Digital Marketing Chpt 7

Search Engine Marketing (SEM)

Meta tags

a small piece of code in a webpage’s HTML that gives information about the page to search engines and browsers.

Search engines

are the focus of attention in SEM because they are the heart of the search process

Universal search

the inclusion of search results from multiple content sources, such as videos, images, news, maps, books, and websites, into one set of research results

Black Hat SEO

refers to deceptive or unethical tactics used to trick search engines into ranking a website higher than it deserves; such as keyword stuffing

White Hat SEO

refers to ethical, approved strategies used to improve a website’s search ranking while following search engine rules (like Google’s guidelines)

Search engines

are software and algorithms, or a website based on search software, that allows users to search for content based on keywords they provide

Keyword

terms, words, or phrases that are selected by the user when making a search in a search engine; also refers to terms that are bid on in a PPC system.

On page

includes the actual words on the webpage and also relied heavily on meta tags, like the keyword meta tag

off-page

considers factors, such as the links pointing to a web page

Search engine marketing (SEM)

The process of getting listed on search engines AND A form of internet marketing that seeks to promote websites by increasing their visibility in search engine result pages

Search engine optimization (SEO)

The process of designing a site and its content whereby search engines find the site without being paid to do so; also known as organic search, natural search, or algorithmic search

Paid search (pay-per-click) (PPC)

based on an advertising model where firms seeking to rank high in specific search categories bid on certain terms, or “keywords,” in the hopes of securing a lucrative ad ranking

Organic/ natural search

Which type of search brings in the majority of website visitors (60-80%) and is the most commonly used resource to navigate websites?

the “description,” which often contains a sentence or two describing the site, often used by search engines in the SERP

First meta tag in a title tag

Title Tag

The beginning of the header section — a useful tag used by search engines as the text of the link in the SERP

a “robots” meta tag that gives website spiders (crawlers) instructions about how they can crawl and index the site

The second meta tag in a title tag

search engine algorithm

displays the search engine’s “best guess” at which pages are most relevant to the user’s search and in which order they should be shown

Page rank

A mathematical algorithm named after Google cofounder Larry Page to indicate how important a page is on the web

search engines

are the focus of attention in SEM because they are the heart of the search process

universal search

The inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results

Directory

an aid in finding websites on the internet; the list of sites is usually arranged by category, and the directory has a search function. EX: Craig’s list

Index

Search engines send out spiders or crawlers that look at websites and categorize them to create indices that are used in specific search queries

Keyword cloud (Word Cloud or Tag Cloud)

a visual representation of the words that appear most frequently on a webpage or in a document

semantic search

focuses on the user’s intent when searching for something

H1 tag

tells Google (and readers) what the page is mainly about; search engines give more weight to these

SEO best practice

Typically, each page should have one H1 tag that clearly describes its content (like a chapter title in a book

Keyword stuffing

Overloading a page with repeated keywords unnaturally.

Hidden text/links

Making text invisible to users but visible to search engines

Content, links, RankBrain

Top Ranking factors on Google (organic)

Content

includes quality and relevance to the desired search topic as well as the location and frequency (density) of keywords on the page

Links

the number of other sites that link to the page, the number of pages the site links to, and their relevancy to keywords and search phrases are most important for the site

RankBrain

A component of Google’s core algorithm that utilizes machine learning to determine a user’s true intent; the tool can match queries to results pages taking into account relevance and the context of the search

Domain name authority

the extent to which that domain name is considered to be a reputable website in a particular category

together

Paid and organic search work…

search engine results page (SERP)

When a user enters a query, the search engine looks for information on the web and returns a list of results known as…