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  • above-the-fold

    The portions of a webpage that are visible without scrolling.

  • ad copy

    The text/messaging found in an advertisement.

  • adwords

    Google’s pay-per- click advertising program.

  • aggregator

    A company that maintains and supplies the underlying business database for local search directories. (Infogroup, Localeze, Acxiom and Factual)

  • agile marketing

    Promotes adaptation and breaks down slow-moving formalities in the marketing process.

  • algorithm

    A step by step set of operations to be performed. Websites and search engines use algorithms to dictate which results are shown to users and in what order.

  • analytics

    The data found in any marketing tool or program that tracks behavior, such as traffic to a website, duration of visits, and conversions.

  • application program interface (API)

    A set of routines, protocols, and tools utilized by programmers to develop software applications. (e.g. YouTube offers an API that allows programmers to integrate YouTube content into a program or website)

  • average cost-per-click (average CPC)

    Found by dividing all clicks within an ad campaign by the amount of spending on that campaign.

  • B2B

    Business to business. Term used to describe the process where one business makes a deal or transaction with another business.

  • B2C

    Business to consumer. Term used to describe the process where one business makes a deal or transaction with a consumer.

  • back-end

    The term for an application, processor, tool or program that is not directly accessed by the user.

  • Backlink

    When one webpage hyperlinks to another website; very popular in blogging and creative writing.

  • banner ads

    Also known as “display ads”, these advertising units are images that advertisers place on known publishers’ websites in order to attract or re-attract their target audience.

  • baseline

    An established level of normalcy; in digital marketing, for example, the normal or regular number of unique visitors per day to a website.

  • blog

    A regularly updated website or webpage where people creatively write about nearly anything (passions, hobbies, lifestyle, etc.).

  • boilerplate

    A snippet or single line of text used to quickly describe an organization or tool that can be used across various platforms without the need for modification.

  • bounce rate

    The percentage of website sessions in which the person quickly left your site from entrance page without interacting with the page.

  • brand identity

    Can be seen in a company logo, the quality of a company’s product, or even pricing. These factors and more bring together the identity for a brand that the consumer notices.

  • brand storytelling

    Sharing words or images to educate and entertain consumers about a brand. Every company or brand has a unique story to tell. This story helps educate consumers on what message is behind the brand.

  • browser

    A program that displays webpages for users. Chrome, Safari, and Firefox are some of the more common browsers used today.

  • call tracking number

    A phone number used to measure the success of specific marketing efforts and to determine the source of leads.

  • campaign

    In digital marketing, campaigns are a combination of ads and marketing materials centered on a single product, service or topic intended to drive a specific consumer action.

  • citation

    A mention of a business name in close proximity to its address, phone number, or both. Used by the search engines to weigh both the accuracy and popularity of businesses in their indexes.

  • click through rate (CTR)

    The percentage (or number) showing how often the people who saw your ad or link actually clicked on it.

  • content management system (CMS)

    A computer application that allows publishing, editing, and modifying content as well as general maintenance.

  • content marketing

    Marketing strategy that includes producing highly targeted, relevant, and valuable content to reach a specific audience.

  • conversion

    When a user completes an action on your site, such as buying something or requesting more information.

  • conversion rate (CVR)

    The percentage of clicks that result in a purchase. Typically this is more of a benchmark number, as actual purchases take part on a third party website.

  • copy

    The text/messaging found in promotional materials.

  • cost per click (CPC)

    The average amount paid each time someone clicks on an ad. Average CPC is determined by dividing the sum of the cost of all clicks within a campaign by the number of clicks within the campaign.

  • cost per lead (CPL)

    This is the cost of a conversion (conversions include calls, emails, and web submissions). Sometimes referred to as cost per action or “CPA.”

  • crawl

    To crawl is an action completed by a “crawler,” or “spider,” which is a program that visits various websites and scans their pages to find information.

  • domain name

    The web address or homepage of a particular business or organization.

  • evergreen content

    Content that will always be relevant to a user and won’t lose relevancy over time.

  • file transfer protocol (FTP)

    A standard network protocol used to transfer large files from one host to another, using a network like the internet.

  • flash

    A software used to create vector graphics and animation programs.

  • front end

    The front end of an application is what the user is seeing and interacting with (i.e. when you visit Google and see the main web page with visuals, this is the front-end.)

  • geo-fencing

    A feature in a software program and advertising targeting process that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries. A geo-fence is a virtual barrier.

  • geo-targeting

    The method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location.

  • google adwords

    The program operated by Google that enables paying customers to use hyper-targeting via Google Search Engine Results Page (SERP) to reach a certain specific audience via advertisements placed at the top and right sides of the search results.

  • google analytics

    A service offered by Google that generates statistics about website traffic.

  • hashtag

    A searchable, unspaced keyword or phrase used in social media that is preceded by a pound sign, and acts as a tag to reference a topic.

  • hypertext markup language (HTML)

    The standard markup language used to create web pages.

  • impression

    Each time an ad or message is viewed but not necessarily clicked on or “clicked through.”

  • inbound links

    A link into a website from another website.

  • indexing

    The process by which a search engine crawls, stores, and organizes webpages.

  • infographic

    Representing statistics or data in an informative graphic or visual.

  • internet of things (IoT)

    The interconnection of computing devices within the Internet (e.g. biochip transponders used for animals, smart thermostats, smart watches, etc.).

  • internet yellow pages (IYP)

    Electronic or interactive versions of Yellow Pages directories that allow on- line search for local listings.

  • intranet

    A computer system that uses internet protocol (IP) technology to share important information within an organization.

  • ip address

    A name assigned to each device within a network that uses internet protocol (IP) for communication.

  • java

    A popular programming language that allows application developers to write one script and run it on every Java-supported platform.

  • javascript

    Language that is used in computer programming to generate and design effects within a web browser.

  • key performance indicator (KPI)

    A metric used to judge the successfulness of a business or project.

  • keyword

    A word or phrase that is being targeted on a webpage.

  • landing page

    An active web page where people “land” after clicking through a link.

  • link building

    The practice of increasing link popularity, and in turn search engine rankings, by acquiring inbound links to a website.

  • location-based marketing

    Any form of marketing that attempts to attract consumers in a particular geographic location.

  • long tail keywords

    There are a vast amount of terms that are searched for relatively rarely. These terms are said to be part of the ‘long tail’, as when plotted on a graph the terms are searched for infrequently, but there are many of them. It is far easier for a starter company to rise to the top of the results with long tail keywords, albeit with fewer potential searchers.

  • map pack

    The section of a search engine results page (SERP) that shows a local map with results for what is being searched.

  • meme

    An image or video with text (usually humorous) that is spread across the internet.

  • mention

    Typically used in social media, a mention is “tagging” a person or business in a post in order to recognize or name them.

  • meta-tags

    Meta tags provide additional information about the content of a webpage.

  • mockup

    A draft version of an ad, webpage or other digital asset intended to provide a sense of what the final version will look like.

  • optimization

    The process of modifying ad campaigns to improve the quality and performance.

  • organic results

    Listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.

  • organic traffic

    This is traffic that is generated to your website which is generated by a Search Engine. This could be traffic from Google, Yahoo or Bing. It’s also known as “Free” traffic.

  • out-sourcing

    Hiring an independent individual or business to assist with demand.

  • paid search

    Paying for advertisement on major search engines such as Google; usually paid per each click on an advertisement.

  • paid traffic

    Paid search is when a company bids on keywords and makes advertisements around those keywords to be displayed on search engines. These results appear separately, either on the top, bottom or right side of a search results page. Paid traffic also encompasses any form of paid advertisement that directly points to your website.

  • pay-per-click (PPC)

    An Internet advertising model used by search engines, advertising networks, and content websites, such as blogs, forums, and some social media sites that allow advertisers to pay only when a user clicks on an advertisement.

  • plug-in

    Applications that can be downloaded and used on your web page to add capabilities not included in a template.

  • quality score

    A measure of how relevant your ad, keyword, or web page is.

  • query

    A search term or phrase that is typed into a search engine or SERP (Search Engine Results Page).

  • referral traffic

    The visits to a webpage that originate from another website, not including visits from search engines and direct referrals.

  • remarketing

    Strategic advertisement placement towards audiences who have already connected with your business online (website, social media, blog, etc.).

  • reputation management

    Managing the reputation of a business online by surveying various reputation outlets such as review websites.

  • responsive web design

    Adaptation of web page layouts to different devices such as desktop, mobile, and tablet – focus on the user experience when browsing a website.

  • retargeting

    The technology, driven by web browser cookies, that enables a marketer to continually put a digital message in front of a user who has visited that marketer’s web property.

  • retweet (RT)

    Retweeting is when you copy a tweet from a different user and re-post it to your feed so your users can see it.

  • ROI

    Return on Investment. The amount a business makes relative to the cost of that investment.

  • rss

    Commonly expanded as Really Simple Syndication. RSS is a web feed format that utilizes XML to syndicate frequently updated information such as blog posts, forum threads, and news headlines.

  • schema markup

    The process in which webmasters use a collection of HTML tags to increase recognition by major search engines by tagging or “marking” certain items.

  • search engine

    A program designed to organize and display links to webpages based on a user’s search term input. (Google, Bing, Yahoo, etc.)

  • search engine marketing (SEM)

    A term used to refer collectively to marketing tactics that involve search engines. Common forms of SEM include Search Engine Optimization (SEO) and Paid Search (PPC).

  • search engine optimization (SEO)

    The practice of improving the rankings in a search engine results page (SERP) for a webpage by leveraging both on-page and off-page optimization tactics such as modifying page content, meta tags, navigation, URLs, and more including off-page properties like social profiles, wikis, business directories, and more.

  • search engine results page (SERP)

    This refers to the results that populate when a user performs a search using a search engine.

  • search referrals

    The visits to a webpage that originate from a search engine.

  • serp results

    Refers to the number of results that appear on a Google Search Engine Results Page (SERP).

  • short tail keywords

    Short tail keywords are search phrases with only one or two words. Their length makes them less specific than searches with more words.

  • SMB

    Small Medium Business. The number varies depending on the source but SMBs can be a business with employees ranging anywhere from 1-999.

  • social media

    A term used to describe various forms of online, community-driven web activity. (Facebook, Twitter, Instagram, Google+, etc.)

  • social media optimization (SMO)

    SMO refers to a set of optimization tactics for generating awareness, community, and conversions using social media and social media websites.

  • uniform resource locator (URL)

    URL refers to the name of a website (ex. http://www.google.com). URL is commonly used interchangeably with webpage address.

  • vlogging

    Video Blogging. Blog posting that is primarily done using video production.

  • widget

    A simple software application that can be used in different software platforms.

  • wireframe

    A visualization tool to show what a website will look like and what functions it will have before it is actually built.

  • wordpress (WP)

    A free program that helps developers build aspects of a website including blogs or other web pages.

  • xml

    Acronym for Extensible Markup Language. XML is a scripting language used to define the properties of a document. Common uses of XML include RSS feeds and XML sitemaps.