The Digital Marketing Universe
What core behavior is the central driving force of all digital marketing?
Search
It's the first step in search engine functionality; the process of gathering data about websites.
Crawling
This is the prof's favorite blow pop flavor.
Sour Apple
What's the formula for creating Value?
Value = Benefits / Cost
This channel gets you to the top of search results instantly, but at a cost.
PPC
Creating & sharing valuable online material that does not explicitly promote a brand.
Content Marketing
The words and phrases used by marketers to targe SEO and PPC campaigns.
Keywords
Name One Component of Google's E-E-A-T Framework
Experience, Expertise, Authoritativeness, Trustworthiness
To increase Value in our equation, what do we need to do to Benefits?
Increase
This organic strategy takes time but can generate free traffic for years.
SEO
What was the satellite in the diagram doing?
Optimizing / orbiting
The marketing process designed to position your webpage near the top of SERPs, organically.
SEO
This off-page SEO strategy helps improve authority by having other sites point back to your website.
Backlinking / Links / Backlinks
To increase Value in our equation, what do we need to do to costs?
Decrease
This form of digital marketing has high conversion because customers have likely opted-in or made a prior purchase.
Email Marketing
Company website, other websites, search engines
The value Google uses to determine your ad position (Max Bid x Quality Score)
Ad Rank
Searching for a specific website address is an example of what type of "search intent"?
Navigational
A company's brand image is an example of which part of the equation?
Benefits
This marketing channel thrives on short-form videos and viral trends.
Social Media Marketing
A form of social media marketing involving endorsements or product placement from individuals with many followers.
Influencer Marketing
Tony's Pizza: Bid $3.00, QS 3
Gina's Pizza: Bid $2.00, QS 6
Gina
This type of SEO is especially important for restaurants, retailers, and other businesses that have a geographically-restricted market.
Local SEO
Offering a "sale" on a luxury item would increase the perceived value of the item by doing this...
Reducing / lowering cost
This marketing channel sends personalized promotions straight to people’s pockets.
Text / SMS Marketing