D098 Weakspots (SEO & Web Dev)

An independent book retailer hosts private monthly book readings for existing customers to strengthen relationships with customers and increase sales of new books. Which stage of the consumer buying journey is this book retailer targeting?

Loyalty loop

A user downloads a free game to a smartphone. Before the game begins, a digital message from the game company appears across the bottom of the screen promoting the game's new features. The user can exit this message. Which type of content is this user receiving?

Pop-up

Which common bidding method for display advertisements has the goal of increasing brand awareness and visibility?

Clicks

Impressions

Conversions

Views

Impressions

A marketer sends focused queries and sets factors around experiments, such as advertisement timing, length of time in market, statistical importance, or target region. Which type of testing is being used by this marketer?

Content testing

Experience testing

Usability testing

Parameter testing

Parameter testing

An online flower shop had an unexpected surge in clicks and sales conversions after posting a promotional offer online. Which type of testing will allow the owner to measure the impact of this offer on the user experience?

Multivariate testing

Parameter testing

Usability Testing

Effectiveness testing

Usability Testing

Which digital marketing technique attempts to make a website's structure easier to navigate for search engines?

Technical optimization

Embedded hyperlinks

Off-page optimization

Website path analysis

Technical optimization

A company bids on keywords to drive more traffic to its website and creates advertisements around those keywords to be displayed in search results. Which digital marketing approach is this company using?

Pay-per-click

A company purchases advertisements for certain keywords and pays each time an ad is clicked by a user. Which digital marketing approach is this company using?

Search engine marketing

An individual is searching for information about a local band on a music store's website landing page but mistakenly clicks on an ad that takes the individual to another page. The individual can see that the page is on the same website because of the navigation bar. Which action should the individual take to return to the landing page?

Use a breadcrumb link

A company decides to use an email service provider (ESP) for an upcoming marketing campaign. What should the company consider when choosing this marketing service?

Type of data analytics reporting available

An apparel company that sells snow gear is in the process of automating its marketing efforts to collect data from customers in a new target market. How will the company benefit from this data collection process?

A more efficient lead management process

Which process is used by marketers to rate leads on their propensity to convert?

Lead scoring

A marketer is using the part of a decision tree that will note actions taken by a customer so the right message can be sent at the right time to that person. Which part of the decision tree is being used by this marketer?

Node

Branch

Pathway

Outcome

Node

Why should a company measure its social media share of voice (SOV)?

To identify the advertising weight of a brand relative to competitors

Which type of social media management tool provides research and analysis of publications that are released by industry participants?

Competitive intelligence

A marketing department purchases space on a number of websites to promote its products, to generate awareness for the product line, and to increase recognition for the organization. Which digital marketing specialization is represented by this work?

Digital advertising

Describe the three steps of the lead management process:

lead capture, lead is then qualified and finally lead nurturing

simple random sampling,

where software selects random sets from the entire data set

stratified sampling

where software creates subsets of data based on common characteristics then randomly draws samples from subsets

cluster sampling

where the entire data set is divided into subsets based on a defined factor, then a random sampling is analyzed

multistage sampling,

a more complex version of cluster sampling using second-stage clusters

systematic sampling

where a sample is derived by sampling at a set interval from the larger data set (e.g., every twentieth row in a spreadsheet)

third-party cookies:

cookies that are created by domains other than the one a user visits directly, used for cross-site tracking, retargeting, and advertising.

External benchmarking

involves identifying a relevant pool of competitors and creating a detailed analysis comparing performance on key metrics.

Internal benchmarking

identifies the most effective practices of each campaign, program, or site to replicate them.

What are the three key priorities for web development optimization?

User experience

Shareability

Findability

Task analysis, also known as usability testing:

refers to evaluating a product or service by testing it with representative users. During a test, participants will try to complete typical tasks while observers watch, listen, and take notes.

Tree testing

allows an organization to test the usability of a website structure for finding specific topics. Think of it as a reverse card sort because it is used to verify structure or test an existing structure.

Card sorting

a quick and easy method to create a useful information architecture. One variation involves writing names of content elements on cards and having members of the target audience sort them into categories.

M-commerce

online transactions and purchases using smartphones and other mobile handheld devices.

5 Planes of web development:

· Strategy plane: focuses on the needs of users and the business.

· Scope plane: defines functional and content requirements.

· Structure plane: defines the patterns and sequences of the user experience.

· Skeleton plane: considers navigation, interface, and information design.

· Surface plane: attends to the sensory experience of the user

User experience (UX)

can be defined as all the experiences (physical, sensory, emotional, and mental) that a person has when interacting with a digital tool.

User interface (UI)

is the user-facing part of the tool or platform and is the part of the actual website, application, or tool that the user interacts with.

Identify and briefly describe the five major types of digital advertisements

· Paid search

· Display advertising

· Pop-up advertisements

· Mobile advertisements

· Video advertisements

Digital advertising

= online advertising.... refers to using paid advertisements to promote and market products, services, organizations, and brands online. This includes display advertisements found on websites, paid advertisements on search engine results pages (SERPs), advertisements placed in emails and on social networks, and video and content advertising.

Web analysis tools

provide critical information for tracking metrics relevant to off-page optimization (and on-page optimization too). With web analysis tools, incoming links (backlinks), keyword significance, and current rankings can be tracked

white hat SEO:

on-and-off page best practices that follow search engine rules to improve SEO Rankings. Tend to produce long-term, durable results.

black hat SEO:

Practices that attempt to game or manipulate search engine rules to improve SEO rankings. Intentionally break the search engine rules to improve their ranking short term success before being shut down or banned.

A backlink, also referred to as an inbound link:

is a link pointing to one website from another website. Backlinks from reputable sources are important in establishing the trustworthiness and authority of a website, as they represent a vote of confidence.

A web page should not have a keyword density of more than 3 percent in its text.

If you do, search engines could think you are spamming, or using keyword stuffing, and this will hurt ranking on the SERP.

Type of search:

Informational Search

Navigational Search

Transactional Search

INTENT:

Informational Search = Know"

Navigational Search= "Go:

Transactional Search = Do"

Identify at least three factors that impact rankings

Factors that affect SERP rankings include the location of the word in the page title, the response speed of the page, and the authority associated with the domain.

Crawl:

systematically collect information on web pages on the internet, where search engine spiders or bots travel from link to link. Crawlers can be given simple instructions for a website through files and tags, or through an XML sitemaps file that lists specific URLs to crawl.

Rank:

use of algorithms to order and return results to a user's search query based on information about web pages indexed by the search engine. The goal of the algorithms is to deliver the best result possible based on the data the crawlers found and placed in the index.

Index:

the process of adding content collected by spiders or bots to search engine databases. The indexing process is made less effective if it encounters invalid HTML and indecipherable multimedia files, and it is enhanced when it detects semantic HTML and microformats that hint at relevant content on the page.

Amplification measurement:

determines the rate at which followers share content.

Sentiment measurement

Tracking both positive and negative statements to measure social media engagement

Share of voice

Counting the number of mentions or conversations about a brand or company

· Earned media

is content that is publicly gained from another person —Any online word-of-mouth mentions or testimonials

The 4-1-1 rule

of the content mix guidelines suggests posting four pieces of informational content, one piece of shared content, and one piece of promotional content.

Thematic content:

a common topic or category that is explicit and implicit in the message meaning.

robots.txt

A robots.txt file is a plain text file placed in a website's root directory that provides instructions (directives) to web crawlers (bots) about which parts of the site they can or cannot access and crawl, helping manage server load and control search engine indexing, though it's a guideline, not a security measure, as malicious bots can ignore it. It uses rules like User-agent (to target specific bots) and Disallow (to block paths) and is crucial for guiding search engines like Google, while also directing AI crawlers and including sitemaps for better discovery, but it must be located at yourdomain.com/robots.txt