Digital Marketing Chapter 5

Questions and Answers

What are the two main reasons for PPC search marketing?

Highly targeted ads mean a better chance of conversion (correct)

Improves organic search results

Generates traffic while you're waiting for your SEO to kick in (correct)

Low cost for high visibility

______ are bid on by advertisers in an auction-style system: generally the higher the bid per click, the higher the ad's placement in the SERPs.

PPC Keywords

What is a good way of selecting keywords?

5 step process

What is the purpose of brainstorming and using the Google Keywords tool?

To expand keyword ideas Signup and view all the answers

What is the purpose of choosing your keyword match type?

To pick your keyword match type Signup and view all the answers

What does 'scrub' refer to in keyword selection?

Keep your best and delete the rest Signup and view all the answers

How many specific benefits does PPC advertising offer?

Five Signup and view all the answers

What are Black Hat SEO techniques?

Spamming techniques that exploit loopholes to boost rankings Signup and view all the answers

What is keyword stuffing?

Repetition of keywords on a web page Signup and view all the answers

What is cloaking in SEO?

Showing different content to search engines vs. users Signup and view all the answers

What is a spam page?

A page with no meaningful content filled with ads Signup and view all the answers

What are the three factors that affect the Quality Score?

CTR, landing page quality, ad relevance Signup and view all the answers

What are three types of searches reflecting the evolution of search technologies?

Universal Search Signup and view all the answers

What is a disadvantage of page tagging?

Relies on visitor's browser settings Signup and view all the answers

What is search?

Drive sustainable sales of targeted traffic to your website Signup and view all the answers

What is Search Engine Marketing?

The process of gaining website traffic by purchasing ads on search engines. Signup and view all the answers

Who is the market leader in search?

Google Signup and view all the answers

What are 5 destination websites that help build website traffic?

Domain Name, Search Engines, Paid Ads, External Links, Publicity Signup and view all the answers

What is Search Engine Optimization (SEO)?

The process of improving a website's visibility in search engine results. Signup and view all the answers

What is organic traffic?

Free traffic originating from search engines. Signup and view all the answers

What are the prime directives of search engines?

Delivering timely, relevant, high-quality search results to users. Signup and view all the answers

What are 'bots' in relation to search engines?

Automated programs that gather detailed information about web pages. Signup and view all the answers

What is another name for bots?

Spiders Signup and view all the answers

What are the 6 spider traps that can hurt your search engine visibility?

Flash website, JavaScript Navigation, Frames, Image maps, Dynamically generated pages, AJAX. Signup and view all the answers

What is an index in relation to search engines?

A massive database that contains details about crawled pages. Signup and view all the answers

What is the Page Rank Algorithm?

An algorithm used by search engines to rank websites based on relevance. Signup and view all the answers

Who is the PageRank named after?

Larry Page, one of the founders of Google. Signup and view all the answers

What percent of search engine rankings cannot be determined based solely on the website?

75% Signup and view all the answers

What do search engines need to decide when fulfilling a user's search request?

Which pages in their index are relevant and rank those pages in terms of quality. Signup and view all the answers

What are 3 general issues to consider for site optimization for SEO?

Relevance of Content, Metatags, Search Friendly Landing Page. Signup and view all the answers

What is one of the most important factors for effective content?

Content must be unique, relevant, and informative. Signup and view all the answers

Engines rely principally on their increasingly comprehensive ability to analyse the ____ of the page.

actual content Signup and view all the answers

What are the 3 key things to remember about content?

Writing for Human Audience, Spiders should ALWAYS be a secondary consideration, Copy must be relevant. Signup and view all the answers

What do relevance and authority of content combine to measure?

Search engine ranking. Signup and view all the answers

What are 3 important meta tags for high search engine visibility?

Meta Tag - Title, Meta Tag - Keywords, Meta Tag - Description. Signup and view all the answers

What is the purpose of the Meta-Description Tag?

To summarize a web page's content in a descriptive snippet. Signup and view all the answers

What is keyword stuffing?

A problem with Meta Tag Keywords. Signup and view all the answers

What is a Search-Friendly Landing Page?

A tailored page designed to reinforce PPC campaigns and maximize ROI. Signup and view all the answers

What is the 3-step process for SEO?

Start with Good Keywords, Analyze Competitions' Keywords, Optimize One Page at a Time. Signup and view all the answers

Your target keywords should always be at least how many words long?

2 or more. Signup and view all the answers

Keywords fall into what two categories in SEO?

Long Tail, Short Tail. Signup and view all the answers

What are short tail keywords?

Simple one or two word phrases that are highly competitive. Signup and view all the answers

What are long tail keywords?

More complex queries with specific phrases. Signup and view all the answers

Successful keyword search should ultimately allow the marketer to find and focus on phrases that satisfy what 3 things?

Volume, Competitiveness, Profitability. Signup and view all the answers

What are 3 good ways to optimize one page at a time?

Create good copy of meta-description tags, Manage external and internal links. Signup and view all the answers

What does effective Search Engine Optimization hinge on?

The production of great original content that appeals to real, live people. Signup and view all the answers

What does 'copy' refer to in digital marketing?

Any written product on a web page. Signup and view all the answers

What are the two types of links?

Internal and External. Signup and view all the answers

What are internal links?

Links between pages on the same website. Signup and view all the answers

What are external links?

Links from other websites to your page. Signup and view all the answers

What are 8 tips for link building?

Generate valuable content that other sites will want to link to, Let people know your site is out there, Create your own blog, Network, Ask people who link to your competitors, Encourage links within content and with descriptive anchor text, Submit your site to high quality directories, Use Link Bait. Signup and view all the answers

What does Paid Search Marketing refer to?

Paid-for advertising that appears alongside, above, and below organic listings. Signup and view all the answers

What does Pay-Per-Click (PPC) allow advertisers to do?

Bid for placement in paid listings search results and pay only when clicked. Signup and view all the answers

What are the 4 steps to managing paid traffic?

Choose keywords wisely, Create compelling ad copy, Pay attention to conversion, Monitor and revise. Signup and view all the answers

What is the foundation for any successful PPC account?

Keywords. Signup and view all the answers

Study Notes

Search and Traffic

Search aims to drive targeted traffic to a website, increasing revenue by reaching potential customers at the moment they're ready to buy.
Organic traffic, considered the most valuable, comes from search engines without payment, indicating genuine interest.

Search Engine Marketing (SEM)

SEM involves gaining traffic through paid ads on search engines, differentiating it from organic search methods.

Google: The Leader

Google, established in 1998, dominates the search engine market and has become a leading global brand.

Traffic Sources

Key sources for driving traffic include domain names, search engines, paid ads, external links, and publicity.

Search Engine Optimization (SEO)

SEO focuses on enhancing a website's presence in organic search results via techniques that make it search engine friendly.
Successful SEO involves balancing keyword search volume with specificity to generate targeted traffic.
Factors influencing SEO success include site architecture, quality content, backlinks, and social endorsements.

Understanding Search Engines

Search engines prioritize delivering timely, relevant, and high-quality results to users through complex algorithms and indexing processes.
Bots (or spiders) are automated programs that crawl the web to gather data about web pages, which are indexed for search results.

Index and Page Rank

The index is a massive database created from crawled pages, allowing for quick retrieval based on search queries.
Page Rank Algorithm evaluates a page's relevance and authority, using factors such as keyword density and external links.

Meta Tags

Meta tags provide critical metadata about web pages, influencing SEO by helping search engines understand page themes and contents.
Important meta tags include page title, keywords, and descriptions, which assist in boosting search visibility.

Keywords in SEO

Keywords form the foundation of SEO, guiding the content and site structure. They're categorized into short-tail (general, high-traffic) and long-tail (specific, lower-traffic) keywords.

Link Building Strategies

Quality links, both internal (from the same domain) and external (from other domains), contribute significantly to a site's perceived authority and ranking.
Successful link-building tactics include creating valuable content, networking, and submitting to quality directories.

Paid Search Marketing: PPC

Paid search marketing (PPC) provides visibility through sponsored links on search engine results pages (SERPs), generating substantial revenue for platforms like Google and Facebook.
Advertisers only pay when users click on their ads, and the effectiveness hinges on keyword choice and ad copy.

PPC Keyword Management

Keywords are vital in PPC; bidders compete for placement, and success involves targeting effective phrases and managing quality scores.
The process of selecting effective keywords includes grouping, refining, expanding, matching, and scrubbing to optimize performance.

The Importance of Content

High-quality content plays a crucial role in both SEO and link building, attracting visitors and encouraging other sites to link back.
Writing should focus on human audiences while still being optimized for spiders, with content relevance being paramount for high rankings.

Overall SEO Strategy

Successful SEO incorporates ongoing efforts in creating unique, relevant content, optimizing meta tags, and building quality internal and external links for sustained high rankings.### Negative Keywords
Terms advertisers exclude to prevent ads from appearing in unrelated searches.
Example: Excluding "glasses" for a wine-related ad.

Phrase Match

Ads shown for searches matching a phrase or its close variations.
Symbol used: "keyword"
Example: Searches for "buy women's hats" may trigger ads for "women's hats."

Exact Match

Ads specifically shown for an exact term or its close variations.
Symbol used: [keyword]
Example: "women's hats" will only show for that precise search.

Compelling Ad Copy

Targeted ad copy should appeal to ready-to-buy consumers.
Utilize strong calls to action, like "Buy Now!" to persuade immediate action.
Effective calls to action enhance market response and click-through rates.

Call to Action

Instruction or statement guiding subscriber response to a promotion.
Common in various media formats including web and print.

Conversion Strategy

Focus on turning click traffic into paying customers to optimize PPC campaigns.
Direct clicks to relevant landing pages instead of the homepage to increase conversions.

Conversion Rate

Measure of ad success based on the click-through rate.
Can be defined by the specific marketing goal, such as a sale or information request.

Click Through

Action taken by a user when engaging with an advertisement and visiting the advertiser's website.

Click Through Rate (CTR)

Represents the frequency of clicks as a percentage of total impressions.
Acts as a key measure of advertising effectiveness.

Ad Rank Formula

Determined by the formula: Cost per Click x Quality Score.

Optimize Your Ads

Ads should entice users to click through compelling titles and copy.
Generating non-converting clicks may lead to wasted expenditure.

Benefits of PPC Advertising

Provides full financial control and editorial control over campaigns.
Allows for continuous testing, tracking, and adjustments to improve reach.

Black Hat SEO

Involves dubious methods like keyword stuffing and spamdexing to manipulate search engine rankings.
Tactics include creating low-quality sites and exploiting algorithm loopholes.

White Hat SEO

Techniques align with site visitor needs while ensuring easy indexing by search engines.
Represents ethical strategies for optimizing web content.

Common Black Hat SEO Techniques

Involves tactics like keyword stuffing, cloaking, invisible text, doorway pages, spam pages, interlinking, selling links, and buying expired domains.

Negative SEO

Malicious tactics employed to damage competitors’ search rankings.
Tactics can lead to penalties or complete removal from search engine indexes.

Types of Negative SEO

Methods include Denial-of-Service attacks, link bombs, duplicate content, and excessive negative tagging in social bookmarking.

Types of Searches Evolving Technology

Universal Search: Integrates search results across Google’s various platforms.
Personalized Search: Tailors results based on user search history.
Social Search: Incorporates content from users' online connections into search results.

Tools for Managing Traffic

Webserver Log: Captures detailed access information for web resources.
Page Tagging: Adds tracking code to monitor page visits directly and gather data from users.

Advantages of Log File Analysis

Collects raw data for deeper analysis and tracks all interactions with the server.
Differentiates traffic types, including visits from search engine bots.

Advantages of Page Tagging

Automatically tracks visits by leveraging JavaScript’s capabilities.
Allows for event-based data collection and easier customization for tracking special interactions.

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Description

Explore key concepts in Digital Marketing with this quiz focused on Chapter 5. Learn about essential terms like Search and Search Engine Marketing while enhancing your understanding of effective online strategies. Perfect for anyone looking to deepen their digital marketing knowledge.