Digital Marketing Glossary Terms

Above The Fold – The part of the page that you can see without scrolling down or up. The exact size of the storage space varies depending on the viewer due to the screen settings. They often pay a premium for on-page ad placement, which increases the cost of internet marketing services, but can also increase results.

ADCenter – Bing Ads enables paid Bing search results from Microsoft, Yahoo! (As of November 2010) and other websites in its network. Officially known as Microsoft adCenter, Bing Ads is now the second largest paid search provider in the United States.

Ad extensions – additional information contained in your text ads. This may include additional functionality for your company, such as: B. Your location, phone number, links to specific product or service pages, and calls.

Advertising network – A group of websites where the advertiser controls all or part of the advertising for all websites. A common example is the Google search network, which includes AOL, Amazon, Ask.com (formerly Ask Jeeves), and thousands of other websites. At Google Ads, they offer two types of advertising networks on the Internet: search and display (formerly known as their content network).

AdWords – AdWords is the former name for Google’s paid search engine marketing program, the largest program of its kind in the world and in most countries with notable exceptions such as China (Baidu) and Russia (Yandex). AdWords was introduced in 2001 and was the first pay-per-click provider to offer the concept of a quality factor, which takes into account search relevance (based on click rate) along with bids to determine ad position.

Affiliate Marketing – A type of internet marketing where you work with other websites, individuals, or companies to drive traffic to your website. You usually pay according to cost per acquisition (CPA) or cost per click (CPC).

Summary – Data that describes in detail how a group of users interacted with your marketing activity or website. This could be the way viewers watch videos, ads, photos, etc. and what action to take after display. This can provide a complete picture of how your entire market is engaging through marketing as opposed to individual user data as a whole.

Algorithm – The term search engines use for the formula they use to rank your natural ads. Search engines regularly send spiders through your website to display all the information. Your program analyzes and analyzes this and other data to evaluate your site and determine whether and how high or low your site’s pages are displayed in various searches. These algorithms can be very complex (only Google currently uses 106 different variables) and search engines keep their algorithms secret as a trade secret.

ALT Tag – HTML tag used to describe graphics on websites by displaying blocks of text with the mouse. Search engines are usually unable to display graphics or distinguish the text within them, and the application of the ALT tag allows search engines to categorize the graphics. It is also rumored that all company websites must use the ALT tag on all photos to meet certain US disability law requirements.

The AMP acronym for the Google-supported Accelerated Mobile Pages project was announced by Google in October 2015. It is designed as an open source initiative for publishers to create content that loads quickly on mobile devices. AMP consists of three parts: AMP HTML, AMP JS, and Google AMP Cache. Please visit the AMP project website for more information.

Analytics – also known as web metrics. Analytics is concerned with collecting data about websites and their users. Analytics programs usually provide data about click performance, time of day, page views, website paths, and various other information. Proper use of web analytics allows website owners to improve the visitor experience, which often results in higher ROI for nonprofit websites.

Anchor Text – Clickable words on hypertext links; They are displayed as sections highlighted in blue in standard web designs. In the previous sentence, the “hypertext link” is the anchor text. As with anything in SEO, it can be overwhelming, but in general it is highly desirable to use your important anchored keywords.

Astroturfing – The process of creating fake mass campaigns. Astroturfing is often used specifically for review sites such as Google Places, Yelp, Judy’s Book, and others. These fake reviews can be positive reviews about your own business or slander your competitors. This is not a good idea.

Automated Policies – A tool in Google Ads that automatically adjusts your ad status, budget, and bids based on the parameters you set.

Average Position – This statistic describes the position your ad typically appears in on search results pages.

Advocacy Marketing – Lawyer marketing is a type of marketing that emphasizes using the client’s voice to speak loudly about the company and its products to build an authentic and reliable brand. For example, B2B brands may include excerpts from consumer reviews of their products in marketing warranties and landing pages. Reviews help potential customers identify their current customers’ pain points and learn more about the company through a third-party perspective, not just the company’s brand message. Its main goal is to build trust and increase conversions. This internet marketing term is well provided by Kelsey Reeves of TrustRadius, a leading business technology review website serving buyers and sellers.

Backlinks – links from other websites that point to specific pages on your website. Search engines use feedback to judge a website’s credibility; When a site refers you, the motive is lost, it actually guarantees your authority on a certain subject. Therefore, link building is a very important part of search engine optimization. How many links, the quality of the websites linking to you, and how they link to you are all important factors. Also called inbound link.

Baidu – Baidu primarily serves China and is the world’s largest search engine based outside of the United States (though launched in the United States). These sites can be optimized for Baidu and offer their own paid search services.

Banned – When a page is removed from a search engine’s index, mainly because the search engine has determined that they violated its guidelines. Although the process will slow down, search engines usually won’t confirm to you that your website was blocked or why it was blocked. If you intentionally do something against the rules (written or unwritten) that blocked your site, you may be able to delete your actions and return to the game. However, from time to time we hear stories about companies that hire search engine optimization companies that provide great and fast results, leave town, and then their websites mysteriously disappear from the rankings. Google won’t tell them why their site was blocked leaving the company in trouble unless another company can step in and solve the technical problem, expose the work, and get search engines to revive the site.

Banners – Image ads placed on websites. Such advertisements are often a key element of internet marketing branding campaigns. Depending on their size and shape, advertising banners may also be referred to as buttons, built-in boards, ratings, skyscrapers, or other terms. When certain data is used, the ad banner refers to a size of 468 × 60 pixels. Banner ads can be static, animated, or interactive. Banner ads appear site-wide – top, center, bottom, or side. Banner costs vary depending on the website and advertiser; Two of the most popular compensation structures are cost per 1000 impressions (CPM) and fixed fees over a period of time.

Beacon Technology – is a form of technology that allows businesses, especially retailers and retailers, to wirelessly connect and interact with consumers using their mobile devices. It has been criticized that companies can use Bluetooth signals to send geo-oriented, personalized messages and push notifications when customers are within range of a beacon, and could even serve as an analytical tool to decipher purchasing decisions.

Behavioral Targeting (BT) – An increasingly sophisticated area of ​​internet marketing, behavioral targeting appears to be placing ads in front of people that are relevant to specific messages given in past online behaviors, including shopping and visiting. , should be more receptive. The use of cookies enables the targeting of online behavior.

bing – Bing is Microsoft’s search engine that replaced live.com in June 2009. Bing results fueled Yahoo! the two web giants in December 2009. The deal removed regulatory issues in early 2010 and was fully closed in November of the same year.

Bing Ads Editor – Bing Ads Editor is a free downloadable application for managing Bing Ads ad campaigns. It allows advertisers to manage multiple accounts at once, make group changes, copy or move items between ad groups and campaigns, and more. It also allows you to continue working offline.

Bing Merchant Center – Bing Merchant Center is a tool that allows you to upload your store and product details to Bing and make them available for Bing Shopping.

Black Hat SEO – The opposite of White Hat SEO, Search Engine Optimization or SEO is a (attempt) way to trick search engines into getting a better ranking for a website. If not immediately, the use of black hat methods will eventually lower your website ranking drastically or be banned altogether by the search engines. While there are impeccable legal and ethical techniques you can use to improve your rankings, if you’re designing and selling websites primarily to people, not search engine spiders, you should be fine.

Blog – Short for weblog, blog is part diary, part website. Usually the most recent entries (blog posts) appear at the top of the page, older entries follow reverse chronological order. There are several blogging platforms; our favorite is WordPress.

Dropout Rate – Percentage of people who visit your website but leave without visiting another page.

Brand rating – multiple ads on one page from one domain. Prior to 2010, a site would be lucky to have three results on the first page of a brand search. As Google improved its algorithm to include Stacking Brands, that number has increased to eight of the top search rankings.

Broad Match – This is the default match option. With this bid type, your ad may show if the search term contains your keyword in some way. Your ad may appear as synonyms for keywords, related searches, and other relevant variations or phrases. This type of match works best when you want your keywords to reach as many audiences as possible.

Buyer personality – a fictitious representation of your target customer that serves as a valuable starting point for various digital marketing strategies. Marketing professionals take customer considerations, industry research, customer data, demographics, and natural human behavior into account when educating customer employees. The ultimate goal of this practice is to create the image of your ideal client. This allows you to customize the layout of your website, develop new content, or adjust your marketing strategy to increase your chances of getting the customers you need to grow your business.

Canonical Tag – The canonical tag tells (most) search engines which page to prefer when two URLs are similar or duplicated. In most cases, this tag is used when you have a product or content accessible via multiple URLs or, in some cases, even a website. The label is part of the HTML header code and uses the rel=canonical attribute.

Cascading Style Sheet (CSS) – Defines how HTML elements such as layout, colors, and fonts are displayed. External style sheets can be saved in CSS files, which allows for faster page loads, smaller file sizes, and other benefits for visitors, search engines, and designers.

Categories – words or phrases used to organize blog posts and other information, such as: B. Photo albums can be used. Categories are usually wider than tags and are used when there are usually multiple posts or other category data points.

ccTLD – ccTLD is a TLD with a “country code” indicating which country the site is focused on or where it is located. Using the example of Google and the United Kingdom, Google UK is google.co.uk. Sometimes these ccTLDs consist of two strings of letters separated by periods (e.g. fr “for France). Using separate websites with unique ccTLDs is usually considered the best way for exporters to target other countries through search engine optimization. However, site owners can work around this other things country in a different way, for example via country-specific subdomains or even subdirectories.

Click through Rate (CTR) – # Clicks / # Impressions. Click-through rate is a common tool for measuring ad performance in internet marketing. This percentage shows how often people actually clicked on your ad. A low click rate can be caused by a number of factors, including text, placement and relevance.

Masking – Showing one version of a web page to search engine spiders or bots and another version to end users. Some search engines have explicit rules against unauthorized camouflage. Those who violate these guidelines may see their pages penalized or blocked in search engine indexes. As far as permitted camouflage is concerned, this usually only happens with search engines that offer fee-based inclusion programs. Anyone offering a confidential service must be able to show the search engines explicit approval for what they want to do.

Consumer Information – How a person interacts with marketing activities or websites. It is a highly specialized linear approach to interpreting digital marketing data and allows brands to target key influencers rather than the entire audience. Based on this information, brands can better target marketing efforts to specific segments of their target audience.

Content management systems – Content management systems (CMS) allow website owners to make changes to their website’s text and images without any special knowledge of programming software such as Adobe Dreamweaver or Microsoft FrontPage. The content management system can be edited by anyone with basic knowledge of words using an Internet connection. There’s no need for long or expensive web development contracts, or you don’t have to wait for someone outside your company to make changes. Examples of CMS are WordPress, Drupal and Joomla.

Content Network – Every major search engine offers some form of content network in their paid search interface, which is commonly referred to as a content network, although Google recently renamed its content network the Google Display Network. Within Google Ads, advertisers have two options for advertising on the content network:

Select a website. This option allows you to select the actual website or, in some cases, the website tabs and pages on which you want your ad to appear.
Contextual advertising. Contextual advertising allows you to use keywords as you would a traditional paid search ad, and search engines display your ad alongside articles, blog posts, and other web pages related to those keywords.
Category according to interest. Target users with similar interests like sports, travel, shopping, etc.

Both options are great for low-cost, large-scale brand awareness, as well as more direct ways like generating leads. The days of buying undeserved display ad scraps are over.

Content tags – HTML tags that define the essence of the content and are read by search spiders. This includes the title and alt tags.

Contextual Advertising – a feature offered by major search engine advertisers that allows your ad to appear alongside related news and other websites. Contextual advertising tries to match web content on the display page to the search term you are promoting. Contextual advertising isn’t perfect (what’s with life?), but it has come a long way from its inception to the point where it can offer great value to advertisers when used properly.

Conversion Rate – This statistic, or metric, tells you what percentage of people are converting (really!). The definition of “transformation” depends on your goals and actions. This could mean signing up for free information, filling out surveys, making purchases, or more.

Optimize Your Conversion Rate – Depending on what your website considers a conversion, there are always steps you can take to increase the likelihood that your website visitors will take a conversion-targeted action. This usually means that certain aspects around the transformation will be changed. For example, if you have an e-commerce site, you can change the orientation or appearance of certain articles, such as: For example, removing the color of the Add to Cart button or eliminating certain steps to make purchasing an item easier. Optimizing your conversion rate relies heavily on A/B testing because what might work for one website may not work for another.

Cookies – Think of Cookies as Bat Tracker Bat Trackers. When you visit a website, Batman places a cookie on your browser to track your surroundings. Batman can then return to his cave and see where you went and where you are. Of course, big brother, but cookies also offer immediate benefits to surfers, including remembering passwords and offerings that really appeal to you (see Behavioral Targeting above).

Cost of Purchase (CPA) – An online advertising fee structure in which you pay for pre-arranged events that can be performed, such as: B. leads, signups or sales.

Cost per Click (CPC) – A common payment method for search engines and other types of online advertising, CPC means that you pay a predetermined amount each time someone clicks on your ad to visit your website. As a rule, you set the highest amount you are willing to pay per click for each search term. Depending on the search engine and your competitors’ bids, this number will be less than or equal to this amount. Also known as Pay Per Click (PPC) or Paid Search Marketing.

Cost-Per-Impression (CPM) – A common cost structure for internet marketing, especially banner advertising. You agree to pay a certain price for every 1000 impressions your ad receives. Search engine marketing may include CPM fees for contextual advertising. This pay structure in internet advertising should be called cost per 1000 impressions.

Crawler – A search engine component that collects lists by automatically “crawling” the web. Search engine robots (also known as spiders or robots) follow links to web pages. It creates copies of these pages and stores them in search engine indexes.

CSS – CSS – short for Cascading Style Sheet
Customer Relationship Management (CRM) – a software solution that helps companies manage customer relationships in an organized way. An example of a CRM is a database of detailed customer information that management and salespeople can rely on to meet customer needs with products, inform customers about service requirements, and so on.

Daily Budget – PPC advertising sets an average daily budget for each campaign. You choose a daily budget based on your goals and the amount you want to spend.

Split days – Split days means showing ads on different days and weeks or changing offers or copying/advertising messages at different times. For example, you might not want your ad to run between 11am and 2pm on Tuesdays. This can be done manually in most online platforms or automatically in some such as Google Ads. Currently, automatic day sharing is not available directly through many social media advertising platforms such as Facebook ads and LinkedIn direct ads.

Delisting – When a page or entire website is removed from the search engine index. This could be because they have been banned, but not necessarily.

Description tag – An HTML tag that provides a short description of your website that search engines can understand. Description labels should summarize the main keywords on the page they describe in a brief summary – don’t go crazy with keyword stuffing here.

Digital Marketing Funnels – How companies win and retain customers through search engine marketing. The six stages of a digital marketing channel are:

• Exposure – this is done through SEO and PPC advertising
• Discovery – When prospects click on your website to learn more about you, your products and services
• Considerations – Prospects are considering buying your product
• Conversion – A prospect buys something or completes an executable
• Element of your website, turning them into actual customers
• Customer Relations – Maintain good relations with your customer base through engagement, communication and customer service
• Customer Loyalty – It is very important to create value for customers that they do not get from competitors. Create value, maintain the best service and user experience, frequent customers return or stay

Display URL – This is the URL that will appear with your ad. This URL can be different from the destination URL, but must use the same root domain. You are entitled to 35 characters for the display URL in Google Ads.

Directory – A type of search engine that compiles business listings via submission, extracts information from data aggregators (such as Acxiom), or a combination of both. Websites are frequently searched and categorized. Directories can be used to strengthen local SEO and provide relevant referral traffic.

Domain Authority – Developed by Moz, Domain Authority is a 0 to 100 rating that predicts how a website will rank in search engines. It is often used by SEOs to compare one website to another and to track outstanding improvements.

Domain Name – The main website address. The direct online marketing domain is directom.com.

Door Page – A website designed to rank well on organic (free) search engine listings and provide little information to those who view it. Instead, visitors often see only a brief prompt (for example, “click here to enter”) or may be automatically guided through the side of the door. With camouflage, they may not see the side of the door at all. Some search engines have policies on the side of the door, although paid inclusion programs are more likely to allow them. They are also called bridge pages, gate pages, and skip pages and should not be confused with landing pages.

Domain Name Monitoring – View domains in various extensions. For example, some companies offer this for .com sites by checking for the same domain name in .net, .org, .eu, and so on.

Drip Marketing – Marketing messages that are written prior to delivery and then sent to potential or existing customers at predetermined time intervals in the buyer or customer journey. This aka “drip” of online marketing strategy is developed by the way messages are created and sent. As a rule, these emails are sent one at a time for a specific product or service, with a certain amount of time between sending the next email. ”}” Datasheet User Format = ”{“ 2?: 13057, ”3?: {“ 1?: 0}, ”11?: 4”, 12?: 0, ”15?:“ Arial ”,“ 16 ? : 10}”> An electronic form of marketing message that is written prior to delivery and then sent at predetermined time intervals to potential or existing customers on their way to the buyer or customer. The nickname “Drip” of this online marketing strategy comes from the way messages are created and sent. As a rule, these emails are sent one at a time for a specific product or service, with a certain amount of time between sending the next email.

Dynamic Redirects – Ads shown to users who have visited your website and contain images and information about the exact article they viewed.

eCommerce – The ability to purchase online. eCommerce also goes by other super-snazzy names like etail. Website features that allow ecommerce are commonly called shopping carts.

EdgeRank – The algorithm Facebook uses to rank business / brand pages, groups, celebrity pages or individual accounts to determine which posts from those accounts will appear in the Newsfeed of users connected to those pages and profiles (or pages and profiles tagged in the posts). The higher the EdgeRank, the more likely your posts will appear in the Newsfeeds of your followers. Originally this algorithm was primarily influenced by the level of engagement accounts receive from their posts, but has since been updated to take more factors into consideration. Facebook does not release this data publicly, nor does it use the term internally.

Ego Keyword – A keyword an individual or organization feels it must rank for in either or both natural listings or paid search results regardless of cost and Return on Investment. Read more about ego keywords.

Email Campaign System – Email is perhaps the most overlooked and underutilized (based on cost and effectiveness) form of internet marketing today. Email campaign systems allow organizations to send out emails to their email lists with a standard look and feel. Features often include the ability to segment lists.

E-Marketing – Another synonym for online marketing, internet marketing, or digital marketing. Marketing strategies (like SEO, PPC, retargeting, social advertising, etc.) that are deployed using web based technology in an effort to generate sales leads or e-commerce revenue.

Enhanced Bidding – A feature specific to Google Ads. When you select to utilize enhanced bidding, you’re giving Google Ads the power to adjust your bidding in order to increase conversions. With this feature, you can pay up to 30% over the keyword bid that you set. Think of it like a hybrid between CPC and CPA bidding, albeit still more heavily weighted toward cost per click. Be careful with enhanced bidding – many search engine marketers will tell you that they have had poor experiences with cost per acquisition bidding within Google Ads.

Eyetracking – A process that allows testing of websites for usability or any other purpose. Eyetracking is performed by a small number of companies utilizing hhigh-speedcameras to monitor and record where the eyes of test subjects actually move on screen.

Exact Match – This is the most specific of the match types. With this type your ad will only show if the search term contains your keywords exactly as they are written.

Expanded Text Ads – These are text ads with double the characters compared to standard text ads. The new ads feature two 30-character headline fields, one 80-caracter description field and two 15-character paths in the display URL field. Also, ETAs are mobile-optimized, so you can reach potential customers on desktop and mobile devices with the same ad.

Facebook retargeting – While this term may refer to other forms of retargeting, its most common use is to serve ads to previous visitors to websites while those visitors were on Facebook. Facebook opened its ad exchange in December 2012 to allow partners to offer Facebook retargeting.

Feeds – Presenting an XML language that uses the RSS or Atom format is a very popular way for businesses to get their news messy and get into the hands of stakeholders. Simply by pressing the orange (right) button, users can automatically stay connected to the site’s content (blogs, news, podcasts, etc.) when their computer is connected to the internet. This button will take you to the feed for our digital marketing blog.

Destination URL – The URL of the page where you send traffic from your ad. This can be different from the URL shown, but must use the same root domain.

Forum – A place on the Internet where people with similar interests or experiences gather to find information and discuss topics.

Geo-Targeting – The ability to reach potential customers through their physical location. All major search engines now offer the ability to geo-search their pay-per-click campaigns by looking at their IP address. With geo-targeting, advertisers can determine which markets they enter and which they don’t.

Gmail Sponsored Promotions (GSP) – Campaigns on the Google Display Network that allow advertisers to run ads on Gmail. Custom ads can be created in the Google Ads Gallery. You pay when someone clicks to expand your ad in their inbox. All clicks on expanded ads are free.

Golden Triangle – Eye-tracking studies show the “F-shaped” pattern that people look for the most when viewing search engine results pages. This model differs slightly between search engines, but shows the importance of placing between natural ads and pay-per-click advertising.

Google AdWords Editor – Google AdWords Editor is a free downloadable application for managing advertising campaigns in Google Ads. It allows advertisers to manage multiple accounts at once, make group changes, copy or move items between ad groups and campaigns, and more. It also allows you to continue working offline.

Google Redirect Number – A unique phone number that replaces the company’s default number on their landing page.

Google Merchant Center – Google Merchant Center is the tool you use to upload your store and product data to Google and make it available to Google Shopping and other Google services.

Google My Business – Free business listings on Google Maps that help businesses show up in local searches.

Google Partners – Google Ads offers the most comprehensive certification process for any paid search engine marketing provider. The Google Affiliate Program replaces the previous Google Advertiser/Qualified Individual program.

Google Penguin Update – To combat websites that may engage in questionable link building practices to manipulate search engine rankings, Google released the infamous Penguin Update in April 2012. Currently, this update is mostly applicable to websites that may have received feedback by buying through them or through an existing network of networks. In essence, websites should abstain from this practice and avoid using it in the future.

Google Panda Update – Google always strives to provide the best and most relevant search results to make its users happy. Part of their approach is to take into account the length of the content for the target keyword. So far, websites with relatively little content have been able to compete with websites with older and theoretically better content. Another aspect that the Panda update looks at is duplicate content. Basically, Google devalues ​​these duplicate pages in search rankings when two or more pages on a website have exactly or very similar content. In February 2011 the Panda algorithm update tried to give preference to websites with more content over sites with “thin” content. The latest version was reportedly released in July 2015 (Panda 4.2) but has since been implemented in continuous updates to Google’s algorithms.

Graphical Search Inventory – Banners and other types of ad units that can be synced with search keywords. Contains a browser toolbar and a multimedia toolbar.

Growth Hacking – Growth Hacking is a very effective method of increasing customer acquisition by using the most effective tactics available to attract specific customers. Typically embedded in the software as a service industry or in a start-up environment, growth hacking often involves several marketing strategies and agile product development practices to create solutions that rapidly expand the user base of a product/service. SEO, PPC, social media advertising and redirects can be key components of a hacker’s growth strategy based on business goals.

Hashtag – Formerly known as the “pound sign,” this symbol (#) is used on social media (mostly Instagram and Twitter) to group tweets or photos by category or phrase. “#” is placed directly in front of the text. A popular example of this on Instagram is #TBT (Throwback Thursday), where people post photos relating to an earlier moment (usually wearing horrific ’90s outfits).

Header Labels (or Headlines) – HTML headings and subtitle labels are important components of search engine marketing because they are often graphic and therefore unreadable by search engine spiders. Page titles should also be optimally integrated to clearly define the purpose and topic of the page. All header tags should be used according to their relevance, using more prominent headings with <h1>, sub-headings with <h2>, and so on.

HTML – Hypertext Markup Language, the programming language used in websites. Developers use other languages ​​that HTML can read and understand to develop their skills on the web.

Hyperlinks – Often blue and underlined, hyperlinks, or “links” for short, allowing you to navigate to other web pages with the click of a mouse. This hyperlink will take you to a page with more information on Free Direct Online Marketing Advice™.

Image maps – areas where you can click on images which make links more visually appealing and websites more appealing. Graphics cards allow spiders to “read” this material.

Impressions – The number of times someone viewed the page with your ad. Note that this is not the same as actually seeing your ad. So it is very important to place and understand your website traffic as you pay per 1000 impressions.

Login or Login Links – View backlinks
Inbound Marketing – Marketing services and strategies that succeed in getting prospects to visit a website of their own accord, usually due to the consistent creation of engaging content. Examples are SEO, content marketing, blogging, and email marketing on a handpicked list. Unlike traditional advertising methods that attract the attention of potential customers, they pay for promotion.

Index – A collection of information that a search engine has that a searcher can use to perform a query. For role-based search engines, the index usually consists of copies of all the web pages they find while crawling the web. For user-controlled directories, the index contains a summary of all categorized websites.

Influencer Marketing – Like celebrity endorsements, brands and marketers often turn to content creators and influencers to engage with specific communities. Whether it’s an audience created by influential people or consider yourself a thought leader in their community, brands will work with influential people to create greater awareness within that community. For example, a dog accessory brand can work with a leading dog blogger to create content for blogger subscribers.

Internet Marketing – One of the many ways to reach Internet users including search engine marketing, search engine optimization, and banner advertising. Direct Online Marketing™ specializes in these internet marketing services.

Internal Linking – Placing a hyperlink on one page to another on the same site. This will help users find more information, improve how they interact with your website, and improve your SEO efforts.

Screen Saver – An ad that appears between two pages that someone is trying to view. Ads often appear near hyperlinks that allow someone to stop viewing your ad and go straight to the page they were originally trying to access. Direct Online Marketing™ does not normally use this type of advertising as part of its internet marketing services.

Instagram – a social network where users can create images with a selection of filters and share them with their followers.

JavaScript – JavaScript – not to be confused with its distant cousin Java – is an object-oriented programming language developed by NetScape. It is mainly used to improve the user experience of websites with enhanced functionality.

Keyword – Almost interchangeable with a search term, a keyword is a word or group of words that can be searched for in a search engine. Keywords also refer to terms that you bid on through search engine marketing to attract visitors to your website or landing page. Successful search engine optimization involves including keywords in your website copy and meta tags.

Keyword Difficulty – A metric commonly used in search engine optimization that determines how much page targeting and off-site links it takes to rank by phrase. Also often referred to as KPIs, most keyword difficulty monitoring tools use a percentage scale from 1 to 100, with phrases arranged in descending order. Therefore, search phrases that require more effort to rank high in search engines – and therefore a high degree of keyword difficulty – will usually get closer to 100 (or 1.00) results, whereas search phrases that require less effort to get The highest ranking struggling with keywords that are close to 0 (0.00).

Keyword Filling – When the web was young and search engines were growing in popularity, some savvy website owners realized that search engine algorithms were very fond of multiple meta tags. They like it very much. So they started adding a series of keywords, often high-volume and unrelated to the website, in the title, description and keyword tags. Pages become great SERPs instantly. Soon after, the search engines changed their ranking formula and the page lost its position or was blocked completely.

Keywords – HTML tags that identify keywords used on web pages. The keyword meta tag was heavily weighted by some of the older search engines until they stuck with spammers and changed their algorithms using this approach. Today, Google officially registered that they are not adding any weight to this tag.

Landing Page – The first page a person sees when coming to your website from an advertisement. This page can be any page on your website including your home page. Almost anytime you direct someone to your website from an advertisement, you should send them to a specialized landing page with tailored information to increase your landing page conversion rate. Radio advertisements are a notable exception as spelling out specific URL‘s can be time consuming and difficult to remember. Direct Online Marketing™ has extensive experience in creating, testing, and modifying landing page conversion rates to give your business the highest quality, least expensive, most cost effective leads possible.

Link Building – The process of obtaining hyperlinks (links or backlinks) from one website back to your own. Link building is of critical importance for successful SEO. Due to algorithm updates, link building has become particularly challenging. Gone are the days of haphazard, irrelevant links- lazy link building can get you penalized from Google. Today’s link building strategies must be strictly white hat: the site you are seeking links from should be earned organically (through practices such as content creation) from sites relevant to your industry. Earning relevant links from high authority sites will help your site rankings on the SERPs.

Link Juice – SEO term referring to the equity passed to a site via links (either internal or external). High authority, high traffic sites have more link juice, which will more positively affect your rankings, than a low authority, low traffic site. The more link juice your site has, the more positively the search engines will view it.

Link Popularity – How many websites link to yours, how popular those linking sites are, and how much their content relates to yours. Link popularity is an important part of Search Engine Optimization, which also values the sites that you link out to.

Link Reclamation – This is when outreach is performed to earn backlinks to your site. The situations in which this occur can be if your domain name changes, a re-branding occurs, or when your brand is mentioned online (in an article, blog post, etc.) and there is no link from the mention going back to your website. When this happens, reach out to the blogger, news outlet, or webmaster and request that a link to your site be added in to the appropriate anchor text.

Local Search – A huge and growing portion of the search engine marketing industry. Local search allows users to find businesses and websites within a specific (local) geographic range. This includes local search features on search engines and online yellow page sites. Optimizing for local search requires different practices than for traditional Search Engine Optimization.

Local Business Listings – Each of the major search engines offer local business listings that appear next to maps at the top of the page on many locally targeted searches. Business may either submit new requests or claim existing local business listings if the search engines have already added the company to the results. Having a website is not required for having a local business listing.

Long Tail Keywords – Rather than targeting the most common keywords in your industry, you can focus on more niche terms that are usually longer phrases but are also easier and quicker to rank for in the search engines. Long tail keywords can amount for up to 60% or so of a site’s search traffic.

Marketing Automation – a software package that combines popular online marketing strategies such as email, social media, CRM and SEO in one platform. Apart from performing various marketing tasks efficiently and automatically, this software also allows the marketing team to have a more direct relationship between their efforts and the return on investment of online marketing.

Mention – when your brand is mentioned on the website. Mentioning other websites is a great way to build your links or get links and get them back. The more often your brand mentions relevant (preferably high-profile) websites, the better your website will rank in the SERPs.

Meta Search Engine – A search engine that accepts listings from two or more other search engines rather than searching the network itself.

Meta Tags – (see also Keyword Tags, Descriptive Tags, etc.) – Meta tags allow you to highlight the main keywords related to your website in a search engine-relevant way that your website visitors would not normally see. Meta tags have gone up and down in internet marketers and search engine rankings (see Keyword Filling), but they still play an important role in search engine optimization. Examples of meta tags are title tags and replacement tags.

Microblogging – Microblogging refers to a platform that allows you to send information in 140-digit chunks simultaneously over the phone or the web. Twitter is quickly becoming a dominant global player, so its name is synonymous with microblogging. However, there is another popular microblogging service in China, commonly known as Weibo.

Natural Ads – Also known as “organic results”, unsolicited ads on search engines. Some search engines may charge for inclusion in their natural ads, although most are free. How high or low your website ranks depends on many factors, two of which are the most important being the importance of content and link popularity.

Naver – Naver is Korea’s largest search engine and web property. They offer a paid search program, although their pay-per-click program for non-Korean marketers is primarily through Yahoo! Overture – Korean. Naver’s closest Korean competitor is Daum.

Neuromarketing – A relatively new area of ​​marketing that includes neuroscience as a means of predicting consumer behavior. Neuromarketing takes into account the behavior of the brain in relation to marketing tactics, specifically the brain’s “reward centers,” in an effort to make marketing campaigns targeting an unconscious market more responsive.

Nano-Influencers – Nano-Influencers (also often spelled with a hyphen (Nano-Influencer) and as a word (Nano-Influencer)) are social media users with 1000 to 5000 followers. Compared to traditional influential companies, Contract With As part of influencer marketing, nano-influencers tend to charge less for sponsored positions with higher engagement rates. As investment in influencer marketing continues to increase, the cost of sponsored campaigns with influential people with more than 10,000 followers increases. This trend has led many companies to turn to nano-influencers for low-cost social media advertising.

Inclusion – This type of registration requires that the person submitting the information specifically asks to be contacted or added to a list. Inclusion usually reduces the influx of potential customers and increases the acquisition cost of an Internet marketing campaign, but can lead to a higher proportion of interested customers.

Cancel – This is where people automatically sign up to receive contacts, but can unsubscribe from receiving newsletters, phone calls, etc. Anytime.
Organic Collections – See Natural Collections.

Outgoing Link – A link to any web page that points to another web page, be it within one web page or another.

PageRank – PageRank is the value that Google assigns to the pages and websites it indexes based on all the factors in its algorithm. Google starts external pages with PageRank 1-10, which you can check for each website, but this external number is not the same as the internal PageRank that Google uses to get search engine results. All independent search engines have their own version of PageRank. Fun Fact: PageRank is named after Google’s Larry Page and calculated per page level – a fun word game!

Paid Inclusion – An advertising program in which a page is guaranteed to be included in the search engine index for a fee, although usually there is no guarantee of good rankings. Looksmart, for example, is a directory that lists pages and sites based on relevance rather than position. Marketers pay for listings based on CPC or URL fees without any specific placement guarantees.

Paid Ads – Ads that search engines sell to advertisers, usually through paid placements or paid opt-in programs. On the other hand, organic (natural) ads are not for sale.

Paid Placements – See Paid Search below.
Paid Search – Also known as paid placement, pay per click, and sometimes search engine marketing, paid search engine marketing allows advertisers to pay for specific keywords or phrases to be included in search engine results pages. Paid placement ads can be purchased through portals or search networks. Search networks are often created in an auction environment where keywords and phrases often come at a cost-per-click (CPC) fee. Google Ads and Bing Ads are the two main players, but other websites also sell ads for paid placements directly. A good search marketing company that offers paid search will select a comprehensive set of industry specific search terms, set up your account, create ad copy, create landing pages, control your bids (how much you are willing to pay per keyword click) and budgeting, and test and optimize the performance of your ads.

Query – Query is another term for “keyword” or “search word”. In Google Ads, the search query report shows the actual terms search engines used to click on your ad, as opposed to the advertised keywords in your account. These two sets of words may or may not be the same.

Quality Index – Yahoo! The Japanese version of the more popular Google Ads Quality Score. This, along with bids, has an impact on the advertiser’s ad position and actual cost per click. It works in a similar way to Google Quality Score.

Quality Score (QA) – A numerical result that Google Ads assigns to various components of the account (e.g. campaigns, ads) but only shown to keyword account holders. Quality ratings are displayed on a scale from 1-10. While Google doesn’t provide a precise formula, the three main components are: ad quality (measured using historical click-through rates and normalized to position to estimate expected click-through rates); Advertising relevance (including use of ad extensions); and landing page experience. Basically, the higher your QA, the higher your ad can be shown for a lower bid and actual cost per click.

Ranking – How well a particular web page or website ranks in search engine results. For example, Apple’s website may be provided in response to an “Apple” request. However, “ranking” indicates exactly where it is listed – be it on the first page of results, on the second page or maybe on the 200th page. Or, it can also be said that he is in first place among all the results, either in 12th or 111th position. In general, to say that a page is “listed” only means that it can be found in a search engine in response to a query, does not mean that the page ranks well for that query. Also known as position.

RankBrain – Another important update to Google’s algorithm is known as RankBrain. In October 2015, Google announced that machine learning (artificial intelligence) is deeply rooted in Google search and is considered the third most important factor in search rankings. Beyond mere keywords, Google tries to understand the different ways people use search engines to answer their questions.

Real Simple Syndication (RSS) – An increasingly popular new technology that allows information to be easily shared on websites or sent directly to users upon request. Click here for a feed to the Official Online™ Direct Marketing Blog. RSS feeds open up new opportunities for online advertising, although marketers are still debating how best to use them.

Reciprocal Links – Exchange of links between two sites. Both sites display a link to another site somewhere on their page. This type of connection is usually less desirable than a one-way incoming connection.

Remarketing – Remarketing is the term used for Google Ads remarketing.

Results page – also known as search engine results page.

Responsive Ads – Adaptive Ads automatically adjust size, appearance and format to fit almost any available inventory. For example, your customized ad may appear as a natural banner ad on one website and a dynamic text ad on another because the ad is automatically converted to fit where you need it to meet your advertising goals.

Redirect – Think of retargeting as Cyberwest. Someone takes action (visit your website frequently) and places a cookie in their browser. Then when they visit other websites in the network, your ad will appear in front of them, e.g. Forwarding can be done through various advertising networks and platforms.

Return on Investment (ROI) – The most important statistic for many businesses: is your ad making a profit and how much profit for the money you have to pay. айн Direct online marketing is always geared towards a return on investment for all partners … and you should too!
Multimedia – Web ads or pages that are more animated and/or interactive than banners or static pages.

Robots or bots – see crawlers.
Robots.txt – File used to prevent web pages from being indexed or to indicate which pages should be indexed by search engines.

Run of Site (ROS) – The contract that defines Run of Site (ROS) means that a banner or other type of online advertisement can appear on any page, and usually any open space, on a particular website.

Schema Tagging – Schema tagging is a piece of code that you can add to a page’s HTML to help search engines understand what your website is about and what kind of information it contains. It combines words with specific values ​​that help search engines categorize and index your content. Rather than expecting Google to understand who you are, you usually tell it straight through through snippets of code that search engine robots can read, process and use to provide users with more informative results. For example, if you’re a dentist or physical shop, you might want to highlight these with appropriate tags so you don’t have to rely solely on keywords. If you want to check what schema markers are available and how to add them to your website, visit the official website.

(This definition was provided by Jessica of Guarana Technologies, a Canadian-based mobile app development agency.)

Scraping – The process of copying content from one web property and using it in another. In other words, theft. Scraping technology has advanced because of the need for content to stay ahead of legitimate content creators who try to protect what is written. Some companies offer content monitoring to prevent scratches.

Search Engines – Search engines are places where people search for things on the Internet, such as Yahoo!, Google, or Bing. Most search engines give websites two ways to display them: natural (free) and paid. Natural ads, also called organic listings, appear based on search engine formulas. You can’t pay to have a higher listing on your website (although some search engines require you to pay to get a Natural listing), but you can do search engine optimization (SEO). Paid ads usually appear above or next to natural listings and are usually identified as ads. The most common advertising cost in paid search advertising is pay per click (PPC).

Search engine marketing – All forms of marketing with search engines – especially search engine optimization and paid search marketing. Sometimes this term is only used to pay for searches.

Search Engine Optimization (SEO) – Fantastic Way To Say “Make Your Website Search Engine Friendly”. Search engine optimization is usually difficult to do alone, especially given the complexity and growing differences among all search engines. Two important factors that rank highly in all major search engines are link popularity (how many websites – and how highly ranked those websites are – linking to you) and relevant content (how much information can be searched on your website or on certain websites) ).

Search Engine Reputation Management (SERM) – Think of search engine reputation management as online rotation control. SERMs allow an individual or organization to better position itself through strategies that include search engine optimization, paid search marketing, press optimization, blogs, and social media. The most important part of SERM starts early – before the crisis. Also called online reputation management.

Search Engine Results Page (SERP) – A search engine results page or SERP is a web page displayed by any search engine for a specific search. They show natural (organic) ads and pay-per-click ads. How high you are on the list and where your ad appears depends on search engine optimization; or paid search engine marketing.

Tags – words or phrases used to describe and categorize individual blog posts, videos, and photos. Proper use of tags organizes content for users and can increase visibility through SEO and social media optimization.

Swallow Ads – A type of display advertising typically reserved for well-known brands and products (consumer goods, new media releases, sporting events) in high-traffic online publications. This advertising strategy, often touted on the homepages of websites like Yahoo!, MSN, or even ESPN.com, is often referred to as “swallowing the homepage.” To implement this as an advertising tactic, publishers allow advertisers to place ads in the available ad space in their layout. As the web develops, ads for acquisitions can also have a creative backdrop in the background of the website or even have some kind of interactive component.

Targeting – Designing internet marketing campaigns to attract specific groups of potential customers. Examples of targeting are women, gun owners, and Medicare beneficiaries. Behavioral targeting is a new type of focus that is specific to advertisers.

Topic Modeling – An SEO strategy used to create or optimize content based on the main keywords selected for a page. Identify keywords related to the same primary keyword topic to use as secondary keywords. Then add/optimize content around new keywords for more stable pages around the same topic.

Text Ads – Online ads that contain only written copy. Paid listings found on major search engine results pages today are text ads, though this is gradually changing. Expect to see video ads from time to time in the near future.
Three-Way Linking – A link building strategy designed to create two one-way links between websites wishing to complete a link exchange. When using this link building tactic, website owners involved in link sharing usually have access to more than one property. After you add an external link from one site (Site A in this example) to another (Site B), Site B places the external link to a third domain (Site B). Therefore, when Site A is linked to Site B and Site B is linked to Site B, the exchange of three links is complete.

TLD – TLD means top level domain. The TLD is defined by everything at the end of the domain name at the root – i.e. without the page name. For example, the TLD for our site is 54,236,248,236/dom “.com”.

Tracking Code – Information typically included in a URL that allows advertisers to track the performance of various aspects of an ad. Items that are frequently tracked include search terms and search engine referrals. Direct Online Marketing™ relies heavily on tracking codes because tracking results is the only way to determine how effective our internet marketing services are.
TrueView Ads – Video ads created on Google Ads. TrueView video ads are available in two formats: in-stream and on-screen. In-stream ads appear before videos on YouTube and the Display Network. Display ads can appear in YouTube search results, videos or partner websites.

Twitter Redirects – Custom Twitter audiences are used to create redirect campaigns that can show ads to people who have previously interacted with your brand. There are three ways to use custom audiences including lists, redirecting websites with Twitter tags, and interacting with mobile apps.

URL – Unified Resource Finder. These are the letters and symbols that make up the address of a particular web page. The URL of this page is “https://directom.com/dom/semresources/internetmarketingtermglossary/”.

Unique Value Proposal (MSRP) – Basically, what sets your product, service or business apart and why potential customers need to care enough about you.

Universal Search – Place multiple types of results in a general search so users can find images, videos, local search results, news articles, and more on popular web pages. Also called mixed search.

Ease of Use – How easy it is for users to navigate the website and find the information they are looking for.

User Generated Content – Brands with specific audiences sometimes try to include them in the content creation process. Known as User Generated Content or “UGC”, users or members of the branding community create and contribute their original branded content. This content is usually posted on social media or directly on the brand’s website. They are ideal for increasing community engagement, getting an idea of ​​the brand mood, and diversifying the brand’s content portfolio.

Video Marketing – An online marketing strategy that uses the consumption of video by Internet users to promote a brand, product or service. With the advancement of smartphone technology and the publication of video on the Internet, it is becoming more and more widespread, video marketing strategy is expanding its application in many areas of the online marketing mix. Advertisers can now use video as a viral marketing strategy, a corporate communication strategy, a way to enhance mentorship and mental experience, or even to broadcast live events.

Viral Marketing – A newer method of internet marketing that tries to make advertisements compelling enough that viewers will pass them on to advertisers for free

Web 2.0 – A trendy buzzword for the internet marketing services industry, but also a legitimate idea and movement: the internet as a platform. Wikis, MySpace, and user-edited search all operate under this premise.

Web Browser – The program you use to access the internet. Common browsers include Microsoft Internet Explorer (IE), Apple’s Safari, and Mozilla Firefox.

Webinar – “Web Seminar”. These virtual seminars allow people from anywhere in the world to attend via an internet connection. They offer tremendous opportunities for businesses to reach out to people over large geographic areas at low costs.

Web Metrics – See Analytics.
Weibo – Weibo refers to microblogging in the Chinese market. Unlike the rest of the world where Twitter is the only major player at this point, China has two major competing Weibo services: Sina Weibo (#1) and Tencent Weibo (#2). A key advantage of these Weibo platforms over Twitter is the amount of information individual Mandarin characters can convey. Therefore, a single Weibo post (tweet) of 140 characters can convey as much information as two paragraphs in English and other languages.

White Hat SEO – Used to describe certain Search Engine Optimization (SEO) methods, being “white hat” means using only SEO techniques that are completely above board and accepted by the Search Engines. Doing the opposite (Black Hat) can lead to your website seeing its rankings drop drastically – or being banned altogether – even if the search engine optimization tactics aren’t currently banned by search engines.

Wiki – A user-written, -controlled, and –edited site. Anyone with web access can change information appearing on Wikis, which can be about broad or specific topics. Wikis are becoming increasingly popular websites as people search for quality and (hopefully) unbiased information. The best known example is Wikipedia.

WordPress – WordPress is an extremely popular Content Management System. Developed originally for blogs, WordPress offers a great degree of flexibility and functionality. This site – and our digital marketing blog – are examples of WordPress sites.

XML – Extensible Markup Language. Content developers use this language with a variety of forms of content, including text, audio, and visual in order to allow users to define their own elements and pull the data at their pace. XML has played a huge part in the transformation of the Web towards Web 2.0.

Yandex – Yandex is the fastest growing search engine in the world, serving primarily Russia and other countries formerly part of the Soviet Union. It has been experimenting with an English-based search engine, but its main operations are for its Cyrillic engine. They do also offer a Google Ads-like paid search program: Yandex Direct.

Z-Index – Using the z-index property of CSS allows you to better control positioning of overlapping elements. This element is sometimes used for black hat SEO purposes.