DIgital Marketing Notes

Researching your customers
Creating an accurate customer persona begins with research. You’ll need data about your
customers, including demographics like age, location, household, education, and
occupation. You’ll also need data that describes your customers’ goals and barriers (or
pain points).
Companies gather this type of data using analytics tools, customer interviews, surveys,
focus groups, and other research methods.
Here are some examples of questions you might ask to gather customer data:
 What is your age?

 What is your education level?
 Where do you live?

 Whom do you live with?
 What is your occupation?
 What are your primary activities on a typical workday? What about on the
weekend?
 What challenges do you face?
 What do you value most?
 What are your goals?
SCO
Beginner SEO terms
You’ve learned the basics of search engine optimization (SEO) and how it works. Now, it’s time to
review the SEO terms you’ve learned and introduce a few more that you’ll learn about later in this
course. This glossary will help you become familiar with some of the beginner SEO terms and
definitions you may need to know for an entry-level position in digital marketing or e-commerce.
Bounce rate: The percent of visitors that view one page and then leave the site.
Breadcrumbs: A row of internal links at the top or bottom of the webpage that allows visitors to
quickly navigate back to a previous section or the home page. Also known as a breadcrumb trail.
Broken link: A link that leads to a webpage that no longer exists. For example, the webpage may have
been deleted, or the content may have been moved to a different location.
Crawl: The process of looking for new or updated webpages. Google discovers URLs by following links,
by reading sitemaps, and by many other means.
Crawlers: Automated software that crawls (fetches) pages from the web and indexes them.
Domain: The core part of a website’s URL, or internet address. For example, in the URL
www.google.com/ads, the domain name is google.com.
Googlebot: The generic name of Google's crawler.
Google knowledge panels: Information boxes that appear on Google when you search for people,
places, organizations, or things that are available in Google’s knowledge database.
Index: Google stores all webpages that it knows about in its index (similar to the index in the back of a
book). The index entry for each page describes the content and location (URL) of that page.
Keyword: A word, or multiple words, that people use to find information, products, or services online.
Keyword research: The process to find terms and phrases that potential customers are typing into
search engines.
Meta description: Provides the search engines a summary of what the page is about. In some
situations, this description is used in the snippet shown in search results.
Mobile-friendly: A webpage that is designed to load quickly and render well on a phone screen.
Organic search: Unpaid results a search engine produces when a search is performed.
Rank: A webpage’s position in the search engine results pages (SERPs), which is determined by an
algorithm.
Rich results: Enhanced results in Google Search with extra visual or interactive features.
Search algorithm: Automated process that helps locate information to answer a user’s query.
Search engine optimization (SEO): The process of making your site better for search engines.
Search engine results pages (SERPs):The results pages that appear when someone performs a search
query.
Sitemap: A file where you provide information about the pages, videos, and other files on your site, and
the relationships between them. Search engines like Google read this file to crawl your site more
efficiently.
Structured data: Code used to better describe a webpage’s content to search engines.
Subdomain: The subset of a larger domain used to organize an existing website into a different page
URL. Subdomains are usually found at the beginning of a URL. For example, support.google.com is a
subdomain of google.com.
URL: The address of a webpage or file on the Internet. For example, www.google.com.
Webpage title: Provides users and search engines the topic of a particular page.
404 page: A page that informs the user that the webpage they were trying to visit does not exist.
Page speed inside - Tool help you to find
outhow much time an image takes when it is
uploaded
Set up business details on Google
The following steps detail the process of setting up a brand’s business details for a knowledge
panel on Google.
Step 1: Create a Google Business Profile

For business owners who run local brick-and-mortar businesses, like a restaurant or shopping
retailer, the first step in establishing business details is to create a Google Business Profile.
Google Business Profile is a free tool that allows local businesses to tailor how their
business information appears on Google Search and Google Maps. Owners can post hours of
operation, their products and services, accept online orders, and more. You can create and
manage a business profile directly in Google Maps or Google Search.
Step 2: Verify website ownership

The next step is verifying the website ownership in Google’s Search Console. Search
Console is a powerful Google tool that helps you better understand how your website is
performing, allows you to optimize visibility of your websites, and provides other services.
You’ll learn more about services the Search Console offers in a later section of the course.
Verifying your website through Search Console is important because it ensures that you have
control over how your website is presented on Google and have access to sensitive Google
Search data for your site.
Step 3: Update the website’s Google knowledge panel

After you're verified as an official representative, you can sign in to the Gmail account
associated with the entity that you represent and update your Google knowledge panel
information.
Updating these details overrides the publicly available information that Google algorithms
automatically find and inputs for you.
Step 4: Add structured data for rich results

Rich results are Google Search results that go beyond the standard blue link. They can
include carousels, images, or other non-textual elements. As a digital marketer, you’ll want to
make sure your website is eligible for rich results because it helps your business stand out.
To help your business become eligible for rich results, you must add structured data.
Structured data is a standardized format for providing information about a page and
classifying the page content. It should be noted that adding structured data doesn’t
automatically ensure that rich results will be added to your business’s search results page.
You can learn more about creating structured data by reading a document on the Google
Search Central website titled Understand how structured data works.
Once you’ve added structured data, you can check its accuracy by entering your website’s
URL on Google’s Rich Results Test page.
Step 5: Highlight customer support methods

Be sure to include ways that your website’s visitors can access helpful information or reach
you for customer support needs. These include but are not limited to your contact number and
email address.
Competitior sping tools

1. Sprout Social
2. lSocial blade
3. Spyfu
4. Moz
5. BuzzSumo

DIgital Marketing Notes

Uploaded by

Copyright:

Available Formats

DIgital Marketing Notes

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

DIgital Marketing Notes

Uploaded by

Copyright:

Available Formats

Researching your customers

 What is your age?

Googlebot: The generic name of Google's crawler.

Step 1: Create a Google Business Profile

Step 2: Verify website ownership

Step 3: Update the website’s Google knowledge panel

Step 4: Add structured data for rich results

Step 5: Highlight customer support methods

Competitior sping tools

You might also like