Marketing Glossary

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 this ›

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 this ›

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 this ›

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 this ›

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

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 this ›

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 this ›

B2B marketing is evolving as business buyers turn to new media for information about potential purchases. Read this ›

B2C marketing refers to business to consumer outreach that will inspire sales, and the practice is increasingly moving online as consumers conduct shopping research on the web. Read this ›

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

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

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 this ›

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 this ›

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

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

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

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 this ›

Dwell time refers to the length of time visitors spend on a website. Read this ›

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 this ›

The growth of Facebook has made the platform an ideal platform for businesses of all sizes to use as marketing tool. Read this ›

Google’s freshness algorithm rewards sites for updates content and helps users discover and access timely info over outdated material.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

Google’s Panda algorithm aims to promote high-quality content in search results. Read this ›

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

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 this ›

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 this ›

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 this ›

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

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 this ›

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 this ›

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 this ›

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 this ›

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 this ›

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 this ›

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

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 this ›

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 this ›

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

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 this ›

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

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 this ›

Pinterest marketing is a growing social media strategy for both B2C and B2B brands. Read this ›

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 this ›

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 this ›

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 this ›

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

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 this ›

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

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

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

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 this ›