Marketing Glossary

Marketing knowledge seekers: read our glossary. All entries are written by experts and continually refreshed according to industry developments.

A

The term “above the fold” refers to content visible in a browser’s initial viewport. Content placement in regards to the fold can have significant ramifications on conversion and click rates. Read More ›

Affiliate marketing refers to the practice of a website publishing promotional content for a business, with the business then rewarding the affiliate for delivering visitors or customers via this content. Read More ›

ALT text is to HTML elements as meta descriptions are to web pages. They give more information for crawlers like Googlebot to understand and correctly categorize your content. Read More ›

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B

Google evaluates and grades sites’ backlink profiles, but many business owners might not know what’s included in their portfolios. Read More ›

Banner ads are a visual tool to attract converting audiences to your website. They are purchased on a pay-per-click or cost-per-thousand basis to optimize spending for maximum return on investment. Read More ›

Big Data helps marketers strengthen their outreach programs by pinpointing ways to nurture and engage leads online. Read More ›

Bing SEO tools and insights can help marketers improve their visibility on Microsoft’s search engine. Read More ›

Bounce rate is an important online metric that communicates the percentage of people that leave your website after only one pageview. Essentially, it is an indicator of the content’s relevancy to your audience – a low bounce rate indicates interest and vice versa. Read More ›

Creating brand journalism allows businesses to position themselves as leaders within their industry while populating their website with original, relevant content aimed at their prospects. Read More ›

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C

Calls to action are the options strategically placed on webpages aimed at compelling a prospect to convert. Read More ›

Country code top level domains are website domain endings like .it and .io that indicate a site is from a particular country or region. Read More ›

Clickthrough rate is a key metric used by businesses to measure the percentage of website visitors that click on a specific link. Read More ›

Contextual advertising is most frequently seen in PPC campaigns and display advertising that places ads on webpages based on the content the user is viewing. Read More ›

Conversion marketing, which aims to get prospects to take specific actions, should be an element of any marketing campaign, and it greatly depends on strategic content and context to drive results. Read More ›

Conversion optimization is the process of tailoring web pages to encourage site visitors and other prospects to move seamlessly through the conversion funnel. Read More ›

An internet marketing campaign’s conversion rate describes the share of site visitors or content viewers who take desired actions. Read More ›

Corporate blogging is the practice of creating and publishing content related to prospects’ informational needs from the unique perspective of a brand. Read More ›

Crowdsourcing is a term that refers to the process of tapping into the collective knowledge of the American public to perform business-related tasks. While it is most often conducted by […] Read More ›

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D

Deep linking is a strategy that uses hyperlinks to bring site visitors and search crawlers from entry pages to valuable, “deep” content pages on a website. Read More ›

Google’s Disavow tool helps webmasters disassociate their domains from spammy websites that refuse to remove low-grade backlinks from their pages. Read More ›

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E

Ebooks are gaining popularity in brands’ content marketing strategies as a way to convey a large volume of information in easily digestible chunks. Read More ›

Email marketing campaigns have become increasingly popular and effective in recent years, and estimates for 2012 peg enterprise spending on the initiatives at more than $2 billion for 2012. Read More ›

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F

Google’s freshness algorithm rewards sites for updates content and helps users discover and access timely info over outdated material. Read More ›

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G

Google rolled out Penguin in early May to focus on sites that offer quality content and linking to readers. Read More ›

Google+ launched in the summer of 2011, and Google quickly worked to integrate the platforms and its data into the rest of its services. Read More ›

Facebook’s Graph Search brings search capabilities to the world’s largest social media platform, giving users one less reason to go to Google for answers. Read More ›

Guest Blogging helps web publishers increase brand awareness through joint content marketing efforts with third-party sites. Read More ›

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I

Any link that directs online audiences back to a website is an inbound link to that site. Inbound links are essential to building search engine optimization and driving website traffic. Read More ›

Infographic marketing leverages the popular visual content format to demonstrate a company’s thought leadership in its industry in a more engaging, interactive format. Read More ›

Infographics are designs rooted in well-researched content and/or thoroughly considered copy that convey visual narratives. Read More ›

Integrated marketing campaigns allow businesses to leverage several different web channels with the primary purpose of boosting an overall web presence and nurturing leads. Read More ›

Internal linking helps businesses direct website visitors and search crawlers to different web pages within the site. The practice can help deep pages become indexed by search engines and increase users’ time on site, provide more information and, ultimately, encourage conversions. Read More ›

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K

A keyword describes website content and caters to searches. Selecting the correct keywords is critical for the success of any SEO or content marketing campaign. Read More ›

Keyword density is the ratio of keywords to overall words used in website content. When used for SEO as part of a content marketing campaign, a healthy keyword balance is among the key distinctions between user-friendly content and low-quality content. Read More ›

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L

Landing pages are any pages on a website that a visitor lands on after clicking a link (often from paid search or display ads), and they can be informational and/or transactional in nature. Read More ›

Link building is a critical element of SEO strategies, as businesses look to generate more traffic for their website and expand their overall web presence. Read More ›

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M

Meta tags are machine-readable HTML elements that provide additional context to web pages, such as descriptions, authorship and sharing details. Read More ›

Bing and Yahoo joined forces in October 2010 in hopes of combining the popularity and success of the two search engines into one platform for both users and marketers. Read More ›

Multivariate testing is a marketing tool to analyze the effect of differences between one version of content and another. The major objective of this testing is to determine which version(s) achieve the highest favorable actions, be it conversions, clicks or purchases. Read More ›

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N

New media marketing has helped businesses leverage new web channels to attract prospects by offering content and other information. Read More ›

Newsletter marketing is a method of email marketing businesses use to keep prospects and existing customers updated on new products, services or other trends within their company and industry. Read More ›

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O

Open Graph is a specialized meta tag system that defines rich content attributes (author, publish date, etc.) invisibly for usage by web applications. Read More ›

Organic search refers to the results returned by search engines based on their own algorithms that attempt to measure consumer relevance, rather than paid search ads. Read More ›

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S

A search algorithm defines the process and factors used by a search company to rank websites and organize their search ranking with an accurate response to a query as the primary goal. Read More ›

Search engine optimization is the process of placing signals within your web pages so that search engines can correctly understand the subject matter of your content. The ultimate benefits are increased crawl rate and potentially higher rankings in SERPs. Read More ›

It’s hard to get all the acronyms straight these days. When it comes down to it, what’s the difference between search engine marketing (SEM) and search engine optimization (SEO)? Isn’t […] Read More ›

Imagine this: You hear about this great new social media site that promises to overtake Facebook in user-ship, so you head to the platform to sign up, only to be greeted by a lengthy form requesting your personal information. Read More ›

Social media analytics reporting helps brands learn more about how their social audience performs on the web and reacts with social media content. Read More ›

Social video is an engaging new content type that is produced with the goal of increasing interactions between brands and their users, and users and their personal networks. Read More ›

SEO practices might be usurped by SXO (Search Experience Optimization) in the future as users’ experience takes precedence. Read More ›

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T

Businesses must identify the audience they’re trying to engage with before developing a marketing strategy. Read More ›

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U

In internet marketing and web development, user experience refers to a site visitors’ impression of a website, encompassing everything from the value of the content or information provided to ease of navigation and reasonable load times. Read More ›

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V

Video marketing allows businesses to present new content in an engaging format that will improve the overall diversity of their website. Read More ›

Virality is an intangible characteristic in some web content that compels internet users to share videos, images and articles widely in a short time span. Read More ›

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W

Webinars are seminars broadcast over the web, used by businesses to educate and communicate with prospects or existing clients. Read More ›

White paper marketing is becoming a more popular component of content marketing campaigns, as businesses look to position themselves as thought leaders. Read More ›

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X

A sitemap is part of any good SEO strategy. The feature lists all of the pages hosted by a website, helping search engine crawlers identify content worth caching. Read More ›

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