Digital & Social Media Marketing Quiz 2 (Cally)

directories

In 1994, search relied on

PhD students

Google was formed in 1998 by…

crawl

Google discovers new/updated content

index

pages stored and organized in Google’s index

rank

algorithms evaluate relevance, authority, and UX

SERP

results displayed based on intent and signals

search engines

drive the majority of website traffic

brand awareness + sales

Visibility in search results =

SEO

optimizing for both humans and search engines

relevance, traffic, and competition

Selection of keywords should be based on…

relevance

match searcher intent (broad vs specific). Considers both your target market and your product

traffic

Focus on keywords people actually search

competition

target achievable keywords

established websites

The internet is really big and really big, _______ on high-traffic search terms

core web vitals

how fast your page loads aka “site speed”, responsiveness, stability

avoid, implement

“Black hat” =

“White hat” = 

black hat

strategies that may provide a temporary boost, but will likely get “punished” by search engine rankings in the long run

white hat

strategies that have long-term gains and sustainability. No substitute for hard work!

hyper text markup language

What does HTML stand for?

(Green) Natural outbound links

Relevant links that fit naturally into the text of the article and are helpful for the reader’s reference. Search engines favor these links. The ultimate goal is to have as many other reputable websites as possible link to your webpage in this way.

(Blue) “Nofollow” links

A webmaster may choose to not give an “endorsement” to search engines of a link on their site, such as those that visitors insert in comments, ads, or paid links.

(Orange) Natural Internal Links

Take visitor elsewhere on the site. Helps search engines discover new content within your site

backlinks

links from external sources pointing to that webpage. Weighted on botha page-level and a domain-level. Can benefit both the page and the domain as a whole.

link neighborhood

avoid being linked to/by spam sites

link diversity

backlinks from a variety of sites

your content is so good that diverse, reputable websites start linking toyou in droves all on their own (not realistic)

What is the ultimate dream of SEO?

editorial, manual, and manufactured

What are the three types of backlinks?

Editorial Link Building

webmaster links to your page because they happen to like your page’s content. A pure endorsement that will improve your search ranking the most.

Manual Link Building

backlinks earned through direct effort, but require a third-party sign-off. Positive for search engines, but not dramatically

Manufactured Link Building

inserted into a webpage without a third party’s approval. These are easy to obtain and less valuable, even negative

content marketing

all about providing value to your customers and potential customers

veiled

If it’s a _____ ad for your business your visitors won’t
like it, trust it, or pay attention to it!

keywords

In order to attract links and search engine traffic, it
must be optimized for

link bait

providing valuable , linkable content on your website so that other websites will naturally reference or link to it without you ever having to ask.

linkable content

can be any content that people want to see from a list, to a downloadable resource, webinar, or a popular video.

authentic, fresh content

Google favors _________, and nothing is
more authentic than what your customers create.

User Generated Content (UGC)

What are the red starbucks coffee cups an example of?

SEO

optimizing for people and search engines

On-site SEO

keywords, relevance, UX, consider competition

Off-site SEO

backlinks, authority, brand mentions

1. Keyword selection

2. Content production

Two main phases of production:

blog posts

• Main objective: Get found on search engines (contains keyword)

• High-level content designed for casual seekers

• Engaging title with interesting, digestible content