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Robots.txt = a standard used by websites to communicate with web crawler and other web robots.(lets crawler know which areas should be scanned or processed)discuss the importance of mobile site (responsive website)= as the user will have a general better experience and you will be ranked higher as google has release that a responsive web page increases visibility. why is seo a continuous process?- search engines change and it takes time to monitor results, also competitors. Importance of audience targeting in SMM? It’s about getting the right person getting the right content at the right place and the right time in the right format and right language on the right device. The SMM targeting process? Define target audience and segments, create personas for each segment, develop media plan for each targeted segment, optimize media schedule for posts. Big Data= the massive amount of data that is available from a digital clickstream, which is helpful for behavioural targeting (based on purchase behaviour), connection targeting (facebook fans), interest targeting( self reported interest), look a-like targeting (identifies people who have been successful targets in past), custom targeting (an email list, own data), location targeting (geo targeting).What a persona is and how it is created? A persona is a person created and given human qualities describing the target market. You must identify persona rols, list needs and situation triggers and create messaging objectives. content of a SMM plan? A SMM plan consists of customer profile, swot analysis and marketing objective, the overall marketing plan, incorporating frameworks, campaign details and content schedule concluding with a budget. smm optimization= how to ensure you marketing is running smoothly? Keywords, hastags and emojis are all emotionals triggers to try and get the view to share the post and also make the post more enganging.best practices for targeting branded posts: understand what platforms are bing used and how by target audience, optimize conten and posting schedule, use the targeting capabilities of each platform, monitor results on each platform and continue to improve.differene between strategies – mobile first formatted for mobile devices, audience first extremely targeted. Omnichannel is the only strat that keeps all chnnels in mind, the solution is to ppick omnichannel and keep all touch points in mind.best practices for Smobile marketing- understand the brands target audience and the role their phone plays in their lives, give consumers completecontrol of the data, ensure info provided is relevant and current, ensure sites are optimized for mobile search, b2b customers are also using mobile and expect content to be available in mobile formats, it is the entry point to the customer purchase journey and also comes into contact at various touchpoints.