Sohel Rana

Activity Overview
In this activity, you will write a post-purchase customer satisfaction survey to identify areas for improvement with a company’s products and online shopping experience.

A customer satisfaction survey is a tool that measures how products and services supplied by a company meet or surpass customer expectations. Surveying customers can help you learn about their demographics, understand their needs and interests, and uncover any issues they have had related to your products or their shopping experience.

Be sure to complete this activity before moving on. The next course item will provide you with a completed exemplar to compare to your own work. You will not be able to access the exemplar until you have completed this activity.

Scenario

Review the scenario below. Then complete the step-by-step instructions.

You are an e-commerce analyst for Dress and Play, an e-commerce business that sells gently-used clothing and toys for babies and toddlers. One of Dress and Play’s business goals for the year is to improve their conversion rate by 10%. In order to achieve this objective, you are writing a customer satisfaction survey to uncover any issues customers might have with Dress and Play’s products or online shopping experience and identify areas for improvement.

Step-By-Step Instructions

Step 1: Access the template

To use the template for this course item, click the link below and select “Use Template.”

Link to template: Customer satisfaction survey

OR

If you don’t have a Google account, you can download the template directly from the attachment below.

Step 2: Invite the customer to take the survey
To get customers to complete your survey, explain its purpose: to identify areas for improvement. Also, be sure that your invitation is written in Dress and Play’s casual and playful brand voice.

In the Form description section of the survey form, write one or two sentences inviting the customer to complete the survey.

Form description section for the Dress and Play customer satisfaction survey
Step 3: Add demographics questions
Demographics questions can help you better understand your target audience. Since the goal of this survey is to identify areas of improvement in order to increase conversion rates, it's important to gather information about which demographic groups may not be converting as frequently and why.

Demographics questions can ask about things like customers’:

Age

Location

Gender identification

Marital/domestic partnership status

Number of children

Education level

Income level

Asking personal questions is a sensitive and challenging space to navigate, so be mindful of which questions you include and how you ask them. Only ask questions that are relevant to the goal of your survey, and be sure to ask them in clear, respectful ways that are inclusive, provide for flexible responses, and encourage people to share more about themselves. For example, some customers may not feel comfortable revealing their exact age, so it’s best to include age ranges in your answer choices. You can also include a “Prefer not to answer” option or add space for people to write in their own answer, when logical.

Follow these steps to add three demographics-related questions to your survey form:

Write your question in the Demographics Question space.

Write your first answer in the Option 1 space under your question.

Click Add option to add additional answers.

Click Add “Other” to provide space for people to write in their own answer.

Demographics question section with multiple options
Step 4: Add a satisfaction scale matrix
Satisfaction scale questions measure how customers feel about specific aspects of your business. Answers to these questions can help with things like product development and website improvement. They can help you assess customers’ pain points and provide effective solutions.

Customer satisfaction questions can assess respondents’ feelings about things like:

Variety of products

Quality of products

Availability of products

Value for money

Ease of website use

Ease of checkout process

Website features

Customer support

There are several question types that can be used to assess customers’ satisfaction. A matrix format enables you to ask several questions in a row that have the same response options.

Follow these steps to add a satisfaction scale matrix to your survey form:

In the Satisfaction Scale Prompt/Question space, add a question or prompt that tells the customer how you want them to evaluate the components that follow (for example, “Rate your satisfaction with the following:”).

In the Rows section, add at least five criteria that you want customers to evaluate (for example, “the variety of products on our website”). The criteria you add should tie back to the goal of the survey: to identify areas for improvement. Click Add row for each additional component.

In the Columns section, add a range of customer responses (for example, “Very satisfied,” “Satisfied,” “Neutral,” etc.). Click Add column for each additional response.

Satisfaction scale prompt or question space with options for rows and columns
Step 5: Add a Net Promoter Score question
One of the most common types of survey questions is the Net Promoter Score, or NPS, question. To review, a Net Promoter Score is a metric that helps predict future customer engagement by answering the question “How likely is it that you would recommend our product to a friend?” The NPS question is designed to be measured over time so that you can see how your efforts affect customer satisfaction.

Follow these steps to add a Net Promoter Score question to your survey form:

In the NPS Question space, add the question “How likely is it that you would recommend Dress and Play to a friend?”

In the Label spaces, add terms that indicate the value of the numbers on the scale (for example, “Not at all likely” and “Extremely likely”).

NPS question section with optional label spaces
Step 6: Add open-ended questions
Open-ended survey questions allow customers to express their opinions in their own voice, rather than selecting pre-written responses. These types of questions encourage participants to be honest and may help you uncover insights that you may have otherwise overlooked. Remember to keep your questions short and simple and to avoid asking leading questions. Leading questions nudge your participants to answer in a certain way. Also, be sure to mark these types of questions as optional.

Follow these steps to add two open-ended questions to your survey form:

In each Open-ended Question space, add an open-ended question that aligns with the goal of the survey and encourages the customer to provide thoughtful, honest feedback.

Open-ended question section for long answer text
Step 7: Review your questions
Preview your survey by clicking the eye icon.

Eye icon to preview the survey
For each of your survey questions, go through the following checklist:

Customer Survey Question Checklist

Does this question ask too much personal information?

Is this question too complex?

Does this question make an assumption about my customer?

Am I asking more than one question within a single question?

If you answered “yes” to any of the above questions for any of your survey questions, return to your draft and revise those questions accordingly.

Pro Tip: Save your work
Finally, be sure to save the work you did to complete this activity. This can help you work through your thought processes and demonstrate your experience to potential employers.

What to Include in Your Response

Be sure to address the following components in your completed survey:

An invitation for the customer to take the survey

Three demographics questions

A customer satisfaction scale matrix

A Net Promoter Score question

Two open-ended questions

Did you complete this activity?
1 point

Yes

No

Ad auction: A process that determines which ads will appear for a specific search and in which order those ads will show on the page

Ad extension: A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address

Ad formats: Elements such as text, videos, images, digital content ads, and more that make up a Google Ad

Ad group: A group of ads that is organized by a group of keywords

Automated bidding strategy: A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal

Average daily budget: The average amount set for each ad campaign on a per-day basis

Bid: The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business

Bidding strategy: Tells an advertiser how much to pay for each user action related to an ad

Broad match: A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword

Campaign: A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online

Click: An interaction with an ad and online user

Digital advertising: Communication made by a company to promote its brand, product, or service using various platforms and online channels

Exact match: A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword

Google Ads: An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users

Google Display Network: A group of websites, videos, and apps where display ads can appear

Impressions: How often an ad is shown

Keyword: A search term that people use to find information, products, or services online

Landing page: The webpage where people end up after they click an ad

Negative keywords: Search terms excluded from an ad campaign

Optimization score: An estimate of how well a Google Ads account is set to perform

Organic results: Search results not paid for by advertisers

Paid results: Search results that advertisers pay to show whenever a user runs a search containing certain keywords

Pay-per-click (PPC): A type of advertising that allows the advertiser to pay only when someone clicks on an ad link

Phrase match: A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword

Responsive display ad: A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces

Search engine results pages (SERPs): The results pages that appear when someone performs a search query

Smart bidding: Automated bidding strategies that use machine learning to optimize for conversions or conversion value with each auction

Targeted location: The towns, cities, or countries in which an ad will appear

Traditional advertising: Non-digital ad placements, like newspapers, radio, TV, or billboards

Visitors: The total number of times people have been to a website or app as a result of clicking an ad

Terms and their definitions from previous module(s)
#

404 page: A URL that tells the visitor that the webpage does not exist

A

A/B testing: A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

Abandoned cart: When a potential customer adds an item to their cart, but doesn’t complete the purchase

Alt text: A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

Anchor text: The visible text in a hyperlink

Awareness stage: The first stage of the marketing funnel when a potential customer first becomes aware of the product or service

B

Backlink: A links that points to a website from another site

Bounce rate: The percentage of website visitors who view one page and then leave the site

Breadcrumbs: A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage

Broken link: A link that leads to a webpage that no longer exists

C

Consideration stage: The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

Content marketing: A marketing technique that focuses on creating and distributing valuable content

Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

Conversion rate: The percentage of users or website visitors who take a desired action

Copy: Any written material that encourages a customer to buy a product or service

Crawlers: Automated software that crawls (fetches) pages from the web and indexes them

Crawling: The process of finding new or updated webpages

Customer persona: Represents a group of similar people in a desirable audience

Customer persona barrier: What is preventing the customer from achieve their goal

Customer persona goal: What the customer wants to achieve

D

Demographics: Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

Display ads: A visual ad format placed on websites or applications

Domain: The core part of a website’s URL, or internet address

E

Email marketing: Sending messages to a list of existing subscribers to share information, drive sales, or create community

External link: A link on a website that leads to content on other sites

F

Featured snippet: A special box that displays information about a search in the results page

G

Google Business Profile: A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps

Google knowledge panels: Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database

Google Search Console: A no-cost tool that helps users better understand how a website is performing on Google Search

Googlebot: The generic name of Google's crawler

H

HTTPS: An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site

I

Indexing: The process of Google saving and organizing website information to display in the search engine

Influencer marketing: Involves a brand collaborating with an online influencer to market one of its products or services

Internal link: A link on a website that points to other pages on the site

K

Keyword: A search term that people use to find information, products, or services online

Keyword research: The process of finding terms and phrases that people use in search engines

Keyword stuffing: The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results

L

Loyalty stage: The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

M

Manual action: Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines

Meta description: Text that provides the search engines a summary of what the page is about

Mobile-friendly webpage: A webpage that is designed to load quickly and render well on a phone screen

N

Nofollow link: A link that features HTML code that tells search engines to ignore that link

O

Organic search: Unpaid results a search engine produces when a search is performed

Q

Query: The words typed into a Google Search bar

R

Rank: A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm

Remarketing ad: An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media

Responsive display ad: A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces

Rich results: Enhanced results in Google Search with extra visual or interactive features

S

Schema: The type of code used for structured data markups

Search algorithm: An automated process that helps locate information to answer a user’s query

Search engine marketing (SEM): Increasing a website’s visibility on a search engine results page through paid advertising

Search engine optimization (SEO): The process of improving a website to increase its visibility in a search engine

Search engine results pages (SERPs): The results pages that appear when someone performs a search query

Sitemap: A file that provides information about the pages, videos, and other files on a site and the relationships between them

Social media marketing: The process of creating content for different social media platforms in order to drive engagement and promote a business or product

Social share: When a customer shares a product or service with their social media followers

Strategy: A plan to achieve a marketing goal

Structured data: Code used to describe a webpage’s content better to search engines

Subdomain: The subset of a larger domain used to organize an existing website into a different page URL

Subpage: A lower-level page that appears below the homepage of a website

T

Tactic: An action a marketer takes to make a marketing goal happen

U

Unique selling proposition (USP): An explanation of why a product or service is better than the competition

URL: The address of a webpage or file on the internet

W

Webinar: A presentation, typically educational, that is provided online

Webpage title element: Text that provides both the users and search engines with a page’s topic

Case study: How Studley's Flower Gardens uses Google Ads to grow their business
Search engine marketing and Google Ads help companies get their products and services in front of their ideal customers. Potential customers use Google and other search engines to search for a product or brand. For example, Google Ads Search campaigns help get the business in front of that person right when they’re searching for a solution.

In this case study, explore how the Rochester, New Hampshire-based company Studley’s Flower Gardens uses Google Ads to get their flower and plant products in front of their ideal local customers online.

Studley’s Flower Gardens logo
Company background
Founded in 1928, Studley’s Flower Gardens is a family-owned florist, garden center, and landscaping company located in downtown Rochester, New Hampshire.

In addition to a physical storefront, Studley’s also has a robust e-commerce website. The website’s wide, visually appealing assortment of flowers and plants helps customers find and purchase products online.

Online advertising makes up the majority of its marketing budget. Around 65% of its yearly advertising budget is spent on online ads, and 35% on local radio and television ads.

The challenge
Because Studley’s is a local small business, a challenge it faces is competing with national flower brands in Google’s search engine results pages. Search engine optimization (SEO) can particularly be difficult. National flower brands have large budgets and several team members dedicated to optimizing content to rank higher in search results.

As a small business, Studley’s doesn’t have the team or budget to consistently compete well in the search results. While it does have high search rankings for several local-based keywords, the rankings can fluctuate depending on the search terms. Studley’s cannot rely on consistent high rankings for the flower and plant-based keywords their potential customers are searching for. A change in the search results page rankings can affect its revenue.

The approach
To ensure a consistent presence in Google’s search results for related keywords, Studley’s Flower Gardens uses Google Ads. Instead of using a broad marketing approach, such as a direct mail campaign, Google Ads allows Studley’s to get its ads in front of very specific customers searching for its products or brand name near the business.

For example, Studley’s bids for keywords related to its business’s name. When someone in Rochester, New Hampshire searches for its business name, Studley’s wants to appear right at the top so its potential customers can find its website quickly and easily.

Additionally, instead of trying to manage the Google Ads themselves, the family-owned business hired a marketing company to assist with the ads. Professional digital marketers and Google Ads managers make the decisions on what ads strategies are working well and which need to be improved or removed.

With this approach, Studley’s owners don’t have to spend their time keeping up-to-date with the latest Google Ads software or product changes. Studley’s owners can focus on what they do best—operating and growing their flower and garden center business.

The results
By using Google Ads, Studley’s Flower Gardens gets advertisements in front of potential customers right when they need flowers and plants.

For instance, when a customer searches for Studley’s brand name, the potential customer will likely encounter the ad in the search engine results page, in addition to the website in the search listings. When a potential customer searches for flower delivery near the business, the customer will likely see the ad, even if the website doesn’t appear in the search listings from search engine optimization.

Conclusion
Search engine marketing and Google Ads can help both smaller, local businesses and larger, national-based businesses. The local targeting, such as in Rochester, New Hampshire, allows Studley’s to serve ads to its ideal local customers. Google Ads allow smaller businesses that may not be able to compete with search engine optimization to compete against the larger brands.

As a future digital marketer, realize that you may have an opportunity to help a small business like Studley’s. If you work for a marketing company, you may have dozens of clients that you manage ads for. It’s rewarding to know that the work you do with search engine marketing helps small businesses, just like Studley’s, serve its local communities well.

Google Ads bid strategies
Every Google Ads campaign requires a bid strategy, and determining the correct strategy is key for the success of a business campaign with Google Ads.

This reading will discuss bid strategies and the different types you can choose from.

What is a bid strategy?
A bid strategy is designed to help achieve campaign goals based on budget.

The most basic bid strategy is Manual Cost Per Click (CPC). With manual CPC bidding, you set your own maximum cost per click for your ads.

Alternatively, automated bidding strategies allow Google Ads to automatically set bids for your ads based on an ad’s likelihood to result in a click or conversion that helps you achieve a specific goal.

What is Smart Bidding?
Smart bidding is a subset of automated bidding strategies. These strategies use machine learning to optimize for conversions or conversion value with each auction, and they factor in a wide range of auction-time signals such as the user's device, location, time of day, remarketing list, language, and operating system. This means that based on these factors and the context of every search, the bid strategy automatically determines whether or not to bid, and how much to bid.

Types of bid strategies
Bid Strategy

Definition

Goal

Maximize conversion value

This bid strategy uses advanced machine learning to automatically optimize and set bids. It also offers auction-time bidding capabilities that tailor bids for each auction.

Increase business value

Target ROAS

An optional target to maximize conversion value, this bid strategy analyzes and intelligently predicts the value of a potential conversion every time a user searches for products or services you’re advertising. Then, it automatically adjusts your bids for these searches to maximize your return on them. Ideally, this means if the bid strategy determines that a user search is likely to generate a conversion with high value, Target ROAS will bid high on that search.

Increase business value

Maximize conversions

Maximize conversions automatically sets bids to help get the most conversions for your campaign within your budget.

Increase sales or leads

Maximize clicks

This automated bid strategy sets your bids to help get as many clicks as possible within your budget.

Increase website visitors

Target CPA

Target CPA is an optional target to maximize conversions. This bid strategy sets bids for you to get as many conversions (customer actions) as possible. When you create the Target CPA (target cost per action) bid strategy, you set an average cost you'd like to pay for each conversion.

Increase sales or leads

Target impression share

There are 3 options for the target impression share strategy, depending on where you want your ads to show: on the absolute top of the page, on the top of the page, or anywhere on the page of Google search results. Google Ads automatically sets your bids to show your ad, based on your placement settings.

Increase awareness and visibility

Cost per 1000 impressions (CPM)

With this bid strategy, you'll pay based on the number of impressions (times your ads are shown) that you receive on YouTube or the Google Display Network.

Increase awareness and visibility

Cost per view (CPV)

This is the default bid strategy to set the amount you'll pay for video ads in Google Ads. With CPV bidding, you'll pay for video views or interactions.

Increase awareness and visibility

Selecting a bid strategy
While creating a campaign, Google Ads guides you to choose a bid strategy by asking a series of questions to determine your campaign goals. This is useful if you are unfamiliar with specific bidding strategies.

However, the website offers the option to select a bid strategy directly. Once selected, users can choose specific bidding strategies from a drop-down menu.

Google Ads bidding options during the campaign creating process.

Google Ads bidding options during the campaign creating process.

Key Takeaways
With so many to choose from, bid strategies can sometimes be confusing to navigate. To make your decision easier, be sure to identify what your goal is first and then match it to the appropriate strategy. Choosing the right strategy often takes trial and error, so don’t worry if your selected strategy doesn’t work initially. You can always apply what you’ve learned from previous attempts to your next campaign.

Resources for more information
Choosing the right bid strategy is important for the success of your campaign. For more information on bidding strategies, check out the resources below.

Determine a bid strategy based on your goals

Learn more about automated bidding

Common Advertising Terms
Digital advertising: communication made by a company to promote its brand, product, or service using various platforms and online channels.

Traditional advertising: non-digital placements, like newspapers, radio, TV, or billboards.

Common SEM Terms
Clicks: an interaction with an ad and online user. Clicks can help you understand how well your ad is appealing to people who see it.

Impressions: how often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site in the Google Network.

Organic results: search results not paid for by advertisers.

Paid results: search results that advertisers pay to show whenever a user runs a search containing certain words or phrases (known as ‘keywords’).

SERPs: search engine results pages, which are Google’s response to a user’s search query.

Visitors: the total number of times people have been to your website or app as a result of clicking your ad.

Digital Advertising Terms
Landing page: the webpage where people end up after they click your ad.

Optimization score: an estimate of how well your Google Ads account is set to perform. Optimization score runs from 0% to 100%, with 100% meaning that your account can perform at its full potential.

Targeted location: the towns, cities, or countries where your ads will appear

Alt text: A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

Anchor text: The visible text in a hyperlink

Backlink: A link that points to a website from another site

External link: A link on a website that leads to content on other sites

Google Search Console: A no-cost tool that helps users better understand how a website is performing on Google Search

Internal link: A link on a website that points to other pages on the site

Manual action: Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines

Meta description: Text that provides the search engines a summary of what the page is about

Nofollow link: A link that features HTML code that tells search engines to ignore that link

Schema: The type of code used for structured data markups

Sitemap: A file that provides information about the pages, videos, and other files on a site and the relationships between them

Structured data: Code used to describe a webpage’s content to search engines

Webpage title element: Text that provides both the users and search engines with a page’s topic

Terms and their definitions from previous module(s)
#

404 page: A URL that tells the visitor that the webpage does not exist

A

A/B testing: A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

Abandoned cart: When a potential customer adds an item to their cart but doesn’t complete the purchase

Algorithm: An automated software that helps locate information to answer a user’s query

Awareness stage: The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

B

Bounce rate: The percentage of website visitors who view one page and then leave the site

Breadcrumbs: A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage

Broken link: A link that leads to a webpage that no longer exists

C

Consideration stage: The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

Content marketing: A marketing technique that focuses on creating and distributing valuable content

Conversion rate: The percentage of users or website visitors who take a desired action

Conversion stage: The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

Copy: Any written material that encourages a customer to buy a product or service

Crawling: The process of finding new or updated webpages

Customer persona: Represents a group of similar people in a desirable audience

Customer persona barrier: What is preventing the customer from achieve their goal

Customer persona goal: What the customer wants to achieve

D

Demographics: Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

Display ad: A visual ad format placed on websites or applications

Domain: The core part of a website’s URL, or internet address

E

Email marketing: Sending messages to a list of existing subscribers to share information, drive sales, or create community

F

Featured snippet: A special box that displays information about a search in the results page

G

Google Business Profile: A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps

Google knowledge panels: Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database

Googlebot: The generic name of Google's crawler

H

HTTPS: An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site

I

Indexing: The process of Google saving and organizing website information to display in the search engine

Influencer marketing: Involves a brand collaborating with an online influencer to market one of its products or services

K

Keyword: A search term people use to find information, products, or services online

Keyword research: The process of finding terms and phrases that people use in search engines

Keyword stuffing: The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results

L

Loyalty stage: The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

M

Meta description: Provides the search engines a summary of what the page is about

Mobile-friendly webpage: A webpage that is designed to load quickly and render well on a phone screen

O

Organic search: Unpaid results a search engine produces when a search is performed

Q

Query: The words typed into a Google Search bar

R

Rank: A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm

Remarketing ads: An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media

Rich results: Enhanced results in Google Search with extra visual or interactive features

S

Search algorithm: An automated process that helps locate information to answer a user’s query

Search engine: Software that provides information on a search query

Search engine marketing (SEM): Increasing a website’s visibility in a search engine through paid advertising

Search engine optimization (SEO): The process of increasing the visibility of website pages on search engines in order to attract more relevant traffic

Search engine results pages (SERPs): The results pages that appear when someone performs a search query

Sitemap: A file that provides information about the pages, videos, and other files on a site, and the relationships between them

Social media marketing: The process of creating content for different social media platforms in order to drive engagement and promote a business or product

Social share: When a customer shares a product or service with their social media followers

Strategy: A plan to achieve a marketing goal

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

Subpage: A lower-level page that appears below the homepage of a website

T

Tactic: An action a marketer takes to make a marketing goal happen

U

Unique selling proposition (USP): An explanation of why a product or service is better than the competition

URL: The address of a webpage or file on the internet

W

Webinar: A presentation, typically educational, that is provided online

Webpage title element: Provides users and search engines the topic of a particular page