Digital Marketing Strategy Exam 1

What type of marketing are digital and display ads?

Push Marketing

What is Push Marketing?

Actively pushes your message out to a large audience to quickly generate awareness and sales

What type of marketing are Search Ads?

Pull Marketing

What is Pull Marketing?

Focuses on creating valuable content that naturally attracts customers who are actively searching for such information

What is Earned Digital?

Attention and traffic you earn, not directly buy (You still invest money in these areas, but in people, tools, and content, not ad clicks)

Earned Digital budget is spent on what for social media?

• Organic social media (non-paid posts)

• Content creation (videos, graphics, copy)

• Community management

• Social media tools and staff

Earned Digital budget is spent on what for SEO?

• Content creation (blogs, guides, landing pages)

• Technical SEO (site speed, structure)

• On-page SEO (keywords, high-quality content, etc.)

• Off-page SEO (building high-quality backlinks)

• SEO tools and specialists

Why does Digital Marketing matter?

• Consumers spend increasing time online and on mobile devices

• Digital channels allow precise targeting and personalization

• Real-time performance tracking and optimization

• Often more cost-effective than traditional media

What are the most common social media platforms used by marketers?

Facebook, Instagram, LinkedIn, YouTube, Twitter, and TikTok

What are backlinks?

Linked to your website from other websites (external links to those sites)

Why are backlinks important?

• They send additional traffic to your website directly

• They influence the organic visibility of your site in search engines (SEO)

Why are high-quality backlinks important?

The more high-quality backlinks you have the sigher the site is likely to rank in SERPs (authority score)

Characteristics of high-quality backlinks

• Come from trusted, authoritative websites (.edu, .gov)

• They include your target key word in the link’s anchor text

• The site and page that is linking to your website is related to your site

• The link is from a domain that has never linked to your site before (want unique websites!)

How can you increase the number of high-quality backlinks?

• Create linkable assets (Video, blog post, software, etc. in which people will want to link to)

• Guest blog posts (You write a blog post for a site that you want a backlink from, including a link to your site written naturally within the blog post)

• Respond to relavant media requests

• Leveraging your existing partnerships with other organizations (Provide testimonials for your suppliers, Get your logo with link featured on partner organizations’ websites (e.g., “our clients” section)

• Use Semrush’s Backlink Audit Tool (to find broken backlinks, inherit competitors broken backlinks, and reach out to to sites to promote your content to link to using Semrush’s Backlink Gap Tool)

Engagement Rate

% of engaged sessions on the site (good is between 60%-70%)

Bounce Rate

% of sessions that were not engaged

Active Users

a unique user who has visited your website or app and had an "engaged session“

Engaged Session

• Lasts longer than 10 seconds

• Has a key event

• Has 2 or more screen or page views

New Users

The number of users who interacted with your site for the first time (Note that cookie deletion prevents GA from identifying if the individual is a returning user, therefore, new users may be overreported compared to actual website usage)

Key Events

key user actions taken on the website or mobile app, such as loading a page, clicking a link, downloading a PDF, or making a purchase

Sessions

period of user activity; ends after 30 minutes of no user activity

Direct

Visitors who arrived at the website by typing the website's URL directly into their browser or by clicking on a bookmark

Organic Search

clicking on a link in the organic search results of a search engine

Referral

clicking on a link on another website (e.g., blog post, social media post, etc.)

Cross-network

users arrive at the site/app via ads that appear on a variety of networks (e.g., Search and

Display).

How to improve a low website engagement rate

Speed, Relevance, Clarity, Navigation

Keyword research

the study of these search terms to understand the language your target market uses and to help you optimize your online content to align with these terms

Why is keyword research important?

Helps Increase Visibility, Helps Increase Relevance,

Short-tail keywords

broad and general keywords that generally have high search volume but ambiguous intent (e.g., tennis shoes)

Long-tail keywords

more detailed phrases that better reflect the users’ intent and are generally easier to rank for (e.g., blue tennis shoes with good arch support)

Informational search intent

when people want to learn something and find an answer to a specific question

Navigational search intent

lead to a specific website or page

Commercial (“The Investigation”) search intent

help people research/investigate specific products or services. May check reviews, compare alternatives, etc.

Transactional (“The Action”) search intent

display the strongest intent to purchase or complete an action