Marketing Final

The upper fold of a webpage should answer the questions, "What are you offering?" "Why should I pick you?" and "Who is your top competitor?" "What do you want me to do next?" "What are your top sellers?" "Where is the search bar?"

"What do you want me to do next?"

direct traffic

Direct traffic consists of people who enter your site directly into their web browser in order to visit.

google analytics: event goals

Events are helpful for tracking site visitor interactions on your website that Google Analytics does not normally record. For example, you cannot track the following interactions in Google Analytics by default: -Online form conversions -Clicks on outbound links -Email address clicks or click to call phone numbers -Downloads of material such as PDFs -Time spent watching a video However, by setting up a Google Analytics event, you can begin tracking these types of interactions.

What is the anchor text of this link: <a href="http://jane.com">Fashion deals</a>? </a> <a href> "http://jane.com" Fashion deals

Fashion deals

Which of the following is NOT an example of direct traffic? Someone types the name of a website into a search bar and clicks the first link on the search engine results page Someone types in the URL of a website into the browser address bar Someone clicks on a bookmark from his/her browser Someone clicks on a link from an email

Someone types the name of a website into a search bar and clicks the first link on the search engine results page

Two competing websites have the same number of links. Website A received all of its links between January 2016 and January 2017. Website B received its links from January 2016 to the present. Which website is likely to rank higher today for a search that is equally relevant to both sites? They will be equally ranked, so Google will determine the higher-ranking site by random selection. Website B, because it has higher link freshness. Website A, because of legacy rankings (it was ranked higher in the past, and Google will continue to rank it higher regardless of current status). Website A, because it initially had a faster pace of link generation.

Website B, because it has higher link freshness

An editorial link is a link created voluntarily by another website owner because he/she values the website's content a link created in a quid pro quo agreement with another website owner a link created by a newspaper editor a link created by submitting one's own site to a directory or local business archive

a link created voluntarily by another website owner because he/she values the website's content

search ads

a method of placing online advertisements on Web pages that show results from search engine queries (pop on sites such as Facebook, Google, etc) Advertisers have the ability to bid on keywords so that their ads show up when people are looking for exactly the kinds of things they sell. ex: the paid ads that come up when searching "dresser" on google

Oli Gardner's principle of clarity has been violated if a visitor has no idea where a link leads a website visitor sees multiple calls to action on the same page a visitor converts but does not realize that he/she has completed the action the website provides no reason to believe in the website's credibility

a visitor has no idea where a link leads

You have a website that sells widgets, and you have a category page specifically for blue widgets. After some extensive outreach efforts, you are able to gain 100 links to your blue widgets category page, but no links to your homepage. How will these new links affect the rankings of your homepage on relevant searches? They will have no effect on homepage rankings They will improve homepage rankings on searches for red widgets but damage rankings on searches for yellow widgets They will damage homepage rankings They will improve homepage rankings

They will improve homepage rankings

what should a persona include

background, demographics, identifiers, goal/schallenges, onjections, how we help

How can credit card numbers and other sensitive information be transferred across the internet without third parties seeing it (and stealing it)? The internet is hack-proof Only computers with the correct IP address can receive information packets sent across the internet The internet has developed an ethos of honesty and integrity Transport layer security encrypts sensitive information

Transport layer security encrypts sensitive information

Which of the following is NOT a principle of Steve Krug's design for usability Use complementary colors Format content to support scanning Create effective visual hierarchies Break pages up into clearly defined areas

Use complementary colors

social traffic

consists of people who found and visited your site through links on social media platforms like Facebook or Twitter.

Content marketing differs from advertising in that it is illegal to pay for distribution of content marketing advertising content requires more time and energy to create content marketing is meant to entice readership/viewership on its own merits content marketing cannot contain calls to action

content marketing is meant to entice readership/viewership on its own merits

When conducting an A/B test to improve a webpage's design, the measure that should be used to determine which page is better is usually (but not always) traffic time on site conversion rate number of clicks during the visit

conversion rate

Jane.com sells clothing and accessories. They want their line of maternity clothing to show up on searches that include 'maternity.' What should the URL for the maternity category page be? https://jane.com/maternity https://jane.maternity.com/ https://maternity.jane.com/ https://jane.com/category5

https://jane.com/maternity

google analytics: duration goals

used to track how long site visitors stay on your website before leaving. This is good for tracking user engagement on your site.

In web design, what is more important than website's visual appeal is whether it generates a high conversion rate how new the website is whether the website uses HTML5 how many pages it has

whether it generates a high conversion rate

Referral Traffic

people who find your site through external links located throughout the Web. For example, if you publish a press release with a link back to your site and someone chooses to click and follow that link, that person is considered a referral visitor.

A company wishing to rank for local searches should first change its business name to include its more important keywords register and verify its business with Google's My Business ask its customers for reviews on Yelp and other similar websites begin advertising on Google's ad network

register and verify its business with Google's My Business

"Long tail keywords" are search terms that produce a low conversion rate search terms done on mobile devices search terms with lower volume than "fat head keywords" search terms for niche product categories

search terms with lower volume than "fat head keywords"

on site seo

the formatting of content on the website to maximize its chances of ranking for all desired sources

Even a highly relevant keyword may not be worth pursuing in your SEO if the keyword is synonymous with other terms the keyword is often misspelled the keyword is too long the keyword has no traffic

the keyword has no traffic

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 #98 the keyword on which your site ranks #112 the keyword on which your site ranks #1 the keyword on which your site ranks #9

the keyword on which your site ranks #9

bounce rate

the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page

The "upper fold" is usually the same for mobile devices and desktop computers another name for the navigation menu at the top of a webpage the area on a retail site that shows the top sellers the portion of a webpage that is visible without scrolling down

the portion of a webpage that is visible without scrolling down

REVIEW Social media tools. Know the basics of them and when to use them Basic concepts of mobile marketing. What makes mobile marketing different from regular online marketing? When is an app needed?

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The AIDA model states that the process of creating a customer follows these four steps Awareness → Intensity → Demonstration → Anticipation Aspiration → Innovation → Desire → Activation Anticipation → Interest → Determination → Activity Awareness → Interest → Desire → Action

Awareness → Interest → Desire → Action

B2B vs. B2C

B2B: rationally driven, needs to focus on the product's features B2C: emotionally driven, focuses on consumer interests

Why is a high bounce back rate a negative signal of a webpage's quality? Because the search engine must load the SERP again, and this wastes the server's bandwidth. Because this behavior indicates that the searcher did not like what they saw or find what they were looking for Because search engine rankings are determined by websites' conversion rate, and a high bounce rate means a low conversion rate Because this behavior is an indicator that the website might be engaging in click fraud.

Because this behavior indicates that the searcher did not like what they saw or find what they were looking for

Which of the following is NOT an aspect of successful websites? Drive conversions Generate traffic Maximize revenue Create captivating design

Create captivating design

4 types of goals in google analytics

Destination Duration Pages/Visit Events

google analytics: destination goals

Destination goals track when a visitor arrives on a specific page while on your website. This goal type is perfect for tracking how many people land on your thank you pages, order confirmation pages, and add to cart pages.

Which of the following is NOT a dynamic language? PHP Perl Java HTML

HTML

The Mobile First design philosophy advocates for designing the mobile first because it is easier to adapt a mobile site for display on a desktop computer than it is to adapt a desktop site for display on a mobile device It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic mobile traffic has more volume than desktop traffic mobile web design is more visually appealing than desktop designs

It is easier to adapt for display on a desktop computer AND mobile traffic has more volume than desktop traffic

Why is receiving 100 links from 10 different websites better than receiving 100 links from the same website? Many links from the same website are a signal of black-hat SEO Search engines only register one link from any given domain, so they only count the 100 links from the same site as a single link. Links from 10 websites are more likely to generate social sharing Links from 10 websites mean a higher link diversity than links from one website

Links from 10 websites mean a higher link diversity than links from one website

Marketing Mix (4 P's)

Product, Price, Place/distribution, Promotion (personal selling, advertising, direct marketing, sales/trade promotion, PR, sporting and events)

SEO

Techniques used to increase a web page's search engine rankings.

Including the word 'maternity' in the alt text and file name of several images on the maternity category page of Jane.com will improve the page's relevance score for searches using the word 'maternity.' What other benefit can result from this? Other category pages in the website will be more likely to show up for searches that use the word 'maternity'. The website will be better organized. The images are more likely to show up on image searches that use 'maternity'. Individual product pages that sell maternity products will automatically be optimized for relevant searches.

The images are more likely to show up on image searches that use 'maternity.'

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 than the link in question 1? The link will be used for an image rather than show anchor text. The link will show up as an 'unsecured' link. The link will not pass link authority to jane.com. Instead of navigating the current window to jane.com, it will create a new window for jane.com.

The link will not pass link authority to jane.com.

Organic Traffic

These people found your website through an online search.

URL is an acronym for Unattached Requisition License Utility Return Limit Unified Research Link Uniform Resource Locator

Uniform Resource Locator

Google Alerts

a content change detection and notification service, offered by the search engine company Google. The service sends emails to the user when it finds new results—such as web pages, newspaper articles, blogs, or scientific research—that match the user's search term.

What enables a website to recognize a computer as a return visitor (as opposed to a first-time visitor)? the computer's physical location a cookie the computer configuration the IP address

a cookie

NSAMCWADLP means that whenever you create an online marketing campaign, you should also create a separate line in the accounting leger to independently track revenues from the campaign a dedicated landing page designed specifically for that campaign a new analytics account to track the results of the campaign a new email broadcast to inform customers of the marketing campaign

a dedicated landing page designed specifically for that campaign

What is a buyer persona?

a detailed description of a typical, but fictional customer- based on real data about customer demographics and online behavior

A banner ad for Netflix should lead people to what kind of landing page? a multi-product landing page a subscription landing page a lead generation landing page a single-product landing page

a subscription landing page

The primary conversion for a lead generation site is a form fill on the website a phone call from a website visitor a referral to a friend both a phone call and refferall

a) a phone call from a website visitor b) a form fill on the website

The benefit of keyword mapping is to prevent keyword cannibalization in a website's SEO efforts to organize SEO efforts across the many search phrases the website is targeting to make sure the most appropriate webpage shows up on the SERP for every search phrase All of these options

all of these options

off site seo

attracting backlinks (hyperlinks) from other websites to increase the popularity

Organic search resyults are trypically displayed on page 2 at the top of the SERP interspersed with paid ads below the paid ads

below the paid ads

Social Media Tools consist of

blogs, microblogs, social networks, media sharing sites, social news sites, location-based social networking sites, review sites, virtual worlds and online gaming

Types of web traffic

direct, referral, organic, social

A single-purpose landing page provides as much information to visitors as possible is the same as a single-product landing page directs visitors to one (and usually only one) possible action is the least effective of the landing page types

directs visitors to one (and usually only one) possible action

Sending out press releases to entice news organizations to do a story about a company can result in links from these news organizations' websites. These links would be considered manual links editorial links manufactured links nofollow links

editorial links

When a shopper puts an item in their online shopping cart, Amazon recommends add-on products to increase revenue increase the conversion rate increase engagement increase traffic

increase revenue

Unpaid referral traffic is traffic that comes from bots and web crawlers banner ads links from other websites that are not paid for links from other websites that are paid under the table

links from other websites that are not paid for

Writing a blog post for someone else's blog and including links to one's own site would give a website what kind of links? editorial links nofollow links manual links manufactured links

manual links

A major advantage of creating content specifically with the goal of ranking well for a popular search phrase is that earning high organic rankings typically happens instantaneously the content will have built-in distribution the content is not likely to have any competition a high conversion rate is almost guaranteed from search engine traffic

the content will have built-in distribution

For a search engine, "relevance" refers to how many pages on the website link to one another whether a website has been visited by the searcher before the extent to which a webpage's content matches the searcher's query the traffic level of the website

the extent to which a webpage's content matches the searcher's query

google analytics: pages/visit goals

this Google Analytics goal tracks the number of pages each site visitor sees before leaving. this is great for measuring site engagement, as well as pinpointing sections of your website that may need improvements.

what is the goal of seo

to rank well for as many searches as possible