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Frequently Asked Questions

Interview Questions and Answers for Digital Marketing (SEO, SMO, PPC)

Digital Marketing is a strategy to promote products and services on digital platforms to achieve business goals.
What is SEO?

Search Engine Optimisation (SEO) is a technical, analytical and creative process to improve the visibility of a website in search engines. The primary function of SEO is to drive more unpaid useful traffic to a site that converts into sales

Off-Page SEO:

Off-Page SEO is anything you can do to get traffic from different channels as links, social media, social bookmarking and more.

 

On-Page SEO:
On-Page SEO is optimization of different parts of your website, including content.

Any incoming links to a website or web page are known as backlinks. When one website links to another, it means the content is noteworthy. Thus, search engines like Google use backlink as a ranking signal. High-quality backlinks help the web pages to rank up and have better visibility on the search engines.

Spiders, robot and crawler, they are all same and referred by different names. It is a software program that follows, or “Crawls” different links throughout the internet, and then grabs the content from the sites and adds to the search engine indexes.

Google.
Bing. …
Yahoo. …
Ask.com. …
AOL.com. …

Do-follow links:

Do-follow links allow the search engines to follow them and reach a website. They act as backlinks that are counted by search engines and help in enhancing the ranking of a site. By default all the hyperlinks are dofollow.

 

No-follow links:

A no-follow link tells search engines to ignore a link. It does not pass any value from one site to another. Usually, it does influence the ranking or visibility in the search engine index. A no-follow link contains a rel=”nofollow” attribute in its HTML code.

One of the most common question in any SEO interview question and answers guide. White Hat SEO is a process of improving your search engine rank following the guidelines of search engines without compromising on your methods.

Black Hat SEO is a process of trying to manipulate search engine algorithms to improve the search engine ranking. It violates search engines’ guidelines. Black Hate SEOs practice the methods to get immediate results instead of building a website with users in mind. There are so many Black Hat methods they utilize and search engines identify and offer penalty if get caught. Black Hat methods might be helpful in short term but if you are planning for long term, black hat definitely is not the solution.

Cloaking, keyword stuffing, copying content from another site, exchanging or trading links, buying links, hiding text, and using a link farm

Keywords are words or phrases search engine users use to find relevant content. They are also known as queries.

Keyword frequency is the number of times a specific keyword phrase appears on a web page. While optimizing a web page, we have to make sure we don’t use the keyword so much that becomes keyword stuffing.

Keyword Density is the percentage of times a keyword or phrase appears on a specific web page. When the keyword density is far higher than the recommended level, it might trigger search engines to think it’s keyword stuffing. So, we need to make sure the keyword density is not too high.

Keyword stuffing is a black hat SEO method which increases the number of keyword density to a far higher range in order to rank for potential keywords. After the panda update, it’s not recommended to keyword stuff to manipulate search engines and should be avoided at all costs.

Long tail keywords are phrases which have more than 4 words and very specific in nature.

Bounce rate is the percentage of website users who leaves the website from the landing page without visiting any other page or without taking any specific action.

Inbound links are incoming links from other domains to your domain. Outbound links are links that links your website to another website.

Top Level Domain (TLD) is the final part of an internet address. There are different types of TLD are available like .com, .net, .org, .co.in, etc.

URL stands for Uniform Resource Locator.

Anchor text is clickable text that links two web pages together. It’s also known as link text, link title, or link label. Anchor text is important for SEO and user experience (UX) because it helps search engines and users understand what the linked page is about:


Users: Anchor text helps users understand the value of a link and where it leads.


Search engines: Anchor text helps search engines understand the context of links, which can influence a page’s overall ranking.

Domain Authority and Page Authority (DA/PA) are indicators developed by MOZ, a very respectable and reputable digital company, which predicts how well a page will rank in search engine results. The score for DA/PA is calculated algorithmically on a scale from 1 to 100.

To rank website domain authority consider that:
Scores between 40 and 50 are considered average. Domain Authority between 50 and 60 must be rated as good. Scores above 60 rate the Domain Authority as excellent.

Domain Authority is a search engine ranking score developed by Moz. It predicts how well a website will rank in search results.

Spam Score – Represents the percentage of sites with similar features we’ve found to be penalized or banned by Google

 

Spam Score of a website can be::
1-30% – low
31-60% – medium
61-100% – high

Search engines perform several activities in order to deliver search results.


 Crawling – Process of fetching all the web pages linked to a website. This task is
performed by a software called a crawler or a spider (or Googlebot, in case of
Google).


 Indexing – Process of creating index for all the fetched web pages and keeping
them into a giant database from where it can later be retrieved. Essentially, the
process of indexing is identifying the words and expressions that best describe the
page and assigning the page to particular keywords.


 Processing – When a search request comes, the search engine processes it, i.e.,
it compares the search string in the search request with the indexed pages in the
database.


 Calculating Relevancy – It is likely that more than one page contains the search
string, so the search engine starts calculating the relevancy of each of the pages
in its index to the search string.


 Retrieving Results – The last step in search engine activities is retrieving the best matched results.

 

Basically, it is nothing more than simply displaying them in the browser. Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings, it is due to an algorithmic shift or something else beyond your control.

Robots.txt is a text file used by websites to communicate with web crawlers (like search engines) and other web robots. It provides instructions on which parts of the website should be crawled, indexed, or ignored.

The file is usually placed in the root directory of a website and contains directives like: –

Allow: specifies pages or directories that can be crawled –

Disallow: specifies pages or directories that should be ignored – User-agent: specifies which crawlers the directives apply to

Robots.txt helps website owners control how their content is accessed and indexed, and it’s an important tool for search engine optimization (SEO) and website management.

 

Watch Now How to Create and Upload? Fully Explained

Here is a list of places where you should try to use your main keywords.

Keywords in the <title> tag(s).
Keywords in the <meta name=”description”>.
Keywords in the <meta name=”keyword”>.
Keywords in <h1> or other headline tags.
Keywords in the <a href=”http://yourcompany.com”>keywords</a> link tags.
Keywords in the body copy.
Keywords in alt tags.
Keywords in <!– insert comments here> comments tags.
Keywords in the URL or website address.

Step 1: Access your HTML editor. WordPress. …
Step 2: Enter the standard link tag. Simply paste this code into the page: <a href=””></a>
Step 3: Enter your company’s phone number. …
Step 4: Add tel: …
Step 5: Add a call to action message.

Meta tags are HTML tag content that provides metadata about your website such as title, description, keywords. Meta tags are used by search engines to help index and to provide relevant content in their search results

 

How To Update Title, Description, Keywords & Canonical Tags Practically in Website

Home Page

Title: Focus Keyword | Keyword | Keyword (size: 50-60 Character)
Description: ……….focus keyword……….,………..,…………………….(size: 150-160 Character)
Keywords: focus keyword, keyword, keyword, keyword (size: 220-230 Character)

Inner Page:

Title: Focus Keyword | Keyword | Keyword
Description: ……….Focus Keyword………………………………………
Keywords: Focus Keyword, keyword, keyword, keyword

Dwell time is the actual length of
time that a visitor spends on a
page before returning to the SERP.

Bounce rate is calculated when
someone visits a single page on
your website and does nothing
on the page before leaving

Schema markup, also known as structured data, is the language search engines use to read and understand the content on your pages.

 

How to Create And Add Schema Markup to Website

Social media optimization (SMO) is the use of social media sites to manage and enhance an organization’s message and online presence. As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and mitigate potentially damaging news.

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