Popular Digital Marketing Terms & Definitions You Need To Know
301 Redirect – A method used for redirecting visitors from one web page to another. This type of redirect is used for permanent redirects (for example: you own website ABC.com and website XYZ.com but you only want a single website. So, you would 301 redirect all the traffic from website XYZ.com to website ABC.com so that all visitors end up on website ABC.com)
302 Redirect – A method of redirecting a visitor from one page to another. This type of redirect is used for temporary situations only. For permanent redirects, use a 301 instead.
404 Error – This is the error message that appears when a visitor tries to visit a web page that does not exist.
A/B Testing – Creating two versions of a creative (eg.: an ad copy, an email, an image, a landing page) to test against each other in a campaign. This is to see which one of the two creatives your audience responds better to. A frequent testing method which is used in all forms of advertising. When creating the two versions, it is a preferable practice to only make one change from version A to version B, so as to find out what your audience is responding to.
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Ad Extensions – These are the additional pieces of information that can be added to Google Adwords ads, including reviews, address, pricing, callouts, app downloads, sitelinks, and click-to-call. Ad extensions help advertisers create richer and more informative ads that take up more on-page real estate, which generally leads to a higher Click Through Rates.
Ad Fatigue – This happens when users are over-exposed to the same ad and it results in less clicks and conversions. This is commonly used in Facebook where advertisers use it as a benchmark to determine when to update an ad creative so that they stay relevant and provide users a positive advertising experience.
Ad Group – In a pay-per-click account, Ad Groups are the subcategories that contain ads which target a group of keywords. These are often broken out into various ‘themes’ that constitute a campaign.
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Ad Manager Account – It is an advertising account on Facebook that allows the user to run ads on the Facebook Ad Network.
Ad Network – It is a group of websites and/or digital properties (like apps) where ads can appear. For example, Google has 2 ad networks: the search network (the text ads that appear in search results) and the display network (the image ads that appear on millions of websites that have partnered with Google).
Adsense (Google Adsense) – It is a Google platform that allows websites to generate revenue by publishing Google network ads on their website.
Adwords (Google Adwords) – It is a Google owned program used by advertisers to place ads on Google search results pages, Youtube, and on Google ad network sites. Adwords is the primary platform used for PPC advertising.
Algorithm – An algorithm is a process or set of rules that computers follow to perform a task. In digital marketing, algorithm usually refers the the sets of processes that Google uses to order and rank websites in search results. The SEO industry provides various Google algorithms nicknames of their own, such as Penguin (which analyzes the quality of links pointing to a website) and Panda (which assesses the quality of the content on a website). The main ranking algorithm is SEO which is also referred to as “The core algorithm”.
Algorithm Update – It is the change made to a Google algorithm. Updates typically affect the rankings of websites. Google makes several adjustments to their algorithms throughout the year, as well as a number of major updates each year.
Alt Text (or Alternative Text) – It is an attribute added to HTML code for images, which is used to provide vision impaired website visitors with information contained in the contents of an image. Best practice dictates that all pictures on a website have alt text, and that the text should be accurate in describing the image.
Analytics (or Google Analytics) – It is a Google platform that allows webmasters to access statistics and data about their website visitors. Google Analytics (abbreviated as GA also) helps webmasters see where the web traffic comes from and how visitors behave once they visit the website.
Anchor Text – These are the clickable words in a hyperlink. In SEO, anchor text behaves as a ranking signal to Google, as it gives context about the destination site. For example, if several websites link to one particular website using the anchor text “free stock images”, Google uses that information to understand that the destination might be a resource with free stock images. Theoretically, this could help the stock images website rank in Google for keywords related to stock photography.
Attribution – The process of determining which touch point of the marketing process is responsible for the conversion. Usually in advertising, it takes several methods of advertising to reach a customer before they convert or complete a purchase. Attribution allows one or several methods to “get credit” for the conversion to happen.
Average Position – It is a metric in Google Adwords that helps advertisers understand that where, on average, their ads are are being shown in Google search results pages. Usually, there are 4 available ad slots at the very beginning of a search result page (where 1 is the first ad, 2 is the second ad and so on). So, for best results advertisers typically need an average position between 1-4. An average position 5+ indicates that your ads are appearing at the bottom of the search results page.
Backlink – When one website hyperlinks to another using html href code it is referred to as Backlink. They are a major factor used by Google to determine organic rankings. The fundamental idea being that if “website A” has incoming backlinks from other strong/relevant websites (websites B, C, and D), the links are treated as votes of trust for website A. Website A will then gain authority from B, C, and D through those backlinks, which usually results in better rankings and a source of potential referral traffic.
Banner Ad – It is a popular type of digital image ad that can be positioned across various websites. The largest and the most popular image ad network is run by Google, which allows ads in the following common sizes:
Bid – It is the price a marketer will pay to run their ad. It is used in pay-per-click advertising and often refers to keyword bidding. It is the amount an advertiser places on a keyword so Google would consider them in their algorithm.
Bing – It is a web search engine that provides users search services for web, video, image and map search products. Microsoft owns and operates Bing, and it powers Yahoo! Search. Bing now controls approximately more than 20% of the total search share.
Bing Ads – It is a platform that provides pay-per-click advertising on both Bing and Yahoo! search engines. It allows businesses to create ads, and subsequently serve them to consumers who search for keywords that the businesses bid on. This platform also offers various targeting options such as location, demographic, and device targeting.
Black Hat – It is the slang for an unethical digital marketer or SEO that breaks the guidelines of the search engine, which results in artificial ranking of the websites. It is done using tactics like duplicate content, spammy link building, and negative SEO.
Blog – Short for “web log”, a blog is a web page or a website that is regularly updated with new written content. Blogs are a valuable section of a website in digital marketing, because they offer fresh new content on a regular basis which help attract new visitors, engage existing visitors, and give authority signals to Google.
Bot – A bot is an automated program that goes to websites, and is also referred to as a “crawler” or a “spider”. Search Engines like Google uses bots to visit websites so that they could be ranked and added to search indexes. Spam bots visit websites for iniquitous reasons, often appearing in Google Analytics as spammy traffic.
Bounce Rate – This is the percentage of visitors to a website that leave quickly without clicking or interacting with any segment of the page. For example, if 100 people visit a website, and half of them leave immediately, the bounce rate of the website would be 50%. Websites aim for as low bounce rate as possible, and averages tend to be anywhere between 40-60%.
Bread Crumbs – These are the links at the beginning of a web page or in a search result, that better help the user navigate the site. Onsite links usually appear in proximity with the web page’s title and look something like: Home > Services > Specific Service.
Breadcrumbs can also be observed in search results through specific schema markups. These help users find related pages from the search result listing.
Business Manager – It is a Facebook platform that helps marketers to manage several pages and ad accounts in one central location.
Campaign – It is a series of advertising messages that share a theme, a market product or a service. In digital marketing, campaigns can be run through search and display network advertising platforms (i.e. Google, Bing), social media, email, or other online platforms. Campaigns also refer to a comprehensive digital marketing strategy or project.
Canonical (rel=canonical) – It is a piece of code that is put into the html head of a webpage which indicates to Google whether a piece of content is original or a duplicated from some other location. Original content should canonical to itself, and content drawn from other places should point the canonical to the original source URL. Canonicals are also handy to help avoid duplicate content issues within a website.
Channel – It is the avenue or outlet an advertiser selects to use to market to their audience. Common marketing channels include Google, Email, Social Media, Organic, or Paid.
Conversion – It is the fullfilment of a predefined goal. It helps track the number of site visitors that have been “converted” into paying customers. However, sales are not always chosen as the metric. Other common goals include newsletter subscriptions and the number of downloads from the website.
Conversion Rate – It is the rate at which website visitors complete the predefined goal. It is calculated by dividing the number of goal achievements by the total number of visitors. For example, if 100 people visit a website and 20 of them complete the conversion goal (like filling out a contact form) then the conversion rate is 20%.
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Cookie – It is a small item of data sent from a website that gets stored on the user’s device. Cookies enables user's device remember valuable data like items in a shopping cart, what all pages have already been visited or information filled in a form.
CPA (Cost Per Acquisition) – A metric in paid advertising platforms that measures how much money is spent in order to acquire a new lead or customer. It can be calculated by dividing the total spend by the number of conversions, for a given period of time. For example, if in a month a PPC account spends $1000 dollars and gets 10 conversions (leads), then the cost per acquisition is $100.
CPC (Cost Per Click) – It is the amount of money spent for one click on an ad in a Pay-Per-Click campaign. In Adwords, each keyword has an estimated click cost, but the prices alter in real time as advertisers bid against each other for each keyword. Average CPCs range from less than $1 dollar for longtail or low-competition keywords, to upwards of $100 per click for competitive terms, primarily in legal, insurance, and water damage restoration industries.
CPM – It stands for “Cost Per Thousand” (M is the roman numeral for 1,000). This is the cost an advertiser pays for 1,000 impressions of their ad. For example, if a publisher charges $20 CPM, and the ad appears 2000 times, then you will pay $40 for the campaign ($20 x 1000 impressions) x 2. CPM is commonly used for measuring ad success in awareness campaigns, where impressions are more valuable than conversions or clicks.
Crawler – It is an automated program that scans websites to index their content and purpose. As the name reflects, the software “crawls” through the code, for which they are also referred to as “spiders”. Used by Google, crawlers help find latest content and evaluate the quality of webpages for their index. Webmasters and SEOs can request for supplementary scans through Google Search Console.
CRO (Conversion Rate Optimization) – It is a branch of digital marketing that targets to enhance the conversion rate of web pages, thus making them more profitable. CRO uses a combination of psychology with marketing and web design in order to govern the behavior of the web page visitor. CRO uses a type of testing called “A/B split testing” to discover which version of a page (version A or version B) is more successful.
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CSS – It stands for “Cascading Style Sheets”. It is a document of code that dictates to the website’s HTML how it should appear on screen. CSS document is a time saving tool for web designers, as they can style batched-sections of HTML code, instead of styling individual lines of code one-at-a-time.
CTA (Call to Action) – It is an element present on a web page which guides visitors towards a specific action or conversion. A CTA maybe a clickable button, an image, or a standard text. They typically use imperative verb phrases such as: “order now” or “call today”.
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CTR (Click Through Rate) – It is the ratio of the number of times an advertisement was clicked on, versus the number of times it appeared. It is calculated by dividing the ad’s clicks by the ad’s impressions. For example, if an ad is seen by 100 people, and is clicked by 10 of them, then it has a click through rate of 10% (10 clicks / 100 impressions = 10%).
DA (Domain Authority) – A search engine ranking score, DA is developed by Moz. It predicts how likely a website is to rank on search engine result pages (SERPs).
Dark Web (or Dark Net) – It is a part of the internet that is not indexed by search engines. Generally found only on secret or encrypted servers it requires special software or configurations to access. The Dark Web is believed to be used for unlawful activities such as black markets, handing out illegal information and underground political discourse.
Dashboard – It is a web page that contains and provides aggregate data about the performance of a website or a digital marketing campaign. A dashboard displays information from various data sources and in an easy to comprehend manner.
Deep Web – Unlike the Surface Web (indexed sites), deep web is not indexed by search engines. However, it does not deal in illegal activities like the Dark Web. It consists of a variety of databases, documents, reports and other pieces of information that are not accessible by the public. It may also incorporate things like web mail, online banking or subscription based content like videos, magazines, newspapers or other publications.
Demographics – It is the statistical data about the general population or the smaller segments within it. Generally, demographics are sub fractioned into age, gender, location, income, occupation, ethnicity, and race. It is a general practice to target advertisements towards one or several demographics in marketing campaigns.
Digital Assistant – Also known as a virtual assistant or intelligent personal assistant, this software or application is equipped to perform tasks or services via verbal commands from a user. These assistants are generally helpful for answering questions, set events and create/update to-do lists, and can be set up to command utilities like lights and other automated devices in domestic or business set ups. Majority of smart devices also have built in digital assistants such as Siri or Alexa.
Digital Marketing – A comprehensive term for online work that involves dedicated marketing practices like SEO, PPC, CRO, web design, blogging, content, and any other form of advertising on an internet-connected device with a display screen. Conventionally, television did not lie under digital marketing, however the switch from cable television to internet streaming meant that digital advertising can now be served to online TV audience.
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Directory – It is a website that lists websites categorically with similar themes. Certain directories such as chambers of commerce (a list of businesses in one geographic location) can be useful for SEO. However, extensive abuse of spam directories steered Google to discount links from directories that existed for the sole purpose of selling links.
Display Ads – Ads on a display network incorporate several formats such as: images, flash, video, and audio. They are also commonly known as banner ads, the advertisements that are found on the web on news sites, blogs, and social media.
Display Network – It is a network of websites and apps that exhibit display ads on their web pages. Google’s display network spans over 2 million websites that outstretch over 90% of internet users. Businesses can target consumers on the display network on the basis of keywords/topics, placement on specific webpages, and through remarketing.
DKI or Dynamic Keyword Insertion – It is a feature of Google AdWords that enables an advertiser to customize their ads according to what their users search for. To use this feature, a mini, special piece of code is placed in the ad text that communicates to a search engine when a consumer uses one of their keywords, or to replace the code with the keyword that triggered their ad.
DNS – It stands for Domain Name System. DNS is a protocol that interprets website URLs (which use alphabetic characters) into IP addresses (that use numeric characters). DNS exists as it is more useful for internet users to recollect letters and words in website URLs, however, the world wide web communicates in numbers with IP addresses. Without DNS, every website would just remain to be a string of numbers instead of a traditional URL.
Dofollow – It is a phrase that indicates a hyperlink which is absent of a “nofollow” tag. A hyperlink is a dofollow link by default until a “nofollow” piece of code is added to it. Dofollow links pass SEO equity to the destination URL, while “nofollow” links do not.
Domain – It is a name used in URLs for the identification of web pages and where they belong. For example, in the URL www.example.com/services/seo/, the domain name is example.com.
Duplicate Content – Duplicate content usually refers to essential blocks of content within or across domains which are either completely identical or are appreciably similar.
Ecommerce (or E-Commerce) – It stands for Electronic Commerce. It is a category for businesses that conduct business online. The most recurrent form of e commerce business is an online retailer that sells products directly to the consumer.
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Email Automation – It is a marketing system that automatically send emails based on predefined triggers using a software. Several automated emails are used in a sequence to create user funnels and segment them, on the basis of behavior. For example, an automation funnel could be put in place to send “Email A” when a person shares their email address, then either “Email 2a” or “Email 2b” would be sent based on whether the person clicked on the first email or not.
Email Marketing – It is the use of email with the goal of enhancing sales, customers, or any other form of conversion.
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Engagement – It is the term used for various forms of user interactions such as likes, shares or comments and other things on a social media presence.
Facebook Ads Manager – Ads Manager is a tool used for creating Facebook ads, determining when and where they’ll run, and keeping a track of how well campaigns are performing on Facebook, Instagram or their Audience Network.
Facebook Advertising – Facebook has an ad network network of its own. A variety of ad types can be created to outstretch various goals set by companies. Facebook advertising is unique as the audiences are set up on the basis of vast demographic data that Facebook has about their users in comparison with Google advertising that uses keywords.
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Facebook Business Page – It is a public webpage on Facebook designed to represent a company. A business page gives users access to Facebook Ads Manager. It also allows engagement between businesses and users (i.e. page likes, message responses, post content).
Featured Snippet – It is a summarized piece of data that Google pulls from a website and locates directly into search results,for the purpose of showing quick answers to common and simple queries. Featured snippets are seen in a block at the top of search results along with a link to the source. Webmasters cannot create Featured Snippets; Google programmatically gathers the most relevant information from an authoritative site. Most highlighted snippets appear for question queries like “how is _____” or “what was_____”. Some featured snippets even highlight tools like calculator or conversion apps.
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GCLID – It stands for Google Click IDentifier. It is a small string of numbers and letters that constitute a unique ID badge for visitors to a website. It is used for keeping track of individual users as they click on a PPC ad, so that their manner of interaction with the website (whether they converted, and on which page, and using which method) can be tracked and attributed properly using Google Analytics. (See also: Google Analytics, PPC)
Google – It is the company behind the mega search engine Google.com. It was founded in 1998 and now controls about 80% of the search market. Google has expanded so much as to include several software services. Its services extend to both directly search related, and towards consumers outside of the search marketing industry like Google Chrome (a web browser), Google Fiber (internet service), Gmail (email client), and Google Drive (a file storing platform). Alphabet is the parent company that owns google.
Google Adwords – It is Google’s online advertising service. Through this advertisers can reach customers through their search and display networks. AdWords offers several cost models which varies through various bidding strategies and company goals. Advertisers may bid on keywords which allows their ads to appear in Google search results and on Google’s network of partner websites.
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Google Algorithm – It is a mathematical programmatic system that determines where websites will show upon search on Google search result pages for any given number of queries. It is also referred to as the “Core” algorithm, which is a less specific term. Google’s algorithm is continuously updated (somewhere between 500-600 times a year, or about two times per day), which can alter the levels of impact on the rankings of websites across the world. Google’s real algorithm is deliberately kept confidential to prevent webmasters from tampering the system for rankings, however, Google does publically state their recommended “best practices” for appearing higher in search results.
Google Analytics – It is a free software platform made by Google. It is used for analyzing nearly every aspect of users visitng a website. From website traffic, to conversions, to user metrics, to historical data comparisons, to the effectiveness of each channel of marketing can all be managed with the help of this tool.
Google Fred Update – Google appeared to introduce a major update that penalized low quality content in March 2017. Google never confirmed this, except the fact that they make algorithm changes on a regular basis. Gary Illyes jokingly mentioned that these types of updates should be referred to as Fred and the name stuck since.
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Google Hummingbird – It is the industry nickname for one of the initial major reconsiderations to the main Google search algorithm. Unlike the algorithm updates such as Panda or Penguin, Hummingbird was created to completely alter the way Google interpreted user search queries. Before this update, Google results mostly appeared based on specific keyword matching within the user query. But now, a search for a specific phrase such as, "world's tallest building" will show results directly related to that query. Previously, users might see results that were not related to their query.
Google Maps – It is the location and navigation service provided by Google. Users can search for stores, restaurants, businesses, and landmarks anywhere in the world using maps.google.com. Being one of the most widely used navigation apps, Google Maps provides GPS directions that update in real time, according to traffic patterns and issues.
Google Medic – It is a major Google algorithm update that happned in 2018. It primarily affected medical, fitness, health related and “YMYL” websites. A number of sites in those fields witnessed significant drops in their rankings, however, Google denies specifically targeting these industries. This update is also referred to as the “Query Intent Update”.
Google Mobile First Index Rollout Update – In -2018, Google announced that it was initiating to roll out its mobile-first updates. Mobile-first was a Google initiative that encourages developers to create sites with a mobile view focus. Mobile-first needs responsive websites that function on any smart device and are optimized so that they load at a faster speed. Sites that are not optimized for mobile use will lose rankings or not be listed in mobile search results.
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Google My Business – It is the platform on which businesses can feed in information to appear in the search results. Searches like map packs, locations, and more are a part of this. This tool can help manage name, address, phone number, website link, hours of operation, reviews and more. GMB is critical to local SEO campaigns, and is directly associated with location-based searches.
Google Panda – It is a Google algorithm update which concentrates on analyzing the quality of a website’s on-page content. Released in February 2011, and updated periodically afterwards it is similar to Google Penguin. This update helps determine whether the content on site pages was associated to queries it was being displayed for, and modifies the site’s rankings accordingly. Sites with low-quality content witnessed a significant drop in rankings due to this algorithm update. The algorithm has now been comprehended into Google’s core search algorithm, and is capable of assessing content quality in real time. (See also: Google Algorithm, Google Penguin)
Google Penguin – It is a Google algorithm update which focuses on analyzing the quality of links directing to a site, or more precisely, it is the overall quality of a site’s backlink profile. It was first announced in April 2012 and updated periodically afterwards and is similar to Google Panda. This algorithm focused on the so-called “black-hat SEO” tactics which altered search rankings by creating links to sites in a synthetic manner. Google analyzes every page which links to a specific site and finds out whether the links are a benefit to users, or if they simply exist to manipulate search rankings and modifies the site’s standing accordingly. Google estimates that Penguin has an affect on 3.1% of all searches happening in English, which is a relatively large number for one algorithm. (See also: Backlink, Black Hat, Google Algorithm, Google Panda).
Google Pigeon – It is a Google algorithm update that helps provide locally relevant results to searchers. For example, searching for “Starbucks coffee shop” will show results majorly centered around that geographical location. Moreover, Google is capable to determine your location when you enter a search, and hence, shows you local businesses nearby your area even without using localized keywords. This algorithm signifincantly influenced the potential for local businesses to enhance their discoverability and appear in searches.
Google Search Console (formerly known as Webmaster Tools) – It is a free tool offered by Google to webmasters. The tool comprises of several areas that include data on determining the performance of a site. Search Console is different from Analytics – instead of measuring traffic, it measures a site’s visibility on search pages, and indexability by Google crawler bots. Metrics Search Console measures Click-Through Rate, Number of Indexed Pages, Number of Dead Links (404 pages), and more. (See also: Google Analytics, Click-through rate, Index, Crawler)
Gravity Forms – It is a WordPress plugin that puts in a customizable contact form to a website. It keeps track of all successful form submissions, and lets all of the fields on a form be customized. Gravity Forms integrates with several third parties and hence, is the standard contact form plugin utilized on sites built by Geek Powered Studios.
HARO – It stands for Help A Reporter Out. Monday through Friday three times a day, HARO emails are sent out, listing several stories that reporters require sources for. It is used as a marketing strategy to get PR and link opportunities.
Hashtag – It is a phrase that begins with the symbol “#”. It is used in social media as a method for tagging content for users to discover. Inserting hashtags in a post enables users to find that post when looking for that topic. This can be utilized for spotting users looking for broad topics on social media, as well as niche, detailed topics.
Header – It can wither refer to the top portion of a webpage that typically contains the logo and menu, or the part of HTML in a website’s code that contains valuable information about the site.
Header Code – On a website, certain code is placed in the universal header section so that it can be accessible across all pages of the website. Typically in the header code, you’ll find things like Schema Markup, Analytics Code, Adwords Code, and other tools used for tracking data across a website. These are placed in the header code so that they can be rendered and start tracking information as the site loads.
Header Tags (h1, h2, h3, etc) – Header tags are used in HTML for categorizing text headings on a web page. They are, in essence, the titles and major topics of a web page and help indicate to readers and search engines what the page is about. Header tags use a cascading format where a page should generally have only one H1 (main title) but beneath can be multiple H2s (subtitles) and every H2 can have H3s beneath (sub-sub titles) and so on.
- H1 is typically used only once on a webpage, and is used to display the most important title.
- H2 is used to display the major subtopics of a certain webpage.
- H3 is used to display the major subtopics underneath an H2 tag.
Heatmap – A heatmap is a graphical representation of how users interact with your site. Heatmapping software is used to track where users click on a page, how they scroll, and what they hover over. Heatmaps are used to collect user behavior data to assist in designing and optimizing a website.
Hreflang Tag – A code in the html of a website that tells search engines like Google which spoken language a web page is using. These are especially useful for websites that have versions of pages in multiple languages, as they help Google understand which pages are related and which should be shown to specific audiences.
HTML – Stands for Hypertext Markup Language. HTML is a set of codes that are used to tell a web browser how to display a webpage. Each individual code is called an element, or a tag. HTML has a starting and ending element for most markups.
HTTP – Stands for Hypertext Transfer Protocol. HTTP is the protocol used by the world wide web to define how data is formatted and transmitted, and what actions web browsers and web servers should take to respond to a command. When you enter a website into your web browser and press enter, this sends an HTTP command to a web server, which tells the server to fetch and send the data for that website to your browser.
HTTPS – Stands for Hypertext Transfer Protocol Secure. Is a secured version of HTTP, which is used to define how data is formatted and transmitted across the web. HTTPS has an advantage over HTTP in that the data sent when fetching a webpage is encrypted, adding a layer of security so that third parties can’t gather data about the webpage when the data is sent from the server to the browser.
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Hyperlink – A hyperlink is an HTML code that creates a link from one webpage to another web page, characterized often by a highlighted word or image that takes you to the destined location when you click on that highlighted item.
Iframe – It is an HTML document that is present within another HTML document on a website. Iframes are commonly used to embed content from one source onto another web page.
Impression – It is a term utilized in Pay per click advertising. It represents the number of times an ad was displayed.
Impression Share – it is used in Pay per click advertising, this metric refers to the percentage of times viewers have viewed an advertiser’s ad, in contrast to the total possible number of times that ad could have been seen. If the share of an ad campaign’s impression is 60%, then the ads appeared 6 out of 10 possible times.
Inbound Link – It is similar to a ‘backlink,’. It is a link steering users to a website from a separate or third-party site. Having a high number of inbound links is extremely valuable towards a website’s SEO and domain authority as it is majorly boosting or endorsing that website.
Inbound Marketing – Inbound marketing refers to the activities and strategies involved in attracting potential users or customers to a website. “Inbound” is a new euphemism for what was traditionally called “SEO”. Inbound marketing is critical for having a great web presence, because it’s used as a method to attract prospective customers by educating and building trust about your services, product and/or brand.
Index – When used as a noun, index refers to all of the web pages that Google has crawled and stored to display for Google searchers (for example: “The Google index has millions of websites”). When used as a verb, it refers to the process of Google copying a web page into their system (eg: “Google indexed our website today so it strats appearing in their search results”).
IP Address – An IP (Internet Protocol) address is a unique number that helps identifiy a device using the internet to communicate across a network. IP address is unique for each device, and can be used to locate and seperate that device from the rest of the devices when using the internet. You can find your public IP address searching for it on Google “what is my ip address.”
Keyword – It is a word or a phrase that indicates the major theme in a piece of content. When looking for something in a search engine, you enter a keyword and the search engine gives you results based on that. One major aim of SEO is to help your website appear in searches for as many relevant keywords as possible.
Keyword Density – Keyword density is the percentage of the number of times a keyword appears on a webpage in comparison to the total number words on that webpage.
Keyword Phrase – It is a cluster of two or more words that help find information in a search engine. At times, when looking for something, one single keyword does not provide the information you are searching, where a keyword phrase enables you to string several words together to find better information.
Keyword Stuffing – It happens when a web page uses a keyword too often or excessively, with the purpose of manipulating search engines. This type of behavior is looked upon as unethical and can lead to either algorithmic devaluation in search, or a manual penalty from Google.
Knowledge Graph – Similar to the Knowledge Panel, this tool appears at the top of the screen, but generally in research related search results. The panels summarize quick information points that are usually extracted from sources like Wikipedia. These are commonly found when researching for things like people, places, events and other topics.
Knowledge Panel – Similar to the Knowledge Graph, this box appears at the top of search results on the search results page. This tool intends to display when users look for a business on Google; it enables users to get quick information regarding a business like phone numbers, reviews and location. Much of the information is extracted from sources like Google My Business and Google Maps.
KPI (Key Performance Indicator) – KPI’s appear in all types of marketing and businesses use them to evaluate the success of their campaigns. Your KPI can be any kind of analytic like a click through rate, engagement rate, bounce rate and more.
Landing Page – The destination webpage a user lands on after clicking on a link (either in an ad or anywhere else). Some landing pages are designed with the purpose of lead generation, while others are used to direct the flow of traffic throughout a site.
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Lead – A potential customer in the sales funnel who has communicated with a business with intent to purchase through a call, email, or online form fill.
Link Network – A blackat link building strategy that uses a network of websites all interconnected with links in order to boost backlink profiles and rank certain sites higher in google search results. Some link networks can also be known as private blog networks (PBNs). Link networks and PBNs are against Google guidelines and are devalued or penalized when detected.
Linkedin – A social networking website oriented around connecting professionals to jobs, businesses and other professionals in their industry. Linkedin is also a strong platform for marketing, job posting, and sharing professional content.
Linkedin Advertising – LinkedIn’s advertising platform. Through different ad formats, advertisers can bid on ad space and target unique audiences based on job title, years of experience, industry, and many other demographics.
Long Tail Keyword – A keyword phrase that is longer in length and hyper-specifically matches a user search query. A long tail keyword get less searches per month but has a higher search intent, and typically less competition by companies looking to serve up content to that search query. For example, a regular keyword might be “austin web designer” but a long tail keyword would be “affordable austin web designer that makes WordPress sites”.
Lookalike Audience – A targeting option offered by Facebook’s ad service. This audience is created from a source audience (i.e. fans of your Facebook page, email list), and from this list Facebook will identify common characteristics between audience members. Facebook will then target users that exhibit similar interests or qualities.
LSI (Latent Semantic Indexing) – A search engine indexing method that creates a relationship between words and phrases to form a better understanding of a text’s subject matter. Latent semantic indexing helps search engines serve up results to queries with higher precision.
Map Pack/Local Pack – This is the segment of the Google search results page that shows three businesses listed in a local geographical search area. The map pack displays queries with local intent, a general business type, or a “near me” search.
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Marketing Automation – It is a software or tool that enables the user to automate marketing processes or actions. Usually, it is used for email marketing, social media, or other tasks that demand repetition. HubSpot, MailChimp, Marketo, and ActiveCampaign are examples of marketing automation softwares.
Medium (source/medium) – It is the general segment of traffic to a website which is tracked in google analytics. A few examples of common medium are:
Meta Description – It is one of the meta tags that provides a description of the page within 160 characters. The meta description is a valuable aspect of a webpage as it constitutes for what appears in Google searches and other search engine results.
Meta Keywords – It is a specific meta tag that displays the specific keywords addresses in a page. After the abuse of some meta keyword markup on some websites, listed keywords no longer applied to the manner in which a page is segmented by google and other search engines.
Metadata – These are the HTML snippets that are added to a webpage’s code to add contextual information for web crawlers and search engines. Search engines utilize metadata to help decide what information from a webpage is to be displayed in their results. For instance, meta tags incorporate the publishing date of the page, the page title, author, and image descriptions.
NAP (Name, Address, Phone Number) – An acronym for local citations. Consistency in name, address, and phone number citations is an important piece of a local SEO Campaign. To build local SEO authority, a business’s name, address ,and phone number should be listed across local citation websites like Yelp, Google Business, Angie’s List, Yellowpages, Better Business Bureau, Foursquare, and more.
New Users – In Google Analytics, this is the category of people who visit a site for the very first time. It is common for an account manager to track the number of sessions to a website from a new user, so they can see how many new potential customers are visiting their site.
Nofollow – An HTML link attribute that communicates to web crawlers and search engines that the link to the destination web page should NOT transfer SEO equity (ie it shouldn’t give SEO benefit to the recipient). According to Google’s guidelines, any link that is unnatural (like you paid for a press release, or you gave a journalist a perk for writing about your product) should have a nofollow tag.
Google’s New Policy on Nofollow Links and How Nofollow Links Help Boost Traffic?
Noindex – A directive used to tell search engines to not include that particular page in its list of search results. You would usually use a noindex on pages that you don’t want a user to find unless they are directly told about it, for example a promotion page, an employee only page or a goal completion ‘thank you’ page.
OG or Open Graph Tag – This enables an advertiser to exercise control over the manner in which information is passed from a website to social media. For instance, a company can set the image, title, and description they wish to display on Facebook for whenever someone posts that website’s domain to Facebook.
Organic Traffic – It is a traffic source to a website that comes by clicking on a non-paid search engine result. Organic traffic is a primary measurement of an SEO campaign and it generally grows as a site's rank is enhanced for relevant keywords in search engines.
Outbound Link – It is a link that is found on your website that enables the customer to leave your website and visit another domain.
PA (Page Authority) – Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP).
Page Load Speed – The time it takes for the content on a web page to load on a browser or mobile device. While this is highly important for user experience, this is also becoming an increasingly important part of SEO optimization; the slower a page loads, the fewer pages search engines can crawl within their allocated crawl time. From a user experience standpoint, the slower a page loads, the higher the bounce rate will tend to be.
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Page Views – The number of times a user has visited a web page. Whether there are unique users visiting a page, or the same user visiting a page multiple times, they are all counted as a page view. This is a common and useful metric to track in Google Analytics.
Paid Search Traffic – The number of users that come to a web page through a paid advertisement, typically through a PPC channel such as Google AdWords or Facebook Advertising.
PBN (Private Blog Network) – also known as a link network, a private blog network is a collection of private websites all linking to each other. These networks are intended to manipulate search engines by adding large amounts of new links to a website’s link profile.
More recently, search engines like Google have cracked down on the abuse of PBNs and have devalued them or even penalized sites that exploit them.
Pixel – a small unit of measurement of an image, with thousands of individual pixels forming what the eye sees as one smooth image.
Performance Based SEO or Pay For Performance SEO – It is an SEO service model where you only pay after assessing the results of the given optimization services. KPIs for pay-for-performance SEO service model include web traffic, keyword ranking, and revenues.
Pay-for-Performance SEO vs. Retainer SEO Programs
PPC / Pay-Per-Click – An online advertising model in which advertisers are charged for their ad once it is clicked. The PPC model is commonly associated with search engine and social media advertising like Google Adwords and Facebook Ads.
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Programmatic Advertising – The use of software to automate the buying of digital ad space. The buying and selling of ad space is automated through a series of algorithms to ensure that ads are seen by the right audience. By automating the process, buying ads becomes more fine-tuned and cost-effective for buyers and publishers.
Position – The placement in a search engine’s (Google, Bing, etc) search results, where a site ranks for a specific query or keyword.
Penalty – An infraction issued by Google, to a webmaster, for breaking Google’s guidelines. The penalty is issued by Google through Search Console, and can result in a sites’ removal from search engine results. The issues that caused the penalty will need to be fixed before the penalty is lifted, and once the penalty is lifted it may still take some time to return to previous rank in Google search results. Penalty may also refer to an “algorithmic penalty” which is actually a misnomer; a website may be doing poorly in search results because of an issue that Google’s algorithm has found in the site. This however is not really a “penalty” but a ranking problem. For there to be a true penalty, there would have to be a manual action from Google, as denoted by the message sent to the webmaster in Search Console.
Quality Score – Google Adwords’ rating of the relevance and quality of keywords used in PPC campaigns. These scores are largely determined by relevance of ad copy, expected click-through rate, as well as the landing page quality and relevance. Quality score is a component in determining ad auctions, so having a high score can lead to higher ad rankings at lower costs.
Query – It is the term given for what a user types and searches on search engines like Google, Bing, and Yahoo. Some examples of queries might be “nearest waffle place,” “how do i know fix a broken nail,” “distance to nearest metro station,” and countless more.
Rankings – It is a general term used for tracking from where a website appears in search engine results. A site’s “ranking” may ne affected over the course of time for various search terms, or queries. Ranking is specific to each keyword, so a website may contain keywords that rank on the first page, and others that don’t.
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RankBrain – It is a core component of Google’s algorithm that involves machine learning to evaluate search results and queries related to it. It is assumed that RankBrain uses an interpretation model that can test a range of potential factors and ascertain the intent of the search.
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Reach – It is the total number of views that a content receives over a specified time frame. With paid reach, a business can higher visibility within a targeted time frame and demographic by paying money, whereas organic reach requires SEO to have users discover the business themselves.
Reciprocal Link – Two websites linking to each other for the motive of increasing both’s search engine ranking. These kind of links are often deemed manipulative by search engines, resulting in a penalty incurred by the search engine or devaluation against both sites.
Reddit – It is a cluster of internet forums or “subreddits” that stretch a huge variety of topics. Upvotes or downvotes ranks posts and comments, winding up in a user’s total points or “karma”. Paid advertising services are also offered ny Reddit.span>
Redirect – A way by which a web browser takes a user from one page to another without the user clicking or making any input. There are various types of redirects (the most common of which is the 301 redirect), which serve different purposes. Typically, this helps improve user experience across a website by helping the user find what they are looking for or avoiding dead ends like 404 (Not Found) errors.
Referral – It is a medium denoted in Google Analytics that constitutes a website visit that came from some other website (in contrast to coming from a Google search as an example). When a user visits another webpage by clicking on a link that leads to that external webpage, they are said to have been “referred” there.
Rel Canonical – In HTML, “rel” attribute is associated with links. “Canonical” can be applied to the “rel” attribute, which will link to the original or authoritative page from which content is being stilized or referenced. The original content is the “canonical” page, and any page referencing it is a duplicate or otherwise similar page. This is used to avoid duplicate content issues and regulate search engine rankings.
Remarketing – It is also known as retargeting. It is a way of paid ad that lets advertisers to display ads to customers who have already visited their site. Once a user visits a website, a “cookie” will be stored in the user’s browser. After that when the user visits other sites, this cookie can let remarketing ads to appear. Remarketing enables advertisers to “follow” users around in endeavour to steer the user back to the original site.
Responsive Web Design – It is a philosophy of creating a website that enables all of the content to appear correctly irrespective of screen size or device. Your website should “respond” to the screen size that each user has, shrinking and reorganizing on smaller screens, and expanding to fill appropriately on larger ones.
Responsive websites that are mobile friendly are on a higher priority to appear in Google searches on mobile devices.
Retargeting – It is when ads for a business’ product or service are displayed across the web to users who have visited their website previously. Remarketing helps reintroduce the product or service to those users who are more likely to complete the purchase, as they have already displayed their interest previously. When a user navigates through a website, a cookie tracks them anonymously, and recommends them targeted ads based on their browsing pattern.
ROAS – It stands for Return On Ad Spend. It is a PPC marketing metric that exhibits the profit made as weighed against the amount of money spent on the ads. It is similar to ROI.
Robots.txt – It is a text file that is stored on a website’s server that involves basic rules for indexing robots which “crawl” the site. This file lets you specifically allow (or disallow) specific files and folders from being accessed by crawler bots, which can limit your indexed pages to only the ones you wish.
ROI – It stands for Return On Investment. Businesses must earn more money using marketing channels than they are spending on the marketing itself in order for them to receive a positive ROI.
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RSS – It stands for Really Simple Syndication. It allows users to keep track of updates to several websites (news sites, blogs, and more) in one single place, in contrast to having to manually check in on every single site seperately. An RSS Feed is a place where all updates are tracked together, in an easily viewable manner.
Schema Markup – It is a code that is added to the HTML of a website to provide search engines with more relevant data about a business, person, place, reviews, product, or thing. Proper schema markup enables your site to display rich snippets in the search results page, making your search result stand out and enhance clickthrough rates.
Search Network – It is a cluster of websites in which ads can appear. Google’s Search Network, for example, comprises of a cluster of Google & non-Google websites that partner with Google to display text ads.
Search Engine – It is a program that helps search an index of information and provides results to the user on the basis of corresponding keywords. The most conventional search engines are Google, Youtube, Bing, and Yahoo.
Search Operator – It is a text modifier. It can be used in Google searches to provide more specific results. Search operators are majorly used as shortcuts to an advanced search.
SEM (Search Engine Marketing) – It is an ambiguous term that can be applied to either 1. Any digital marketing that incorporates the use of a search engine, or 2. Only paid digital marketing that incorporates a search engine, ie: PPC (pay-per-click). Though, not an industry standard as to which definition is correct, the latter is most frequently used.
SEO (Search Engine Optimization) – SEO is the process of enhancing a website’s performance and positioning in organic search engine results. This is done through a variety of techniques including content production or enhancement, technical and code enhancement, and link acquisition.
SERP – It stands for Search Engine Results Page. It is the page featuring a list of search results that are returned to the uder after submitting a keyword search.
Sessions – It is a metric in Google Analytics that measures the interaction of one user with a website during a given time frame, which is 30 minutes by degailt in Google. A session is independent of the number of pages viewed. So, if a person visits a website and navigates through various pages for 20 minutes, it would count as 1 session.
Siri – It is Apple’s digital assistant. It utilizes voice command technology and enbles the user for hands free search and virtual assistant activities on iPhones and other Apple devices.
Sitelink – It is an ad extension in Google Adwords that appears below the main ad copy. It links to a specific page on the website (Contact Us, About Us, etc.). Ads may have about 2-6 sitelinks.
Sitemap – It is an XML file or page on a website that catelogues all of the pages and posts for search engines to view. This document allows search engines to quickly comp-rehend the entire content that they should be aware of on a particular website.
Slug – It is the slang for the portion of a URL that appears after the .com. For example, the homepage may look like http://www.domain.com, but for the Contact Us page, a slug at the end of the URL would be added to direct the browser to a page within the website i.e. http://www.domain.com/contact-us.
Source – It is a term in Google Analytics that allows webmasters to classify where traffic is coming from (the “source” of the web traffic). Source may be a search engine (for example, yahoo) or a domain (website_example.com)
Spam – It is a broad term that includes several various unlawful activities in digital marketing. These activities happen either to help a website rank better or to harm a competitor website. Spam often appears in the form of hundreds or thousands of low-quality backlinks that were created by a black hat SEO to tamper the rankings.
Spider – It is an automated program that visits websites and is also referred to as a “crawler” or a “bot”. A spam spider visits websites for unlawful reasons, often appearing in Google Analytics as junk traffic. However, Google utilizes a bot to crawl websites so that they can be ranked and inserted in Google search.
SSL Certificate – These are the small data files that are added to web servers. They allow a website to utilize the HTTPS protocol. SSL certificates digitally link a cryptographic key to an organization’s details. Originally, these were used for secure logins, data transfers and credit card transactions, but, have now become the go-to system for websites. This happened particularly after the Google Chrome update that displays a warning message to users about whether the certificate is present or not.
Structured Snippet – These are Google Ads ad extensions. These can be added to your paid search advertisements that spotlight specific aspects of your products and services.
Tag – A tag is an identifying marker used to classify varied posts based on keywords and topic in Wordpress. These are similar to WordPress categories, however, tags are more granular and specific, whereas categories are broad and thematic.
Title Tag – It is an HTML element that describes the specific topic of a web page. Title tags are shown in the tabbed top bar of a web browser. In SEO, it is a favourable to have descriptive title tags featuring your main keywords, instead of something basic like “home”.
Trigger – It is often attached to a tag. A trigger is an automated response that occurs on the basis of a user action and lets the tag to fire. For example, reaching the “Thank You” page after an online order is completed successfully, may mean a cookie is then set to the browser to gather further information that may be used later on for remarketing.
Tracking Code – It is a script which is often placed in the header, footer, or thank you page of a website that passes information along to software tools for the purpose of data gathering. Tools such as Google Analytics, Google Adwords use tracking codesin order to track information about users who visit a site.
Twitter – It is a social media platform. On Twitter, users interact, or “tweet” by posting or replying to a message within a limit of 280 characters. Each keystroke on a keyboard is considered a character. Twitter allows sharing of information and links, and utilizes hashtags to segment information. Tyically, tweets are public and can be viewed by anyone. If a user follows you, your tweets will appear in their feed. Likewise, you will see the tweets of a user you follow in your feed.
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Twitter Advertising – It enables marketers to promote a tweet the feeds of users without the requirement of that user to follow your brand for it to show on their feed. These advertisements can be helpful for the growth of brand awareness, gaining more followers, extending social media reach, and/or outrraching potential customers about a product or service.
Unique Visitors – It is a metric employed in web analytics to exhibit the number of different, unique people viewing a website over a period of time. Unique visitors are tracked by their IP addresses. If a visitor opens the same website numerous times, they will be counted only once in the metric of unique visitors.
UGC (User Generated Content) – UGC is the content generated by users regarding a brand or product and not by the business themselves. It may include content such as posts, blogs, photos and videos. This content is available for public access. It is also referred to as consumer generated media (CGM).
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URL – It stands for Uniform Resource Locator. A URL is the address of a web page. It refers to which particular web page a web browser is viewing.
UTM Tracking – It is a function that can be managed through Google Analytics. A small addition of text to the end of a web URL that enables businesses to monitor their web traffic is a UTM code. It is possible to integrate UTMs with social media posts, emails, and even other web pages to provide businesses an idea of what all efforts are leading traffic back to their website.
UI – It stands for User Interface. UI is the segment with which a user interacts with something with the help of a digital device. A good UI is supposed to be fluid and easy for a majority of people to understand.
UX – It stands for User Experience. UX refers to the nature of user interaction with a website or app (what parts they click on, which pages they access). UX can be structured by testing variations in page layouts like CTAs, colors, content, etc to enhance conversion rates. A good quality UX is critical for having a good business, as it steers repeating users and engagement.
Visits – It is an old term which was used in Google Analytics. It was recently changed to “sessions”.
Visitors – It is a metric used in Google Analytics that helps quantify a user of a website over a particular time duration. Visitors are often categorised between “new visitors” who browse for the first time in the given time period, or “returning visitors” who have already browsed at least once in the given time frame.
Web 2.0 – It is the second major stage of evolution of the World Wide Web. A shift from static web pages to dynamic content marks the inception of web 2.0, which also includes social media and user generated content.
Website – It is one or a set of documents, content and/or media that could be accessed on the World Wide Web. Websites are usually identified with a domain name. They are published on a web server.
Webinar – It is an online seminar for the purpose of training, informing, or selling to an audience of viewers who signed up to see the presentation.
White Hat – It is the term used for ethical digital marketers who abstain from participating in work that could be construed as unethical or as spam.
Wireframe – It is a cursory layout drawing of a webpage. It acts as the initial step in the process of design.
XML – It stands for eXtensible Markup Language. Much like HTML (Hypertext Markup Language) in which it is primarily used to segment various data for computers and humans for more effective use. In fundamental sense, XML enables for customizable tags which are used for marking up information that is otherwise difficult for computers to comprehend.
XML Sitemap – It is a document in XML format that helps categorize all relevant pages, posts, files, etc. of a website. This document is not meant for human use, however, humans can view it. An XML sitemap is created to aid search engine crawler bots to be able to find all of the pages for a given website easily – it is quite similar to an atlas that one would refer to while driving for long distances.
Yelp – It is a social review platform and search engine that helps users to leave feedback and reviews for businesses. It also provides an advertising program which enables advertisers to show their marketing assets to qualified Yelp users on the basis of keyword searches.
YouTube – It is a website for video sharing which was bought by Google in 2006. Google’s ad network which is considered one of the most popular search engines in the world, includes Youtube as well. YouTube offers an expanding suite of streaming services and it now produces original tv series as well.
YouTube Advertising – 6 different formats of advertising are offered by Youtube. These include Display ads, overlay ads, skippable video, non-skippable video ads, bumper ads, and sponsored cards. Google Adwords platform allows the user to create and run these ads.
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Yahoo Search – It is one of the biggest search engines in the world. The platform has been powered by Bing as of 2009.
Yahoo Advertising – Both Yahoo and Bing ads run through the Bing Ads platform. Advertising networks are shared by these search engines.