Digital Marketing Ch. 7

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Across
  1. 6. percentage of times a particular word is used on a website page in comparison to the number of words on that page.
  2. 10. a machine learning query enhancement tool. The tool can match queries to results pages taking into account relevance and the context of the search.
  3. 13. website that works to help users find the things they want to find on the internet.
  4. 15. a mathematical algorithm named after Google co-founder Larry Page to indicate how important a page is on the web; used as a metric when evaluating websites.
  5. 17. the title the user sees in the blue bar at the top of the web page; also known as the “HTML title tag.”
  6. 18. displays the search engine’s “best guess” at which pages are most relevant to the user’s search and in which order they should be shown.
  7. 19. an aid in finding internet websites; list of sites, usually arranged by category, and a search function.
Down
  1. 1. process of getting listed on search engines.
  2. 2. process of designing a site and its content whereby search engines find the site without being paid to do so; also known as “organic search,” “natural search,” or “algorithmic search.”
  3. 3. programs that “crawl” the web and follow every link or piece of data that they see and bring this information back to be stored; also known as “robots.”
  4. 4. a section in the HTML header section of a website that can be used to describe the site in more detail, including content and keywords; also known as “meta name,” or “meta element.”
  5. 5. a list of results displayed to the user from their query.
  6. 7. where the information index, which has categorized websites as a best fit to certain keywords, is stored
  7. 8. the paid aspect of SEM based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or “keywords” in the hopes of a lucrative ad ranking; also known as “pay-per-click (PPC).”
  8. 9. the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results.
  9. 11. what the user is actually searching for online.
  10. 12. using a local search term in a search query.
  11. 14. terms, words, or phrases that are selected by the user when making a search in a search engine; also refers to terms that are bid on in a PPC system.
  12. 16. focuses on the user’s intent when searching for something.