Online Marketing Terms

I collected all the marketing terms and definitions I can find to put together this glossary.

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  • 3

  • 301 Redirect
    301 Redirect. This code means that the link has been permanently redirected to another URL.301 redirects are generally preferable for Search Engine Optimization purposes and are therefore often referred to as search engine friendly redirects.
  • 302 Redirect
    A 302 Redirect code means that the link has been temporarily redirected to another URL.
  • 4

  • 404 Error
    404 Error. This response code indicates that the client was able to communicate with the server but the server wasn't able to find what was requested.
  • 5

  • 500 Error
    500 Error. This means something has gone wrong on the web site's server, but the server could not be more specific on what the exact problem is.
  • a

  • A/B Testing
    A/B testing is a simple way to test out changes that you make to your online marketing design or content.The test is between two subjects, A and B (hence the name). One is the original design (the control) and the other is the altered design (the treatment).
  • Above the Fold
    Above the fold is used in web development to describe the portions of a webpage that can be viewed without scrolling.
  • Affilliate Marketing
    Selling your product through other web sites or e-mail lists by paying the site or list owner for each sale. Great for expanding your sales network. May cause severe migraines.
  • AJAX
    Not the cleaning stuff. Generic term for forms that let you modify data on a page without reloading the entire page. You care because it looks neat, is speedy, but may kill you in the search engines.
  • ALT Tag
    HTML tags used to describe website graphics by displaying a block of text when moused-over. Search engines are generally unable to view graphics or distinguish text that might be contained within them, and the implementation of an ALT tag enables search engines to categorize that graphic.(...)
  • Analytics
    Also known as Web Metrics. Analytics refers to collection of data about a website and its users. Analytics programs typically give performance data on clicks, time, pages viewed, website paths, and a variety of other Google Analyticsinformation. The proper use of Web analytics allows website(...)
  • Anchor Text
    Anchor text is the highlighted piece of text that is hyperlinked so that when you click on it you follow the link to another webpage or another website. Search engines use anchor text to determine what the subject of your page.
  • API
    Application Programming Interface. API is a set of routines, protocols, and tools for building software applications. The API specifies how software components should interact and APIs are used when programming graphical user interface (GUI) components. A good API makes it easier to develop(...)
  • ARPU
    Average Revenue Per User. ARPU is the average revenue per user. Put more simply, it is the amount of money, on average, that a company brings in for each of its customers. The higher the ARPU for a company, the better.
  • Attribution
    Attribution is when you identify what user-actions contributed to the desired outcome (usually described as a conversion) and then assigning a value to each user-action that lead to that conversion. For example, if someone decided to sign-up after reading a particular blog post, that specific(...)
  • b

  • B2B
    Business-to-Business. B2B is a business that typically targets other businesses as their consumers.  B2B businesses provide products, services, or solutions for businesses and not generally for the individual consumers.
  • B2C
    Business to Consumer. B2C is a business generally targeted at individual consumers. The consumer is the intended to be the end-users of the business products or services.
  • Backlinks
    Links from other websites pointing to any particular page on your site. Search engines use backlinks to judge a site’s credibility; if a site links to you, the reasoning goes, it is in effect vouching for your authority on a particular subject. Therefore, Link Building is an incredibly(...)
  • Black Hat SEO
    Black Hat SEO is the practice of using unethical techniques so that the page ranks higher in search engines. Examples of Black Hat SEO is keyword stuffing, invisible texts, page swapping and doorway pages.
  • Bounce Rate
    The bounce rate is the percentage of people who leave a website after viewing only one page. A high bounce rate means that improvements to the website need to be made so that you can keep visitors there for longer.
  • c

  • CAC
    Customer Acquisition Cost. The total amount it costs to acquire a customer.  This is typically calculated by adding the total amount spent on marketing and advertising divided by the number of customers acquired.
  • Cart Abandonement
    Shopping cart abandonment is the term used when a visitor leaves a web site without buying after having put one or several articles in his virtual shopping cart. The shopping cart abandonment definition can be more or less restrictive. Some may count abandonment only if the shopping cart has(...)
  • ccTLD
    Country Code Top Level Domain. ccTLD’s are “Country-code” TLD‘s showing what country a site is focused on or based in. Using Google and the United Kingdom as an example, Google UK is google.co.uk. Sometimes these ccTLD’s are two sets of letters separated by a period (e.g. “co.uk” for the UK(...)
  • Citation
    A citation is an online reference to your business’s name, address and phone number (NAP). Like links to your website, Google uses them when evaluating the online authority of your business. Unlike links though, citations don’t need to be linked to your business’s website in order for you to(...)
  • Cloaking
    Cloaking is a SEO technique where the content that the search engine spiders/crawlers see is different than what’s presented to the user. This is achieved by delivering content based on the server’s IP addresses. When a user is identified as a spider or crawler then a different version of the(...)
  • CLTV- Customer Lifetime Value
    Customer Lifetime Value. In marketing, customer lifetime value (or often CLTV), lifetime customer value (LCV), or life-time value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer.
  • CLV- Customer Lifetime Value
    Customer Lifetime Value. CLV is a prediction of all the value a business will derive from their entire relationship with a customer. Because we don't know how long each relationship will be, we make a good estimate and state CLV as a periodic value — that is, we usually say “this customer's(...)
  • CMS-Content Management System
    Content Management System. CMS is a system used to manage the content of a Web site. Typically, a CMS consists of two elements: the content management application (CMA) and the content delivery application (CDA). The CMA element allows the content manager to manage the creation,(...)
  • Content Network
    Each major search engine offers a form of content network within its paid search interface, typically referred to as content networks, although Google just renamed their content network the Google Display Network. Within Google AdWords, advertisers have two options for content network(...)
  • Conversions
    A Conversion is any user action that you want to measure, such as a signup for a newsletter, completely a purchase, or filling out a web form.
  • Cookie
    A cookie is a delicious snack you have with milk! Oh yeah, and it’s also a small piece of data that is stored in a user’s web browser after they visit a particular site. Every time the user loads the website, the browser sends back the cookie to the website’s server with information about the(...)
  • CPA-Cost Per Acquisition
    Cost Per Acquisition is an advertising method where the advertiser only pays for when an advert delivers a sale. It’s an advertiser-friendly method because the advertiser only pays when the advertising has met its purpose, ensuring that the advertisers don’t lose money. The webmaster whose(...)
  • CPC-Cost Per Click
    A common way to pay for search engine and other types of online advertising, CPC means you pay a pre-determined amount each time someone clicks on your advertisement to visit your site. You usually set a top amount you are willing to pay per click for each search term, and the amount you pay(...)
  • CPL-Cost Per Lead
    Cost Per Lead. CPL is an online advertising pricing model, where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser's offer. It is also commonly called online lead generation.
  • CPM-Cost Per 1,000 Impressions
    Cost Per 1,000 Impressions. CPM is used in online advertising. A common internet marketing cost structure, especially for banner advertising. You agree to pay a set cost for every 1,000 Impressions your ad receives. Search engine marketing may involve CPM costs for Contextual Advertising.(...)
  • CR-Conversion Rate
    Conversion Rate. This statistic, or metric, tells you what percentage of people is converting (really!). The definition of “conversion” depends upon your goals and measurements. It could mean a sign up for free information, a completed survey, a purchase made, or other.
  • CRO-Conversion Rate Optimization
    Conversion Rate Optimization CRO is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action.
  • CSS-Cascading Style Sheets
    Cascading Style Sheets. Defines how HTML elements such as layout, colors, & fonts will be displayed. External style sheets can be stored in CSS files which allow for faster loading pages, smaller file sizes, and other benefits for visitors, search engines, and designers.
  • CTA-Call To Action
    Call To Action. CTA is an image or line of text that prompts your visitors, leads, and customers to take action. It is, quite literally, a ""call"" to take an ""action."" The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an(...)
  • CTR-Click-Through Rate
    Click-Through Rate. Number of clicks / Number of impressions. Click through rate is a common internet marketing measurement tool for ad effectiveness. This rate tells you how many times people are actually clicking on your ad out of the number of times your ad is shown. Low click through(...)
  • d

  • DA-Deceptive Advertisement
    A deceptive advertisement is one that can be misleading to consumers. The Federal Trade Committee (FTC) officially states that deceptive advertisement is a “representation, omission, act or practice that is likely to mislead consumers”.
  • DAU
    Daily Active Users. DAU is one of the ways used for measuring success of an internet product, e.g., online social games.DAU measures "stickiness" of an online product – how many unique users visit the site daily? Usually the only requirement for a user to be considered "active" is that they(...)
  • Day Parting
    Day parting refers to serving ads at different times of the day and days of the week, or even changing bids or copy / creative at different times. For example, you may not want your ads to show from 11AM-2PM on Tuesdays. This can be done manually in most online platforms, or automatically in(...)
  • Delisting
    When pages or whole websites are removed from a search engine’s index. This may happen because, but not necessarily, they have been Banned.
  • DKIM-Domain Keys Identified Mail
    DomainKeys Identified Mail. DKIM lets an organization take responsibility for a message that is in transit. The organization is a handler of the message, either as its originator or as an intermediary. Their reputation is the basis for evaluating whether to trust the message for further(...)
  • DM-Direct Message
    Direct Message DM is a messaging function in Twitter that allows a user to send a private message to a specific user. Unlike the normal tweets that can be seen by all the user's followers, a direct message can only be read by its recipient.
  • DNS-Domain Name System
    Domain Name System. DNS is a hierarchical naming system built on a distributed database. This system transforms domain names to IP addresses and makes it possible to assign domain names to groups of Internet resources and users, regardless of the entities physical location.
  • Doorway Page
    Doorway pages are web pages that are created for spamdexing. A Web page created to rank well in a search engine’s organic listings (non-paid) and delivers very little information to those viewing it. Instead, visitors will often only see a brief call to action (i.e., “Click Here to Enter”), or(...)
  • DR-Direct Response
    A direct response is when promotions or marketing messages allow or request consumers to reply directly to the advertiser. This can be done through mail, telephone or email (or any other form of communication).
  • e

  • eCPC
    Effective Cost Per Click. eCPC, is a metric used by Internet marketers to gauge the effectiveness of their online campaigns. Sometimes it is referred to as estimated cost per click. It is calculated by the total earnings generated by online advertisements, and the number of clicks it took(...)
  • eCPM-Effective Cost Per Thousand Impressions
    Effective Cost Per Thousand Impressions. eCPM is calculated by dividing total earnings by total number of impressions in thousands. It is a great performance measure for your various ad units, so when experimenting, you can use eCPM to compare your results.
  • Edge Rank
    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(...)
  • ESP-Email Service Provider
    Email Service Provider. ESP is a company which offers email marketing and/or bulk email services. They may also provide other services such as email tracking, email segmentation, testing, template creation, subscriber lists etc. Examples of an ESP is Mailchimp, ActiveCampaign and Aweber.
  • f

  • Facebook
    Often abbreviated as FB, Facebook is the most popular social networking site on the Internet that was co-created by Mark Zuckerberg and officially launched on February 4, 2004. Facebook is a popular destination for users to set up their own personal web pages, connect with friends, share(...)
  • Facebook Relevancy Score
    Facebook Relevancy Score. The new Facebook Ads Relevance Score works just like the Google AdWords Quality Score in that it will help serve as a quality signal. This will affect your ad delivery and the cost you pay for your campaigns. Your relevance score is calculated based on the positive(...)
  • FF-Follow Friday
    Follow Friday is a Twitter tool to help you send personal, meaningful follow-friday tweets. Forget all those tweets with ten names listed: no one reads them, no one wants them and no one gains any followers from them.
  • Flash
    Flash is an animation/interactive platform that allows you to create very complex movements on a webpage. It’s most commonly used to distribute videos. For example, Youtube uses Flash.
  • Flighting
    A technique for extending advertising dollars using periods of media activity interspersed with periods of inactivity. This is when the amount of advertisement messages scheduled varies depending on a certain time. For example, 9:00 AM on a Thursday is a great time to share a new blog post so(...)
  • g

  • GA-Google Analytics
    Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic. Google launched the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service on the Internet.
  • Geo Targeting
    GEO-targeting is a method of targeting website visitors based on their location (or in other words, their geography – hence the name!) Once the visitor’s location is known, a website might deliver different content based on what country, city, zip code etc. that the visitor is(...)
  • h

  • Head Terms
    Search terms that are short, popular and straightforward; e.g., "mount everest." These short terms are called head terms based on a bell-curve distribution of keyword usage that displays the high numbers of most-used terms at the "head” end of the bell curve graph.
  • Header Tags
    The header tag will usually be the title of a post, or other emphasized text on the page. It will usually be the largest text that stands out. HTML heading and subheading tags are critical components of search engine marketing, as often times both are graphical, thereby unreadable to search(...)
  • HTML-HyperText Markup Language
    Hyper Text Markup Language. HTML is the programming language used in websites. Developers use other languages that can be read and understood by HTML to expand what they can do on the Web.
  • i

  • Interstitial
    An ad that appears between two pages a person is trying to view. The ad often appears near a hyperlink allowing someone to quit viewing your ad and go directly to the page he or she originally tried to access. Direct Online Marketing typically does not employ this type of advertisement as part(...)
  • IP-Internet Protocol Address
    Internet Protocol address. An IP address is a numerical label assigned to each device (e.g., computer, printer) participating in a computer network that uses the Internet Protocol for communication. An IP address serves two principal functions: host or network interface identification and(...)
  • ISP-Internet Service Provider
    Internet Service Provider. An ISP is an organization that provides services for accessing, using, or participating in the Internet. Internet service providers may be organized in various forms, such as commercial, community-owned, non-profit, or otherwise privately owned.
  • k

  • Keyword
    Almost interchangeable with Search Term, keywords are words or a group of words that a person may search for in a Search Engine. Keywords also refer to the terms you bid on through search engine marketing in trying to attract visitors to your website or Landing Page. Part of successful Search(...)
  • Keyword Stuffing
    Keyword stuffing refers to the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site's ranking in Google search results.When the Web was young and search engines were strating to gain in popularity, some smart website owners realized that the search engine(...)
  • KPI
    Key Performance Indicator. A KPI is a business metric used to evaluate factors that are crucial to the success of an organization. KPIs differ per organization; business KPIs may be net revenue or a customer loyalty metric, while government might consider unemployment rates.
  • l

  • 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(...)
  • Link Bait
    Link bait is a piece of content that you create that attracts a lot of inbound links from other websites. Most importantly, it’s content that others want to link to, not that you’ve asked them to!
  • Link Building
    Link Building refers to the practice of getting other pages (not your own) to link to a page on your website. The practice is used in SEO because Google’s crawlers consider links as a type of “vote”. So that means the more pages high-quality links linking to your page, the more popular your(...)
  • Link Velocity
    Link velocity is the speed at which backlinks to a website are created and/or removed.
  • 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(...)
  • Long Tail Keywords
    Long-tail keywords are longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase. 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(...)
  • LSI-Latent Semantic Indexing
    Latent Semantic Indexing. LSI is an index and retrieval method used by Google and other major search engines. LSI works out what words are related to other words. For example, the word “dress” is related to the word “fashion”.
  • LTV
    Lifetime Value. The total value of a customer calculated over the average lifespan of a customer.  In most cases, LTV is calculated over 12 months, though this may vary by the industry or business type.
  • LTV:CAC-Ratio of Customer Lifetime Value to Customer Acquisition Cost
    It’s an estimate of the total value your company receives from each client in comparison to what you spent to acquire that client. The cost of customer acquisition (CAC) means the price you pay to acquire a new customer. To get a return on investment (ROI) from your marketing and sales(...)
  • m

  • MAU-Monthly Active Users
    Monthly Active Users. MAU is one of the ways to measure the success rate of online social games and social networking services. Number of unique users who have logged-in or performed some action in your product in a calendar month (or 30-day window).
  • Meta Description
    The meta description is the short piece of text that appears in search engine results. It appears at the head section of a webpage. It doesn’t influence SEO but including your keyword in the meta description does increase the likelihood that people will choose to click into your website.
  • Meta Tags
    A meta tag is a HTML tag that provides information about your web page to crawlers. Meta tags don’t affect how your page is displayed, or how it ranks in search engines, but instead it provides information such as who created the page, what the content on the page is about, how often it’s(...)
  • MFA-Made For Adsense
    Made For Adsense. MFA is used to refer to websites that are built specifically just to make money with the Google Adsense program. These pages are often specifically created around Adsense keywords and are generally poor in quality.
  • Middle of the Funnel
    Middle of the funnel is not about identifying leads or selling products, it is an opportunity to introduce your brand, educate the prospect and start building trust. These are the potential customers that you’ve engaged successfully enough that they fill out a contact form. This converts them(...)
  • Modal
    Modal/Dialog - These guys are for getting work done. Let's say you have a button with a call to action that says "Invite Friends" and when you click it, a container/window shows up with a list of all of your friends that you can then debate how much you really like them and select those(...)
  • MoM-Month Over Month
    Month-over-Month. Changes in levels expressed with respect to the previous month. These changes are more volatile than QoQ or YoY and tend to reflect one-off events like holidays, website troubles, natural disasters, and stock market crashes. Compare the average of whatever you're measuring(...)
  • Multivariate Testing
    Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations.
  • n

  • No-Follow Link
    No-follow is a value that can be assigned to the rel attribute of an HTML a element to instruct some search engines that the hyperlink should not influence the ranking of the link's target in the search engine's index.
  • NPS
    Net Promoter Score. A customer satisfaction metric that measures, on a scale of 0-10, the degree to which people would recommend your company to others. The NPS is derived from a simple survey designed to help you determine how loyal your customers are to your business. To calculate NPS,(...)
  • o

  • Offsite SEO
    Offsite SEO refers to search engine optimization that doesn’t take place on your own website. For example, link building or social media sharing.
  • Open Graph Tags
    Open graph tags allow you to control what content shows up when a page is shared on Facebook. We’ve all seen this type of content posted on to Facebook, but did you ever wonder how to control what’s shown? Open graph tags! There are lots of open graph tags that provide different pieces of(...)
  • Opt In
    When a person “opts in,” they’re usually making themselves available for communication with you (and/or your business). For example, someone can “opt in” to your mailing list so that you can send them emails!
  • Organic Results
    Also referred to as “Natural listings”. Non-advertised search results displayed organically/naturally in search engine results page because of their relevance to the keywords searched.
  • p

  • PA
    Page authority is an SEO term used to describe the probability that a specific page from your site will be found on a search engine. Page authority is based on a logarithmic scale from 0 to 100 and deals with the relevance of information and links within site pages to one another. Higher page(...)
  • Page Rank
    Page rank is a metric created by Google that determines how much of an authority a webpage is. The metric uses backlinks as the basis for figuring this out. Page rank ranges from 0 as the least authoritative, and 10 as the most authoritative. Page rank is only one of the several ways that(...)
  • Pop-over
    Popover/Tooltip/Hovercard - These are passive approaches to showing more information. Maybe you're not super sure what the intention of the user is when they hover over the blue link of new subject like "Waffle Cones". You could show a little tool tip saying "these are hand made, click here(...)
  • Pop-Under
    A popunder is a type of online advertisement, banner or webpage that is set to automatically appear underneath the current web browser that the user is using. It’s considered an unobtrusive form of advertising because it occurs in behind what the user is doing.
  • PPC
    Pay Per Click. These are click based advertising. The cost of a single click on your link or advertisement. The most common type of search engine advertising cost structure is PPC search engine marketing. Google, Yahoo, MSN, and many more search engines all use PPC.
  • PV
    Request to load a single HTML page.Page views are only important to the degree they play a part in a site’s revenue model. If a site earns much of its revenue from advertising, then page views are important because of their contribution to ad inventory. If a site only earns revenue on sales,(...)
  • q

  • QD
    Quater to Date. A time interval that captures all relevant company activity that occurred between the beginning of the current quarter and the time in which the data was gathered. Quarter to date information is typically gathered in situations when the entire quarterly period has not ended(...)
  • QR Code
    Quick Response Code. A QR code is a type of 2D bar code that is used to provide easy access to information through a smartphone.
  • QS
    Quality Score. A numerical score AdWords assigns to various account components (e.g. campaigns, ads), but only shows to account holders for keywords. Quality Score shows on a 1-10 scale. While Google doesn’t give out its exact formula, the three main components are: ad quality (judged by(...)
  • r

  • Reciprocal Link
    A link exchange between two sites. Both sites will display a link to the other site somewhere on their pages. This type of link is generally much less desirable than a one-way inbound link.
  • Remarketing
    Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet.
  • Responsive Page
    Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries. The goal of responsive design is to build web pages that detect the visitor’s screen size and orientation and change the layout accordingly.
  • Retargeting
    Think of retargeting like cyberstalking. Someone performs an action (often a visit to your site) and has a cookie placed on her or his browser. Then as they go visiting other sites around the Web, your ad appears in front of them, as a banner or other type of display ad, on whatever sites they(...)
  • Retention
    Retention marketing, sometimes referred to as lifecycle marketing or loyalty marketing, is a new term that essentially boils down to keeping customers engaged, happy, and spending.
  • Rich Media
    Web advertisements or pages that are more animated and/or interactive than static Banners or pages.
  • Rich Snippet
    Rich snippet is the extra bits of text that appear under search results. They are used to mark up specific data, such as an address, phone number or review.
  • ROAS
    Return On Advertising Spending. ROAS represents the dollars earned per dollars spent on the corresponding advertising. To determine ROAS, divide revenue derived from the ad source by the cost of that ad source. Values less than one indicate that less revenue is generated than is spent on(...)
  • Robots
    Component of a search engine that gathers listings by automatically “crawling” the Web. A search engine’s crawler (also known as a Spider or robot) follows links to Web Pages. It makes copies of those pages and stores them in a search engine’s index.
  • Robots.txt
    A file used to keep Web pages from being indexed or to tell which pages you want a search engine to index.
  • ROI
    Return On Investment. An evaluation of the performance of an investment by measuring the ratio of your profits to your advertising costs. The key statistic for many companies: are your advertisements generating profits, and how much profit given the money you have had to pay. Direct Online(...)
  • ROS
    Run of Site. A contract specifying Run of Site means that a Banner or other type of online advertisement can appear on any page, and usually in any open placement, of a particular website.
  • RSS
    Real Simple Syndication. An increasingly popular new technology that allows information to be easily shared on websites or given directly to users per their request. RSS feeds create new online advertising opportunities, although marketers are still debating how best to use them.
  • RT
    A re-posting of a tweet posted by another user on Twitter. Retweets look like normal tweets except for the retweet icon. They can be done in two ways: 1) You can retweet an entire tweet by clicking the retweet button. 2) You can post a new tweet that includes your own commentary in addition(...)
  • s

  • SaaS
    Software-as-a-Service. Any software that is hosted by another company, which stores your information in the cloud. Examples: HubSpot, Salesforce, IM clients, and project management applications.
  • Scraping
    Web scraping is a technique of extracting information from websites. It’s similar to how crawlers work to index pages on the web, except that the focus of scraping is to take unstructured data (usually HTML) and turn it into structure data. The data can then be stored and analysed in a(...)
  • SEM
    Search Engine Marketing. SEM is when search engines are used to market to your target audience. This can happen by using either SEO or by paid methods, such as PPC.
  • SEO
    Search Engine Optimisation. SEO is when your website and online marketing strategy is optimized so that you gain higher rankings in organic search engine results.
  • SERP
    Search Engine Page Result. The search engine results page is the page of results you see after you search something using a search engine, like Google.
  • Sitelink Extensions
    Sitelink extensions allow you to include additional links in your standard text ad. The rules that apply to text ads generally apply to sitelink extensions too. To ensure your extensions are accurate and appropriate, we also have additional requirements when using sitelink extensions, as shown(...)
  • SLA
    Service Level Agreement. An SLA is an agreement between a company's sales and marketing teams that defines the expectations Sales has for Marketing and vice versa. The Marketing SLA defines expectations Sales has for Marketing with regards to lead quantity and lead quality, while the Sales(...)
  • SMB
    Small-to-Medium Business: Usually defined as companies that have between 10 and 500 employees.
  • SMM
    Social media marketing is when social media platforms, such as Facebook, Twitter and Instagram, are used to garner interest in a business and to increase website traffic.Social Media Marketing usually focuses on sharing interesting content that users will want to share with their friends, who(...)
  • SPF
    Sender Policy Framework. SPF is an anti-spam approach in which the Internet domain of an e-mail sender can be authenticated for that sender, thereby discouraging spam mailers, who routinely disguise the origin of their e-mail, a practice known as e-mail spoofing. SPF and other anti-spoofing(...)
  • Spider
    A spider (also known as a “crawler”) is a piece of software that is used to crawl the internet and index data appropriately.
  • Submissions
    The act of submitting a URL for inclusion into a search engine’s index. Unless done through paid inclusion, submission generally does not guarantee listing. In addition, submission does not help with rank improvement on crawler-based search engines unless search engine optimization efforts(...)
  • t

  • Tags
    A tag is a keyword or term that’s associated with a piece of information or content, such as an image, a blog or an internet bookmark. A tag helps to describe the item and allows it to be found easily by browsing the term or keyword that’s been associated with it. Tags are usually chosen(...)
  • Targeting
    Shaping internet marketing campaigns to attract certain specific groups of prospective clients. Examples of Targeting include women, gun owners, and Medicare recipients. Behavioral Targeting is a newer, specific type of focus for advertisers.
  • TLD
    Top Level Domain. TLD is the name that appears along with the 2nd dot in a website’s address. For example, in www.example.ca, “.ca” is the TLD. Other common TLD’s are .com, .net and .org.
  • ToFu
    Top Of Funnel. The top of the funnel is the first stage that you come in to contact with your consumer. It is the largest part of the sales funnel, because you have the most people coming in before they make up their minds whether to make a purchase with you or not.
  • Tracking Code
    The tracking code is a snippet of JavaScript that is copied and pasted from your Google Analytics account on to your website. It’s used by Google Analytics to track data from a website and it usually starts with and ends in .
  • Twitter Retargeting
    Twitter retargeting is a cookie-based technology that uses an unobtrusive piece of Javascript coding to anonymously follow your audience back to their Facebook after they’ve visited your website. The coding learns what your audience is looking at on your website, and therefore, what they’re(...)
  • u

  • UI
    User Design Interface. UI design is basically designing a user-friendly interface that’s easy to use, clean, and in working condition. UI focuses on the user’s interaction with the website to make it an enjoyable experience. Pretty much everything we use that is computer-driven has a user(...)
  • URL
    Uniform Resource Locator. These are the letters and symbols that make up the address of specific Web pages.
  • UX
    User experience design (UXD or UED) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product.
  • v

  • Viral Marketing
    A newer method of internet marketing that attempts to make advertisements so interesting that viewers will pass them along to others free of charge to the advertisers.
  • w

  • Web Metrics
    Also known as Analytics. Analytics refers to collection of data about a website and its users. Analytics programs typically give performance data on clicks, time, pages viewed, website paths, and a variety of other Google Analytics information. The proper use of Web analytics allows website(...)
  • Webinar
    A webinar is an online event hosted by a company/organization that’s broadcasted to a group of individuals who have opted in to hear/watch the broadcast via their computers. The webinar is run by a moderator, usually a representative of that company/organization and occurs through the use of(...)
  • 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(...)
  • WOM
    Word of mouth advertising is advertising that happens when people share information about a product, service or promotion with friends or family (or anyone).
  • x

  • 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(...)
  • XML Sitemap
    XML Sitemaps are a list of pages on your website. The Sitemaps provide webmasters with an easy way to tell search engine robots about pages on their websites that are available for crawling, that the robots might not find by themselves.
  • y

  • YoY
    Year-over-Year. Changes in levels expressed with respect to the previous year. YoY incorporates more data than MoM or QoQ, so it gives you a better long-term view. To calculate percentage growth: Year X number minus Year Y number, all divided by Year X number, multiplied by 100.
  • YTD
    Year-to-Date. A time period starting at the beginning of the current year and ending at the current date.
  • z

  • 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.