Digital Marketing
Campaign Types
1. Search and Display Networks 2.Search Network only 3. Display Network only --> and then choose a sub-type of campaign (ex: Standard campaign type) 4. SHopping
Title Tag
<title></title>
Call to Action (CTA)
A phrase written to motivate the reader to take action (sign up for our newsletter, book car hire today etc.).
Headlines
Advertisers can create as many as three.......(blank) can be up to 30 characters long.
Impressions
Each appearance of an ad on the SERP counts as an impression, even if the searcher does not see the ad or click on it.
Backlinks to a site fit into one of three categories
Editorial Manual Manufactured
What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>
Fashion deals
Header Tags
HTML; <h1>, the largest thru <h6>, smallest.
Bounce
If a user on a search engine clicks on a webpage but then very quickly clicks the "back" button.
Black Hat SEO
Intentional, manipulative behavior of SEO's aimed at "gaming the system" - this includes keyword stuffing, keyword spam, hidden text, cloaking, masking, link wheels, link farms, link pyramids, paid links, low quality content (pages and sites) with massive keywords, malicious redirects, exact match domains, negative SEO (to impact competition), automated content scraping / spinning and publishing and so much more. Must avoid at all costs.
Webpage
Search engines calculate the relevance of a keyword phrase to a................ and not to a website.
I place the following link on my website: <a rel="nofollow" href="http://jane.com">Fashion deals</a>. How will this link be treated differently by the search engines?
The link will not pass link authority to jane.com.
Main Content
search engines code up every word instance on a webpage to determine what the webpage is about
For a search engine, "relevance" refers to
the extent to which a webpage's content matches the searcher's query
If your website ranks 1, 9, 98, and 112 for four different keywords, on which keyword should your website first target SEO efforts?
the keyword on which your site ranks #9
White Hat SEO
the practice of optimizing website results in search through the ethical and strict application of search engine best practices and guidelines
Ad copy
the selling message of a written advertisement - keyword relevance - enticing/unique value proposition (UVP) - obvious call to action (CTA) - Ad extenstions
The website's unique value proposition (UVP) is
the single thing that sets the site apart from the competition
The goal of Search Engine Optimization (SEO) is:
to be a result of many different search queries—and even better, to be the top result on many different searches.
The goal in off-site SEO
to have as many reputable websites as possible link to one's website in this manner.
mapping keywords to pages
we want to match broader keyword phrases with higher-level webpages (homepage or category pages) and more specific keyword phrases with lower-level webpages (subcategory pages or product pages).
URL (Uniform Resource Locator)
Words in the URL receive heavy weighting in the calculation of relevance, so the target keyword phrase should be in the URL
An editorial link is
a link created voluntarily by another website owner because he/she values the website's content.
Quality Score
a measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. - Higher () can lead to lower prices and better ad positions."
Pay Per Click (PPC) Advertising
a model of internet advertising in which an advertiser pays the firm that displays the commercial message only when it is clicked
Traffic
a website should target search phrases with a higher level of search ......
NAP
acronym for Name, Address, and Phone number.
Cost-per-Acquisition Bidding
advertisers to pay for each conversion rather than for each click.
Path
also called the display URL, is the simplified URL that is shown to searchers.
Actual CPC bidding
amount the advertiser ends up paying when a searcher clicks on his/her ad
Anchor Text
backlinks as an objective, third-party description of a webpage.
Organic search results are typically displayed
below the paid ads
Off-site SEO
deals with the creation and dissemination of content on a website to build quality backlinks to the site
On-site SEO
deals with the formatting of content on the website to maximize its chances of ranking for all desired searches
Transport Layer Security (TLS)
encryption method that ensures a third party cannot eavesdrop on an exchange between a server and a client.
first task in SEO
format our website so the search engine can accurately assess the topics our website is relevant to.
URL for the maternity category page be?
https://jane.com/maternity
primary consideration in your web design
improve the customer experience with your site.
Second keyword
working to improve the ranking of the.......would also be beneficial.
page's link profile
is a list of blaclinks
The meta description of a webpage
is a short (160 characters) description of the webpage content.
Structured Citations
refer to references and listings from other websites.
A company wishing to rank for local searches should first
register and verify its business with Google's My Business
Final URL
The URL of the landing page that customers will be taken to when they click on the ad
Campaign
"A component of your account that allows you to focus your advertising on specific products or services. Each campaign can contain multiple ad groups."
choice of target search phrases
(1) relevance, (2) traffic, (3) competition, and (4) current ranking.
Links are created using
(HTML), the basic programming language that powers webpages on the internet.
Click-Through Rates from SERP
* Title Tag • Meta Description • URL
Manufactured Links
- Blog comments - Forum signatures - Free Article directories - Creation of secondary Site
Keyword selections
- Exact Match - Broad Match - Phrase Match - Modfifed Broad Match
Keyword Performance Data
- Impressions - Clicks - CTR -CPC - Cost - Converstions - Converstion Rate - Return on Advertising Spend (ROAS) - CPA
Other SEO Considerations Problems
- Insufficient Internal Linking. - Punishment for Past Crimes. - Dirty Sitemaps - Poor Mobile Optimization - Poor security
3 Things in mind when Writing Ad Copy
- Keywords for relevance - Unique Value Proposition (UVP) - Call to Action (CTA)
Editorial Links
- Linkable Content (visual, Expertise, videos, press releases, etc.)
Creating High-quality Webpages
- Low Bounce Rate from Landing Page. - Meta Description/Snippets. - Short Load time.. - Original Content. - Fresh Content - Quanity Content - Quality Content
Links
- Natural Outbounded Link (green) - Paid Link (blue) - Natural Internal Link (orange)
Google Evolution
- PageRank - Panda - Penguin - Pigeon - hummingbird - Knowledge Graph - RankBrain - Mobile-First
Mobile Performance
- Poor Mobile Optimization - Low Purchase Intent - Alternate Mobile Conversion
Keyword Research
- Search for yourself - competitive research - Google keyword planner ( searcher intent, avg month searches, level of competition, suggested bid)
Other Types of PPC Ads in SERPS
- Shopping Ads - Google Map Ads - Cell-only Ads - Dynamic Search ads - Remarketing Lists for Search Ads.
Manual Links
- Submitting to directories - Local business profiles -Social bookmarking sites - Social networking sites - Asking for links - Trading links - Guest Blogging
Popularity Metrics
- Total Number of backlinks - Backlinks from related/relevant websites - Anchor text - Link neighborhood - Link freshness - Link diversity - Social sharing
The most important principle of content marketing
- is that the content itself must appeal to users.
Local Search Ranking Factors
- my business - NAP - Structured Citations - Reviews
(Editorial Links) greasing the wheels
- provide embed code for visuual content. - DO something Networking - Follow Up - Investigate the competion.
The benefit of keyword mapping is
- to make sure the most appropriate webpage shows up on the SERP for every search phrase. - to organize SEO efforts across the many search phrases the website is targeting. - to prevent keyword cannibalization in a website's SEO efforts
Other Selection Factors
-Geography -Device Type -Timing -Language
5 Key Elements of an AD
1) Final URL, (2) Headlines, (3) Path, (4) Description(s), and (5) Ad extensions
Three Criteria Affect Quality Scores
1. Expected CTR 2. Ad Relevance 3. Landing page experience
A/B Testing
By creating multiple versions of an ad, an advertiser can simultaneously run these various versions to see which ad attracts the most clicks
content marketing
Creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.
Ad Rank
Quality Score x Bid Amount
Ad Extensions
Shows additional information about your business by "extending" your text ads and increasing their relevance. They boost an ad's visibility, which can lead to better clickthrough rates.
The 5 Components of SEO
Size Time Popularity Linking Text
Max CPC Bid
This is the target max cpc bid you want to keep you CPC bid to in order to run a profitable campaign. It is usually defined as half the expected value for each new lead.
Relavence
is the most important consideration in choosing target search phrases
Primary source of information on the quality of a webpage
is the number of links from other webpages directed at that webpage
A good way to estimate competition
just search for a keyword phrase and see (1) which websites show up and (2) whether the links to those websites (i.e. the page title tag that is displayed on the SERP) are optimized perfectly for the keyword (a webpage that is "perfectly optimized" for a multi-word phrase would have the phrase in its exact word order).
Alt text
label or tag that indicates the content of the image.
Backlinks
link on any other website that links back to your website.
Editorial Links
links given spontaneously by another webmaster because he or she likes the page's content. These links are pure endorsements, and evidence of editorial links will improve a page's rankings on any search engine.
Manual Links
links one earns through direct effort, but still require a third party to sign off on them
XML sitemap
provides a technical map of a website to the search engine crawlers, which helps them index the site properly
Goal of SEO
rank well for as many searches as possible.