3686117
Description
Flashcards by Alex Whitty, updated more than 1 year ago
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Created by Alex Whitty
over 8 years ago
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| Question | Answer |
| How does SEO differ from PPC? | SEO is concerned with natural, organic (unpaid) processes to boost index and ranking |
| What are the two fundamentals of SEO? | On-page optimisation and off-page optimisation |
| What is on-page optimisation? | Refining the website to increase index and ranking by search engines |
| What is off-page optimisation? | Developing quality inbound links from relevant websites |
| Which factors are important to Google indexing? | Search terms used Location of searcher Location used in search Are they logged in? (Google+) Search history Are they using a mobile device? |
| Which factors are important to Google ranking? | Domain Site and page quality Freshness (up to date) Is it safe? (https) User context: location, search history On/off page SEO Multi-regional & multi-lingual 200+ more |
| Features of on-site optimisation | Site content and structure Headings (h1-h6) URLs Alt & Meta tags Sitemaps Code analysis & structure |
| 3 areas for SEO success | Search engine - understands what you do Competitor - out-bid/outperform for keywords Customer - ensure it is relevant |
| What are the (5Ps) customer insights of online searches? | Person: who they are, segmented and qualified needs Place: location and destination Priority: indicator of timeframe Product: what is important for customer Purchase: where or how customer wants to buy |
| What are the business benefits of SEO? | Increased Click-through-rate Increased engagement Increased conversions |
| What are the marketing benefits of SEO? | Increased visibility Credibility and status (reputation) Market leadership Competitive advantage |
| What are the KPIs for SEO? | Visitor numbers Page views CTR Downloads Conversions/transactions Website engagement |
| How does content improve SEO? | Make it unique, relevant, up-to-date, easy to navigate. Include copy, photos, videos, slides etc. |
| What is the difference between an inbound link and an internal link? | Inbound link is from an another website. Internal link is from one page to another page, navigating the viewer around the same website. |
| How to increase inbound links | Get customers to link social media to website Build a company blog Create inspiring content that goes viral Earn increased exposure through giveaways, contests, press releases and product launches |
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