Digital Marketing Interview Questions for Freshers
” What questions are normally asked in an interview, if we apply for a digital marketer position as a fresher or a beginner?” A lot of aspirants ask this question. So, I will try to cover all those questions in this blog.
After the formal introduction, most of the interviewers try to check your level. Your Answer of this question gives the hint.
"What is Digital marketing?"
Its definition may vary from person to person. In simple words, It’s an art to promote your product/website using various online methods like sharing on social media. You need not cram these definitions, you must understand the logic.
"What are the types of Digital marketing?"
Once again, many inputs for this one. Some say 4 types, SEO, SMO, SEM and SMM. You have to convince the examiner or the interviewer sitting in front. You may also say 8 types of digital marketing:
What are the Advantages of Digital Marketing?
- Global Reach
Traditional marketing is restricted by geography and creating an international marketing campaign can be hard and way expensive. However, If we talk about Digital marketing, even a small local business owner has the ability to reach an international audience with an online store
2. Local Reach
While global reach is a significant advantage of digital marketing, it also improves local visibility. Local SEO and locally targeted ads can be beneficial for companies trying to bring more customers to their doors. With Facebook, we can run campaign for a specific place, a particular area as well.
3. Lower Cost
Think about TV or radio ads, way too costly. Now, if we talk about Ads thru Website or social media, these are very cheaper. It allows even the smallest companies to compete with larger companies using highly targeted strategies.
4. Easy to Learn
While there are many aspects of digital marketing that you need to learn, it is fairly easy to get started with. It gets more complex from the nature of the goals and the scale of the campaigns. However, it is all a matter of finding the right strategy that works for your business.
5. Effective Targeting
Even if you don’t have a clear idea of your target audience, digital marketing enables you to extract data to see which audiences will work best for you and optimize your campaign around them. For eg Facebook Insight. There are many different options of targeting such as through keywords for search engine optimization (SEO), pay-per-click (PPC), or through demographic information on social media. This enormous amount of targeting elements at your disposal makes sure that every campaign reaches the right audience. It also helps you to analyze the changing behaviors of customers and modify campaigns for those changes.
6. Multiple Content Types
Another crucial advantage of digital marketing is the different content types available to showcase your brand online. Blogs, Podcasts, Emailers, ebooks, Visual content, Quizzes, Social media posts & Webinars are some of the most common types of content that you can choose
7. Increased Engagement Digital marketing is designed to be highly engaging by default. Users can share a blog post, like a photo, save a video, or engage with your website via a paid ad click. The best part is that all of these actions can be measured. This enables you to create even more engaging posts to increase brand awareness or boost sales. The more you engage online, the more loyal customers you can get.
What is SEO?
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you will attract prospective and existing customers to your business.
How does SEO work?
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Think of the index like a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time.
Next, algorithms analyse pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. In our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions.
Our SEO success factors can be considered proxies for aspects of the user experience. It’s how search bots estimate exactly how well a website or web page can give the searcher what they’re searching for.
Types of SEO
Search engine optimization, or SEO, is the process of improving your website to increase your rankings on Google for key terms related to your business. Here are four key types of SEO that you can get started on.
1. On-Page SEO
On-page SEO, also sometimes referred to as on-site SEO, is the process of optimizing the content on your website. This can include your body copy, keywords, headers, meta titles, meta descriptions, images etc.
2. Off-Page SEO
Off-page SEO is pretty much everything that does not happen on your website. Off-page SEO is all about creating exposure and trust for your company, which ultimately can result in more visitors and sales. Most off-page SEO work is focused on link building. Some quality link building tactics include Pitching articles & Competitor research.
3. Technical SEO
Technical SEO refers to the actions performed to help search engines crawl your website and enhance user experience (UX). As search engines and their algorithms become more complex, these requirements change which means that this type of SEO is always evolving. Technical SEO efforts include Website speed, Mobile friendliness, Site structure & HTTPS (Lock Icon) etc.
4. Local SEO
Local SEO is increasing your online presence in your community and promoting your products or services to local customers. For this, update your Google my Business Profile including Google Address Verification, business hours, description, reviews, and photos. The search engine results pages will look at proximity, relevance, and prominence based on the user’s search query, and select your business if you meet various requirements.
What is Onpage SEO? Can you explain in detail.
On-page SEO (search engine optimization) refers to the process of optimizing pages on your site to improve rankings and user experience. Elements of on-page SEO include:
Title tags, Internal links, HTML code (H1, H2, H3, H4, paragraph), URL optimization, On-page content, Images & User experience (UX).
Use H1 Tag for Title, H2 Tag for Sub Title & there should be no orphan pages.
URLs should not be alphanumeric like /asdfg%0%sdasdad%0. It should be meaningful and easy to remember. Try to put any keyword in it or the title of the blog.
Try to make your Article or blog in a presentable format. It should not be in a single paragraph. SEO Crawler will mark your article down if its difficult for Users to read.
Is Offpage SEO Still there?
Offsite SEO is there. It improves ranking of your website. I agree that there is a shift from traditional Offpage SEO practices to social media marketing, voice search optimization, website optimization, which have shown similar results. But, some of the off-page SEO practices that are still here:
Link Volume
Quality definitely matters but link volume is still incredibly relevant. Therefore, clients need to be getting as many links as possible while maintaining high-quality standards.
Guest Blogging
It is a great way to enhance your brand exposure for extending your connection with the target audience.
Citations and Directory Listings
A brand can improve their SEO results, specifically local SEO search results by increasing the company citations on various websites across the web.
Broken Link Building
In this, when you find dead pages on third party websites, you can contact the webmaster at their company, suggesting to replace that link with a link on your website. This helps improving visibility on SEO.
Offpage SEO Techniques
Traditional Way
The list of off-page optimization activities are as follows:
Directory Submission
Social Bookmarking
Blog Commenting
Forum Commenting
Blog Post (Blogger & WordPress)
Web 2.0 Submission
Article Submission
Press Release Submissions
RSS feed generation and submissions
Review Submissions
Business Profile Creation
Q & A Submissions
Document Sharing
Classified Ads Submission
Video Submission & Promotion
Photo Submission & Promotion
Local Business Listing (Google, Bing @ Local Listing Sites)
Social Networking
Following are the latest Off Page SEO Techniques which helps our website to get more and standard backlinks.
Modern Way
1. Create Good Content
We should write our content in such a way that, bloggers and readers should share our content. Remember, Shareable content always bring an unexpected range of traffic to your website.
2. Influencer Outreach
You should always influence the bloggers with a good and clean content. Create a share worthy content. Get more back links from the relevant websites by sharing your clean & creative content. This technique is said to be one of the easiest Off Page SEO Techniques.
3. Social Media Engagement
Social Media Engagement will play the major role in the Off Page SEO. If you want to develop your website, engage with the people who are in social media platforms. Social presence will allow your business growth and help you get more back links.
4. Image Submission
Image Submission is a SEO Off Page Activity where you need to submit your photos in top image submission websites. Optimize your images with proper title and URL. By posting images, others can see your images and comment on them. It results in following a link to your site.
5. Video Submission
Video Submission is of the most popular Off Page SEO Technique because; it will help you in getting quality back links. Video Submission Sites will have more PR. Same as like a image sharing, you need to optimize your video and post in popular Video Submission Sites like You Tube etc.
6. Info graphics Submission
Beyond the image & video submission, Info Graphics Submission has become the trending Off Page Technique. Info Graphics will display the proper information which is useful to the customers. These info graphics can be shareable very easily.
One of the best Off Site SEO Technique is prepare a info graphic of your business, optimize it and submit in the Top Info Graphic Submission Sites.
7. Link Baiting
Link Baiting is a process where providing the valuable content in such a way that other websites naturally kink to it. The main purpose is to increase the inbound links. This process increases the performance in search engine results.
In the same way, when you copy the content from other websites don’t forget to place their website links as reference. This is another way of increasing the link popularity. It is one of the best Off Page SEO Technique.
Black Hat vs White Hat vs Grey Hat
Black hats and white hats were used all the way back in the 1920s in Western films. They were an easy way for the audience to tell the difference between the hero and the villain.
The hero wore a white hat & The villain wore a black hat.
The SEO industry has adopted the same phrasing in relation to SEO activity.
White hat SEO.
Black hat SEO.
Grey hat SEO.
White hat SEO means following the “rules”. Simply, you use only ethical tactics and follow search engine guidelines. Following this, will be time consuming.
Black hat SEO means using risky practices. You use tactics that can (and, let’s be honest, do) work. Until they don’t. These range from using tactics that go against guidelines from search engines to more dangerous activities. Spamming, Keyword Stuffing & other unfair practices… It can bring your Site’s ranking easily but using this, your website can be banned.
Gray Hat SEO is a mixture of white hat and black hat techniques. It’s not necessarily a bad practice, but it is being done with the intention to get ahead in the rankings. It’s a thin or blurred line between Black & White hat.
What is SERP?
A search engine results page, or SERP, is the page you see after entering a query into Google, Yahoo, or any other search engine. Each search engine’s SERP design is different, but since Google is the most popular—holding over 80% of the market share—we’ll focus on their features and algorithm.
SERP features that display after a search depend on the type of search query entered. Search queries typically fall into 1 of 3 categories: navigational, informational, or transactional.
Navigational queries occur when someone is looking for a particular website but doesn’t type the site’s full URL. Unless the searcher is specifically looking for you, it can be difficult to reach the first page of these results.
informational query when they want to learn something, like background facts on a topic or how to perform a certain task. The searcher isn’t usually looking to make a purchase, but the right content often drives them to a particular brand. That’s why it’s important to create relevant content that caters to the wants, needs, and interests of your target audience.
transactional queries when they’re thinking of buying something, like a particular product or an item from a broad category. Transactional queries have the most revenue potential, so keywords tend to have a lot of bids for pay-per-click spots. That means that in addition to the organic search results for their transactional queries, people will see relevant paid results, too.
SERP is more visually varied than it was in years past. In addition to generic search results that simply display the site name and metadata, searches can also return images, shopping suggestions, Tweets, or information cards. Each feature generally fits into one of the following categories:
Knowledge graph features: These appear in a panel or box on the SERP, often on the right-hand side.
Rich snippets: These add extra visuals to a result, like stars in product reviews or photos in news results.
Paid results: You can buy these by bidding on relevant keywords. Paid results will include a label at the top to specify that the result is an ad.
Universal results: These are special results that appear alongside organic ones.
What is Crawling & Indexing in SEO?
Search engines work through:
Crawling: Scour the Internet for content, looking over the code/content for each URL they find.
Indexing: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to be displayed as a result to relevant queries.
Crawling is the discovery process in which search engines send out a team of robots (known as crawlers or spiders) to find new and updated content. Content can vary — it could be a webpage, an image, a video, a PDF, etc. — but regardless of the format, content is discovered by links.
Googlebot starts out by fetching a few web pages, and then follows the links on those webpages to find new URLs. By hopping along this path of links, the crawler is able to find new content and add it to their index called Caffeine — a massive database of discovered URLs — to later be retrieved when a searcher is seeking information that the content on that URL is a good match for.
search engine index
Search engines process and store information they find in an index, a huge database of all the content they’ve discovered and deem good enough to serve up to searchers.
How can you find that a website is Crawled or Not?
if you already have a website, it might be a good idea to start off by seeing how many of your pages are in the index. This will yield some great insights into whether Google is crawling and finding all the pages you want it to, and none that you don’t.
One way to check your indexed pages is “site:yourdomain.com”, an advanced search operator. Head to Google and type “site:yourdomain.com” into the search bar. This will return results Google has in its index for the site specified. For eg your website is dharamsanskriti.com It will give the result like this:
For more accurate results, monitor and use the Index Coverage report in Google Search Console. You can sign up for a free Google Search Console account if you don’t currently have one. With this tool, you can submit sitemaps for your site and monitor how many submitted pages have actually been added to Google’s index, among other things.
What is robot.txt file & What is Googlebot?
To direct Googlebot away from certain pages and sections of your site, robots.txt is used.
Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl, as well as the speed at which they crawl your site, via specific robots.txt directives.
How Googlebot treats robots.txt files
If Googlebot can’t find a robots.txt file for a site, it proceeds to crawl the site.
If Googlebot finds a robots.txt file for a site, it will usually abide by the suggestions and proceed to crawl the site.
If Googlebot encounters an error while trying to access a site’s robots.txt file and can’t determine if one exists or not, it won’t crawl the site.
What is Keyword Research? Why its important? And How to do that?
Keyword research is the process of understanding the language your target customers use when searching for your products, services, and content. It then involves analysing, comparing, and prioritizing the best keyword opportunities for your website.
You need to know this to avoid creating content about things that nobody is searching for. Many website owners make that mistake, and it’s likely a big part of the reason why 90.63% of pages get no traffic from Google.
Why Keyword Reserch is important?
Keyword research also helps you to answer questions like:
- How hard will it be to rank for this keyword?
- How much traffic am I likely to get if I rank for this keyword?
- What kind of content should I create to rank for this keyword?
- Are people searching for this keyword likely to become my customers?
Now, how to do Keyword Research?
First way is, Seeding keywords. Based on your Product/Service/ Blog Topic, be in customer’s show, what will you write to find this Product/Service, For eg if you are a dentist in Greater Noida. Your Keyword can be ‘Dentist in Greater Noida’. These are seed Keywords.
If you don’t want to make so much efforts, you can always look into your competitors keywords. Suppose you sell cakes. Search for ‘Pastry Stores near me’ & find the keywords of your competitors, for which he is ranking.
3rd method is Keyword Research Tool. It can be a freebie like Google Keyword Planner or Keywordtools.io OR it can be done through paid tools like ahrefs, moz, semrush etc.
What is Google Keyword Planner?
Keyword Planner helps you research keywords for your Search campaigns.
You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.
Keyword Planner also provides another way to create Search campaigns that’s centred around in-depth keyword research. Keyword Planner is used to do following activities:
- Discover new keywords: Get suggestions for keywords related to your products, services, or website.
- See monthly searches: See estimates on the number of searches a keyword gets each month.
- Determine cost: See the average cost for your ad to show on searches for a keyword.
- Organize keywords: See how your keywords fit into different categories related to your brand.
- Create new campaigns: Use your keyword plan to create new campaigns centered on in-depth keyword research.
It’s important to keep in mind that while Keyword Planner can provide insights into keyword targeting, campaign performance depends on a variety of factors. For example, your bid, budget, product, and customer behavior in your industry can all influence the success of your campaigns.
Clicks vs Impressions
Search Console provides data showing how often users saw or interacted with links to or content from your site, in Google Search, News, and Discover. This data is available in the various performance reports.
The performance reports show the following metrics:
Impressions: How often someone saw a link to your site on Google. Depending on the result type, the link might need to be scrolled or expanded into view.
Clicks: How often someone clicked a link from Google to your site.
CPI vs CTR
Cost per Installation (CPI): CPI is a media buying method where advertisers (quite often app developers) only pay if their application has been downloaded.
Click-through rate (CTR): The calculation of (clicks ÷ impressions).
What is Google Trends?
Google Trends is a free tool that provides data and graphs on the popularity of specific search terms used on Google and YouTube.
Google Trends can be used for:
- Find out what’s recently trending.
- Identify trending topics or subtopics within an industry or overarching theme.
- Discover geographic search trends local to your area.
What is Re-marketing?
Remarketing, also known as retargeting, is a very common and popular form of digital marketing in which marketers serve ads to users who have visited their website, or a specific web page, and who have or have not taken a specific action. It’s an effective way to target people who have already shown some interest in your business or brand.
Benefits of Remarketing
- Capitalize on lost website traffic
- Target people who have already visited your site and shown interest in your offering
- Target audiences who are more likely to convert
- Keep your brand at top of mind by strategically showing ads to interested audiences
- Affordable marketing tactic available on a range of platforms and channels
- Suitable for every industry and vertical
- Comes in many ad formats, including display ad, search RLSA, dynamic carousel and more
- For e-commerce – dynamic retargeting enables marketers to serve personalized ads for different users based on products or services they viewed on your website.
What is AMP?
AMP stands for “Accelerated Mobile Pages.” It is an Open-Source Framework that was launched as a joint initiative by Google and several other technology and publishing companies. With AMP, it is possible to create simple mobile websites that load almost instantly.
Why AMP?
The number of searches made from mobile devices has overtaken desktop. The Open-Source Framework dubbed “Accelerated Mobile Pages” (AMP) was created with one main goal: to create fast load times for mobile users. This was a reaction to the increasing demand for short load times – an issue that had been repeatedly raised by publishers and enterprises.
The initiative was launched with the aim of establishing a system that would benefit all stakeholders. Advertisers, publishers and users should all profit from AMP.
Why AMP is a good idea
In the past decade, the smartphone has overtaken the desktop PC in many industries and countries, becoming the primary device people use to go online. We use our mobile phone to look for a nearby restaurant, we shop on our phones or we read the news on our phones on the train to work. It is particularly important for mobile users that websites load quickly. The critical cut-off point is said to be at three seconds. If a website takes any longer to load, then the majority of mobile internet users will bounce and leave the page.
AMP is a good idea because it is specifically designed to create websites that load as quickly as possible on mobile devices.
Methods to do Onpage SEO?
It’s like a checklist, which should be followed in Onpage SEO. Here is a summary of all on-page SEO techniques:
- Publish high-quality content
- Optimize page titles and meta descriptions
- Optimize page content
- Headings and content formatting
- SEO Images and other multimedia elements
- URL optimization
- Internal links
- External links
- Page loading speed
- Mobile-friendliness
What is Indexing in SEO?
A page is indexed by Google if it has been visited by the Google crawler (“Googlebot”), analysed for content and meaning, and stored in the Google index. Indexed pages can be shown in Google Search results (if they follow Google’s webmaster guidelines). While most pages are crawled before indexing, Google may also index pages without access to their content (for example, if a page is blocked by a robots.txt directive).
Why Images are renamed?
Purpose of renaming an image as Google relies on the file name to index and rank both the picture and the page on which it appears. According to Google’s image publishing guidelines, a filename that is meaningless and consists of a series of numbers or other unrelated information is also meaningless to Google.
It is also known Alt txt. Alt-text is a text caption that can be added to any image filename. It is useful to the reader if the photo cannot be displayed and helps Google index and analyse the photo. Google itself has stated that the data added into the alt-text box is significant for search algorithms.
What is keyword Density?
Keyword density refers to the number of times a keyword appears on a given webpage or within a piece of content as a ratio or percentage of the overall word count. This is also sometimes referred to as keyword frequency, or the frequency with which a specific keyword appears on a webpage.
To determine the keyword density of a webpage, simply divide the number of times a given keyword is mentioned by the total number of words on the page – the resulting figure is the keyword density of that page. In my views, Your Keyword should not appear more than 5 times in a 700 words blog. Otherwise, Google will treat it as Keyword Stuffing.
What’s the Right Keyword Density for SEO?
There are no clearly defined “rules” when it comes to keyword density. You won’t find any guidelines from Google that tell you exactly how many keywords a piece of content should contain, nor are there any specific figures or statistic you can rely upon.
Can we put a featured image with 2MB size or more?
The featured image along with the post title is the first thing that people see when they happen to find the links of your website shared on social media. If you click on that link, it opens your Website.
Now, if the image size is more than 2 MB, it will take longer time to open that blog & chances are that the user will leave the page & will increase the bounce rate. Image size can be reduced by changing the image, or from png to jpg & other ways as well.
What are backlinks?
Backlinks are the links which may carry the reader to another content within the same website or a page on another website.
Google has confirmed that backlinks remain one of their three most important search engine ranking factors. Not all backlinks are created equal. In other words, if you want to rank higher in the SERPs, focus on quality backlinks.
Which is better PPC or SEO?
SEO & PPC both are important in digital marketing. That depends on the strategy for the Client, that which will suit to his/her business? PPC or SEO.
Suppose it’s a startup, definitely, it will take atleast 3-4 months to show its decent existence on google. Till that time, organic SEO will continue BUT main focus will be on PPC. For the first 3 months, PPC amount will be high. And once its keywords will start coming in searches, we will start reducing the expenditure on PPC and start increasing investment in organic SEO. Again, it’s your call, based on company’s requirement and market study.
And On top of that, which position you have gone for the interview? If its PPC, try to focus on Pros of PPC. And if you have come for SEO, be adhere to strong points about organic SEO.
