m445 quiz 2

google, yahoo, bing

examples of search engines

direct

go directly to the website

referral

click a link from another website

paid search

click from a paid search ad

organic search

click from unpaid search results

organic social

click from an unpaid social media post

paid social

click from a paid social media

email

click a link in an email

organic search

the way search engines find the most relevant match to a searcher’s keyword

search engine optimization

the practice of optimizing content in an effort to make it rise to the top of the search results

paid search

the results at the top of the page that appear based on an advertiser buying a particular keyword

search engine marketing

the practice of buying keywords to serve an ad as a response to a search query

move websites to the top of the search engine results page (SERP)

the goal of SEO & SEM is to

first

being ______ in natural search will typically drive 500% more traffic than being 10th

fifth

a result displayed lower than ____ position is viewed by only 20% of users

offsite SEO

the website’s presence outside of your own domain

onsite SEO

the way that content is presented on web page, the better presented your content is, the more relevant Google will see you as

keyword mapping

an SEO strategy to strategically assign target keywords to pages on your site

title tag

an HTML tag of a web page title

anchor text

the visible, clickable text in a hyperlink

high value links

links like news outlets, government sites, college sites

low influence links

personal blogs, hobby blogs, small niche sites

SEO tools

these help guage website’s performance and achieve success - identifies areas of opportunity, alerting fails or concerns that might prevent high ranking and awareness in the SERPs

rank-checking, keyword research, competition intelligence, backlink analysis

SEO tools key features

ranking

the broader concept of how/where a website ranks in search results

position

the exact numerical spot a domain/page holds for a specific keyword

informational

type of keyword: searchers want to find information

navigational

type of keyword: searchers want to find a specific site or page

commercial

type of keyword: searchers want to investigate brands, products, and services

transactional

type of keyword: searchers want to complete a (purchase) action

backlink

a link from another (external) website to your website

rankings

where a website ranks in organic search results for relevant keywords

position

the exact numerical spot a domain/page holds for a specific keyword

ai visibility

(semrush) a metric showing how often your domain is mentioned, cited, or recommended in AI-generated responses

authority

(semrush) value score placed on web domains, a metric that indicates a page’s likelihood of ranking in search results

authority score

(semrush) a compound metric that grades the overall quality of a website or a webpage

link power, organic traffic, spam factors

(semrush) authority score is calculated based on

link power

(semrush) quality and quantity of backlinks

organic traffic

(semrush) estimated average monthly organic traffic

spam factors (natural profile)

(semrush) indicators of potential manipulation or spam in the link profile

informational, navigational, commercial, transactional

(semrush) 4 types of keywords

search volume

a metric showing how many times people search a specific keyword in search engines within given timeframe

keyword difficulty

a metric that measures the SEO effort it would take for your content to rank organically in the top 10 results on Google for a certain keyword

visibility

a metric showing how likely it is for people to see & click on your website in

organic search results

CPC (Cost-per-click) in SEM

A metric that measures how much an advertiser pays each time someone clicks on their ad

pay per click

payment for search ads is made when a user clicks the ad. It is the most common way to bid and pay for SEM campaigns

expected clickthrough rate, ad landing page experience, ad relevance

3 things to how the ad auction works