MAR3721 - Exam 2

How are web pages ranked?

Based on the relevance to the searched phrase and their quality.

One important measure of the quality of a web page is:

The number and character of the links pointing to that website (Also, indicates its popularity).

Black-Hat SEO Strategies

Provide a temporary improvement in rankings, they’re unlikely to benefit a web page long-term. Since these strategies will eventually be flagged as they’re illegal.

White-Hat SEO Strategies

Website formatting practices are designed to manipulate the search engine into giving good website rankings, while also providing high-value to researchers.

Any time a user clicks from one page to a different page online, they have clicked on a:

Link

Two types of Links

1. Image-Based

2. Text-Based

What are links created with?

HTML Code, however, there are now easier ways and methods to create a link without having to type out the code yourself.

HTML

A basic programming language that powers web pages on the internet.

Anchor Text

The blue or highlighted text indicates a link within a paragraph or text.

• If the anchor text uses relevant keywords, the value of those endorsements increases.

Natural Outbound Links

A natural, or organic, outbound link in a text that is relevant and fits naturally into the article. (Usually, it is a citation used for the reader’s reference.)

• SEO’s goal is to have as many of the Natural Outbound Links

• Primarily seen as endorsements

• These are what boost and count for a website’s traffic score

• “Dofollow” links

What HTML attribute is added to the code when the webmaster might want to instruct search engines not to count these linked-to websites as endorsements?

“nofollow”

“Nofollow” is often used for what?

Posted comments on a Blog.

“Nofollow” links can still send relevant traffic to a web page.

True

Paid Links

Paid advertisements on a website.

• Utilize “nofollow” HTML code

• Does not count as a Natural Outbound Link

Natural Internal Links

Take the user to a different section or page of the same website. For example, it may take a user from the “Home Page” to the “About Me” section.

• Improves site navigation and use experience

How do we know what metrics search engines now use to measure populaity?

• Google Search Central Blog: Provides major changes and updates to Google’s algorithm.

• Career SEO’s: Through their expertise and experience, they’re able to determine factors that influence a search engine’s ranking algorithms.

• Correlational Data: By comparing various websites and their rankings, one can find which attributes are correlated with the most success in rankings.

• Simple Google Search

Metrics search engines use to determine a web page’s popularity:

• Total number of backlinks

• Backlinks from related/relevant websites

• Anchor Text

• Link Neighborhood

• Link Freshness

• Link Diversity

• Social Sharing

Backlinks

Links from external sources pointing to that web page.

• Make up the Link Profile of a web page.

• The higher the number of backlinks linking to your page, the more popular a web page is = higher ranking.

• Backlinks featured on a relevant website have a higher weight in ranking than a backlink featured on an irrelevant website.

Link Profile

Made up of the backlinks of a web page.

Search engines rank pages, not an entire website.

True

Link Neighborhood

Making sure backlinks are featured and linking to other reputable websites, in order to avoid being classified as spam.

Link Freshness

A high-quality website will continue to receive new backlinks; otherwise, it is believed that the website does not provide any value to the user.

Link Diversity

Backlinks should come from a variety of sources and not just one or two. Meaning different IP addresses (aka users) must be seeing backlinks, not just one single group trying to boost it.

Social Sharing

People posting links to a website on social media can positively boost rankings.

What are the three types of earned links?

1. Editorial

2. Manual

3. Manufactured

Editorial Links

Given spontaneously by another webmaster because he or she likes the web page’s content.

Manual Links

Links one earns through direct effort, but still require a third party to sign off on them. (You have to reach out and ask for it to be linked)

• Not as highly valued by search engines, but still has a positive effect on search rankings.

Directory

A website that catalogs links to other websites.

Manufactured Links

Links are manufactured by the webmaster without any third-party approval.

• For example, manufactured links can be done on a blog’s comment section, where one can post a link without any approval.

• Seen as less valuable.

• More reliable and easier to acquire than editorial links.

A long term strategy for building editorial links consists of:

1. Creating high-quality, linkable content

2. “Greasing the wheels”, conducting outreach to increase the volume of webmasters linking to that content

Content Suggestions that have worked for other websites for editorial links:

• Visual Content (More likely to generate backlinks than text-only content) (Ex. Single-Image charts)

• Expertise (Expert knowledge or advice makes a link more credible)

• Videos (A video is more interesting than any other type of content = more backlinks)

• Press Releases (Unique and newsworthy press creates backlinks)

Greasing the Wheels

If a web page has useful and link-worthy content, a webmaster can take additional steps to maximize exposure and potential link acquisition.

• Providing embed code for visual content

• Networking (More likely to backlink if site owners know each other)

• Follow up with websites that provide backlinks

Suggestions that have worked for manual links:

• The business owner should create a Local Business Profile on Google.

• Submitting to directories.

• Social Bookmarking Sites

• Social Networking Sites (Sites like Facebook, X, and Instagram) allow users to create a profile with a place to specify a link to their site.

• Asking for links

• Trading links (You link to my site, and I’ll link yours)

• Guest Blogging

Sites should only be sent to a directory is they’re likely to send traffic to the actual site, rather than just provide a link.

True

Businesses can often gain various backlinks by asking groups to link them, including:

1. Websites that currently mention the business, but do not link to it.

2. Websites linking to the business competitors, but not the business.

3. Customers of business partners of the business.

4. Attendees of events sponsored by the business.

5. Organizations of which the business is a member.

Citation

A mention of the company’s website without a link.

Guest Blogging

Writing a post for someone else’s blog so you can promote yourself and get a link to your website.

Examples of Manufactured Links:

• Blog Comments

• Forum Signatures or Message Boards

• Free article directories

• Creation of a secondary site (AVOID)

What are LLMs?

Large Language Models, such as ChatGPT.

AI in SEO can be bad because:

SEO Content is only valuable is high-quality, and AI can often create low quality content.

Best way to utilize AI in SEO:

• Content should be created with a coherent content strategy in place.

• AI prompts should be specific, giving clear instructions on the type of content as well as the tone and length of the content.

• Content should be added to a website at a reasonable and consistent cadence.

Guidelines of AI in SEO

• Participate and encourage brand content on Reddit.

• Encourage brand content on other informative websites.

• Include statistics and citations in website content.

• Use headings, bulleted lists, and charts.

• Advertise for brand recall.

Content Marketing

Creating media content that entices and engages potential customers and has a commercial benefit to the publisher.

• Content has to have sufficient appeal that makes users want to read, watch, or listen to it despite its commercial connection.

• If content marketing has too much branding and logos associated with it, users may be less likely to trust it.

Ways in which content marketing is distributed:

• SEO

• Email

• Advertised stories at the end of blog posts (“You May Like” Section).

• Social Media, in hopes of going viral.

You don’t have to pay to advertise on Google’s SERP, you only pay once a user ACTUALLY clicks on the website on the SERP.

True

Advertisers select how to show their ad based on:

• The search phrase entered by the user.

• Other characteristics of the search, such as the searcher’s location, the device used (mobile, tablet, desktop), time of day, and more.

Keyword

Can refer to a single word or an entire phrase of multiple words.

• Ex. Wakeboard and Wakeboards for sale.

Exact Match

Implies that the searched-for phrase has to be a letter-for-letter match to one of the keywords in the advertiser’s list. BUT IN REALITY, the searched phrase will still match if it’s a close variant of the keyword.

• [Keyword]

Close Variant Keyword

Includes misspellings, abbreviations, or even synonyms.

Broad Match

Shows the ad to any search that ‘broadly’ matches the keyword.

• Advantage: Advertiser won’t miss out on other search variations.

• Disadvantage: Ad could come up with unrelated searches.

Phrase Match

Instructs Google to show ads on searches that include the keyword, close variants, or other terms with a similar meaning.

• Can include additional phrases that do not match the keyword (Ex. Wakeboard sales could also trigger ads on searches such as Wakeboard half price, wakeboards for sale near me)

• “Keyword”

Negative Keyword

Ensures that not matter what search query a customer enters, the ad will not be displayed if a certain keyword is used.

Factors used in targeting ads:

• Keywords

• Geography (Advertise to certain zip codes, or create different ads for each area)

• Device Type

• Timing (Restrict ads to show only during profitable hours of the day)

• Language (Segmenting ads based on language)

Conversion rate of mobile searches are very high and now-or-never choices.

True, search timing is very important on mobile devices.

Important steps of keyword search:

• Search for yourself (Imagine you’re a customer).

• Competitive Search (Use tools such as SEMRush.com, SpyFu.com, and more to see what keywords competitors are using).

• Google Keyword Planner

Google Keyword Planner

Provide data on keywords such as average monthly searches, competition, and low and high bid range.

• Allows advertisers to determine search intent

• Free, Good for advertisers with a lower budget.

What are the four things to consider when selecting keywords to use in advertising?

1. Search Intent

2. Average Monthly Search

3. Level of Competition

4. Suggest High/Low Bids

Reasons to use branded keywords:

• If a company does not advertise using its brand name, competitors may start advertising more aggressively on its own brand name and steal customers.

• Ads on a company's brand name are inexpensive.

• Being on the SERP is crucial.

Others believe that using branded keywords is expensive and a waste of time, as it does not increase sales.

True

What are the five key elements of Search Ads?

1. Final URL

2. Headlines

3. Display Path

4. Descriptions

5. Ad Extensions

Search advertisers do not craft an entire ad; they simply provide the text for it, and Google creates the final ad from those pieces.

True

Advantage of Responsive Ads

They automatically institute an A/B/n test to determine optimum ad copy.

• Google randomizes the ad layout and display in order to find the format with the highest click-through rate.

Disadvantage of Response Ads

A/B/n tests require large amounts of data, so for lower-volume advertisers, many weeks or months may pass before the data can effectively identify which headlines, and so on generate the best results.

Ad Extensions

Extra information you can add to your ad to make it more clickable and helpful.

• Examples: Store addresses with a link to Google Maps, Printable coupons for offline purchases, and reservation extensions.

• Advertisers cannot choose when and which ad extensions appear, but each advertiser does have the ability to opt in to each ad extension individually.

• Can help boost and ads click-through-rate (CTR).

Shopping Ads

Display product images and prices, instead of just text.

• Often appears on the right or top of the SERP, on the entire page when looking through the Shopping tab.

• Increase CTR and conversions.

Google Maps Ads

Text ads can be displayed when someone is searching on Google Maps.

• Most effective on Google Devices.

Call-Only Ads

An additional line appended to a usual search that allows users to click to make a phone call.

• The phone number is the main content of the ad.

• Ad charges per phone call.

Dynamic Search Ads

Google will pull information about the advertiser’s products from its website and show the advertiser’s ads on searches Google deems relevant.

• Google can dynamically change the ads based on what it believes works better.

• Only recommended to advertisers with a high budget, who can experiment with ads.

• Advertisers should also have a high volume of search ads for this to be effective, since extensive data is needed.

ReMarketing lists for Search Ads

Ad campaigns designed specifically for those who have visited the website before.

What are three main things to include in each Search Ad?

1. Call-to-Action (CTA)

2. Unique Value Proposition (UVP)

3. Keywords for relevance

Keywords for Relevance

If the keyword searched for is included in the ad, click-through rates will increase.

• Keywords will also appear bolded, which increases the likelihood of catching the users attention.

Unique value proposition

A single thing that sets the site apart from its competitors.

• Examples: Free quotes available, 24/7 service.

Ad Rank is determined by:

• Who placed the highest bid.

• Ad’s quality score.

What makes up an ads quality score?

• Expected CTR (High click rate)

• Ad relevance

• Landing page experience (Should have low bounce rate)

Quality Score

A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad.

When someone does a search that triggers an advertiser’s keyword, what happens?

The bid amount for that keyword is multiplied by the quality score. (Bid Amount x Quality Score)

Cost per Action (CPA)

Determines how much it costs, on average, to reach a site’s desired conversion. (Total money spent / Total actions (sales) completed)

Advantages of Automated Bidding over Manual

• Google’s intimate keyword knowledge will be applied to your campaigns.

• Performance will continually improve as Google learns what keywords and user characteristics lead to higher conversions.

• Prevents common errors that occur in manual bidding.

Disadvantages of Automated Bidding

• Advertisers learn less about the search market, due to yielding control to Google.

• Promised improvements require large amount of data.

Impressions

Each appearance of an ad on the SERP (even if the searcher does not see or click on it).

Click

Each time a searcher clicks on an ad on the SERP.

Click-through-Rate (CTR)

Percentage of impressions that yield a click.

• Typically between 1% to 4%

How to determine if advertising on a keyword is profitable?

Profit per sale x total conversations = the number must be higher than the cost in order for it to be profitable.

Conversion rate

Percentage of visitors who convert.

How to fix low conversion rate:

• Make sure the ad and landing page are relevant to the keyword being searched.

• Make sure the ad and landing page have a compelling offer when compared to other competitors.

• Make sure keywords using broad match are not attracting irrelevant traffic.

• If none of the things above work, pause the keyword.

Return on Advertising Spend (ROAS)

(Total Profit/Total Ad Spend) x 100

Search Query Report

Shows some of the searches that resulted in an ad click.

• Shows where Google chose to show an ad.

• Useful for finding keywords that should be added to the negative keywords list.

• Search reports must be separately pulled for each type of device.

Campaign

A component of your account that allows you to focus your advertising on specific products or services. Each campaign can contain multiple ad groups.

Up to how many campaigns can you have on google Ads?

25

Search Network Only

Allows advertisers’ text ads to display on the keywords they target in Google’s SERPs and other websites that use Google’s search engine results.

Display Network Only

Runs text and banner ads across Google’s ad network.

• This campaign type never shows on Google’s SERP

Search Network with Display Select

Allows text ads to display on the keywords a company selects in Google SERPs, and on other sites that use Google’s search engine results, and websites that display text and banner ads.

• AVOID IN MOST CASES

Shopping

This campaign type allows an advertiser to separately manage its Google Shopping Ads.

Ad Group

A collection of ads within the same campaign that corresponds to a group of related keywords.

An ad's location, bid strategy, daily budget, ad extensions, and more are all determined at what level within the Google Ads account?

The campaign level

Display Network

A group of online publishers that agree to a set of advertising standards dictated by the company managing the ad network.

• Dictates what ad sizes can be displayed.

• Coordinates which ads are displayed at what time.

• Collects payment from advertisers and pays publishers their portion of the advertising revenue.

• Report ad perfomance metrics to advertisers.

Advertisers

Create an upload ad that meet specifications required.

• Manage their ad budget on the display ad platform provided by the display network.

• Set parameters regarding the types of internet users they want to see their ads.

• Possibly what websites they want their ads to run on.

• Receive reports on where their ads were displayed.

• Earn traffic to their website due to the displayed ads.

Publishers

Must create an account with the ad network.

• Website must fit the specifications dictated.

• Incorporates code provided by the ad network that enables the network to load ads into allocated ad space every time a web page loads.

• Paid a percentage of the revenue the display ad network charges advertisers.

Ways to pay for Display Ads:

Choice Bidding

• Cost-per-Click (CPC)

• Cost-per-Mille (CPM)

• Cost-per-Action (CPA)

Choice Bidding, however, is becoming less relevant as Google is beginning to automate it.

Cost-per-Mille (CPM)

Charging a specific amount every 1,000 impressions.