Search Engine Marketing Strategy Questions

Comprehensive knowledge of search engine optimization and paid search strategy, and how they work together across the acquisition funnel. Candidates should be able to explain keyword research and intent mapping, on page content and technical optimization, off page authority and link building approaches, paid search bidding and bid management strategies, quality score and ad relevance factors, landing page experience and conversion optimization, and how to measure and prioritize organic versus paid investments. Be prepared to discuss trade offs in acquisition cost, incremental value over time, measurement approaches and channel complementarity.