actually taking you to on a website - after the "..../..." ; good anchor text will explicitly show you where its taking you and be separated by dashes

2 types of site success problems

- traffic problem - conversion problem: not enough buying

Analytics metrics: manual

- user can set up goals for specific measurements a company wants

lead-generation KPI's

- users: focus on increasing users, not sessions - conversions: a generated lead - close rate: % of leads that convert to revenue - rev/session

Web frameworks - conversion-centered

- want to catch their eye, and subtly/explicitly tell the customer what you want them to do - answer 3 questions: offering?, why should they buy?, what to do next? - need to understand their UVP

How analytics works?

- web developer installs analytics program into each page to track it (w/ html) - user requests access to a certain page - the server receives the request and passes info to a data center - they store the data - analytics organizes the data (otherwise it would be useless

How search engines work

1. search engine sends a "spider" to look/ analyze your site 2. they consolidate the data and compare sites

2 main credit attribution tools used?

1. sensitivity analysis: side by side comparison of the different methods 2. data driven attribution (dda): calculates ROA's of various ad channels through counterfactual comparisons (what-if scenarios)

domain name?

actual name of the website: my.okstate.edu

server?

allows access to the site; delivers the content to the specific user requesting it

web browser

allows you access to the internet, and provides tools to navigate (chrome, safari)

navigation source

how users are arriving to the site; can tell which ads are directing them there

4 elements of offsite SEO

link popularity domain authority domain popularity link anchor texts **harder to control - more important

Fat-head keywords

single word search terms (camera, dolls, etc.)

What is digital marketing

social media, email campaigns, websites; strategies, processes, and tools that support the development/ measurement/ management of digital elements used for advertising.

A/B Testing

testing 2 different versions of the page to see which is better received

Upperfold

the part of a webpage you can see before you scroll - catch their eye!

Goals of on-site SEOs

to be a top result in searches - major factors: repetition of keywords, experience quality, depth/ value of content

web forms

to collect info from people (address/billing)

URL?

uniform resource locator

conversion rate optimization?

we want them to stay on the page as long as possible - Unique Value Prop??

tech info

which operating system/ browser/ screen size/ internet connection type

Long copy landing pages work well with what types of products/buyers? How can they be made most effective?

work well with: - high priced items - health/fitness products - skeptical buyers - competitive industries - new technology Best practices: - call to action on Upperfold, enlarging content, common design theme