1

SEM & SO Notes

1.Paid vs organic search

Aspect Paid Search Organic Search

Pay-per-click (PPC) or Indirect costs (SEO
Cost
CPM efforts)
Speed Immediate Slow, long-term
Placeme
Above organic results Below paid results
nt
Longevi Ends when budget runs
Lasting impact
ty out
Trust Less trusted by users More trusted by users
Targetin
Highly customizable Limited targeting
g

2. Similarities b/w paid search & organic search.

1. Goal: Driving Traffic

a. Both aim to attract visitors to a website by increasing its visibility
on search engine results pages (SERPs).
2. Keyword Focus
a. Both strategies rely on identifying and targeting relevant
keywords to match user search queries.
3. Search Engine Dependency
a. Both are reliant on search engines like Google, Bing, or Yahoo for
displaying results and traffic generation.
4. User Intent
a. Both serve the goal of connecting businesses with users actively
searching for specific products, services, or information.
5. Impact on Brand Visibility
a. Both improve a brand's presence on SERPs, with paid ads
appearing at the top and organic results appearing below.
6. Performance Tracking
a. Both can be measured and optimized using tools like Google
Analytics, Google Ads, and other tracking platforms.
7. Content Quality Matters
a. Success in both requires high-quality, relevant, and engaging
content. For paid search, this improves ad performance (e.g.,
quality score), while for organic search, it boosts SEO rankings.
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3) Benefits of paid search. Campaign elements.

Benefits of Paid Search

1. Immediate Visibility
2. Precise Targeting
3. Measurable Results
4. Control Over Budget
5. Customization and Versatility
6. Enhanced Brand Recognition
7. Competitive Edge
8. A/B Testing Opportunities
9. Complementary to Organic Search
10. Local Reach
Key Elements of a Paid Search Campaign

1. Goals and Objectives

a. Define what you want to achieve: clicks, conversions, sales,
leads, or brand awareness.
2. Keyword Research
a. Identify relevant keywords and phrases that potential customers
use to search for your offerings.
3. Ad Copy
a. Create compelling headlines, descriptions, and calls-to-action
(CTAs) to attract clicks.
4. Landing Pages
a. Design optimized landing pages that match the intent of the ad
and encourage conversions.
5. Bidding Strategy
a. Choose a bidding model, such as cost-per-click (CPC), cost-per-
thousand impressions (CPM), or cost-per-acquisition (CPA).
6. Ad Extensions
a. Enhance ads with additional information like sitelinks, call
buttons, or location details.
7. Budget and Scheduling
a. Allocate budget limits and define the schedule for when ads
should run.
8. Performance Tracking and Analytics
a. Monitor metrics like click-through rate (CTR), cost-per-click (CPC),
conversion rate, and ROI using tools like Google Ads or Bing Ads.
4)PPC elements and keyword lists
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A PPC campaign includes several components that work together to ensure

effective ad delivery, targeting, and performance tracking. Below are the
essential elements:
1. Campaign Structure
 Campaigns: The highest level of organization, each with specific objectives
(e.g., brand awareness, lead generation).
 Ad Groups: Contain related keywords and ads within a campaign, allowing
for focused targeting.
2. Keywords - The foundation of a PPC campaign, keywords connect user searches
with your ads. They can be categorized as:
o Broad Match: Matches user searches that include any word in your
keyword, in any order.
o Phrase Match: Matches queries that include your keyword phrase in
the exact order but may have words before or after.
o Negative Keywords: Exclude specific words to prevent ads from
showing for irrelevant queries. Example:
 Broad Match: “buy shoes”
 Phrase Match: “buy running shoes”
 Exact Match: “buy Nike running shoes”
 Negative Keyword: “free shoes”
3. Ad Copy
 Headlines: Catch users’ attention; often limited to 30 characters.
 Descriptions: Provide more detail about your offering, typically limited to 90
characters.
 Call-to-Action (CTA): Encourages users to take action (e.g., “Sign up now”,
“Shop today”).
 Ad Extensions: Additional information like sitelinks, phone numbers, or
locations.
4.. Targeting Options
 Demographics: Age, gender, income, education level.
 Geographics: Target specific locations.
 Devices: Desktop, mobile, or tablet targeting.
 Behavioral: Based on user interests or past interactions.
5. Budget and Bidding
 Daily Budget: The maximum you’re willing to spend per day.
 Bidding Strategies:
o Cost-Per-Click (CPC): Pay for each click.
o Cost-Per-Mille (CPM): Pay for every 1,000 impressions.
o Cost-Per-Acquisition (CPA): Pay for each conversion.
 Example:
o Daily Budget: $100
o CPC Bid: $2
o Expected Clicks: 50/day.
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5) User search journey. - The user search journey refers to the stages a
user goes through when interacting with search engines to find information,
products, or services. This journey aligns with the buyer’s journey and
helps marketers understand user intent at different stages
1. Awareness Stage
a. User Behavior: The user becomes aware of a need, problem, or
desire and starts searching for general information or solutions.
b. Search Queries: Informational and broad.
i. Examples:
1. "What is the best workout routine?"
2. "Benefits of running shoes."
c. Intent: Curiosity or research (informational intent).
d. Marketing Focus:
i. Educational content like blogs, guides, or videos.
ii. Use SEO to rank for general, informational keywords.
2. Consideration Stage
a. User Behavior: The user evaluates options and narrows down choices
by comparing products, services, or solutions.
b. Search Queries: More specific and comparative.
i. Examples:
1. "Top running shoe brands."
2. "Nike vs Adidas running shoes."
c. Intent: Evaluation and exploration (navigational or investigative
intent).
d. Marketing Focus:
i. Provide detailed product/service information, comparison charts,
reviews, and case studies.
ii. Use remarketing ads and targeted keywords to stay top of mind.
3. Decision Stage
a. User Behavior: The user decides on the solution or product and is
ready to take action, such as making a purchase or signing up.
b. Search Queries: Transactional and action-oriented.
i. Examples:
1. "Buy Nike running shoes online."
2. "Discount codes for running shoes."
c. Intent: Conversion (transactional intent).
d. Marketing Focus:
i. Create clear calls-to-action (CTAs), optimized landing pages, and
offers like discounts or free shipping.
ii. Use paid search (PPC) for high-intent keywords.
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6)Conversion rate optimization-mobile optimization and landing

page.
Conversion Rate Optimization (CRO) focuses on improving the
percentage of users who take a desired action, such as making a purchase,
filling out a form, or subscribing to a newsletter. Two critical aspects of CRO
are mobile optimization and landing page optimization because they
directly impact user experience and engagement.
Key Strategies for Mobile Optimization
1. Responsive Design
2. Fast Loading Speed
3. Simplified Navigation
4. Clickable Buttons and CTAs
5. Mobile-Friendly Payment Options
6. Integrate mobile payment solutions like Apple Pay, Google
Pay, or PayPal.
Landing Page Optimization for CRO - Landing pages are
standalone pages designed to encourage users to complete a specific action.
Optimizing these pages is critical for maximizing conversions.
Key Elements of an Optimized Landing Page
1. Clear Value Proposition
2.Strong Call-to-Action (CTA) -Use action-oriented language (e.g., “Get
Started Now”, “Download Free Guide”).
3.Relevant and Engaging Content
4. Visual Hierarchy
5. Fast Load Times
7)Ad copy & Account structure, Ad groups
Ad Copy - Ad copy is the text or creative content in your ad designed to
attract and engage potential customers. Effective ad copy is critical to
driving clicks and conversions in PPC campaigns.
Best Practices for Ad Copy
 Highlight Unique Selling Points (USPs): Showcase what makes
your product or service better.
 Use Keywords: Include target keywords to match user queries and
improve relevance.
 Focus on Benefits: Tell users what they gain, not just features.
 A/B Testing: Run multiple versions of ad copy to identify the most
effective one.
 Localize When Needed: Customize copy for local audiences, if
applicable
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Ad Groups - An ad group contains a set of ads and keywords that share

a common theme. Structuring ad groups correctly ensures better ad
relevance and performance.
Best Practices for Ad Groups

1. Use Tight Themes

a. Each ad group should focus on a specific product, service, or
audience segment.
2. Limit Keywords Per Ad Group
a. Include 10–20 closely related keywords to maintain focus.
3. Customize Ad Copy for Each Group
a. Tailor copy to reflect the specific theme and keywords.
4. Add Negative Keywords
a. Prevent ads from appearing for irrelevant searches.
Account Structure - A well-organized account structure ensures
efficient management and high campaign performance. It helps target ads
effectively and analyze performance granularly.
8) Keyword research-search intent and negative keywords.
1. Search Intent in Keyword Research - Search intent (or user
intent) is the primary goal of a user’s search query. Understanding it ensures
your keywords align with what users want, increasing relevance and
conversion potential.
Types of Search Intent
1.Informational Intent
a. Users seek knowledge or answers to questions.
b. Keywords often include words like “how to,” “what is,” “guide,”
“tips.”
c. Examples:
i. “How to tie running shoes”
ii. “What are the best shoes for running?”
2. Navigational Intent
3. Transactional Intent
4. Commercial Investigation Intent

2. Negative Keywords - Negative keywords are terms you exclude

from your campaigns to prevent your ads from showing for irrelevant or low-
quality traffic.
Benefits of Negative Keywords
1. Improve Ad Relevance
2. Reduce Wasted Spend
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3. Increase Click-Through Rate (CTR)

4. Boost Quality Score
9) Purchase decision cycle. Conversion Tracking , Persuading an
audience
The purchase decision cycle describes the stages a customer goes
through before making a buying decision. Understanding this cycle helps
businesses tailor marketing strategies to guide users from awareness to
conversion.
Awareness - The customer becomes aware of a need or problem.
Consideration- The customer explores options and evaluates potential
solutions.
Decision - The customer selects a solution and prepares to act.
Action - The customer makes the purchase or takes the desired action
Post-Purchase - The customer uses the product or service and reflects on
the experience.

Conversion Tracking – It measures the actions users take after

interacting with your ad, email, or website. It helps assess campaign
performance and ROI.

1. Define Conversion Goals - Specify the actions you want to track

(e.g., purchases, form submissions, downloads).
2. Set Up Conversion Tracking Tools
a. Common tools:
i. Google Ads: Add conversion tracking codes to your
website.
ii. Google Analytics: Set up goals or track events.
iii. Facebook Ads Manager: Use the Facebook Pixel for
tracking.
3. Integrate Tags or Pixels - Add tracking snippets or pixels to your
website’s relevant pages (e.g., the “Thank You” page).
4. Test the Setup - Verify the tracking system is capturing data
accurately.

Persuading an Audience - Persuading your audience involves

influencing their behavior or decisions through effective communication and
marketing tactics.

1. Social Proof
a. Use testimonials, reviews, and case studies to show others trust
and value you’re offering.
2. Scarcity
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a. Highlight limited availability or time-sensitive offers to create

urgency.
b. Example: “Only 3 left in stock!”
3. Authority
a. Leverage endorsements, certifications, or expert opinions to
establish credibility.
4. Reciprocity
a. Offer something of value upfront (e.g., free trials, ebooks) to
encourage reciprocation.
10) Maximizing the impact of proposal, Quality score and Ad rank
Maximizing the Impact of Proposals
Proposals play a critical role in persuading stakeholders or clients to take
action. To maximize their impact:
1. Understand the Audience
2. Structure the Proposal Effectively
3. Use Persuasive Language
4. Leverage Visuals and Design
5. Address Objections Proactively
6. Proofread and Edit
Quality Score in Paid Search – It is a metric used by platforms like
Google Ads to evaluate the relevance and quality of your ads, keywords, and
landing pages. It ranges from 1 to 10, with higher scores resulting in better
ad placement and lower costs.
Factors Affecting Quality Score

1. CTR (Click-Through Rate)

a. Higher CTR signals relevance to user queries.
2. Ad Relevance
a. How closely your ad copy matches the intent of the keyword.
3. Landing Page Experience
a. The quality, relevance, and usability of the landing page tied to
the ad.
Ad Rank - It determines your ad’s position on the search results page. It is
calculated by multiplying the Quality Score with the Max CPC Bid and
factoring in other elements like ad extensions and auction-time relevance.
Ad Rank=Quality Score×Max CPC Bid
12. What is domain authority?
Domain Authority (DA) is a search engine ranking score developed by Moz
that predicts how well a website will rank on search engines. It is scored on a scale
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from 1 to 100, with higher scores indicating a higher likelihood of ranking well in
search results.
 How It's Calculated: Domain Authority is based on multiple factors,
primarily focusing on the quality and quantity of backlinks to a website. It
also considers the website’s age, size, and overall trustworthiness. Key
factors include:
o Backlink Profile: The number and quality of backlinks from other
reputable websites.
o Linking Root Domains: The number of unique domains that link to
your website.
o Moz Rank and Moz Trust: Metrics that measure the popularity and
trustworthiness of a site.
Example: If two websites are competing for the same keyword, the one with
a higher DA is more likely to rank better, assuming other factors are equal.

11) Account elements-search query and three keyword matches.

Search Query
A search query is the actual word or phrase typed by a user into a search
engine like Google. These are the specific terms that trigger your ads to
appear. It’s important to track search queries because they help refine your
keyword strategy, ensuring you target the most relevant traffic and avoid
irrelevant clicks.
Keyword Match Types
Keyword match types define how closely a user’s search query must
match your target keyword for your ad to appear. There are three main
types of keyword match: Broad Match, Phrase Match, and Exact Match.
Each has its own impact on the volume of traffic, relevance, and control over
who sees your ads.
a) Broad Match
 Definition: Your ad may show for any search query that includes the
keyword in any order, along with related variations, synonyms, and
even misspellings.
 Example: If you target “running shoes”, your ad may appear for
queries like “buy sneakers”, “running footwear”, or “best shoes for
jogging”.
b) Phrase Match
 Definition: Your ad will show for search queries that contain the target
keyword in the exact order, with additional words before or after the
keyword. It allows more control than broad match.
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Example: If you target “running shoes” with phrase match, your ad


can show for “best running shoes for beginners” or “cheap running
shoes sale”, but not for “running sneakers” (because the word order is
different).
c) Exact Match
 Definition: Your ad will only show for search queries that exactly
match the keyword or are very close variations (e.g., plurals,
misspellings).
 Example: If you target “running shoes”, your ad will show only for
searches like “running shoes”, “running shoe”, or “run shoes”.

12) Bidding- bid auction , Scheduling Ads

Bid Auction
The bid auction is the process through which platforms like Google Ads or
Bing Ads determine which ads to display in response to a search query and
their order on the search results page.
Factors Affecting the Bid Auction:
 Max CPC Bid: The maximum amount you're willing to pay for a click.
 Quality Score: Google evaluates your ads based on relevance,
landing page quality, and historical performance.
 Ad Extensions: Extra information (e.g., phone number, location, site
links) can increase the visibility and relevance of your ad.
 Ad Relevance and Landing Page Quality: Ads and landing pages
with higher relevance typically have a better chance of winning at a
lower bid.
 Expected Impact of Extensions and Other Ad Formats: These are
additional features like callout extensions, sitelinks, etc., that can
enhance ad performance.
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Scheduling Ads (Ad Scheduling) – It allows you to control when

your ads are shown, optimizing your budget for specific times or days of the
week. This feature is important for aligning your ads with when your target
audience is most likely to engage or convert.
 Optimize Budget: Focus your budget on peak hours or days when
conversions are more likely to occur.
 Improve Relevance: Show ads during specific hours or days when
your products or services are more relevant (e.g., restaurant ads
during lunch hours).
 Increase Efficiency: Prevent wasteful ad spend during off-peak hours
or times when customers are less likely to convert (e.g., middle of the
night).
3) Difference b/w on page and off page optimization

13) Campaign optimization-bid adjustment steps, why bid on

devices, and optimize for devices
Campaign optimization is the ongoing process of improving your paid
search campaigns to increase performance, reduce waste, and maximize
return on investment (ROI). One of the key strategies in this process is bid
adjustments, which allow you to fine-tune your campaigns for better
efficiency. Additionally, device bidding and optimizing for devices are
crucial to ensuring your ads are seen by the right users on the right devices.
Bid Adjustment Steps
Bid adjustments allow advertisers to increase or decrease their bids based on
specific factors such as device, location, time of day, audience, and more. By fine-
tuning your bids, you can improve your campaign performance, especially when
certain factors are more likely to drive conversions.
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Steps for Bid Adjustments:

1. Review Historical Data
2. Identify Opportunities for Bid Adjustments
3. Adjust Bids
Optimizing for Devices - Optimizing for devices means adjusting not only your
bids but also the way your ads are presented and the user experience across
devices. The goal is to provide the best possible experience for users based on the
device they’re using and, in turn, maximize conversions
Why Bid on Devices?
Device bidding refers to the practice of adjusting your bids based on the type of
device a user is using to search (e.g., desktop, mobile, tablet). Bidding on devices
allows you to optimize your campaigns by taking into account how user behavior
changes across different devices.
14) Overcoming objections-pre handling
Pre-handling objections involves anticipating potential concerns or
resistance that prospects may have before they raise them. By addressing
objections proactively, you can increase the chances of a positive response
and build trust with your audience. This technique is widely used in sales,
marketing, and even in paid advertising to ensure smoother conversions and
reduce hesitation.
Method How It Helps
Understand Common Identifies key concerns early on and allows for
Objections proactive solutions.
Address Objections in Ad Directly tackles potential concerns in messaging, building
Copy trust.
Build Trust Early Establishes credibility and addresses concerns before
they arise.
Ask Qualifying Questions Uncovers potential objections early and allows you to
address them.
Reframe Objections Turns objections into opportunities to highlight
product value.
Clear Value Proposition at Reduces objections related to cost, value, and
Checkout ease of purchase.
1) SEO - SEO is the practice of optimizing websites or web pages to improve
their visibility in search engine results pages (SERPs) through organic
means (i.e., without paying for placement). SEO involves various strategies
and techniques that focus on increasing traffic and visibility, such as
optimizing site content, improving user experience, and building backlinks.
key elements of SEO:

1. On-Page SEO
a. Involves optimizing the content and HTML source code of a web
page. This includes using relevant keywords in titles, meta
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descriptions, headers, and URLs. The goal is to make it clear to

search engines what the content is about.
2. Keyword Research
a. Identifying the right keywords to target is crucial. These are the
words or phrases that users type into search engines. Tools like
Google Keyword Planner help find high-volume, low-competition
keywords to rank for.
3. Technical SEO
a. Focuses on optimizing the technical aspects of a website, such as
site speed, mobile-friendliness, URL structure, and ensuring that
search engines can crawl and index the site correctly.
4. Content Creation
a. Quality content is vital for SEO. It must be engaging, informative,
and align with user intent. Creating valuable, keyword-optimized
content helps improve rankings.
5. Backlinking
a. Acquiring backlinks from reputable websites increases the
domain authority of your site.
2) 3 pillars of SEO, SEO Algo- crawling, indexing and ranking
SEO can be broken down into three essential pillars that work together to
improve a website's visibility on search engines. These pillars are:
1. Technical SEO -This pillar focuses on the backend elements of a website
that affect how search engines crawl and index the site. Key aspects of
technical SEO include:
i. Site Speed: Ensuring that your site loads quickly.
ii. Mobile-Friendliness: Ensuring your site is optimized for mobile
devices.
iii. URL Structure: Clean, descriptive, and user-friendly URLs.
2. On-Page SEO - This pillar refers to optimizing individual web pages to make
them more attractive to search engines and users. On-page SEO includes:
i. Keyword Optimization: Ensuring your target keywords are
strategically placed in titles, headings, content, and URLs.
ii. Content Quality: Creating high-quality, relevant, and valuable
content for users.
iii. User Experience (UX): Improving website navigation, design,
and accessibility.
3. Off-Page SEO -This pillar focuses on activities outside of your website that
can influence its ranking. The most common off-page SEO strategies include:
i. Backlinks: Acquiring links from high-authority external sites to
boost credibility and trustworthiness.
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ii. Social Signals: While not a direct ranking factor, social media
engagement can increase traffic and brand visibility.
iii. Brand Mentions: Online mentions of your brand or website,
even without direct links, can improve authority
SEO Algorithm: Crawling, Indexing, and Ranking
1. Crawling
a. Crawling is the process by which search engines discover new
and updated content on the internet. Search engines use
crawlers or spiders (like Googlebot) to follow links across
websites and gather information about new pages or content.
b. Crawlers start from a list of known web pages and then follow
links from these pages to discover additional content. Crawling
ensures that the search engine is aware of the content and can
potentially index it.
2. Indexing
a. After a page is crawled, the search engine must decide whether
to index it, meaning it adds the page to its database of content.
The search engine looks at the content of the page (text, images,
and other media) and assesses its relevance.
b. If the page is deemed valuable, it is added to the index. If not, it
may be discarded, and the page won’t appear in search results.
Search engines also take into account canonical tags, which
help them determine the primary version of a page when there
are duplicates.
3. Ranking
a. Ranking is the process by which search engines determine the
order in which indexed pages should appear in search results.
Pages that are deemed more relevant, trustworthy, and high-
quality are ranked higher.

4) Features and key differences between long tail and short tail
keywords
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1. What's a robots.txt file? What is a spider/crawler?

A robots.txt file is a text file placed on a website to give instructions to
web crawlers (bots) about which pages or sections of the site should or
should not be crawled and indexed by search engines.
 Location: The file is typically located at the root of the website (e.g.,
www.example.com/robots.txt).
 Purpose: It controls search engine bots' access to specific parts of the
website. For example, you might not want search engines to crawl
confidential pages, admin sections, or duplicate content.
A spider or crawler is a type of automated software program used by
search engines to explore the web. They "crawl" websites by following
links to gather information about web pages.
 Purpose: Crawlers visit websites, collect content, and then index it for
search engines like Google, Bing, etc., so that it can be served to users
in search results.
 How It Works: The spider starts at a list of web URLs. It downloads
and analyses the content of the page.
 Main Function: To gather and index content for search engines. To
understand how to rank pages based on relevance and content.
Example: Googlebot is Google’s web crawler. It checks your website and
stores information in Google's database, allowing your website to appear
in search results.
Would you like to dive deeper into any of these concepts? 😊

5) Technical optimization, SERP, SEO Objectives

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Technical SEO Optimization – It refers to optimizing the technical

aspects of a website to ensure that it meets the requirements of modern
search engines for crawling, indexing, and ranking. The goal is to improve
the website's performance, ensure search engines can access and
understand its content, and enhance user experience.
1. Website Speed: Site loading times are crucial for both user experience and
search engine rankings. Slow websites may have high bounce rates and
lower engagement.
Mobile Optimization: With mobile-first indexing, it's essential that websites are
optimized for mobile devices.
Secure Sockets Layer (SSL): Websites using HTTPS are given preference over
non-secure HTTP sites.
SERP (Search Engine Results Page)
The SERP is the page that a search engine returns after a user enters a
query. It contains a list of results that the search engine has deemed most
relevant to the user's search query. SERP elements may include organic
search results, paid ads, knowledge graphs, images, videos, and local
results.
Key Elements of SERP:

1. Organic Results: The non-paid listings on the search results page. These
results are ranked based on factors like content relevance, backlinks, and
technical SEO.
2. Paid Search Results: These are advertisements that appear at the top,
bottom, or side of the search results. Paid results are typically labeled as "Ad"
or "Sponsored."
3. Featured Snippets: A boxed section at the top of the SERP displaying an
answer to a search query directly. Featured snippets may include lists,
paragraphs, or tables extracted from web pages.
4. Knowledge Graph: A box that appears on the right-hand side of the SERP
with quick facts or details about a particular entity (e.g., a person, place, or
thing). It pulls data from trusted sources like Wikipedia.

SEO Objectives
The objectives of SEO are the goals you aim to achieve through the
optimization of a website or web page to improve visibility, traffic, and
conversions. These objectives guide SEO strategies and tactics, ensuring
measurable results.
Key SEO Objectives:

1. Increase Organic Traffic:

2. Improve Search Engine Rankings:
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3. Enhance User Experience (UX):

4. Increase Conversion Rates:
5. Establish Brand Authority:

6) Turning research into control, Mini technical SEO Audit

Turning research into control in SEO involves gathering data, analyzing it,
and then implementing actionable strategies based on findings to improve
your website’s performance. By conducting research and then taking control
of SEO elements, you can optimize your website more effectively and drive
better results.
Steps to Turn SEO Research into Control:
 Conduct Thorough Keyword Research: Identify high-value,
relevant keywords that your target audience is searching for. Use tools
like Google Keyword Planner, SEMrush, or Ahrefs to find the best
keywords to target.
 Analyze Competitors: Conduct a competitive analysis to understand
how your competitors are ranking for similar keywords. I
 Technical Audit: Perform a technical SEO audit to identify issues that
could affect your website’s performance
 User Intent Mapping: Map keywords to the specific intent of the user
(informational, transactional, navigational, etc.).
 Improve Site Architecture and Navigation: Ensure that your
website’s structure is logical and that users and search engines can
easily navigate between pages.
Mini Technical SEO Audit – It is a simplified version of a full technical
SEO audit. It focuses on key technical factors that impact a website’s
visibility, user experience, and performance in search engine results. Here's
a step-by-step process for conducting a basic technical SEO audit:
Steps for a Mini Technical SEO Audit:
1. Site Crawling and Indexing Check: Use tools like Google Search
Console, Screaming Frog, or Ahrefs to crawl your website and
identify any pages that are blocked from indexing or have crawl issues.
2. Check Site Speed: Run your website through tools like Google Page
Speed Insights or GT metrix to analyze your site’s loading time.
3. Mobile-Friendliness: With mobile-first indexing, it’s crucial that your
site is mobile-friendly. Use Google’s Mobile-Friendly Test to ensure
your site displays correctly on mobile devices.
4. SSL Certificate: Check if your website uses HTTPS. Google considers
SSL as a ranking factor, and sites with SSL certificates are more
secure.
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5. 404 Errors and Redirects: Identify any 404 errors (broken links)
using Google Search Console or Screaming Frog.

1. What are QR match types, how they are denoted, and how many
are there?
In the context of Google Ads, the term "QR match types" likely refers to
Keyword Match Types, which are fundamental in determining how closely
a user's search query matches your keyword. Here’s an explanation:
Keyword match types allow advertisers to control which search terms can
trigger their ads. There are three main match types (plus a variant):
1. Broad Match:
o Denoted as: No special symbols, e.g., keyword.
o How it works: Matches your ad with searches that include any words
related to your keyword, including synonyms and variations.
o Example: Keyword women's hats may match searches like "ladies'
hats" or "buy hats for women."
2. Phrase Match:
o Denoted as: Quotation marks, e.g., "keyword".
o How it works: Matches your ad with searches containing the exact
phrase or a close variant, with words before or after it.
o Example: Keyword "women's hats" may match "buy women's hats" or
"women's hats on sale" but not "hats for women."
3. Exact Match:
o Denoted as: Square brackets, e.g., [keyword].
o How it works: Matches your ad with searches that are identical or
close variants of the exact keyword.
o Example: Keyword [women's hats] may match searches like "women's
hats" or "women hats" but not "buy hats for women."
2. What's Google Ads & why are they called SEM Marketing tools?
Google Ads is an online advertising platform developed by Google, where
advertisers can create and run ads to reach their target audience. It allows
businesses to promote their products or services across Google Search, YouTube,
Google Display Network, and other partner sites.
2. Search Engine Marketing (SEM):
o SEM is a digital marketing strategy focused on increasing visibility on
search engine results pages (SERPs) through paid advertising.
o Google Ads is one of the most widely used platforms for SEM because
it displays ads at the top or bottom of Google search results.
3. Key Features of SEM in Google Ads:
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o Targeted Keywords: Advertisers select specific keywords relevant to

their products or services to trigger their ads when users search for
those terms.
o Real-Time Bidding (RTB): Google Ads uses an auction system to
decide which ads appear for a given search query.
o PPC Model: Advertisers only pay when users interact with their ads,
ensuring cost-efficiency.

4. What's PPC? What is real-time bidding?

 PPC (Pay-Per-Click) is an online advertising model where advertisers
pay a fee each time someone clicks on their ad. It’s a way to buy visits
to a website rather than earning them organically through SEO. PPC is
commonly used in SEM and platforms like Google Ads, Bing Ads, and
social media channels.
Example: If a company bids on the keyword "buy laptops" and a user clicks
on the ad, the company pays for that click, even if the user doesn’t make a
purchase.
 Real-Time Bidding (RTB) is a programmatic advertising technology that
enables the buying and selling of ad impressions in real-time auctions.
It happens automatically and in milliseconds, as a webpage or app
loads for a user.
Example: If a user visits a travel website, advertisers like airlines, hotels, or
travel agencies can bid in real-time to show their ads to that specific user.
5. Different types of campaigns on Google Ads?
1. Search Campaigns - Ads appear on Google’s search results pages when
users search for specific keywords.
 Purpose: Drive traffic to your website or landing page by targeting users
actively searching for related products or services. Ad Format: Text ads.
 Example: A user searching for "buy shoes online" might see an ad for a
footwear brand.
2. Display Campaigns - Visual ads appear across the Google Display Network,
which includes millions of websites, apps, and Gmail.
 Purpose: Build brand awareness and engage users who may not be actively
searching for your product. Ad Format: Image, video, or rich media ads.
 Example: An ad for a vacation package appearing on a travel blog.
3. Shopping Campaigns - Product ads appear in Google Shopping results and
the main Google search results page.
 Purpose: Showcase products with images, prices, and descriptions to drive
sales for e-commerce businesses. Ad Format: Product listing ads with images,
titles, prices, and store details.
 Example: A user searching for "smartphone under $500" might see a carousel
of product ads from different sellers.
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4. Video Campaigns- Video ads run on YouTube and other video partner sites.
 Purpose: Build brand awareness, promote products, or drive conversions
through engaging video content. Ad Format: Skippable or non-skippable in-
stream ads, bumper ads, discovery ads, or outstream ads.
 Example: A 30-second video ad for a fitness app playing before a YouTube
workout tutorial.
5. App Campaigns - Promotes app downloads or in-app actions across Google
Search, Display, YouTube, and the Google Play Store.
 Purpose: Increase app installs or drive user engagement within your app.
 Ad Format: Automated ads created from your app’s details (text, images, and
videos).
 Example: A gaming app ad appearing on the Play Store or within another
app.
6. Explain different types of audiences on Google Ads? (In-
market, Affinity, Topics, Keywords)
1. In-Market Audience - These are users actively researching or
comparing products and services in a specific category and are likely to
make a purchase soon.
 Purpose: Target users with high purchase intent, making it ideal for
conversion-focused campaigns.
 Example: A user browsing travel websites and searching for "cheap
flights to Paris" would be placed in the "Travel" in-market audience.
2. Affinity Audiences - These are users with long-term, consistent
interests and hobbies (not necessarily tied to immediate purchase intent).
 Purpose: Build brand awareness by targeting users who align with your
brand's values or offerings.
 Example: A user who frequently visits tech blogs, watches gadget
reviews, and searches for new devices might belong to the "Tech
Enthusiasts" affinity group.
3. Topics - Topics allow advertisers to target or exclude users viewing
content related to specific categories or themes.
 Purpose: Show ads on websites, apps, or videos that match the chosen
topic.
 Example: If you select the "Fitness" topic, your ads will appear on
fitness blogs, workout tutorial videos, or related apps.
4. Keywords - Keywords target users based on their search queries or
the context of the content they are viewing.
 Purpose: Match ads with relevant user intent, whether they are actively
searching for a product/service (Search Network) or reading related
content.
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 Example: A business selling running shoes might target keywords like

"best running shoes" or "buy running shoes online."
7. Different bidding strategies? (Enhanced CPC, Maximize
Conversion, Maximize Clicks)
1. Enhanced CPC (eCPC) -It is a manual bidding strategy with an automatic
adjustment feature. Google adjusts your manual bids in real-time to increase the
chances of conversions.
 Purpose: Optimize for conversions while maintaining control over manual
bids.
 Best For: Advertisers who want better results but still prefer some control
over their bids.
 Example: If your base bid is ₹10, Google might raise it to ₹13 for a high-
probability conversion click or lower it to ₹7 for a less valuable click.
2. Maximize Conversions - An automated bidding strategy where Google tries
to get the maximum number of conversions within your budget.
 Purpose: Drive as many conversions (e.g., purchases, sign-ups, form
submissions) as possible for the set budget.
 Best For: Advertisers focused on increasing the number of conversions.
 Example: If your daily budget is ₹1,000, Google will allocate it across bids to
maximize the total number of conversions.
3. Maximize Clicks - An automated bidding strategy focused on getting the
most clicks possible within your set budget.
 Purpose: Increase website traffic and brand visibility.
 Best For: Advertisers prioritizing traffic to their site rather than immediate
conversions.
 Example: If you have a ₹2,000 daily budget, Google will try to get the
maximum clicks for that budget.
8. What's the character limit for search ads? (Title - 90,
Description - 120)
The character limits for Google Search Ads are as follows:
1. Headline (Title): Up to 30 characters per headline. You can include
up to 3 headlines, so the combined maximum is 90 characters.
2. Description: Up to 90 characters per description. You can include up
to 2 descriptions, so the combined maximum is 180 characters.
Ad Components in Detail:
1. Headlines: The clickable part of the ad that appears at the top. Make
it engaging and relevant to attract clicks. Example: "Buy Sports Shoes
Online - 50% Off Today"
2. Descriptions: Provides additional details about your offer or product.
Helps users understand why they should click. Example: "Explore the
latest collection of sports shoes. Free shipping on all orders!"
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8. What are extensions? Name different types of extensions (Call,

Site link, Location).
Extensions are additional pieces of information that you can add to your
Google Ads to provide more context and increase ad visibility. They enhance
your ad by making it more useful and attractive, often leading to higher
click-through rates and better performance.
1. Call Extensions: Add a phone number to your ad, making it easier for
users to call your business directly.
o Best For: Businesses that rely on phone leads or want to drive
direct customer inquiries.
o Example: "Call Us at 123-456-7890 for Instant Support!"
2. Sitelink Extensions: Provide additional links to specific pages on
your website, such as product pages, services, or special offers.
o Best For: Highlighting multiple offerings or directing users to
deeper sections of your site.
o Example: Links like "Shop Now," "Contact Us," or "View Offers."
3. Location Extensions: Display your business’s address, phone
number, and a map link. This helps users find your physical location
easily.
o Best For: Local businesses or stores aiming to drive foot traffic.
o Example: "Visit Us: 123 Main Street, New York, NY."
9. What is indexing? What is Search Console used for?
Indexing is the process where a search engine stores and organizes the
content it discovers during the crawling process. After a spider (or
crawler) scans a web page, the search engine indexes it, meaning the
page is added to the search engine’s index.
Example: If you create a blog post, once a search engine bot crawls it, the
post will be indexed. Later, when users search for related topics, your blog
post can appear in search results.
Google Search Console (GSC) is a free tool offered by Google that
allows website owners to monitor, maintain, and troubleshoot their
website's presence in Google search results. Primary Uses:
o Monitor Search Performance: Track clicks, impressions, CTR
(click-through rate), and average position of your website's
pages in Google Search.
o Submit Sitemaps: Helps Google find and crawl all your
website's pages by submitting an XML sitemap.
o Crawl Errors: View any issues Googlebot may have encountered
while crawling your website (e.g., broken links or pages that
couldn’t be found).
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Example: If you're running an e-commerce website and notice a drop in

search traffic, you can use Google Search Console to identify issues like
pages being excluded from indexing or errors preventing Google from
crawling your site.
10. Name some SEO tools? (SEMrush, AHREFS, MOZ)
SEMrush Features:
 Keyword Research: Discover profitable keywords, track rankings, and
analyze competitors’ keywords.
 Competitor Analysis: See what keywords your competitors are ranking
for and how they perform.
 Site Audit: Conduct comprehensive SEO audits of your website, find
issues, and get actionable insights to improve performance.
 Advertising Research: Offers insights into competitor ad strategies on
Google Ads.
Example: You can use SEMrush to track your keyword rankings and perform
a website audit to fix technical SEO issues, which can improve your search
engine visibility.
2. AHREFS Features:
 Backlink Checker: Provides detailed data about backlinks, including
who is linking to your site, their domain authority, and anchor text.
 Site Explorer: Analyse your website or any competitor’s website for
organic traffic, backlinks, and top-ranking pages.
 SEO Audit Tool: Identify on-page issues such as missing meta tags,
broken links, etc., and track SEO health.
Example: AHREFS is ideal for backlink analysis. If you're building backlinks,
you can track competitor backlink strategies and identify high-quality
websites to acquire links from.
3. MOZ Features:
 Keyword Explorer: Find high-potential keywords and get search
volume, difficulty, and SERP analysis.
 Site Audit Tool: Perform site audits to identify on-page SEO issues,
such as broken links, missing meta descriptions, or issues with page
speed.
 Link Explorer: Check your website’s backlink profile and compare it
with your competitors.
 Moz Bar: A browser toolbar that provides SEO metrics for any
webpage, including domain authority, page authority, and links.
Example: If you're working on improving your site’s ranking, you can use Moz
to track your rankings and optimize individual pages based on their SEO
24

recommendations.
11.Explain different measurement metrices for different Google Ad
campaign?
1. Search Campaigns
 Objective: Drive traffic, leads, or sales.
o CTR: Percentage of users who clicked on your ad after seeing it.
o Quality Score: A measure of the relevance of your keywords, ads, and
landing page.
o CPC (Cost Per Click): Amount paid for each click on your ad.
o Conversion Rate: Percentage of clicks that result in a conversion (e.g.,
purchase, sign-up).
2. Display Campaigns
 Objective: Build brand awareness or retarget audiences.
o Impressions: Number of times your ad was displayed.
o CTR: Indicates how engaging your display ad is.
o Cost Per Thousand Impressions (CPM): Cost to display your ad 1,000
times.
o Engagement Rate: User interactions such as clicks, video plays.
3. Video Campaigns (YouTube Ads)
 Objective: Increase engagement, views, or brand awareness.
o View Rate: Percentage of people who watched your video ad after it
started.
o CPV (Cost Per View): Average cost of a single video view.
o Watch Time: Total time viewers spent watching your video ad.
o Engagements: Clicks on CTAs, overlays, or companion banners.
4. Shopping Campaigns
 Objective: Drive product sales through visually rich product ads.
o Impressions: Number of times your product ad appeared.
o CTR: Reflects interest in your product listings.
o ROAS (Return on Ad Spend): Revenue generated per dollar spent on
ads.
o CPC: Cost per click for product ads.
o Product Performance: Metrics for specific SKUs (e.g., clicks, sales, and
conversions).
5. App Campaigns
 Objective: Drive app installs or in-app actions.
o Installs: Number of app downloads.
o Cost Per Install (CPI): Average cost of an app installation.
o In-App Actions: Engagements like purchases, sign-ups, or
subscriptions.
o Conversion Rate: Installs or actions divided by ad impressions or clicks.
12.Name different types of YouTube Ads?
25

1. Skippable In-Stream Ads

 Description: Ads that play before, during, or after a video. Viewers can
skip the ad after 5 seconds.
 Best For: Brand awareness, reach, and engagement.
 Payment Model: Cost Per View (CPV) or Cost Per Thousand Impressions
(CPM).
2. Non-Skippable In-Stream Ads
 Description: Ads that must be watched fully (typically 15–20 seconds)
before the main video starts.
 Best For: Maximum brand exposure.
 Payment Model: CPM (Cost Per Thousand Impressions).
3. Outstream Ads
 Description: Mobile-only video ads that play on partner websites and
apps outside YouTube.
 Best For: Expanding reach beyond YouTube’s platform.
 Payment Model: CPM (for viewable impressions).
4. YouTube Shorts Ads
 Description: Ads tailored for YouTube Shorts, appearing between
vertical video content.
 Best For: Reaching younger, mobile-first audiences.
 Payment Model: CPM or CPV.
5. YouTube Shopping Ads
 Description: Interactive video ads integrated with product cards or
carousels that let viewers directly shop.
 Best For: E-commerce businesses looking to drive sales.
 Payment Model: Target ROAS or CPC.

13. SEO vs SEM

SEO SEM
It is a part of SEM. It is used for traffic generation and is a
superset of SEO.
The Click-Through Rate (CTR) of SEO is The Click-Through Rate (CTR) of SEM is
higher than SEM. lower than SEO.
Traffic potential is unlimited. Traffic potential is limited depending on
the budget.
Competition is lesser due to the Competition is higher in the targeted
requirement for organic content areas.
The SEO search result doesn’t target SEM search result targets the selected
any audience. audience.
26

Example: Backlinks creation Example: Google Ads

14. What are all services a digital marketing organisation provides?
A digital marketing organization offers a wide range of services to help businesses
build their online presence, engage with their audience, and achieve marketing
goals.
1. Search Engine Optimization (SEO)
 Keyword Research & Strategy: Identifying high-traffic, low-competition
keywords.
 On-Page SEO: Optimizing website content, metadata, and structure.
 Off-Page SEO: Building backlinks and managing external factors.
 Technical SEO: Ensuring website performance and fast loading speeds.
2. Pay-Per-Click Advertising (PPC)
 Google Ads: Running search, display, and shopping campaigns.
 Social Media Ads: Advertising on platforms like Facebook, Instagram,
LinkedIn, and Twitter.
 Remarketing Campaigns: Targeting users who have interacted with your site
or ads.
 Programmatic Advertising: Using AI to buy and optimize ad placements.
3. Social Media Marketing (SMM)
 Profile Management: Creating and managing accounts on platforms like
Facebook, Instagram, LinkedIn, and TikTok.
 Content Creation: Developing engaging posts, videos, and stories.
 Community Management: Interacting with followers and responding to
comments.
 Social Media Strategy: Planning campaigns for audience growth and
engagement.
4. Content Marketing
 Blog Writing: Creating SEO-optimized blog posts.
 Video Marketing: Producing promotional videos, explainers, and tutorials.
 E-books and Whitepapers: Developing downloadable resources for lead
generation.
 Content Strategy: Aligning content with business goals and audience
interests.
5. Email Marketing
 Campaign Management: Designing and executing email campaigns.
 Automations: Setting up workflows for abandoned carts, welcome emails, etc.
 List Segmentation: Tailoring messages for different audience segments.
 Performance Tracking: Monitoring open rates, click-through rates, and
conversions.
15.What is T shaped marketer?
A T-shaped marketer is a professional with broad knowledge across various
aspects of marketing and deep expertise in one or a few specific areas. The
"T" metaphor represents their skill set:
27

1. The Horizontal Bar: Represents a wide understanding of multiple

disciplines, such as SEO, content marketing, social media, paid
advertising, analytics, and email marketing. This breadth allows them
to collaborate effectively with specialists in different areas and
understand how various marketing channels interact.
2. The Vertical Bar: Represents deep expertise in a particular area, such
as SEO, PPC, or social media strategy. This depth enables the marketer
to execute and strategize effectively in their specialty.
Example of a T-Shaped Marketer
 Broad Skills: Understands the basics of PPC, social media marketing,
email campaigns, and web analytics.
 Deep Expertise: Is highly skilled in SEO, capable of executing technical
audits, keyword strategies, and optimizing on-page content.
16.What is Sitemap and format of Sitemap?
A sitemap is a file that provides search engines with a structured list of
all the important pages on a website, helping them crawl and index the
content efficiently. It acts as a roadmap for search engine bots, guiding
them to the most critical parts of your site.
Types of Sitemaps
1. XML Sitemap: Lists URLs along with metadata like the last modified
date, priority, and change frequency.
2. HTML Sitemap: Provides a clickable list of important pages to
improve user navigation.
3. RSS/Atom Feeds: Helps search engines discover recently updated
content.
4. Image Sitemap: Includes image-specific metadata to help search
engines index images.
Format of Tags in an XML Sitemap
1. <urlset>: Encapsulates all URLs in the sitemap. The xmlns attribute
defines the namespace.
2. <url>: Represents each individual page.
3. <loc>: Specifies the URL of the page.
4. <lastmod> (optional): Indicates when the page was last updated (in
YYYY-MM-DD format).
5. <changefreq> (optional): Suggests how frequently the page is likely to
change (e.g., daily, weekly, monthly).
17. What is Tiny png and what it is used for?
TinyPNG is an online image optimization tool that uses smart lossy
compression techniques to reduce the file size of images. It primarily
28

supports PNG and JPEG formats, and its goal is to maintain visual quality
while significantly reducing file size.
TinyPNG Used For
1. Website Optimization: Reducing image file sizes improves website
loading speed, leading to better user experience and SEO rankings.
2. Saving Bandwidth: Optimized images consume less bandwidth,
which is especially beneficial for users with limited data or slow
internet connections.
3. Improving Performance for Mobile Users: Faster loading images
enhance performance on mobile devices, where connection speeds can
vary.
4. Reducing Storage Needs: Smaller image sizes help save storage
space on servers and devices.
5. Email Attachments: Optimized images ensure email attachments
don’t exceed size limits and load faster.
6. Social Media & Digital Marketing: Compressed images are easier
to share and maintain quality when uploaded to social media platforms
or used in ads.