Marketing Glossary

With everything you have to do on a day-to-day basis to run your business, unfortunately, it doesn’t leave much time for you to stay up-to-date on the latest internet marketing developments.

The world of digital marketing can be somewhat overwhelming for small businesses. To help you become familiar with some of the most popular terms used in the online marketing world, we’ve prepared this glossary of terms for you to review.

Above the Fold: When first landing on a web page, anything that you can see immediately (without scrolling down) is considered ìabove the fold.î This is considered prime website real estate. A good rule of thumb is to always make sure your call-to-action and company’s contact details are above the fold to make it easy for them to see right away.

AdWords: Paid search advertising platform, which is owned by Google ñ the world’s largest search engine. It offers pay-per-click advertising, which means you set a budget and only pay when someone clicks on your ad.

Algorithm: Formula used by search engines to rank website pages. They analyze data on your site to determine relevance and ranks your pages based on the strength of your optimization.

Analytics: Data that is used to give you detailed information about your website activity that you can use to improve your visitors’ experience. You can analyze user-behavior, such as pages viewed, time spent on the site, and much more.

Autoresponder / Email Campaign System: Automated email software designed to help you manage email marketing campaigns. You can build and maintain your list, set up automated email messages, send broadcast messages, track results, and much more. MailChimp, iContact, Constant Contact, and Aweber are some of the most popular.

Blog: Named after ìweb log,î blogs are often described as short journal-style posts. Blog posts provide a way for you to add fresh content to your website consistently, which the search engines love. When properly optimized, blog posts rank well in the search results.

Call-to-Action (CTA): A prompt (written or verbal) that tells readers/viewers what to do next. For instance, ìCall us today,î ìDownload our free report,î ìFill out the form for a free quote,î etc. It is recommended that you include a CTA clearly visible on every page of your website, your videos, and most other online marketing methods.

Citation (Local): Mentions of your company’s name, in addition to its address and phone number on other places around the web. For Local SEO purposes, citations are viewed as credible sources of information about your business. They validate your business in the eyes of the search engines. So the more citations you have, the more likely you are to see your Local Business Listing show up higher in the search results.

Content Marketing: Process of creating and publishing online content that is helpful to readers, as well as help to build credibility, trust, and authority with your business. It focuses on ìpullingî in new leads via content they find online instead of hard-selling them by ìpushingî out advertising messages.
Email Marketing: Process of building an email list of current and potential customers, and then communicating with this list via email. Your emails and newsletters can range in type and topics (as long as it’s relevant to your industry). The goal of email marketing is to allow businesses to generate sales via these communications.

Facebook: The most popular social networking site online with more than 1.2 BILLION monthly active users, Facebook is the most utilized social media site today. Not only is it used for personal socializing with family and friends, but it is also used by billions of businesses across the globe to build and maintain relationships with customers and prospects.

Geo-Targeting: Process of targeting or providing different content to visitors based on their geographic location. This can be accomplished with both via PPC and organic search.

Google: The world’s number one search engine. The process of going to an online search engine to look for information is also called, ìGoogleî or ìGooglingî something (which is proof of just how popular Google is). Google is also well-known for many of its other website tools and features, such as Gmail, Maps, YouTube, Google+, Google Alerts, and much more.

Google+: A social networking site, owned by Google, that offers the features and social functionality of similar sites such as Facebook.

Google Alerts: A tool that allows you to get email notifications related to any topics/keywords you set up within the application. For instance, you can set up alerts that notify you about any mentions or comments about your business.

Google Maps: Google’s mapping service, which offers street maps, directions, and other detailed information about an address located within it.

Hosting (Web): Web hosting services provide space and storage on the internet for websites. In order for your website to be seen, it has to be published with a web hosting service. The internet looks to this hosting service when attempting to show your website on someone’s computer.

Keywords / Search Terms: A word or phrase that a user types into a search engine box to find relevant online websites. For instance, someone who is interested in finding a local dentist may type, ìdentist in Houstonî in the search engine box.

LinkedIn: A social networking site built around professionals looking to connect with other like-minded professionals.

Local Business Listings / Online Directories: Based on categories (and usually location), these are submission sites where businesses can list their websites. When a local consumer is searching for your type of product or service online, chances are some directories with show up in the results containing a list of businesses that offer this product or service. Directories usually show up high in search results, as well as provide a strong link back to your website.

Local Search: Search engine searches that involve using a geographical location in the keyword search phrase. This type of search is common for people who are looking for local businesses, products, and services. For example, ìcomputer repair in Oakland, CAî vs. ìcomputer repair.î The results usually show up in the ìLocal Packî section of the search page, which contains the local business listings accompanied by a map pin.

Mobile Application: Commonly known as a mobile app this is software that is created specifically to allow internet applications function on smartphones and other mobile devices.

Mobile Marketing: Process of catering to mobile internet users. This includes ensuring that your website is optimized for easy mobile viewing, using text message marketing to generate repeat business, using mobile apps to provide convenience for your customers, and using QR codes to quickly send mobile users to any online destination.

NAP (Name, Address, Phone): A “trail” of your business online, which is used by the search engines to validate your business by cross-referencing your address and phone number. A strong NAP results in higher local search rankings.

Opt-In / Opt-Out: Opt-in occurs when a person joins your email list or mobile list. Usually, this is accomplished by giving away something of value in exchange for their email address or mobile phone number. Opt-out occurs when one of your subscribers ìunsubscribes,î which means they will no longer receive your messages.

Organic (Natural) Search Engine Results: The website listings that show up in the ìorganic results sectionî after a user types in a keyword term into a search engine. These are websites that are naturally optimized to show up in the results for that keyword (they are not part of the local listings or paid advertising sections).

Pay-Per-Click Advertising (PPC): An online advertising method that means when you place an ad, you only pay when someone clicks on the ad. Google AdWords is the most popular PPC provider.

Quick Response Code (QR Code): A barcode of black and white squares that can be scanned with a mobile device. Once scanned, users can be directed to any online destination you choose, such as your website, a video, a coupon, a survey, and more.

Reputation Management: Process of monitoring, tracking, and responding to what people are saying about your business online. It also involves building brand awareness and building a more positive online reputation surrounding your business via more customer reviews, good content, and more.

Retargeting / Remarketing: Process of increasing conversions by marketing to people who have already visited your website or Facebook page. This is usually done by creating remarketing ads, which are then periodically displayed to these visitors as they browse the web. The ultimate goal is to get these hot leads who have expressed an interest in you back to your website.

Review Sites: Websites where consumers go to leave reviews and opinions about companies, products, and services. Consumers who are looking to make a purchase decision often visit these websites to get more information. Some of the most popular review sites for local businesses are Yelp, Google My Business, Yahoo Local, and others.

Search Engine: When searching for information online, most people go to their favorite search engine, such as Google, Yahoo, or Bing. Once there, they type in a keyword term that briefly describes what they’re looking for. Then, a list of websites (search results) that match the keyword will appear on the page.

Search Engine Optimization (SEO): The process of preparing websites to show up higher in the organic search engine results. This involves very strategic processing that involve using relevant keywords, consistently publishing content, using onsite SEO tactics, getting backlinks, and more. SEO is critical for any business that wants to get more search engine exposure when consumers go online to search for their type of product or service.

Search Engine Results Page (SERP): Page of websites that show up when a user types in a certain keyword phrase into the search engine. Each search engine has an algorithm that determines the order in which the pages show up.

Social Media: Social media allows businesses to create brand awareness and communicate with their existing and potential customers via their profiles on sites such as Facebook, LinkedIn, Twitter, Google+ and others. Social media ìmarketingî entails utilizing these platforms to provide updates and information that your audience is interested in, as well as promotions about your products and services.

Spam: Also known as ìjunk mail,î this is the practice of sending unsolicited emails, or sending a bunch of emails over and over, to unsuspecting recipients. Spamming is unethical, annoying, and should be avoided. When using Email Marketing, be sure to comply with the CAN-SPAM act, which has set rules for commercial emailing.

Text Message Marketing (SMS): A popular form of mobile marketing that involves building a list of mobile subscribers, and then following up with them via text messages to provide information or promote your current events and special offers.

Title Tags: Critical for SEO, title tags are the words in your site’s title, which the search engines use to help determine the topic of your site so it can rank it accordingly in search results. These tags show in the top bar of the internet browser, as well as on the search results page. It is important to use relevant keywords in your site’s title tag for the best results.

Video Marketing: Process of creating and publishing online videos to promote your business, as well as educate and inform your audience. A Video Marketing campaign involves a consistent plan for putting videos online that will attract more leads and sales.

WordPress: WordPress is the most popular blogging platform and content management system; however, it goes way beyond blogging and is now being used as a full website platform for millions of businesses.

Yelp: A local review site where businesses and consumers connect. This is also where many local consumers go to post their reviews and opinions about companies they’ve done business with; it’s also a major source for consumers who want to see what other people have to say about local businesses.

YouTube: A video sharing platform, which is owned by Google, and has been named the second largest search engine in the world. You can publish keyword-optimized videos related to your business on YouTube to get more exposure.