Digital Marketing Fundamentals - 1st edition 2018
Home | Key concepts tests > Chapter 11 > Test 2
Choose method
Show terms
Show definitions
Begin
Google Search Insights
A service that allows webmasters to consult statistics, on the basis of which they can optimise the visibility of their websites within the Google search engine.
Horizontal search results
Compiled search results in a search engine from different sources.
Imperative tense
Verb tense used in sentences that issue a command.
Inside out
Creation of web content based on what the organisation thinks the target segment would like to see.
Interaction
Response from a user within a website or app. Also referred to as: response.
Internal optimisation
Optimising the website for search engines.
Keyword
The words that people use in search engines.
Lead generation
All activities that are aimed at coming into contact with potential customers.
Leads
Data from potential customers.
Lifetime value
Net present value of the expected flow of future net costumer contributions to the company’s operating profit.
Meta description
A short description of the content of the page that is included in the HTML code and visible in the description of the page within search results.
Metadata
Data that is not visible to the visitor that describes the content of a web page. This data is, however, visible to the search engine.
Mobile first
A design principle that focuses on designs for mobile devices. For web texts, this means that you write your text primarily for people who are going to be reading it on a smartphone, and assume that the desktop reader will only benefit from this.
Mobile first index
An index used by Google that records whether websites are suitable for smartphones and which is used for determining organic rankings.
Mobile-first design
A design principle that focuses on designs for mobile devices.
Mousetracking
Research technique that records mouse movements.
Negations
Text in which something is said to be false or is denied.
Neurological research
Research into the responses of the brain and nervous system.
Not provided
Indication for keywords that are not visible in Google Analytics as a result of search queries that, due to privacy considerations, are protected.
Optimisation team
Team of employees that identifies areas for improvement based on data analysis, feedback from users and information from the helpdesk or the service department.
Order forms
Form used to place an order.
Outside in
Content that is tailored to the needs of the target segment.
Quality of websites
The visitor’s perceived value of a website, determined by content, design, structure and usability.
Ratings
Scores or reviews by users of a product or service that indicate the level of satisfaction.
Reading texts
Web text that is often about one specific topic and sometimes contains a lot of information and details.
Response
Response from a user within a website or app. Also referred to as: interaction.
Response forms
Form for leaving a comment or reply.
Responsive web design
Design in which the layout and displayed parts of a website or an email are adapted to fit the screen of the visitor.
out of