MKTG 470 Parker Exam Two JMU

Marketers use search for everything

-branding

-online sales

-lead generation

-drive traffic

-provide content

Search Marketing

the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.

Search Engine Marketing

all aspects of search queries, including organic and paid listings although most definitions say organic only

Search Engine Optimization

measures and methods of optimizing online content so that it is indexed - and so that search engines can work out how relevant the content is to any particular search query (SEO is earning traffic through unpaid or free listings)

SERP - Search Engine Result Pages

a search engine's search results that is used to refer to organic results but paid do show up on the page

Moslow's hierarchy moves from top to bottom and from ________ to ________.

essential rankings, improve competitiveness

Most important on Moslow's

crawl accessibility

Least important to Moslow's

snippet/schema markup

Black hat SEO

a dubious SEO approach involving manipulative measures to influence rankings (prohibited)

White hat SEO

SEO measure which compiles with search engine provider's guidelines and focuses on the searching users' needs

Search query

the term used to describe the actual keywords or phrases that a search engine user enters when searching

Short-tail keywords

generic phrases that attract a significant volume of traffic but achieve little income

Long-tail terms

keyword phrases with normally three or more keywords that attract a lower volume of search traffic but are more valuable

Keywords

words or phrases selected when making a search

Meta tag

also known as meta name/element and is the header portion of a site's HTML code

Algorithm

calculations about various issues that search engines use to find the most relevant search results for a search query

Title tag

title in blue bar at top of web page

Meta Descriptions

HTML attributes that provide concise summaries of webpages

Alt tags

short code snippets that allow you to link each images or videos on your page to a short piece of informative text

Anchor text

text in your web page content that is linked to another page

Keyword density

how often a keyword is mentioned on a page

HTML

stands for hypertext markup language, a standard code for tagging text files and formatting the font, color, graphics and hyperlinks

inbound links

links from external websites that lead to your site and do not originate from your domain

Indexing

the operation used by search engines to crawl the web

CTR

click-through rates refers to the ratio of the search result displayed and the click actually made on the search result

link building

The process by which inbound links are generated from other websites

Link juice

The boost to the authority of a website that is given by inbound links from other websites with authority

Nofollow

A tag that is placed in the HTML code to tell search engines that the link is a paid link for which no link juice will be calculated

Black hat SO practices can lead to ...

penalties

Title tags

The title that appears on the title bar of the browser is specified using (displayed on SERPs)

What does a page rank indicate?

1. How important a page is on the web

2. How important a search rankings are on the web

3. How important a search term is on the web

Rankbrain

Google's name for a machine-learning artificial intelligence system that's used to help process its search results

Machine learning

computers with the ability to learn by humans or detailed programming

BERT

google's neural network-based technique for natural language processing

-helps better understand the nuances of words

Google's Search Quality Evaluator Guidelines (E-A-T)

Expertise

Authoritativeness

Trustworthiness

Featured snippet

selected search results that are featured on top of Google's organic results below the ads in a box

3 Traditional Pillars of SEO

1. Usability

2. Relevance

3. Level of Authority

Backlink

also called an "inbound link" or "incoming link" is created when one website links to another (link between is the backlink)

sitemap

a file where you can list the web pages of your site to tell Google and other search engines about the organization of your site content

Social Media and SEO

-promote content by positing it

-monitor conversations on your social media accounts

-encourage user generated content

Two aspects of Search Engine Marketing

-SEO or Organic

-PPC or Paid Search

Elements of Video Marketing Strategy

publish, optimize, promote, analyze

types of video marketing

-slideshows, product demonstrations, how-to tutorials, case studies and testimonials, entertainment, branded content, virtual tours, series, scribing, branching videos

How to create good content

-understand target audience

-decide what type of content

-clear marketing objectives

-integrate, disseminate across channels

-look at your metrics

Ways to promote your video

1. optimize your video with a smile

2. run a video campaign on FB and Twitter

3. Add social share buttons ot your video players

4. ask people to share your video

5. add videos to your email marketing efforts

6. put some money into your video promotion

7. play your video at an event

8. pin your video to the top of your Twitter feed

9. share your video in online communities

Watch time

total amount of time all viewers have spent watching your video (FB = minutes watched, Periscope = time watched)

Average View Duration

how much of the video users are watching

Average Percent Completion

are people watching the entire video?

Engagement

comments, likes?

Audience Retention

how long people are still watching your video

Impressions and Reach

number of times viewers are exposed to posts that contain your video, includes both your posts and shares by others

-reach is also a measure of how often

Storytelling

one of the most powerful ways to breathe life into your brand and often called one of the main components of content marketing approach

Storytelling should involve ...

emotion, authenticity, personal connections, and call to action

Branded content

any content that can be associated with a brand in the eye of the beholder

-can include articles, videos, podcasts, and live elements

One of the top platforms for branded content is ...

Buzzfeed

Branded content is different from straight advertising in that ...

it doesn't openly function as a vehicle for brand promotion but rather as a vehicle for information/entertainment that also functions to promote the brand

Great branded content shares three key characteristics ...

-it entertains

-it doesn't sell the product it sells the "concept"

-it matches tone with audience

branded entertainment

focus is to primarily entertain audiences, it should be relevant to the brand, help communicate its purpose, beliefs, values, or other messages

Visual Storytelling

a marketing strategy that leverages compelling narratives, placing your customer at the heart of the story, staged with an emotional visual media experience and effectively distributed across your buyer's journey

Consumer's prefer content that is ...

images, video, text-based, stories, polls, live video, GIFs, URLs/links, Q&A, UGC

---> in order of importance

collective unconscious

Carl Jung's concept of a shared, inherited reservoir of memory traces from our species' history. These are impulses and imprinted memories that are not part of personal unconscious. this is apart of our brain structure

Nike is a _____ brand archetype

HERO - courageous, motivated by results & mastery

Victoria's Secret is a ____ brand archetype

LOVER - intimate, motivated by connection & belonging

M&Ms is a ____ brand archetype

JESTER - playful/witty, motivated by connection & belonging

Budweiser is a ____ brand archetype

EVERYMAN - friendly/honest, motivated by connection & belonging

Allstate is a ____ brand archetype

CAREGIVER - empathetic/giving, motivated by stability & structure

Microsoft is a ____ brand archetype

RULER - confident/powerful, motivated by stability & structure

Apple is a ____ brand archetype

CREATOR - imaginative/innovative, motivated by stability & structure

Coca-Cola is a ____ brand archetype

INNOCENT - wholesome, motivated by learning & freedom

Google is a ____ brand archetype

SAGE - truth-seeking/objective, motivated by learning and foundation

Jeep is a ____ brand archetype

EXPLORER - adventurous, motivated by learning and foundation

Converse is a ____ brand archetype

REBEL - risk-taking/raw/edgy, motivated by results & mastery

AXE is a ____ brand archetype

MAGICIAN - transformative, motivated by results & mastery

The Hero's Journey involves ...

-Awareness

-Consideration

-Conversion