Quiz 2 Topics - MKTG 300

SEO

Search Engine Optimization — improving a website to rank higher in search results and attract unpaid (organic) traffic.

Purpose of SEO

To earn visibility by being the best answer to what a searcher is looking for.

Organic traffic

Website visitors that come from unpaid search results (not ads).

Crawling in SEO

When search engine bots (like Googlebots) browse the web to discover new or updated webpages through links.

Google Crawling

Googlebots find a new website, then follow its links to find and explore new URLs.

Indexing in SEO

The process of storing and organizing web content found during crawling so it can be retrieved in search results later.

Ranking in SEO

The order in which indexed pages appear in search results, from most relevant to least relevant.

Phases of search engine processing

Crawling → Indexing → Ranking.

Relevance in SEO

How closely a webpage's content matches the searcher's intent or query.

E-E-A-T

Google's quality guideline — Experience, Expertise, Authoritativeness, and Trustworthiness.

Experience in E-E-A-T

The author has firsthand knowledge or experience with the topic. 📘 Example: A traveler writing about visiting Paris.

Expertise in E-E-A-T

The content is written by someone knowledgeable in the field. 📘 Example: A doctor writing about flu prevention.

Authoritativeness in E-E-A-T

The website or author is recognized as a trusted source. 📘 Example: Mayo Clinic's website is authoritative for medical info.

Trustworthiness in E-E-A-T

The content is accurate, transparent, and credible. 📘 Example: Using clear sources and not spreading false info.

YMYL

"Your Money or Your Life" — pages that could affect a person's happiness, health, safety, or finances.

Example of a YMYL page

A financial advice blog or a medical website.

Google's treatment of YMYL pages

Because low-quality or false info on those pages could harm people's well-being or finances.

Authority in SEO

How credible or reputable a website is in its field, based on trust and recognition.

Backlinks

Links from other websites that lead to your website. They signal credibility to search engines.

Backlinks effect on SEO

More high-quality backlinks = stronger authority = higher ranking potential.

Internal Linking

Linking between pages within your own website to improve navigation and help search engines understand structure.

Topical Relevance for backlinks

Backlinks from websites related to your topic carry more SEO value.

Technical Aspects in SEO

Behind-the-scenes elements that affect how easily search engines can access and display your site (like speed, security, and mobile design).

Site Speed in SEO

How fast a webpage loads; faster sites create better user experiences and rank higher.

Importance of HTTPS for SEO

It secures a website and increases trust, which can improve ranking.

Mobile-Friendliness in SEO

The design and usability of a website on mobile devices.

Mobile-Friendliness

How well a website works on mobile devices; Google prioritizes mobile-friendly sites.

User Signals

Data that shows how users interact with search results, like clicks, time on site, and bounce rate.

Click-Through Rate (CTR)

The % of people who click your site after seeing it in search results.

Dwell Time

How long users stay on a page before going back to the search results. Longer = better quality signal.

Bounce Rate

The % of visitors who leave your site after viewing only one page.

Types of SEO

On-Page SEO, Off-Page SEO, and Technical SEO.

On-Page SEO

Optimizing content and HTML on your website to help it rank higher. Example: Using keywords in headings and meta descriptions.

Off-Page SEO

Improving site reputation and authority through backlinks, PR, and social sharing. Example: Guest blogging on other sites.

Technical SEO

Optimizing backend structure for speed, mobile use, and crawlability. Example: Fixing broken links or using an XML sitemap.

Common SEO Metrics

Organic traffic, keyword rankings, bounce rate, CTR, conversion rate.

Keyword Ranking

The position of a specific keyword or phrase in search engine results.

Conversion Rate

The % of website visitors who take a desired action, like buying or signing up.

Effective SEO Strategies

Keyword research, content creation, link building, mobile optimization, and user experience improvements.

Keyword Research

Finding the terms and phrases users search for to target them in your content.

Content Optimization

Well-written, relevant content helps Google understand your page and rank it higher.

Link Building

Getting other trusted websites to link to your content, boosting authority.

User Experience

If people stay longer, engage, and navigate easily, Google sees your page as more useful.

Long-Tail Keywords

Longer, more specific search phrases that usually have less competition but higher conversion rates. Example: "best vegan dog food for small dogs."

Search Engine Marketing (SEM)

A form of paid advertising that promotes websites by increasing visibility in search engine results pages (SERPs) through paid ads.

Purpose of SEM

To drive targeted traffic quickly by paying for placement in search results. Helps businesses appear when people are actively searching for products or services.

Difference between SEO and SEM

SEO = Organic (unpaid) traffic; SEM = Paid traffic through ads. Example: SEO helps you show up naturally; SEM lets you pay to appear immediately at the top.

Objectives of SEM

Increase visibility in search results, drive conversions (sales, sign-ups, leads), generate qualified traffic from interested users, support brand awareness through consistent exposure.

Search Campaign

Text ads shown on Google search results when users search related keywords.

Display Campaign

Visual banner ads shown on websites across Google's Display Network.

Shopping Campaign

Ads that show product images, prices, and store info directly in Google Shopping results.

Video Campaign

Ads shown on YouTube before or during videos.

Remarketing Campaign

Targets people who already visited your site or interacted with your brand.

Short-Tail Keywords

1-2 words, broad search intent, high volume, high competition.

Branded Keywords

Include your company's name or product.

Non-Branded Keywords

Do not include your company name; general terms.

Broad Match

Ads show for searches related to your keyword, including synonyms.

Phrase Match

Ads show when the search includes your keyword phrase with extra words before or after.

Exact Match

Ads show only when the search exactly matches your keyword or very close variations.

Negative Keyword

Prevents your ad from showing for irrelevant searches.

Ad Extensions

Extra info added to your search ad to make it more engaging and clickable.

Sitelink Extension

Adds extra links below your main ad.

Callout Extension

Adds short phrases to highlight features or benefits.

Call Extension

Adds a clickable phone number to your ad.

Location Extension

Shows your business address and a map link.

Structured Snippet Extension

Highlights categories or types of products/services.

CTR (Click-Through Rate)

% of people who click your ad after seeing it. Formula: (Clicks ÷ Impressions) × 100

CPC (Cost Per Click)

Amount paid each time someone clicks your ad.

Impressions

Number of times your ad is shown to users.

Quality Score

Google's rating (1-10) of ad relevance, CTR, and landing page quality. Higher score = lower CPC.

ROAS (Return on Ad Spend)

Revenue generated per $1 spent on ads. Formula: Revenue ÷ Ad Spend Shows profitability.

Zero-Party Data

Data that users intentionally share with a brand. Example: Preferences selected in a sign-up form ("I prefer vegan recipes").

First-Party Data

Data collected directly from customers by your own site or app. Example: Purchase history, email opens, website behavior.

Second-Party Data

Another company's first-party data shared through a partnership. Example: A hotel chain shares guest data with an airline partner.

Third-Party Data

Data bought or aggregated from external sources, not directly collected from users. Example: Buying audience lists from data brokers.

Newsletter Email

Regularly scheduled emails with updates, news, or educational content. Example: "Weekly Marketing Tips."

Promotional Email

Highlights discounts, sales, or special offers. Example: "Save 20% This Weekend Only!"

Welcome Email

Sent to new subscribers to introduce the brand and encourage engagement. Example: "Welcome! Here's 10% off your first order."

Transactional Email

Sent after a user takes action (purchase, password reset). Example: Order confirmation or shipping updates.

Re-Engagement Email

Sent to inactive subscribers to bring them back. Example: "We miss you! Here's 15% off your next order."

CAN-SPAM Act

U.S. law that sets rules for commercial emails and protects consumers from spam.

Open Rate

% of recipients who open your email. Measures subject line effectiveness.

Unsubscribe Rate

% of people who opt out of your list after an email. High rate signals content fatigue or irrelevant emails.

List Growth Rate

Measures how fast your email list is growing (new subs - unsubscribes). Indicates brand momentum.

Deliverability Rate

% of emails that actually reach recipients' inboxes. Lower rate = possible spam or domain issues.

Spam Complaint Rate

% of recipients who mark your email as spam. Keep this under 0.1% for good standing.