digital marketing quiz 2

what is SEO

-optimizing website to improve rankings in search engine results pages

-focuses on getting traffic from organic searches

-unpaid search results

difference between SEO and SEM

seo focuses on optimizing websites for organic traffic and sem focuses on both paid and unpaid advertising to drive traffic

white hat SEO

ethical techniques to improve a website’s rankings that fits search engine guidelines and policies

black hat SEO

unethical and manipulative practices to improve ratings that violate search engine guidelines

cloaking

showing diffeent content to search engine than to users

on-site SEO

optimizing content directly on the website

off-page seo

external techniques to improve ratings that are not directly on the website itself

technical seo

optimizing technical aspects of the website and improving performance, crawlability, indexing

international seo

optimizing website to perform well in other countries and languages

local seo

providing visible local search results

content seo

optimizing the content of a website

mobile seo

website is optimized for mobile viewing

negative seo

unethical tactics to harm the rankings of a competitor

crawling

-search engine bots browse the internet to find new or updated webpage content

-content is discovered through links

google crawling

-google bots find a new website and then follow the links on those websites for new urls

-those new sites are added to google caffiene

-full database of discovered urls

sitemaps

document on a webpage that outlines all links on the website

indexing

-storing and organizing of web content found during the crawling phase

-makes it quick to retrieve and presented in search results

ranking

-determining which order indexed pages will appear in the search results pages

-results are ordered by most relevant to least relevant based on search input

keyword research

-determining the right phrases for a website

-create topics that would resonate with your brand

-topic clusters and pillar pages

-use long tail keywords

SEO strategy tools

Ahrefs, google keyword planner, semrush, answer the public, ubersuggest

content

unique, creative, and engaging for the user

featured snippets

highlight and summarize most relevant information from a webpage

image SEO

-resizing images

-providing description names

-adding alternative text descriptions

metadata

-summary of content on a page for search engine crawling

-meta title and meta description

backlinks

-link from one website to another

-quality content gets referenced

link building techniques

-guest blogging

-testimonials

-answering question of quora/reddit

-creating sharable content

-sharing on linkedin

organic traffic

number of visitors coming to the site from search engines

keyword rankings

position of the website in serps

search visibility

measures how easily a website can be found on serps

traffic value

estimate of how much the organic search traffic would cost if it was paid ads

organic traffic conversions

number of visitors that come from a search engine and complete a desired action

referring domains

other websites that link to your website

indexed pages

extent to which site’s page is included in the search engine databases

index coverage errors

issues found by crawlers when trying to index the site

core web vitals

measures performance of website

bounce rate

percentage of users that leave after viewing just one page

exit rate

percentage of users who leave your site form a specific page

pages per session

average number of pages a visitor views in a single session

What is SEM

-organizations bid on relevant keywords potential customers might use when searching for products/services

-focus is on paid advertising

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SEM objectives

-drive traffic to an organization

-create leads

-convert consumers from leads to purchases

-gain customer insights

-establish expertise

-build and enhance the organization’s brand image, reputation, trust

-top of mind awareness

-reminder ads

SEM considerations

-search engine selection

-account, campaign, and group strategies

-campaign levels

-types of campaigns

-search ad audtion and bidding strategy

-google ad auction and bidding strategy

-google automated bidding process

-keyword strategy

account level

overarching level for all search advertising

campaign level

focused on specific objectives of the overall account

group level

ad groups that have similar targets

search ad campaigns

text based search ads that appear on serps

shopping campaigns

ad appears on search engine showcasing image, title, store name

audience campaigns

target a specific group of people based on demographics, interests, or behaviors

display ads

visual ads that appear across multiple ad networks

video ads

video content on video based platforms

app ads

promoting mobile apps to increase downloads or app engagement

local ads

promote businesses in a local region

discovery ads

reach users who are exploring content and not actively looking to purchase a product/service

bid

amount of money a marketer specifies as the maximum they will spend on a keyword per click

ad quality

high quality ads are relevant, have high click through rates, and strong landing page experiences

ad rank

value used to determine whether ad will be shown and at what position

ad position

where the ad will be in relation to other search ads

google automated bidding process

google sets the bid amount based on the ad’s likelihood to result in a click or conversion

general keyword

generic terms

branded keyword

includes the name of the brand

competitive keyword

choosing a keyword that a competitor uses

affinity keywords

keyword that are related to the product/service being offered

long tail keyword

longer phrases that usually cost less

negative keywords

keywords designed to keep an ad from showing up in the search results

broad match

-google default

-ad gets shown when a related keyword is searched

-gets broader exposure

-may result in fewer conversions

phrase match

-shows ad if close variations of the keyword are searched

-more oppurtunity for ad exposure but narrower than a broad match

exact match

-shows ad only if the exact keyword is searched

-good for very targeted purposes

-generated more targeted leads but fewer of them

negative match

ad will show on searches that do not include that term

ad extensions

any information that may be useful to the customer

call extension

phone number or click to call button

sitelink extension

link to a specific organization page

callout extension

extra text that shows value proposition

price extension

display prices

location extensions

shows business location or details of the business

average cost per click (CPC)

total cost of all clicks/number of clicks

impressions

-number of times a search ad appears on a search engine in response to a search

-cost per impression (CPM)

-(total cost of all ad impressions/number of viewable impressions)x1000

viewable impressions

- Number of times at least half of a search ad is shown for at least 1 second

-Cost per Thousand Viewable Impressions (vCPM)

-(total cost of all ad impressions/number of viewable impressions)x1000

average click through rate (CTR)

(number of clicks/number of impressions)x100

conversion rate

-the percentage of website visitors who took a desired action

-(number of desired actions taken/number of desired actions)x100

average cost per action/acquisition (CPA)

total cost of action (conversion)/total number of actions (conversions)

return on ad spend (ROAS)

-The amount of revenue an organization earns for every dollar it spends on an ad campaign

-total ad revenue/total ad spend

-industry average= 2:1

cost per view (CPV)

-total ad spend/total measured views

-industry average= $0.10-$0.30

why email marketing

• Send targeted messages to certain audiences/customers

• Increase brand awareness

• Gain leads, traffic, sales, conversion

• Increase retention and loyalty

• Personalized conversations

• Easy and affordable

  • Highly cost-effective

• High ROI

  • Average is $36 for every $1 spent (varies by industry)

zero party data

▪ Data that a customer shared intentionally and proactively with a brand

first party data

▪ Data collected directly by a business/brand about customers when they interact with a brand

second party data

▪ First-party data another company shared with yours and which you have explicit permission to use

third party data

▪ Aggregated data from public/non-public sources that the customer may not have directly consented to

informational email

to provide information about an organization or its products/services

promotional email

to send a promotion about products/services

CAN SPAM ACT

• No false or misleading heading info
  ▪ No deceptive subject lines
  ▪ Honor opt-out requests within 10 business days

• Privacy
  ▪ Inclusion of sender’s valid physical mailing address
  ▪ Identification of message as advertisement or solicitation
  ▪ Monitor what others are doing on your behalf

• Other
  ▪ Marketers must have a legitimate reason to legally send emails
  ▪ Recipients must consent for email tracking
  ▪ Explicit opt-in email list

delivery rate

▪ Percentage of emails sent that reach inboxes
▪ 𝐸𝑚𝑎𝑖𝑙𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝑆𝑒𝑛𝑡 × 100

open rate

▪ Percentage of recipients that open an email
▪ Industry Average: 21.33% across all industries
▪ 𝐸𝑚𝑎𝑖𝑙𝑠 𝑂𝑝𝑒𝑛𝑒𝑑 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 × 100

click through rate

▪ Percentage of recipients who click a link
▪ Industry Average: 2.62%
▪ 𝐶𝑙𝑖𝑐𝑘𝑠 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 × 100

conversion rate

▪ Percentage of recipients who completed a desired action
▪ 𝐶𝑜𝑛𝑣𝑒𝑟𝑠𝑖𝑜𝑛𝑠 / 𝐶𝑙𝑖𝑐𝑘𝑠 × 100

bounce rate

▪ Percentage of emails that could not be delivered
▪ Hard Bounce – Permanent delivery failures
▪ Soft Bounce – Temporary issues
▪ 𝐻𝑎𝑟𝑑 𝐵𝑜𝑢𝑛𝑐𝑒𝑠 + 𝑆𝑜𝑓𝑡 𝐵𝑜𝑢𝑛𝑐𝑒𝑠 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝑆𝑒𝑛𝑡 × 100

unsubscribe rate

▪ Percentage of recipients who opted out
▪ Industry Average: 0.1%
▪ 𝑈𝑛𝑠𝑢𝑏𝑠𝑐𝑟𝑖𝑏𝑒𝑠 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 × 100

span complaint rate

▪ Percentage of recipients who mark an email as spam
▪ Industry Average: 1 complaint per 1,000 emails
▪ 𝑆𝑝𝑎𝑚 𝐶𝑜𝑚𝑝𝑙𝑎𝑖𝑛𝑡𝑠 / 𝐸𝑚𝑎𝑖𝑙𝑠 𝐷𝑒𝑙𝑖𝑣𝑒𝑟𝑒𝑑 × 100