1. Explain Digital marketing in one line?
Marketing of any product/services through a digital medium is called Digital Marketing.
2. What are the two main segments of Digital Marketing?
Inbound marketing and outbound marketing
3. What is Inbound Marketing?
Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization, and branding.
4. What is Outbound marketing?
Outbound marketing is a traditional marketing method, includes activities such as trade shows, seminar series, cold calling, etc. It is more expensive and the ROI is much lower comparing to inbound marketing.
5. The main difference between Inbound and Outbound Marketing?
Inbound marketing is written for the consumer’s need, whereas Outbound marketing is written for the product’s need. Inbound marketing is necessary to replenish the sales pipeline with new leads, while outbound marketing helps to track existing prospects and drive it through the buying cycle.
6. Explain about SEO?
Search Engine Optimization is the process of optimizing a Web page or Website using different strategies, tactics and techniques, in order to increase the organic website traffic, by obtaining a high ranking – placement in the SERP of a search engine, like Google, Yahoo, Bing, etc.
7. What is SERP?
SERP is the Search Engine Result Page, where the search results appear.
8. Difference between On-page optimization and Off-page optimization?
On-page SEO is the practice of optimizing individual web pages in a website in order to rank higher and earn more relevant traffic in search engines. In On-page SEO we are optimizing both, the content and HTML source code of each web pages. Whereas Off-page SEO refers to the activities taken outside of your website to impact your rankings within search engine results pages (SERPs).
9. Main actions included in On-page SEO?
Page Structuring, Image Optimization, Link Optimization/URL Structuring, Content Optimization, Keyword Optimization, Internal & External Linking, XML Site Map, Robots.txt file
10. Main activities included in On-page SEO?
Social Bookmarking, Directory Submission, Forum Submission, Social Media Sites, Article Submission, Question Answer Sites, Image Submission, Video Submission, Blogging, Blog Commenting, Document Sharing, Press Release Submission, Review Submission, Local Business Listing
11. What are the 3 different types of SEO practices?
Black hat SEO, White hat SEO & Grey hat SEO
12. The major difference between Black hat & White hat SEO?
Black hat SEO is the shortcut SEO and It is considered to be illegitimate. Black hat SEO is against Google Webmaster’s guidelines and it takes less money and time. White hat SEO techniques, on the other hand, adhere to Google Webmaster Guidelines but take more time and cost to get the result. But white hat SEO carries far less risk and tends to deliver lasting and compounding value over time.
13. What are the areas in a website, where you apply Keyword optimization?
Keyword optimization in headlines, Keyword optimization in the meta tag, Keyword optimization in the website title, Keyword optimization in the web page content, Keyword optimization in URL
14. Why is online marketing preferred over offline by Digital marketing experts?
Online marketing changes the way how business is perceived by potential customers. With less money and fewer efforts online marketing generates better audience response and we can target considerably large set of audience.
15. What is Keyword analysis/Keyword Streaming?
Keyword analysis is the process of analyzing the keywords or search phrases that bring visitors to our website through organic and paid search.
16. How keyword analysis helps SEO?
Keyword analysis helps to increase conversions, find new markets, and optimize spend, but it requires time-consuming examination and decision making to beat your keyword competition.
17. Name a few Keyword analysis tools?
Google Keyword Planner, KWFinder, Moz’s KeywordExplorer, Keyword Tool, SEMrush
18. Why backlinks are important in SEO?
Backlinks are important for SEO because some search engines like Google, will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for search queries. Links are important to SEO because there is a direct correlation between the quality and quantity of links to our site and how much search traffic our site receives.
19. How to increase website traffic most effectively?
By providing better user experience and implementing link building strategies.
20. What is AMP?
AMP is accelerated mobile pages, which enables fast page loading of web pages on mobile and mobile devices.
21. What do you mean by Competitive analysis?
Competitive analysis means analyzing the strengths, credits, and weaknesses of our potential competitors in the current market, to improve our business strategies and attain success in our industry. Competitive analysis is very important to understand the successful strategies of our competitors and what areas they are doing well.
22. Name some useful SEO tools?
SEO site checkup, SEMrush, GTMetrix, Google Search Console, Bing webmaster tool, Google Analytics, Ubersuggest, Keywordit, Structured Data Markup Helper
23. Explain about Google Ads?
Google Ads is Google’s online advertising platform, where advertisers pay money to Google, to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to internet users.
24. Explain about Responsive Websites, why is it important today?
A website developed using RWD (Responsive web design) is called a Responsive Website. Responsive websites respond very quickly to user interactions and it is compactable to multiple devices including desktops and mobile devices, that means web pages in responsive websites resizes itself depending on the type of device it is being seen through.
25. How many types of online/digital marketing are there? What are they?
Mainly 9 types of digital marketing are there.
Search Engine Optimization (SEO), Search Engine Marketing and Pay-Per-Click Advertising, Social Media Marketing, Content Marketing, Affiliate Marketing, Influencer Marketing, Email Marketing, Viral Marketing, Mobile Phone Advertising
26. What is the best way to increase organic traffic to a website?
To effectively increase organic traffic to our website, we need to focus on link building strategies, and also we need to produce quality content for the users. Consistently creating engaging content and a high number of internal-external links helps to gain more organic traffic. There are many different factors that are also very important in getting quality traffic, like website optimization, keyword research & analysis, better user experience, etc.
27. Name 10 best digital marketing tools?
– Google Analytics
– Sprout Social
– All in One SEO Pack
– Crazy Egg
28. What are the possible ways to improve the quality & quantity of backlinks on your website?
There are several ways to improve your backlinks,
– Start posting guest articles on reputable websites
– Earn quality backlinks through webmaster moderations & Infographics
– Competitor analysis to improve the quality of your backlinks
– Internal link building
– Content promotion in different digital platforms
– Blogging, testimonials & reviews
29. What is Remarketing in Google Adwords?
Google AdWords Remarketing is a type of online advertising that enables sites to show targeted ads to the audience who have already visited their site. Past visitors will see these ads while they are using the internet like browsing the web, watching YouTube videos or reading articles. Google Remarketing is an ideal advertising tactic, especially where the sales process is long and considered and competitive.
30. Name a few Social Media Marketing tools?
Buffer, Social Clout, Feedly, Canva, Socedo, Edgar, Hootsuite, etc are effective social media tools.
31. Difference between Google Analytics and Google Search Console?
Google search console is a webmaster tool which provides information on how search engines like Google, Bing, Yahoo, etc interact with your site, while Google Analytics provides an insight on how website users interact with your website.
32. Difference between Search engine optimization & Search engine marketing?
Search Engine Optimization
Social Media Optimization
Site traffic, No of visitors
No of quality visits
Take more time for results
Search Engine Search
Social Media Search
Basic element is structure of website, website code and use of keywords
Visually appealing social profiles and relevant content
Measuring link conversion
Building a community
Marketing to Search Engines
Marketing to the targeted audience
On page & Off page
Off-page optimization only
Metadata consist of HTML title tags, Image titles, Bold text.
Metadata consist of tags, titles, and description that grabs audience attention.
SEO utilizes search engines
SMO utilize social bookmarking sites, blogging sites & social networking sites.
33. Define the character limit in Google Ads?
Google ads allow up to 270 characters (three headlines of 30 characters and two description lines of 90 characters)
34. What is Facebook 20% rule?
Facebook’s advertising guidelines include a 20 percent text rule, which means the text on ad photos cannot be more than 20 percent of the photo also this guideline is only specified for ads featured on the News Feeds.
35. What is the use of ‘Text Overlay Tool’ on Facebook?
Text overlay tool in Facebook is used to determine how much text is in our Ad image. Our Ad may not reach its full audience if the proportion of text to image is too high, so it always good to check the text density in ad image via ‘Text overlay tool’.
36. How many Custom Conversions can be created per Facebook Ad account?
100 custom conversions.
37. What is Facebook pixel?
Facebook pixel is an analytic tool that consists of a piece of code that we can put on our website, so that it tracks visitors data, Facebook ads conversions, etc and remarket to people who have already taken some kind of action on your website.
38. What is the main reason to run a split test or A/B tests for campaigns?
Split test in Facebook Ads helps the marketers to determine which ad headlines, body copy, images, call-to-actions, or a combination of the above components works better for their target audience.
39. Which social media strategy inspired you recently and why?
To this question, you have to answer the social media strategy which gives you more engagements, reach, conversions, leads, and audience growth, so think about your measurements and matrices and answer this question carefully.
40. Explain conversion measurement on Facebook?
There is a feature in Facebook called ‘Conversion Pixel’, It is a piece of code that we can paste in our website, and it will track the conversion rate of our product or service we render. Facebook tracks conversion for adverts that happens within 1 day, 7 days and 28 days after a person clicking and viewing an advert.
41. What do you mean by CTA? Why is it important for Internet marketing?
It is a marketing term in advertising it refers to an instruction to the audience to prompt an immediate response. Calls to actions are very important in an advertisement as it helps to increase the engagement rate. ‘Call now’, ‘Buy now’, ‘Apply now’, ‘Get quote’ etc are example
42. Define the formula for calculating Click-through-rate?
Click-through-rate = No of click the ad receives / No of times the ad is shown or simply CTR = Clicks/Impression
43. How social media marketing helps B2C and B2B business models?
Social media marketing is significant for both B2B and B2C. B2C businesses can focus on more simple, light-hearted, engaging social media posts whereas B2B business need to use social media platforms to share business-oriented news and contents
44. What is geo-targeting?
Geo-targeting/local PPC is a method in which we are delivering different advertisement content to the audience based on their geographic location. We can target prospects based on their country, region/state, city, metro code/zip code, organization, IP address, ISP, etc
45. What are the key areas in a website, where we need to place keywords to optimize the website for better page rank?
46. What are the characteristics of ‘Bad Links’?
-Links that are from unauthorized websites
-Links from websites that are violating webmaster guidelines
-Links from websites that are following black hat SEO
-Link exchange links
-Links from a website that are not Google Indexed
-Links from same anchor text coming from different websites
47. What are PPC/Pay-Per-Click Ads?
Pay per click is also known as cost per click is a type of internet marketing that drives traffic to websites. In PPC ads advertisers pay publishers or host websites only when the ad is clicked.
48. What is CRM and how important it is?
CRM is Customer relationship management, which is very important in running a successful business. Making a better relationship with the customer will helps to generate more revenue. CRM software is using customer’s data to improve business relationship with customers and focus on customer retention and business growth.
49. How can we make a page URL more SEO friendly?
-Proper Keywords point to the content of the page
-Keep it short
-Minimum ‘numbers & symbols’ in URL
-Use lower case letters only
-Try to avoid nested subfolders & directories from URL
50. What is Meta description?
Meta description is a snippet of up to 160 characters, which summarizes a website’s content over the internet. Meta description is a clear depiction of what the audience can expect to find on that particular website.
51. Character limit in Meta description?
Meta descriptions should be within 150 – 160 characters.
52. Explain about Display advertising?
Display advertising is a form of online advertising that conveys a commercial advertisement content visually using images, animations, videos, photographs, graphics, etc.
53. What are the UTM parameters?
Urchin Tracking Module/UTM parameters are tags, used by marketers to track the effectiveness of online marketing campaigns. This tags can be added to the URLs, so when our link is clicked these tags are sent back to Google Analytics. Through UTM parameters we can track the source of traffic and which campaign directs them to us.
54. Name different UTM parameters?
utm_source, utm_medium, utm_campaign, utm_term, utm_content
55. How to increase your Click-through-rate?
Use Ad extensions, Write proper meta description. Implement structured data, Add call-to-actions, Use more descriptive URLs, Optimize site speed, Unique tag lines & headings, Perfect landing pages, Use countdown timers
Most Common Interview Questions
1. Why did you choose Digital Marketing as a Career?
At this moment, Digital Marketing is one of the fastest growing industry, with lots of job opportunities. Every company in the market is trying to build a strong digital presence and hiring in house digital marketing experts to generate more revenue and ROI. In India, digital marketing industry is expected to generate more than 20 lakh jobs by the year 2020. Another advantage is, there are different job profiles available like SEO Analyst, PPC Expert, Social Media Expert, Content Marketer etc, so I can choose them according to my interest.
2. What is the biggest challenge you have ever faced in your Digital Marketing career?
This is a common question in digital marketing interview, If you are a fresher, you can avoid this question, but most of the experienced digital marketers must have faced challenges in their career, If you ever faced such a challenging situation, Just brief your experience with the strategies you adopt to overcome those challenges and your end result. Try to be genuine and honest when you answer these type of questions.
3. Which area of Digital Marketing do you prefer to work? Why?
This is completely a personal question, you think about your interests and Job preferences, Digital Marketing offers around 9 different job profiles, you can choose your desired area after considering your strength and weakness.
4. What made you apply for this Job?
To answer this question, you should focus on 3 main points,
– How your skill set and experience math with the current opening
– Express your enthusiasm towards the company and Job
– Avoid reasons that focus on you
5. Do you have any other skill relevant to this Job?
To this question, you can explain your other skill set and expertise that matches with the current job profile like your analytical skills, designing skills, managerial skills, etc