Course 5: Sec 2: Search and Display Marketing

Paid Results/Search

1. Ads that a company has paid for that show up on the SERP. You can tell these results have been paid for because there is an ad symbol next to the link. 2. Results at the top of the SERP

Disadvantages of Paid

1. Costs money

What components does off-page/off-site SEO include?

1. Creating a high quality, natural backlink profile (aka having other high quality/authoritative sites link to your site naturally) 2. Social sharing signals 3. Social bookmarking (Stumbleupon, Reddit)

What are three optimization techniques for off-site SEO?

1. Fixing broken links 2. Reach out to websites to make sure the mentions are linked to my website 3. Build a reputation through social media

Organic Results/Search

1. Free listings that appear in the SERP because they are relevant to a user's search term. Companies can't pay to directly influence these results. 2. The result of natural rankings determined by algorithms of the search engine 3. websites with top results are ones that provide the most beneficial information that applies to the string of keywords the user is searching.

Identify major search engines and the differences between them.

1. Google 2. YouTube 3. Amazon 4. Facebook 5. Bing 6. Baidu 7. Yandex

Omni-channel you can use to profit your business (Omni-channel approach uses all all channels to sale the business)

1. Google Adwords 2. Facebook Ads 3. SEO 4. Content Marketing 5. Social Media Marketing 6. Email Marketing 7. Push Notifications

In what ways do SEO and search advertising work together?

1. Improve website rank 2. Content Optimization with Keywords 3. Data and Metrics

How do you know your SEO plan is working?

When a page is ranking organically, it means the content has a strong keyword strategy. This means your SEO plan is working.

What percentage of internet traffic comes from mobile phones?

Up to 70% of internet traffic comes from mobile phones

Definition: Linking

What kind of links exists on the page? If a page has more trustworthy, high-ranking (based off overall web traffic) links, then the page will most likely be ranked higher.

Digital marketers strive to achieve a high _________ in the organic and paid results to give their companies the best visibility possible to potential customers.

Fill in the sentence: Rank

True or False: SEO is as important as search advertising.

True. Both SEO and search advertising are important.

Identify two differences between SEO and search advertising.

Search advertising yields quicker results, whereas SEO is a better long-term strategy. SEO is free, whereas search advertising requires a budget.(Because SEO is free, companies with budget constraints can focus on SEO first, then move on to paid ads when a budget is available.)

Def: PPC (Pay Per Click)

The advertising model that charges advertisers only when their specific ads are clicked.

Def: Organic Search Strategy

involves including strategic keywords in your website in order to boost your page ranking

Def: Paid Search Strategy

involves paying for ad results at the top of a SERP.

Def: search engines

is a software system used to search and identify items within a database based on a user's keywords.

search engine results page (SERP)

1. The actual results returned to the user based on their search query. 2. the page that shows the results after a user types keywords into a search engine. 3. the page that a user sees when they enter a query into a search engine.

What off-site factors/strategies improve SEO?

1. Written content - make sure blogs, social media, or partner sites that are highlighting your brand are fully optimized 2. Website usability 3. Metadata 4. Links

Search engine marketing (SEM)

1. a marketing tactic where a marketer optimizes and advertises their website in order to appear higher in the search engine results page. 2. A company can use this digital marketing strategy to reach potential customers who are using search engines (such as Google) by providing relevant content in the search engine results page. 3. Includes PPC and SMM (social media marketing)

Benefits of Organic page ranking

1. if a page is within the top three search results, users will view this website as a credible figure 2. once you are able to achieve a high ranking, it's easy to keep that positioning 3. Search engines will also view that website as a reliable source of information, helping to keep that ranking for an extended period of time.

What components does SEM include?

1. use of paid search, such as pay per click (PPC) listings and advertisements. Most of the time, SEM strictly includes PPC campaigns and activities 2. SEO and paid search, that falls under SEM efforts.

Link Building

An important component of optimizing your website for SEO is the process of link building, which is a practice that promotes your website to other website owners with the primary goal of securing a hyperlink on their site that goes to your page.

How do SERP's work?

when someone types a phrase into a search engine, the web will pull the most relevant web page listings based on keyword rankings. These listings can either be organic or through google ads. If a page is ranking organically, that means the content has a strong keyword strategy, aka your SEO plan is working.

Should you leverage SEO or Paid/Search Advertising?

You should leverage both strategies

What types of content exist on SERP pages?

1. Organic Search 2. Paid Search

Which two search engines has huge user bases?

Facebook and Google

You have been hired to market dog glasses for a local start-up. Which search engine might you choose to market your online products?

Amazon

Rank

Refers to a website's position in the SERP.

Give an example of how SEO and search advertising work together.

1. An example of search advertising and SEO working together is that they can improve site rank. If the website is already optimized and is ranking well, then a search ad campaign that drives customers to the website is likely to do much better than if SEO hadn't been paid attention to.

Disadvantages of SEO

1. Cannot control your target audience 2. Algorithms slap you and pulls away your traffic 3. Does not scale as quickly as Paid 4. Must hire writers and contractors

Which search engine could potentially give you a high amount of unpaid (free) traffic?

Youtube YouTube is a prime example of an unpaid traffic platform, allowing for viral campaigns that—if done right—can be 100% free.

What components does on-page/on-site SEO include?

1. Incorporating selective keyword naturally into title tags, meta descriptions, heading tags, alt text, etc. 2. Blog posts and page copy that is written and optimized with quality 3. Clean and formatting page URLS 4. Optimized page load speed 5. Google authorship incorporated 6. Social sharing integration within your content

What are five important aspects of SEO?

1. Keywords 2. Titles 3. Links - links found on other sites that lead to your company's website; Sites that other websites recommend are also more highly ranked. 4. Words in links - "Amazon has great (linked "books")" 5. Reputation - fresh engaging content; Sites with a consistent record of engaging content are more highly ranked.

Why are links important for SEO?

1. Links from other websites are seen as a vote of confidence. When someone links to a given web page, they are, in effect, communicating that they believe that page and its content are good and credible. So, it is crucial to create content that is valuable and useful so others are more likely to link to it. 2. Links build relationships with relevant people and influencers. In addition to any immediate SEO gain from a link, this can help a business in the long run. 3. Links help drive traffic to a company's website or other marketing pieces, such as content marketing. Links can not only help improve SERP ranking but also increase traffic to a company's website from other websites, which can ultimately increase sales. 4. Links can help build and promote a company's brand and establish its authority in the field, especially when the links refer to copy the company creates.

Advantages of SEO

1. More traffic over time - Even if you slow down you can keep getting more traffic over time 2. SEO traffic is free - it's free because it is so much cheaper; there is no need to pay an agency or firm to focus on SEO because you can learn it yourself and do it yourself 3. Organic listings have a higher CTR - a higher percentage of people who conduct a search click on organic listings over paid listings.

What are some SEO strategies a company can implement to improve their page rankings?

1. Organic search strategy which involves including strategic keywords in your website, website design, written content, and links in order to boost your page ranking 2. Paid strategy which involves paying for ad results at the top of a SERP.

What are the two branches of SEM?

1. SEO 2. Search advertising (Paid Search)

How do SEO and Search advertising help each other with data and metrics?

1. SEO - SEO, you might test your title tag and meta description. By analyzing the traffic data to your site, you can see how the changes to the title tag and meta descriptions are performing compared to before the change. If these changes perform well, you might make the same change to the title and description in your search ads. This could work the other way around too. If you figure out that a title and description are working well for a search ad, you may want to use similar parts of them in your homepage's title tag and meta description. 2. Search Advertising - If these changes perform well, you might make the same change to the title and description in your search ads. This could work the other way around too. If you figure out that a title and description are working well for a search ad, you may want to use similar parts of them in your homepage's title tag and meta description.

How do SEO and Search advertising help each other optimize keywords in content?

1. SEO - To determine which keywords are best to use, you can use Google Analytics to find out what keywords are driving visits to your company's site. Then, you can use these important keywords in your search advertising campaigns. 2. Search advertising - Look at the keywords used in your search campaigns and identify which terms have converted the most potential customers. Those terms are probably important to your business. Make sure that the content on your company's website uses those keywords as well, which could improve your organic search rankings on the SERP.

Difference between SEO and SEM

1. SEO: increasing the amount of website visitors by getting the site to appear high on results returned by a search engine. 2. SEM: considered internet marketing that increases a site's visibility through organic search engines results and advertising.

Advantages of Paid Advertising

1. Scaling up quickly - as I'm willing to spend more money, you get more traffic 2. Target regions - you can target any region you want. You control who goes on your page. 3. Leverage Dayparting - dayparting allows you to pick what hours you want to show your advertising depending on when your audience is most active 4. Aggressive Landing Pages - with PPC you can have an aggressive landing page that focuses on your service, your offer, your product, and you can get a higher conversion rate.

How do SEO and search advertising improve website rank?

1. Search advertising focuses on driving customers to a website by paying for ads on a SERP 2. SEO strategies can compound search advertising's effectiveness by ensuring that the website is already perceived as a high-quality entity and is ranking competitively prior to the launch of the search campaign.

How do search engines work?

1. Search engines are constantly searching the internet in advance. 2. The Internet is a web of pages connected to each other by hyperlinks 3. A spider is a program that collects information about websites. 4. A search index is a special database of information used for doing a search. 5. Each search engine uses its own ranking algorithm to rank pages based on what it thinks the user wants. 6. One important element in Google's ranking algorithm is how many other web pages link to a given page. 7. Search engines have evolved to use information that you may not have explicitly provided, such as location. 8. Modern search engines can also use context such as how a word is being used to determine best results for your search request. 9. Machine learning is a type of artifical intelligence that enables computers to learn information without it being explicitly programmed, so that search engines can understand not just the words on the page, but their underlying meaning.

Definition: On-site SEO

1. This term is also called on-page SEO, optimizes elements of your website's individual pages so that they can easily be discovered by search engines and rise through the rankings. You may need to optimize the code that the website is built on and alter the content to align with SEO. 2. This refers to any asset that isn't the main website you are trying to rank highly on a SERP. These assets may include but are not limited to blogs, social media, and partner websites.

The focus you give to paid search ads and SEO depends on which factors?

1. Time & Budget - Search is quicker to deploy but more costly; SEO is more beneficial in the long term and free. 2. Performance - Using both SEO and search can work as a hedging strategy. If an SEO strategy isn't performing well, then your paid search initiatives can pick up the slack, and vice versa.

What information does metadata include?

1. Title tags 2. Meta descriptions These two are pulled into the search result listing on the SERP.

Why is it important for companies to appear high in the organic results page ?

1. Trust: Consumers don't always trust paid ads and often avoid them. They place more trust in organic rankings in search results. 2. Credibility: With high search engine rankings comes a perception of credibility. They imply industry authority and leadership. The process a consumer uses to identify, organize, and interpret information in a way that creates meaning.

What are two important factors of Website Usability?

1. Website hierarchy - A good website hierarchy, or organizational system, improves SEO. 2. Site speed - have a slow website affects whether your site is shown to users 3. Mobile friendly 4. Reliability

Which main factors improve your on-site SEO?

1. Written content - Have unique, informative content 2. Improve Website usability - Ensure that design and the overall user experience is streamlined to help maximize performance against your goals. 3. Understand Metadata copy best practices 4. Links

search engine optimization (SEO)

1. involves using strategies to improve a company's page rankings to show up higher on the SERP 2. the process of improving the visibility of a website or a web page to users of a search engine. This is done in a variety of ways, such as using website design, written content, and links. 3. the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine

Benefits of PPC ranking

1. marketers can target specific audiences to get their advertisements (locations, ages, or income levels) 2. Timing: As soon as the bid is made and the placement is paid for, the advertisement will be at the top of the page, improving exposure almost instantly 3. increases the click-through-rates of your users which can lead to sales when they are ready to buy

What are the components of SERP?

1. query box 2. organic page listings 3. paid advertisements Some search engines such as google, these pages can also include a meta description 1. title of the page 2. product rankings The topic that is being searched, the industry the company belongs to, the type of web content, or the topic of the search query determine whether the following appears: 1. videos 2. maps 3. definitions

Why is Website Usability important in SEO?

A clearly organized website makes it easy for both users and spiders to find information and easily move from section to section.

Wow! Your Amazon sales are through the roof, and your company has decided to expand internationally. Your focus is on China. Based on the article, which search engine would you target next?

Baidu In China, Baidu holds 86% of the market with 3.3 billion searches a year.

Explain why it is important for businesses to use both search advertising and SEO.

Businesses should use both search advertising and SEO because it's highly beneficial to have a business's website show in both the paid results section and the organic results section of the SERP. It's also important to use SEO and search advertising together because they have a synergistic effect, meaning they mutually benefit each other.

Explain how search engines work.

Each SERP is its own. Search engines want their users to have a one of a kind experience and will tailor the SERP to each individual depending on their location, search history, and other factors. That means two people can use the same search engine, type in the same exact keyword, and still get different results. Search engines have adapted their SERPs to give the user an easy and informative interface to browse and search

True or False: Digital marketers NEVER have control over their company's page ranking.

FALSE: marketers can implement SEO (Search Engine Optimization), SEM, and paid search/search advertising strategies.

What is needed for a highly effective marketing plan?

Google ads and organic search

What is one downside to using search engines that have large user bases?

Increased price (cost per click) Facebook and Google have huge user bases, and this large reach makes them more desirable to more marketers but also drives up cost per click.

Why is it important to appear high in the organic results on the SERP ?

It's important to appear high in the organic results because people trust these results more. People trust these results more because they haven't been paid for and are popular in their own right. When a company appears on the first page of the SERP, the company is perceived as an industry leader, and is much more credible.

Why is linking to and from other websites crucial to SEO?

Linking to and from other websites is crucial to SEO because search engine algorithms factor in the number of links leading to a page from external websites. They also factor in the quality of those external websites. The more links a page gets from other highly ranked websites, the higher the chances of that page appearing higher in a search result.

Why are links important in SEO?

Links are important because they lead from on page to another. They are the connectors that spiders use to crawl from page to page and site to site.

Definition: External links

Links that go from a page on your website to a page on another website.Links that go from a page on your website to a page on another website.

Definition: Inbound Links

Links that go from another web page to your website.

What activities is SEO made up of?

On-page and off-page activities make up SEO.

What does SERP stand for?

Search Engine Results Page

Definition: Meta Descriptions

These are HTML elements that give a short summary of a web page.

Definition: title tags

These are HTML elements that specify what a web page's title is.

Definition: Internal links

These are links between pages of the same website. Clear structural hierarchy within these links helps spiders access and index information, which improves SEO. Building internal links should be a part of an overall strategy to create a clear and easily navigable structure on a company website

Natural Links

These are links that you don't have to ask for. Other websites link to your website, blog posts, or content marketing as part of their own editorial decisions. In other words, a writer, company, or marketer sees your material, finds it relevant to their web page or content, and decides to add a link from their content to your material. These links are the hardest to gain and take time to develop, which is partly why they are so highly valued.

Manual Outreach Links

These are links you gain by actively promoting your site or resource. This type of link requires you to contact website owners, bloggers, or influencers and ask them to link to your page.

Definition: Keywords

These are words or phrases users type into a search box to form a search query. These words or search phrases help search engines match a web page with a relevant search request

Definition: Hyperlinks/links

They are pieces of HTML code that allow users to jump to a new location by clicking them.

How does written content contribute to a websites SEO?

This factor of SEO makes sure that a search engines results page is relevant to what the user is looking for by looking for relevant keywords in the page's text

Why is it important to use measurements to track your SEO performance?

Using a measurement shows progress to you and your team. It gives you a clear idea of how your SEO efforts contribute to your goals.

PPC (Pay Per Click) Ad placement

a business pays a fee to have their page ranked at the top, normally above and to the right of the organically-ranking pages. The ads will be ranked and positioned depending on a bidding process and their overall quality score.

Search advertising/Paid Search

a type of paid marketing that shows a sponsored ad with a link to a company website or page on a user's SERP. Sometimes called paid search or paid search advertising. Paid search advertising is a marketing method in which marketers pay for a website selling products or services to appear in the paid advertising sections of relevant search engine results pages.

Definition: Off-site SEO

also called off-page SEO, improves your website's ranking through actions outside of your website. Off-site SEO can help improve the trustworthiness and relevance of your company. You can build links and promote your content to accomplish this.

What is the benefit of SEM?

content is optimized for higher search rankings and is placed in front of an audience who is most likely to convert when they click on your ads

Definition: Metadata

is information that is stored in the HTML code of web pages specifically for search engines. This information helps search engines understand what a page is about. You can optimize your metadata by understanding the customers' search intent.

Is paid search the same as SEM? Why or why not?

paid search is a major aspect of SEM and refers to pay-per-click (PPC) ads specifically. But, the two strategies are different. Why? SEM is a broader strategy which combines paid search and SEO tactics. So, if you set up a PPC advertisement, but don't take steps to optimize the ad or the website it links to, this is a standard example of paid search. However, if you optimize your site and your search content with solid keywords, then you put money behind it to boost it on targeted audience's search pages, then you're dabbling in SEM.

Why is rank on the SERP important?

the higher your company ranks, the more exposure and credibility your company will have in regards to search engines