ENT 386 FINAL

Digital Marketing Opportunities

Ways businesses can use digital channels (web, social, mobile, email) to reach, engage, and convert customers.

Digital Marketing Strategies

A planned approach to achieving marketing goals using digital channels, targeting specific audiences with defined tactics.

Inbound Marketing Model

A strategy focused on attracting customers through valuable content and experiences (Attract → Engage → Delight).

URL Components

Parts of a URL including protocol (https), domain, path, query parameters, and fragments.

Website Concepts

Key ideas like usability, navigation, responsiveness, user experience (UX), and site structure.

Search Engine Tasks

Crawling, indexing, and ranking web pages.

LSI (Latent Semantic Indexing)

Using related keywords and context to help search engines understand content.

SEO vs. SEM

SEO = organic search optimization

SEM = paid search marketing

Top SEO Ranking Factors

Things that help your site rank higher like good content, keywords, backlinks, and fast loading.

Google Search Console

A free tool that shows how your website is doing on search engines.

SEO Goals & 3 Areas

show up higher in search

areas: on-page (content), off-page (links), technical (site setup).

Long-Tail of Search

Longer, more specific searches that are easier to rank for and usually show stronger intent.

Choosing Keywords

Picking words people actually search for that match your content.

Web Page Components for SEO

titles, headings, images, and links that help with ranking.

Search-Friendly Web Pages

Pages that are fast, easy to use, and clearly match what someone searched for.

International SEO Considerations

Adjusting your site for different languages, locations, and cultures.

Search Ad Types

Different kinds of ads (text ads, shopping ads, local service ads).

SEM Terms

Paid search terms like clicks, impressions, cost-per-click, and quality score.

Ad Auction Process

How Google decides which ads show up based on bids and ad quality.

Campaign Structure

Organizing ads into campaigns and groups to keep things relevant.

SEM Keyword Selection

Choosing keywords based on relevance, search volume, and intent.

Keyword Intent Types

Why someone is searching (learning, buying, comparing, etc.).

Keyword Match Types

How closely a search must match your keyword (broad, phrase, exact).

Improving SEM Campaigns

Tweaking keywords, ads, and landing pages to get better results.

Local (Google) Marketing

Showing results based on where someone is searching from.

Local Ranking Factors

What helps local businesses rank (distance, relevance, reviews).

Local Service Ads (LSAs)

Ads for local services where you pay per lead instead of per click.

Social Media Goals

getting more followers, engagement, website traffic, or sales.

Privacy Changes

New rules that limit how companies track users (affects targeting ads).

Social Share of Voice

How much people talk about your brand vs. competitors.

Amplification Rate

How often people share your posts.

Virality Rate

How widely your content spreads based on shares.

Engagement Rate

How much people interact with your content (likes, comments, shares)

Audience Growth Rate

How fast your follower count is increasing.

Social Sentiment Analysis

Whether people feel positive, negative, or neutral about your brand.

Responsive vs. Adaptive Design

Responsive adjusts automatically

adaptive uses set layouts for different devices.

Mobile Sites vs. Apps

Sites run in a browser

apps are downloaded and usually more interactive.

App Store Optimization

Making your app easier to find in app stores

Mobile Ad Optimization

Making ads look and work well on phones.

Mobile Display Optimization

Making sure your site loads fast and looks good on mobile.

Google App Campaigns

Ads that promote apps across Google platforms automatically.

tCPI

Aim to get installs at a certain cost.

tROAS

Aim to make a certain return on your ad spend.

Newsjacking

Using trending news to get attention for your content.

Topic Clusters

One main page + related smaller pages that link together.

SEM vs. Display

Search ads vs. visual ads on websites.