Digital Marketing Midterm - Kocur

4 P’s of Marketing

Product, Place, Price, Promotion

COGS

Cost of goods sold

CAGR

Compound Annual Growth Rate

AIDA

Awareness, Interest, Desire, Action

SEO

Search Engine Optimization

SEM

Search Engine Marketing

Responsive Design

Designing website to react based on format the user is searching on

DNS

Domain Name System

Domain Name System (DNS)

Manages translation of domain names to IP address

Web Hosting Company

company that provides server space for others to run a website

Security Certificate

allows users to access site without being observed by 3rd parties

CMS

Content Management System

URL

Uniform Resource Locater

SSL

Secure Sockets Layer

Secure Sockets Layer (SSL)

older security certificate

TLS

Transport Layer Security

Transport Layer Security (TLS)

encryption SSL

Direct Traffic

offline advertising

Referral Traffic

advertisements

Search Traffic

organic search results

Email Traffic

ads via email

Affiliate Marketing

links to other websites

Demand Generation

consists of marketing activities that increase a potential customer’s desire for the product or service

Demand Harvesting

consists of any activity that increases liklihood of securing purchase from potential who already wants it

ROI

Return on Investment

Digital Marketing Strategy

purposeful selection of digital tactics and budget allocation

Marketing

process of exploring, creating, and delivering value to satisfy needs of target market for profit

Purchase Cycle

how often you need to purchase a product

Share of Wallet

how much of a customer’s wallet is you vs. competition

Knowledge Graph

information that google shows on SERP of people, places, or topics

SERP

Search Engine Results Page

Featured Snippets

answer page at top of SERP

Brand

beliefs, expectations, meaning, customers thoughts, loyalty, attitudes

Brand Elements

name, descriptive word, symbols, colors, fonts/scripts, images

EEAT

experience, expertise, authority, trustworthy

User Generated Content

things generated based on the user more personalized

Schema Markup

HTML code, invisible to users, labels key info to make crawling more reliable

Persona

ficticious person meant to represent segment of customers

Loading Page

first webpage on a site

UVP

Unique value propisition

UX

User Experience

6 User Experience Factors

Findability, Accessability, Desireability, Usability, Credibility, Usefulness

Who is content made for?

customer and search engine

Sitemap

Blueprint of a website

Wireframe

the interior deisgn

RWD

Responsive Web Design

3 questions of design?

What are you offering?
Why should I pick you?
What do you want me to do next?

Alt Text

label or tag that communicates info to web browsers for visually impaired or to browsers that have images deactivated

Backlink

link from external source that points viewers to that webpage; link on any other website that links back to your site

Black-Hat SEO

site practices designed to manipulate search engine into giving good rankings without giving value to users

Bounce Rate

Percentage of sessions that consist of only one page view

CLS

Cumulative Layout Shift

Cumulative Layout Shift (CLS)

indicates whether content shifted when another piece of conten loaded later on the page

Fat-Head

term with high search volume

FID

First Input Delay

First Input Delay (FID)

measurement if time it takes before user can interact with any piece of content on page

Header Tags

markers surrounding a word/phrase on a site that labels sections, makes content more browsable, and stronger clues of topic

Keyword Stuffing

ineffective black-hat practice that involves wing keyword too often within page

Keyword Cannibalization

optimizing multiple pages for the same keyword

Knowledge Graph

information about people, places, and topics google can show on the SERP instead of directing users to external page

LCP

Largest Contentful Paint

Largest Contentful Paint (LCP)

measurement of length of time it takes for page’s main content to appear

Long-Tail Keywords

multiword phrases that are more specific versions of fathead

Meta Description

short description of pages content

How many characters is meta description?

160 or less

NAP

Name, address, and phone number; local search results

Off-Site SEO

creation and spread of content to build quality backlinks to site to improve rankings

On-Site SEO

formatting of content on site to maximize chances of ranking

Organic Search Results

SERP that is not paid for

Ranking

position of site on the SERP

SERP

search engine results page

Search Engine Optimization (SEO)

traffic generated strategy with goal of higher rankings, includes off-site and on-site

Structured Citations

bits of code marking specific types of content for a search engine

Title Tag

webpage tag displayed at top of a browser when one navigates to specific webpage

URL Inspection Tool

tests crawlibility and rendering

XML Sitemap

technical map of site, helps crawlers to index site

3 factors of a good keyword

search volume, competition, relevance

4 kinds of search intent

informational, investigative, transactional, problem/solution

SEM Diagram

SEM
/ \
SEO PPC

/ \
On-Site Off-Site

LLMO

large language model optimization

GEO

generative engine optimization

AEO

agentic engine optimization

AIO

artificial intelligence optimization

Career SEOs

professionals whose job centers on improving the organic rankings of their clients’ websites

Citation

mention of a company’s website without a link

Content Marketing

creation and distribution of media content that entices and engages potnetial customers and has a commercial benefit for the publisher

Directory

website that catalogs links to other websites

Dofollow

any link that does not have a “nofollow” attribute; a link that instructs search engines to follow those links and pass authority to the linked-to page

Guest Blogging

when blog owners allow others to submit content for the blog, usually in exchange for some exposure and a link to author’s website; considered for many years to be a standard practice for getting links

Link

means of navigating from one webpage to another online; links can be text-based or image-based

Link Profile

list of backlinks for a particular site or webpage

Message Boards

internet forum that allows internet users to engage in written conversations

Natural Internal Links

links that lead to another page within same web domain

Natural Outbound Links

links that is a part of a webpage’s content and leads to a page outside web domain

Nofollow

HTML attribute that instructs search engines not to count linked-to sites as endorsements

Paid Links

ad link that an advertiser paid to show on a webpage

White-Hat SEO

site formatting practices designed to accurately inform the search engine about the valuable content available to searchers

AIDA

Awareness, Interest, Desire, Action

3 types of links

Manufactered, Manual, Editorial

Manufactered Links

when a brand’s official website lists and links to you as an authorized seller of their products