Digital Marketing and SEO
110 flashcards by MentisLibrary
Technical SEO, paid search auctions, email deliverability, and the attribution models that decide which channel gets the credit. Includes the Core Web Vitals thresholds and the measurement traps that make campaigns look better than they are.
- What is digital marketing?
- Marketing delivered through digital channels: search, social, email, display, video, affiliate, and owned web properties
- What is SEO?
- Search engine optimization: improving a site so it ranks higher in unpaid search results for queries its audience uses
- What are the three pillars of SEO?
- Technical SEO, on page SEO, and off page SEO
- What is technical SEO?
- Ensuring search engines can crawl, render, and index a site efficiently, and that the site meets performance and structural requirements
- What is crawling?
- The process by which a search engine's bot discovers pages by following links and reading sitemaps
- What is indexing?
- Storing and organizing a crawled page so it can be returned in search results
- What is a robots.txt file?
- A file at the site root telling crawlers which paths they should not request
- What is a noindex directive?
- An instruction in a meta tag or HTTP header telling search engines not to include a page in their index
- What is an XML sitemap?
- A file listing the URLs a site wants search engines to know about, with optional metadata such as last modified date
- What is a canonical tag?
- A link element declaring the preferred URL when several URLs serve substantially the same content
- What is duplicate content and why does it matter?
- Substantially identical content available at multiple URLs, which splits signals and can cause the wrong version to rank
- What is a 301 versus a 302 redirect?
- A 301 is a permanent redirect that passes ranking signals to the new URL; a 302 is temporary and signals that the original should be retained
- What is a 404 versus a 410 status code?
- A 404 means not found; a 410 means intentionally gone and permanently removed
- What is crawl budget?
- The number of pages a search engine will crawl on a site in a given period, driven by crawl rate limits and crawl demand
- What is hreflang?
- An annotation telling search engines which language and regional version of a page to serve to which audience
- What is structured data or schema markup?
- Machine readable annotations describing a page's content, enabling rich results such as reviews, FAQs, and product details
- What are Core Web Vitals?
- A set of Google metrics measuring loading, interactivity, and visual stability of a page experience
- What is Largest Contentful Paint?
- The time until the largest visible content element in the viewport has rendered
- What is Cumulative Layout Shift?
- A measure of unexpected visual movement of page content during loading
- What is Interaction to Next Paint?
- A responsiveness metric measuring the delay between a user interaction and the next visual update
- What is on page SEO?
- Optimizing the content and HTML of an individual page: title, headings, body content, internal links, images, and URL
- What is a title tag?
- The HTML element defining a page's title, used as the clickable headline in search results and browser tabs
- What is a meta description?
- A summary tag describing page content, frequently used as the snippet under the search result
- What is an H1 tag and how should it be used?
- The primary heading of a page, describing what the page is about
- What is alt text?
- A text alternative describing an image, used by screen readers and by search engines to understand image content
- What is internal linking and why does it matter for SEO?
- Links between pages on the same site, which distribute authority and tell search engines which pages are important
- What is anchor text?
- The visible clickable text of a link, which signals what the destination page is about
- What is off page SEO?
- Signals from outside your site that affect rankings, principally backlinks, brand mentions, and reputation
- What is a backlink?
- A link from another website to yours, historically the strongest signal of a page's authority
- What is PageRank?
- An algorithm scoring the importance of a page based on the quantity and quality of links pointing to it, treating links as votes that themselves carry weight