Marketing Glossary

Unethical approach to search engine optimization in which dishonest tactics such as keyword stuffing, excessive linking (link spamming), etc. are used to improve rankings on search engine results pages. While black hat SEO tactics can increase visibility temporarily, they can cause websites to be blacklisted by search engines.

A website can be blacklisted by search engines for utilizing unethical tactics that trick search engines and improve rankings on search engine result pages.

A combination of the term web log, a blog is a section of a website that is regularly updated and typically contains written copy, images, and links to other blogs or web pages.

Web traffic metric used to measure the percentage of viewers who visit a website and quickly navigate away from the page. A high bounce rate typically signifies inadequate website content or functional concerns.

The external representation of a brand including the name, trademark, communication style, and visual appearance (like fonts, logos, colors, or graphic features).

Close examination of an individual business’ brand, core values, mission, needs, target market, etc. in order to determine a marketing strategy that will best suit its needs and allow for growth.

A method for measuring the success of an online advertising campaign or the effectiveness of an email campaign by counting the number of users that clicked on a specific link.

Internet-based computing functionality in which the user places information on a “cloud” or internet network in order to make it publically available to other network users

Older term for reputation management referring to the timely identification and resolution of negative PR.

A part of speech that connects two words or phrases (like <em>and</em>, <em>or</em>, <em>but, </em>and others).

Website construction method that utilizes regularly, easily updated input tools that are easily accessed by search engines.

A combination of the words “cyber” and “hypochondria” indicating the use of the internet to escalate people’s medical fears.

Portions of a song or advertisement, typically repeated, that engage a person’s memory.

A type of direct marketing that utilizes electronic mail to communicate with a target audience and build stronger relationships with clients.

Digital display ads targeted toward Facebook users based on their profile’s stated interests likes.

Pages similar to personal profiles offered to businesses and organizations in order to connect with their client bases.

An analytical tool that allows businesses to assess their performance including the number of likes and the reach of your posts.

A message posted on a page that is visible to all of that person’s friends or followers. Friends can, in turn, respond to status updates with comments.

Words or phrases that begin with the # symbol typed into Twitter posts to connect people talking about certain topics.

A social media management tool that allows users to manage multiple social media accounts at once.

The fear that minor symptoms are much larger medical disorders or diseases.

A brand identity communicated consistently through multiple marketing platforms including print, digital, and social media outlets.

Internet service provider, or a company that allows access to the internet.

Terms or phrases that are important to, or commonly used within, a website that help with search engine optimization. Keywords should consist of relevant terms that people regularly search and words that describe the website and/or services.

A black hat SEO tactic, in which keywords are used excessively to improve rankings in search engine results.

A scored measure of your business’ range of influence on social media networks.

Single web page often used to provide the most relevant information to viewers of pay-per-click ads or those interested in a very specific product or service.

Theoretical or physical bench marks used to establish the ROI of a marketing strategy. These should be re-evaluated periodically to measure a plan’s success or need for revision.

Plan tactically devised to promote a business through marketing efforts.

A news publication or program that broadcasts to the public, including: magazines, newspapers, radio, television, and the Internet.

Websites that help users diagnose medical conditions based on symptoms.

An idea or cultural phenomenon that spreads quickly from person to person.

Placed in the head of an HTML or XHTML document to give information about a website’s content. Meta tags are not visible to website viewers; they are placed in the website’s code.

Method of learning typically verbal, used to aid in memorization or thought recovery.

The unlawful use, reproduction, and/or circulation of copyrighted sound or visual recording online.

An optional comma used before the words <em>and</em> or <em>or </em>at the end of a list. “He uses pictures, articles, and fun facts in his newsletter.”

A technique used in website design to create an illusion of depth by moving multiple layers of images at various rates of speed.

Internet advertising service in which advertisers pay every time their ad is clicked, used to direct traffic to websites.

A social media platform based on picture sharing posted on virtual pinboards.

Also known as a news release, a press release is an official statement intended for declaring something newsworthy in hopes that the media will help make it public.

Not for profit ads that target social issues in order to raise public awareness and motivate change.

Quick response code, a type of bar code that can be scanned using a smart phone to take clients to a certain website.

Monitoring a business’ online presence to mitigate misinformation, negative or libelous information, or anything else that could harm a company’s brand as well as correcting misinformation and responding as necessary.

Method of creating websites that adapt and function on a wide range of technology including different screen sizes, tablets, laptops and netbooks, smartphones, and more.

A measure that calculates the effectiveness of an investment. In marketing ROI is typically determined based on the profits derived from advertising and public relations campaigns.

Mathematical formula used by search engines to find and display what they deem the most relevant online content about a particular search query.

Geographically-based profile generated by top tier search engines to allow users to contact and locate relevant, convenient businesses based on any given inquiry.

A type of internet marketing that utilizes tactics such as search engine optimization, paid placement, contextual advertising, and paid inclusion to increase rankings on search engine result pages.

The use of techniques such as keyword placement, refining content, inbound links, etc. to increase organic (unpaid) rankings on search engine result pages.

List of web pages that are returned by search engines when a keyword or phrase is searched. The higher a website appears on SERPs, the higher its visibility is and the more likely people are to find the website.

Position in which a website appears on search engine result pages.

See Oxford comma

A distinguishing motto or phrase used to promote a particular business, often becoming a token of that business’s advertising.

Websites that allow for electronic communication among personalized groups of internet and mobile technology users.

The practice of using a mobile device such as a cell phone or tablet while also watching television.

Component of search engine marketing (SEM) in which the content a company posts on their social media profiles is broadcast to members of their social network (i.e.- tweets , retweets, and facebook posts) and results in increased traffic and brand awareness.

Group of individuals or organizations that are interdependently connected. With a rise in social media, the term social network is commonly used to refer to online relationships.

Paid advertising on Twitter in which ad tweets are displayed to users who may not necessarily subscribe to a certain person or product.

Commonly referred to as a target audience, a target market is the group(s) of people at which a business aims its marketing efforts. This is typically determined as a component of market strategy.

A form of guerilla marketing where users take advantage of trending topics to direct traffic to their website or product.

Security measure now required by most login-protected websites making users enter their regular credentials as well as a randomly generated security code to ensure that the device attempting to make changes to an online profile is approved to do so.

Acronym for ‘user experience optimization’. Colloquial term given to how well a website is designed to allow for easy user navigation and utilization.

The web address you type to go to a website (like http://www.mccauleyadvertising.com/).

The functional considerations of website design in which web developers coordinate how individual web pages with interact with one another to deliver a functional and aesthetically pleasing website.

An analogy to the spread of viruses, viral marketing incorporates word of mouth marketing as well as social media marketing and the internet into usually inexpensive marketing campaigns in an effort to create brand awareness over a short period of time.

Analysis tool provided by Google that allows website designers and computer coders to determine how search engine friendly their websites are and where they may adjust to improve their SERPs (search engine results page ranking).

Utilizes an ethical approach to search engine optimization to improve rankings of search engine result pages.

Type of marketing in which happy customers promote a business or product by unpaid verbal or written accolades.