Quiz 3 Search Engine Marketing

Discovery

Build awareness; help new audiences find the brand SEO blogs • social • videos • infographics

Consideration

Help prospects evaluate the offer and its fit Guides • comparisons • webinars • case studies

Conversion

Encourage purchase or sign-up Product pages • demos • testimonials • free trials

Retention

Keep customers engaged and coming back Onboarding • how-to • newsletters • support

What does E-E-A-T do?

builds trust

1st E

Experience - Firsthand Insight

HIGH - sourced • lived experience • durable rankings

2nd E

Expertise - Specialized knowledge

HIGH - sourced • lived experience • durable rankings

3rd A

Authoritativeness - Recognized authority

LOW - thin • anonymous • vulnerable rankings

4th T

Trustworthiness - Reliable + honest

LOW - thin • anonymous • vulnerable rankings

Crawl + Index

Supporting article How-to guide Case study

Distribute authority

How to guide

Guide Users

Case Study - “How to Keep Your NAP Information Consistent”

Blog

Descriptive anchors Relevant destinations Moderate quantity

What is local seo?

Local SEO optimizes visibility for nearby searches and physical customer interactions.

Local search meets the real world.

What are the three signals that shape local rank?

01 PROXIMITY: How close is the searcher?

02 PROMINENCE: How established is the business?

03 RELEVANCE: How well does it match intent?

LOCAL PACK: Top map results with ratings, hours, and contact info

NAP CONSISTENCY: Name • Address • Phone — identical everywhere.

What is ACD?

Awareness → Consideration → Decision

What is PPR?

Proximity → Prominence → Relevance

What is EEAT?

Experience → Expertise → Authority → Trust

What does link smart mean?

Link relevant. Link with purpose