above the fold
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.
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.
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.
anchor text refers to clickable words in website content to which hyperlinks are attached.
google introduced authorship to help web writers get credit for their online content.
google evaluates and grades sites’ backlink profiles, but many business owners might not know what’s included in their portfolios.
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.
big data helps marketers strengthen their outreach programs by pinpointing ways to nurture and engage leads online.
bing seo tools and insights can help marketers improve their visibility on microsoft’s search engine.
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.
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.
business-to-business (b2b) marketing
b2b marketing refers to the techniques and best practices used by companies that sell directly to other businesses. good b2b marketing strategies reach multiple audiences at once using a variety of tactics and account for longer sales cycles.
business-to-consumer (b2c) marketing
b2c marketing is a very different animal compared with b2b strategies. read on to find out what sets b2c campaigns apart and what brands need to do to effectively market to consumers.
call to action
calls to action are the options strategically placed on webpages aimed at compelling a prospect to convert.
country code top level domains are website domain endings like .it and .io that indicate a site is from a particular country or region.
clickthrough rate is a key metric used by businesses to measure the percentage of website visitors that click on a specific link.
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.
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.
conversion optimization is the process of tailoring web pages to encourage site visitors and other prospects to move seamlessly through the conversion funnel.
an internet marketing campaign’s conversion rate describes the share of site visitors or content viewers who take desired actions.
corporate blogging is the practice of creating and publishing content related to prospects’ informational needs from the unique perspective of a brand.
crowdsourcing is a term that refers to the process of tapping into the collective knowledge of the american public to perform business-related tasks.
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.
google’s disavow tool helps webmasters disassociate their domains from spammy websites that refuse to remove low-grade backlinks from their pages.
dwell time refers to the length of time visitors spend on a website.
ebooks are gaining popularity in brands’ content marketing strategies as a way to convey a large volume of information in easily digestible chunks.
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.
external links are hyperlinks that make reporting transparent, flow pagerank and improve ux.
the growth of facebook has made the platform an ideal platform for businesses of all sizes to use as marketing tool.
google’s freshness algorithm rewards sites for updates content and helps users discover and access timely info over outdated material.
google’s panda algorithm aims to promote high-quality content in search results.
google rolled out penguin in early may to focus on sites that offer quality content and linking to readers.
google+ launched in the summer of 2011, and google quickly worked to integrate the platforms and its data into the rest of its services.
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.
guest blogging helps web publishers increase brand awareness through joint content marketing efforts with third-party sites.
google didn’t officially announce the launch of the hummingbird algorithm, but search marketers have determined it began impacting search results on august 30, 2013. the new algorithm was allegedly named […]
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.
infographic marketing leverages the popular visual content format to demonstrate a company’s thought leadership in its industry in a more engaging, interactive format.
infographics are designs rooted in well-researched content and/or thoroughly considered copy that convey visual narratives.
integrated marketing campaigns allow businesses to leverage several different web channels with the primary purpose of boosting an overall web presence and nurturing leads.
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.
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.
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.
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.
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.
meta tags are machine-readable html elements that provide additional context to web pages, such as descriptions, authorship and sharing details.
microsoft / yahoo alliance
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.
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.
native advertising is the practice of disguising promotional media as organic web content.
new media marketing
new media marketing has helped businesses leverage new web channels to attract prospects by offering content and other information.
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.
open graph is a specialized meta tag system that defines rich content attributes (author, publish date, etc.) invisibly for usage by web applications.
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.
pinterest marketing is a growing social media strategy for both b2c and b2b brands.
responsive design websites are fluid layouts that display website content proportionally across devices.
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.
search engine optimization
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.
sem vs. seo
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 […]
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.
social media analytics
social media analytics reporting helps brands learn more about how their social audience performs on the web and reacts with social media content.
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.
seo practices might be usurped by sxo (search experience optimization) in the future as users’ experience takes precedence.
businesses must identify the audience they’re trying to engage with before developing a marketing strategy.
user experience (ux)
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.
video marketing allows businesses to present new content in an engaging format that will improve the overall diversity of their website.
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.
webinars are seminars broadcast over the web, used by businesses to educate and communicate with prospects or existing clients.
white paper marketing
white paper marketing is becoming a more popular component of content marketing campaigns, as businesses look to position themselves as thought leaders.
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.