What Does It Mean?
- 404 ErrorAlso known as 404 Page Not Found this error indicates that the page or resource you're trying to view can't be found. Typically this means that it's been deleted or moved.
- A/B TestingAn optimization technique that divides a list into two groups A and B and then sends a different version of the change being tested to each group to determine which variation converts best.
- Affiliate MarketingA strategy where businesses reward individual affiliates people or organizations outside the company for bringing in new customers or visitors through ads or content on the affiliate's website.
- Alt-TextAlso known as 'Alternative Text' is a short written description of an image, which is read by a machine to users who cannot view the image to help improve a website's accessibility.
- Anchor TextThe text that is linked, which indicates what a user will see on the linked page if they were to click it. This helps provide context to users and search engines regarding where that link will take them.
- Behavioral TargetingServing advertising to people who should be receptive to your message given past web behavior such as purchases or websites visited.
- Bounce RateThe percentage of people who visit your website but leave without visiting any other page or taking action.
- Brand AwarenessHow aware of your brand others are. What happens after you put your brand out to the world.
- Brand PersonalityA set of human characteristics associated with a brand. An effective brand increases its brand equity by having a consistent set of traits expressed through its content and communications that a specific consumer segment enjoys.
- Brand RecognitionThe tools you use to make your brand recognizable - logo, brand colors, brand fonts, etc.
- Branded ResourcesContent that provides value to consumers but may or may not directly include brand products. One example is 'How-To' blogs.
- Bread CrumbsLinks that appear at the top of a webpage that help a page visitor better understand where they are within the website. (Ex. Home > Services > Specific Service).
- Business To Business (B2B)Companies that sell to other businesses.
- Business To Consumer (B2C)Companies that sell directly to consumers.
- Buyer PersonaA representation of your ideal consumer based on current consumers and market research.
- Call to Action (CTA)A word or phrase that inspires the end-user to take a predefined action.
- Canonical TagA bit of code that tells search engines which page is preferred when two URLs are similar or duplicate. This tag is commonly used when products or content are accessible by multiple URLs.
- Cascading Style Sheets (CSS)A style sheet language used for describing the presentation of a document written in a markup language like HTML, including colors, layout, and fonts.
- Churn RateThe net % of customers a business loses over a period. If a company started last quarter with 100 customers and then lost 50 customers over the same period, its churn rate would be 50%.
- Click-Through Rate (CTR)The percentage of the people who saw a search result, ad, or email who then clicked through to your website. (clicks / impressions=CTR)
- Click-To-Open-Rate (CTOR)Measures the effectiveness of the content of your email. It is calculated by the number of unique clicks divided by the number of unique opens. , ",Cohort"
- Content Management SystemA web application designed to help you make a user-friendly website.
- Conversational & Brand Building Contentencourages user interaction and extends the desired brand image.
- ConversionThe completion of a predefined goal. This is often used to track the number of site visitors that have been converted into paying customers though sales are not always chosen as the metric.
- Conversion RateThe percent of people who complete an action prompted on a specific web page.
- Conversion Rate Optimization (CRO)A process or system for increasing the percentage of visitors to a website that converts into leads or customers or any desired action on a website or dedicated landing page is being taken.
- CookieA small item of data sent from a website and stored on the user's device. Cookies help the user's device remember valuable data like a shopping cart, visited pages, or form field information.
- Cost Per Acquisition (CPA)How much it costs to acquire what is defined as an 'acquisition.' This could include a lead, a free trial, or obtaining a new customer—sometimes stated as cost per conversion.
- Cost Per Click (CPC)The amount you pay on an advertising platform for each click.
- Cost Per Thousand Impressions (CPM)The amount you pay on an advertising platform per thousand times people see your ad.
- Cost To Acquire A Customer (CAC)Calculated by dividing the marketing cost. It can include just media spend or media spend and fully loaded cost of team members by the number of paying customers.
- Customer Lifetime Value (CLTV) or Lifetime Value (LTV)Prediction of the net profit value attributed to the entire future relationship of a customer.
- Drip MarketingA sequence of communication written in advance and then sent to prospective or current customers at predetermined intervals to advance them through your sales funnel.
- Dynamic ContentMessaging on your website tailored to each unique visitor. For example, a new visitor may see a different CTA than a frequent visitor.
- Dynamic RetargetingServing ads to users who have visited your website based on images and information about the item they viewed.
- Email Automation/AutorespondersA feature that enables you to send out messages to your customers at designated times, such as: When a subscriber signs up for your email list when they perform an action on your website like download an e-book, ,or when they add an item to their shopping cart but don't complete the purchase.
- Engagement RateEngagement rate describes the number of interactions—likes, clicks, comments, shares—a piece of content receives.
- Evergreen ContentContent that is relevant and interesting no matter the time or context in which the content is viewed.
- FaviconThe small icon image, often a company logo, that displays on the title bar or tab of a browser tab. This acts as a visual reminder of the website's identity in the browser tabs.
- FrictionElements of your website that cause stress
- Geo-TargetingThe ability to reach potential clients based on their physical location.
- HashtagA phrase beginning with the symbol # used in social media to tag content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic.
- Hypertext Markup Language (HTML)A standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on web pages. Put simply, they tell a web browser how to display a webpage.
- ImpressionA term used in PPC (Pay-Per-Click) advertising that represents how often an ad is shown.
- Javascriptis an object-oriented scripting language that makes HTML pages more dynamic and interactive.
- Key Performance Indicators (KPIs)Measurable data used to evaluate how effectively a marketing campaign succeeded.
- KeywordA word or group of words a user uses to search in a search engine or search bar.
- Keyword StuffingThe act of filling a webpage with keywords to manipulate a site's ranking.
- Landing PageA single web page that serves as the destination for a click on an ad or search engine-optimized search result. This page intends to generate action (lead, sale, download).
- LeadAn individual or organization interested in what you are selling who confirms their interest by filling out a contact form.
- Long-Tail KeywordsThe specific, three- or four-word phrases that potential customers use when searching for your product or service. These are often easier and quicker to rank in search engines and can account for the bulk of a website's traffic.
- Marketing FunnelThe concept of leading customers through a series of events or actions that can be mapped out in the shape of a funnel. The action at the top of the funnel would focus on attracting and driving users to your website, after which they move down the funnel as they download a resource or sign up(...) Read More
- Meta DescriptionAn HTML tag used to describe the content of a landing page. Usually between 140-160 characters.
- Meta TagHidden bits of code on your website that help determine how your site appears within search engines. This could range from supplying the title and description in Google to telling search engines what kind of business you are and what products you offer.
- Open RateThe percentage of the total number of subscribers who opened any one email campaign. For general newsletters (same message to every subscriber), open rates can be 20%-40%. For segmented emails (more relevant emails to a subscriber based on a specific action or attribute), open rates can be 50%-80%.
- Page SpeedThe length of time a browser takes to load all the content on a specific landing page of a website. Also known as load time.
- Paid SearchAlso referred to as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click (PPC), paid search allows advertisers to pay to be listed within the Search Engine Results Pages(SERP) for specific keywords or phrases. Most commonly associated with Google Ads and Facebook Ads.
- Promotional ContentContent that pushes products, promotions, or offers that tie directly to sales.
- Quality ScoreA numerical score Google AdWords assigns to ads and campaigns based on ad quality, ad relevance, and landing page experience. Generally, the higher your quality score, the higher your ads can appear on a search engine results page.
- RankingsA term for where a website appears in search engine results. For different search terms or queries, a site's ranking may increase or decrease over time.
- Really Simple Syndication A way for users to keep track of updates to multiple websites (news sites and more) in one place instead of manually checking in on every site individually. An RSS Feed is where all updates are tracked together in an easily viewable format.
- RemarketingAlso known as retargeting, a type of paid ad that allows advertisers to show ads to customers who have already visited their site.
- Responsive DesignWeb design that is optimized for each specific device a consumer could be using/viewing your content on.
- RetargetingSomeone visits your website. After they exit and continue browsing, your ad appears as a display ad on other websites or social media channels that accept ads from the ad network you use for retargeting.
- Retention RateThe net % of customers that a business retains over a given period. If a company started last quarter with 100 customers and then lost ten customers over the same period, its retention rate would be 90%.
- Return on Ad Spend (ROAS)Gross revenue is generated for every dollar spent on advertising. (revenue from ad campaign / cost of ad campaign = ROAS).
- Return on Investment (ROI)Less specific than ROAS. The multiple of value generated for every dollar spent. That could include people, hardware, software, and advertising. Usually referred to in multiples. For example, the ROI on the last campaign was 7x (7x = business received 7x the value for the dollars invested so a(...) Read More
- Sales FunnelThe sales funnel is the experience a prospect would encounter after specific touch points from within the marketing funnel until the point of sale. The sales funnel stages could include; purchase contemplation, making a purchase decision, and experiencing post-purchase engagement.
- Schema MarkupA piece of code you can add to a page's HTML to help search engines understand what your website is about and what type of information it contains.
- Search Engine Results Page (SERP)The page displayed by a web search engine in response to a query by a searcher. Every time you perform a Google search, it responds with a SERP.
- Search IntentThe reason someone typed their question into a search engine.
- Search TermA word or combination of phrases entered into a search engine to search for a specific thing, also known as a Search Query.
- SitemapThis is what it sounds like—a map listing the pages on your website that allows search engines like Google and Bing to identify where pages are, what order they come in, their importance, and how to generally navigate your site.
- User Experience (UX)How a user feels when interfacing with a system such as a website, a web application, or desktop software. UX often determines how well a website converts or how much time users spend on a website or application.
- User-generated ContentContent created by your consumers about your company or industry that you can reshare to your community.
- User Interface (UI)Everything is designed into an information device that a user may interact with. This includes display screens, keyboards, user interfaces of applications and websites.
- Visual HierarchyThe organization of the design elements on a landing page so that the user's eye is guided to consume each aspect in the order of intended importance.
