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Exams > Digital and Social Analytics Exam 2 > Flashcards

Digital and Social Analytics Exam 2 Flashcards

1
Q

SEO

A

Search engine optimization
-practice of increasing quantity and quality of traffic to your website through organic search engine results

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2
Q

Search Engines

A

want to match people browsing with relevant content
- conversion rate

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3
Q

conversion rate

A

see AND buy; many people see

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4
Q

Rank Matters

A

SERP

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5
Q

SERP

A

Search engine result page (first few are critical to traffic)

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6
Q

How much of the internet search traffic does google own?

A

90% (bing owns 6%)

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7
Q

We have been seeing what within mimic pro

A

Ad rank (SEM)

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8
Q

What is the unpaid version of SEM referred to as?

A

SEO- organic or natural

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9
Q

Who searches the internet?

A

Google’s spiders

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10
Q

Not searching the internet

A

Google doesn’t search the internet as you need it; they’ve already searched it and pull it from their database

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11
Q

Robots.txt.

A

html to tell it to ignore a website/ not catalog it

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12
Q

Webpage marketing 101

A

SEO vs SEM

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13
Q

SEO (full description)

A

Organic based on:
-content= need words for what you are looking for
-structure= Google deprioritizes badly formed html
-links (references)= if people link to site it increases your results

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14
Q

SEM

A

paid placement of ads in search results:
-keywords
-campaigns
-metered/structured budgets= structure how you spend

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15
Q

The old days: Meta tags

A

key words in head of document to tell google what the site was about
- abused by people “stuffing” the key words with stuff just to drive up traffic

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16
Q

Common Meta tags

A

<meta name= “ “ content= >
-“ “= description, keywords, author, viewport

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17
Q

viewport

A

tells device if people are allowed to pinch (zoom) or not

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18
Q

SEO- HTML

A

Use <h1></h1>… <h6></h6>
Use paragraphs
Use attribute for images
-alternative text for what it is
Do not “game” the system, they detect and remember it
SEO layers on website

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19
Q

AMP

A

Accelerated mobile pages
-standard to help mobile users

Google gives credit if pages can load quickly on mobile device (SPEED MATTERS!)
HTML, javascript

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20
Q

Caching

A

Leaving something for someone else to find later
-allows content to be shared for a certain amount of time closer to where the users are using it

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21
Q

WYSIWYG Editors

A

What you see is what you get
A note to editors: Some editors let you control the HTML, others don’t
A fine level of control allows for better SEO, but also requires more talent to manage
- some editors do it for you- still have to know jargon and impacts

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22
Q

Matts Meta Message

A

CONTENT WINS EVERYTIME
quality content= quality traffic

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23
Q

CSS

A

Cascading style sheets
-control layout, color, look, and feel

24
Q

Three ways to accomplish

A
  1. In line:

<div> Content </div>

  1. Style tag in the head tag (internal)

<div> Content </div>

  1. Separate file (external)

<link></link>

25
Three basic ways (to CSS text)
By element By ID By class
26
By element

content

p{color:#EEOOFF;}
27
By ID

Content

#Mynamehere {color:#004433;}
28
by class

Content

Another name here {color:#223311;}
29
MOST IMPORTANT (CSS) ADVICE
The world of CSS is seriously BIG Code--> test--> fix-->code-->test-->fix-->...
30
Location Analytics
Location Data Types
31
Location Data Types
Address based location Latitude/longitude (drop pin on map)
32
Latitude/Longitude
Drop pin on map Works on GPS Data - doesn't work on address based
33
Postal address is challenging
Many different ways to express
34
International addresses are difficult when...
-Ethnocentric -only use numbers
35
How should I construct the postal code
15 characters of characters and numbers (not five like the US)
36
Locations
Phone=GPS: -Phones can collect GPS data --In app or background
37
Website Visiting
IP address VPN iBeacons/ Bluetooth NFC RFID
38
IP address
Geolocation translation (best guess, not precise)
39
iBeacons/ Bluetooth
can tell when phone comes into range
40
NFC
Near Field communication (tap to pay-but more-->airdrop)
41
RFID
Radio Frequency Identification -Make sure to talk about tunneling
42
GIS tools/systems (not simple)
Geographic Information Systems ...
43
Google Maps and Google Fusion Table
Maps +Fun (pin drop on many locations)
44
ERSI
This is the cadillac Arc GIS is awe inspiring --> You need serious cash or a relationship with a provider (helps with layering, crime hot spotting, exact pin dropping, etc.)
45
Microsoft and SQL server
they've added a specific data type for coordinate based systems
46
Geometry
Critical for doing things like drawing zip code maps
47
Advantage and disadvantage of SILOS
silo-ed practices vs combined practices -Social analytics - Traditional Business Data Sources - Website analytics
48
Silo-ed practices
all separate jobs less argument but less collab
49
Combined practices
Collab and shared resources
50
Javascript
Action, like movement and calculations
51
HTML
structure of tags
52
Three basic languages/ building blocks
HTML CSS JAVASCRIPT
53
JAVASCRIPTS
-Client side language that runs in the browsers context -event driven--> click a button, move a mouse, change a field, etc. >On click (), Om command (), on mouse over()
54
interpreted language (javascript)
the source code is provided each time and then executed by the browsers engine
55
Libraries
common to use libraries others have written (copy and paste Java into HTML) just include in HTML and "things happen"
56
AJAX
Asynchronous JavaScript and XML -Allows JavaScript to interact web server without reloading the page
57
Box Model
Margin- How much space before drawing thing Border- around drawing Padding- Between border and drawing Content- the "drawing"

Exams (15 decks)

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