Digital Marketing Glossary
What Does “Above the Fold” Mean? Above the fold is an expression used to represent the portion of a webpage that a visitor will see immediately upon loading. The area that you see before needing to scroll down to see is…
Ad Extensions, What Are They And How To Use Them? Ad extensions can have a major impact on your business if you have a Google AdWords account. They add extra content to AdWords ads. The extra material provides users with…
What is Ad Group? An Ad group includes all ads that are focused on a set of keywords in an ad campaign. It is an essential part of PPC marketing. You can organize your ads with the same theme such…
What is Ad Rank? Ad Rank determines the position of a pay-per-click add in relation to other ads on a search engine results page. Search Engines want to provide relevant ads to match what users are seeking and therefore, look…
What Is AMP? AMP stands for Accelerated Mobile Pages. Google created this technology to make your website pages load faster on mobile phones and tablets. AMP strips away complex website elements like heavy animations and scripts. This creates lighter, faster-loading…
Before we Start There are three important numbers to effectively measure your social media campaigns and reach your business objectives; Amplification rate, Conversation rate, and Applause rate. Social media is a significant tool we use in each of the marketing stages. We…
What is Anchor Text Mean? Anchor text is the text portion associated with a hyperlink on a web page. For example, the words Digital Shift can be used as a link to https://digitalshiftmedia.com and be clickable. Anchor Text Example Hyperlinks…
What is API? API (Application Programming Interface) is the powerful way programmers and certain applications communicate. APIs consist of protocols, routines multiple assets to assist in building software applications. Furthermore, they are designed to tell how programs communicate and send…
What is Applause Rate? The Applause Rate measures the average favourites or likes your posts receive on social media. The Applause rate is easy to observe in many situations, but it is difficult to indicate where growth sprouts occur due…
What Are Assisted Conversions? Assisted conversions happen when a marketing channel helps guide customers toward a purchase but is not the final touchpoint before they buy. Think of it like a team sport. While only one player scores the goal,…
What Is Attribution Modeling? Attribution modeling is a system that shows you which marketing activities deserve credit for bringing in customers and sales. Think of it as a way to track the path your customers take before they buy from…
What are the Audience Reports in Google Analytics? The Audience Reports in Google Analytics provides information about the characteristics of your users. It also provides information on user behavior over multiple visits to your site. The goals of this function…
What is Average Session Duration? Average session duration is a measurement of the average amount of time a user spends on a session. A ‘session’ is the length of time where a user is actively engaged with a website. If…
What is a Backlink? A backlink, which is also referred to as an inbound link, an external link, or just a link, is essentially a reference, or citation, from one page to another. When clicked, a backlink connects the user…
What is a Banner Ad? A banner ad is a particular form of advertising on the Internet. It is usually a medium-sized display ad with some text written in the advertisement. These advertisements are embedded in a web page, and their…
What Is Behavioural Targeting? Behavioural targeting is a technique used by online marketers and advertisers to increase the effectiveness of their campaigns. Behavioural targeting uses information collected from the target customers web browser behavior to customize the types of advertisements…
What Does “Below the Fold” Mean? Below the fold is an expression used to represent the portion of a webpage that the user cannot see on his, or her, screen upon loading. The area that you scroll down to see is…
What is a Bid Strategy for Google AdWords? Bid Strategies are tailored campaigns designed in Google Ad Words to help you accomplish certain goals. Depending on what your target audience is, you can focus on getting higher click rates, impressions,…
What is Black Hat SEO? In Search Engine Optimization terminology, Black Hat SEO refers to the use of aggressive search engine optimization techniques and tactics that usually only focus on search engines and not a human audience. Furthermore, Black Hat…
Blogs, What are they? A blog is an online source of information such as news, a diary or a journal that is updated frequently or periodically following a consistent schedule. A blog is a tool that is used to express and…
What is BOFU? BOFU (Bottom Of The Funnel) is the bottom portion of the inbound marketing sales funnel. You have already, at this point, created awareness with TOFU content and continued to retarget and engage that audience with MOFU content. BOFU…
What is Bounce Rate? Bounce Rate is a percentage that shows how many visitors click on a single website page and leave without clicking any other elements on this page or visiting other pages of the website. Bounce Rate is…
What Exactly Are Bucket Brigades? Simply put, bucket brigades are words or phrases that add value to your content and attract more people to it. Wait! We can explain further! Here, the phrase “Wait! We can explain further!” acts as…
What is B2C? Business-to-Consumer (B2C) is a transaction where businesses sell a product or service to consumers. This can range from buying clothes at the mall, eating dinner at a restaurant, to purchasing a movie online. Recently, there has been…
What is a Call to Action (CTA)? Are you wondering what a CTA is? Have you ever signed up for an online subscription, downloaded a program, or made an online purchase? You may have already seen a CTA without realizing…
What is a Campaign in digital marketing? In Google Adwords, you can create different campaigns under your Google AdWords account. A campaign is a set of Ad groups (a set of keywords, ads, and bids), and you can create different…
What Are Campaign Tags? Campaign tags allows Google Analytics to identify where a user came from. It gives businesses more information on how effective their marketing methods are. There are five campaign tags overall, and at least three are normally…
What is Campaign Type? Campaign Type is a setting when creating a campaign. The Campaign Type determines where your ads will be watched by audiences. Campaign Type includes: Search Network with Display Select Search Network only Display Network only Shopping Video Campaign…
What is Can-Spam? An act passed in 2003 to control and prevent the sending of unsolicited emails promoting any product or service. Can-Spam stands for Controlling the Assault of Non-Solicited Pornography And Marketing and is enforced by the FTC (Federal Trade Commission).…
What Are Canonical Tags? Canonical tags tell search engines which version of a webpage you want to rank in search results. They solve duplicate content problems that hurt your website’s visibility. Think of canonical tags as a “master copy” designation.…
What is CASL? CASL or Canada’s Anti-Spam Legislation is one of the world’s toughest forms of legislation when it comes to spam. CASL applies to absolutely all electronic messages (email, texts, messages) sent out by businesses in the sense of…
What is Churn Rate? Churn Rate is the number of customers that have left your service or business over a given period. The customers have essentially had ‘churned’ down your business. Churn Rate can be calculated in regards to a…
What is Citation Flow? According to Majestic SEO, Trust Flow is a number predicting how trustworthy a webpage, such as a location or a geo page, is based on how trustworthy sites tend to link. There is a difference between citation flow and…
What Is Click Through Rate (CTR)? Click Through Rate is a metric that measures how many people click on your ads. CTR is a valuable tool that can gauge how well your ads and keywords are performing. (Total Clicks on…
Cold Traffic Definition Cold traffic is someone that is not familiar with you, your brand, your solution, or product/service. Cold Traffic is the new blood of the business. It is a critical part of your marketing system because it involved…
Content Freshness: What Every Business Owner Needs to Know Content freshness refers to how recent and up-to-date your website content appears to search engines like Google. This concept affects when your business appears in search results and how customers find…
What Is Content Pruning? Content pruning is the process of reviewing your website and removing or improving pages that no longer serve your business goals. Think of it as spring cleaning for your website. You identify outdated, duplicate, or underperforming…
What is Content Syndication? Content syndication is a distribution tactic in digital marketing that involves republishing an exact copy of original content to other third-party websites. What Type of Content Can Be Syndicated Online? Blogs posts are by far the…
What is a Contextual Link? A Contextual Link is a piece of clickable text (usually a keyword) located in the body of a paragraph that contains similar ideas or context. These links can be natural or artificial. If they are…
What is Conversion Rate? A Conversion Rate is the percentage of people who take the desired action. In terms of online website application, the conversion rate could be the number of people who visit your website and actually purchase a…
What is Conversion Rate Optimization (CRO)? CRO or Conversion Rate Optimization is a systematic and structured approach to improving the performance of your website. The approach consists of a system used to increase the number of website visitors that become…
What are Converted Clicks? When using Google Ads, there are two main ways to measure conversion: converted clicks and conversions. Conversions are the total number of conversion actions or total sales plus unique leads. Converted clicks are the number of clicks…
What Are Cookies? Cookies, which are also called HTTP cookies, internet cookies, or browser cookies, are files stored on your computer designed to hold a small, specific amount of data about a particular website or client. The primary purpose of…
What is Copy? In marketing, online advertising, and similar fields, copy refers to the output of copywriters. A Copywriter is an employee focused on writing material which encourages consumers to buy products and services. In short, the term copy refers…
What Is Segmentation? Segmentation is one of the two core analysis techniques that allow you to isolate and analyze the substances of your data. By segmenting your data, it is easier to identify concerns and problems and helps you to…
What Are Core Web Vitals? Core Web Vitals are three specific measurements that Google uses to evaluate your website’s user experience. Google created these metrics to help website owners understand how visitors experience their sites. The three Core Web Vitals…
What is Cornerstone Content? Cornerstone content is the foundation of your website. Think of it as your most important, comprehensive content that covers the core topics your business specializes in. This content serves as the central hub that other pages…
What is Cost Per Acquisition? Cost per acquisition (CPA), also known as “cost per action” is the average cost an online marketing advertisement incurs when a specific action has been made. These actions include clicks, sales, downloads, and form submissions.…
CPC or Cost Per Click is the most common bid type. It simply means that you pay when someone clicks on your ad. In most advertising platform including Facebook Ads and Google Adwords, you can set the maximum cost per click.…
What does Cost per Page Like mean? Cost per Page Like is the average advertising cost received for each “like” received on a social media page as a result of interacting with an ad. This metric tells you how much…
What does Cost per Website Conversion mean? Cost per Website Conversion is the average cost of conversions in the form of visitors performing a form of conversation on a website as a result of clicking on an ad. This metric tells you…
What is a Cost Per Lead (CPL)? Cost Per Lead is an online advertising pricing model where advertisers pay for an explicit action from their target customer. This action could be anything from signing up, to providing an email address.…
What Does CPM Mean? Digital Marketing Terms Explained What is CPM (Cost-per-Thousand)? CPM measures the cost of an advertisement per 1,000 online advertising impressions. An impression is when the ad is displayed on a web page. The CPM model is…
What is Crawling? Crawling is tracking and gathering URLs to prepare for indexing. By giving them a webpage as a starting point, they will trace all the valid links on those pages. As they go from link to link, they…
What Is Cumulative Layout Shift (CLS)? Cumulative Layout Shift measures how much your website’s content moves around while loading. Google uses CLS as a ranking factor to determine search results. When you visit a website, elements like images, ads, or…
What is Custom Dimensions in Google Analytics? Custom dimensions allow you to create an additional dept of customized tracking that Google Analytics doesn’t automatically track for you. Think of it as adding a custom “dimension” where you can create a space to…
Customer Acquisition Cost What is Customer Acquisition Cost (CAC)? Customer Acquisition Cost (CAC) is the total cost associated with convincing a customer to buy a product/service. It is the total cost to acquire a customer. How to Determine Customer Acquisition Cost? To calculate the…
What is Customer Attrition? Customer attrition is the loss of clients or customers. It is commonly presented as a percentage over a period of time. This metric is very important when measuring a company’s performance. Customer attrition is also commonly…
What is CLV? CLV or Customer Lifetime Value is a calculation that is used for business growth and intelligence that informs you of the value of each customer. This value is a critical indicator used to indicate the value of your…
What is Customer Match? Customer Match a type of remarketing that will match your list of emails to Google users. Customer Match is a useful advertising tool and can help you reach your business goals. For example, if you were at a…
What is a Customer Persona? A customer persona is a semi-fictional representation of your ideal customer from your target market based on data from your existing clientele and new market research. When creating your persona, you must consider demographics, behavioral patterns, motivations,…
What is Daily Budget? In marketing terms, a daily budget is used in regards to Google AdWords and similar pay-per-click campaigns. This type of budget refers to the average maximum amount of money that will be spent on a given day…
What is DeepRank? DeepRank is a deep learning algorithm that is used to rank search results based on relevance. It was developed by Baidu, a Chinese search engine, and is now widely used in various industries. DeepRank uses neural networks…
What is Destination URL Auto-Tagging? Destination URL Auto-agging is a feature that allows you to automatically create custom URLs to help track offline conversions and report on your ad performance using website tracking programs like Google Analytics. In order for…
What is Display Impression Share? Display Impression Share is calculated by dividing the number of impressions received on the Display Network divided by the total estimated number of impressions you were eligible to receive. The higher the impression share the…
What is Domain Authority? Domain Authority is a score (from 0 to 100) that measures how well a website will rank on a search engine using primarily link data. If a site receives a high score, that means this site is seen…
What are Doorway Pages? Doorway pages are typically pages based on templates with the same basic text, but with location names switched out on each page. Door way pages use duplicate content, add no real value, and only exist for…
What is Duplicate Content According to Google? Google’s 2015 complete presentation on duplicate content and how Google handles it. https://youtu.be/cxWo4ttPgAc According to Google, “duplicate content generally refers to substantive blocks of content within or across domains that either completely match…
What Is Dwell Time? Dwell time measures how long visitors stay on your website page after clicking from Google search results before going back to search. Picture this: A customer searches “best plumbing services near me” on Google. They click…
What is Dynamic Keyword Insertion in Google AdWords? Dynamic keyword insertion (DKI) allows you to use the keyword your prospect is searching for in your Google Ad Text to be automatically including the headline, body, or URL. In short, DKI…
What are Facebook Dynamic Product Ads? Facebook Dynamic Product Ads, or DPA, are new dynamic product ads that give you the ability to granularly target people with highly relevant ads at all stages of the sales funnel. These are often most effective…
What Are Dynamic Search Ads? Traditional text ads are based on direct keywords. Dynamic Search Ads is a type of ad that’s created by the contents of your website. That means the system will automatically create an ad for your website…
What is Earnings Per Click? Earnings Per Click, or EPC, is a metric used to indicate the average earnings generated as a result of 100 clicks from your ad. EPC is a metric to measure the effectiveness of being able to turn…
What Is EEAT? EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these four factors to judge the quality of your website content. Think of EEAT as Google’s way of asking: “Should people trust this information?” Your business website…
What Is Entity SEO? Entity SEO focuses on real-world things instead of just keywords. Think people, places, businesses, products, or concepts that search engines recognize as specific topics. Your business name is an entity. Your location is an entity. Your…
What Is Event Tracking? Event tracking captures specific actions visitors take on your website or mobile app. These actions include clicks, form submissions, downloads, purchases, and page views. Each interaction creates a data record with a timestamp and user information.…
What Is Evergreen Content? Evergreen content stays relevant and valuable long after you publish it. Unlike news articles or trending topics that lose relevance quickly, evergreen content continues to attract visitors and generate leads for months or years. Think of…
What Are Expires Headers? Expires Headers tells the browser how long they should store a file for in the cache. Should the browser grab a file from the cache or request it from the server? The idea of expires headers…
What is the Facebook Audience Network or F.A.N? The Facebook Audience Network is a new way for advertisers to extend their brand campaigns off facebook, into other mobile applications, mobile websites, instant articles, and videos using the same targeting data. Identical…
What is Reach on Facebook? Reach is the number of people your posts have reached, plus any likes, comments, or shares. There are three types of reach on Facebook; Organic, Paid, and Total Reach. Organic is the total number of unique…
What Are Featured Snippets in Search? Featured snippets in Search can appear when a user asks a question in Google. Google programmatically detects pages that answer searcher’s question. The Featured Snippet will appear in a special block above the organic…
What is a Filter Bubble? A Filter Bubble is a personalized search that appears when a user searches in a search engine like Google or Bing. The search engine attempts to guess what the user wants to search based on…
First Contentful Paint (FCP): What Business Owners Need to Know First Contentful Paint (FCP) measures how fast your website shows its first piece of content to visitors. This includes text, images, or any visual element that appears on screen. What…
What is Frequency Capping in Adwords? Frequency capping is putting a limit on the number of times an ad is shown to an individual. This means that users can be shown Ads from this campaign dozens of times per day. Without…
What is Generative Experience Optimization (GEO)? Generative Experience Optimization (GEO) is an emerging field of research and practice focused on optimizing content for visibility and effectiveness in AI-powered search experiences and generative engines. Some key aspects of GEO include: It…
What Are Goal Funnels? A goal funnel tracks the step-by-step path your customers take to complete a desired action on your website. Think of it as a roadmap showing how visitors move from first discovering your business to making a…
What is Google Analytics 4? Google Analytics 4 is a free web tracking tool from Google. Your website visitors generate data every time they browse your site. GA4 collects this data and shows you what people do on your website.…
What is the Google Display Network (GDN)? The Google Display Network is one of Google’s main advertising networks (Google Search Network is the other). The Network allows you to connect with customers browsing Google websites like Google Finance, Gmail blogger,…
What Does Google Guarantee Mean? Google Guarantee means that you have completed Google’s background checks as well as the license and insurance verification process. The Google Guarantee program is part of Google Local Services Ads. This program was created because users were…
What Is Google Search Console? Google Search Console is a free tool from Google. You use it to monitor how your website performs in Google search results. The platform shows you which search terms bring visitors to your site. You…
What is the Google Search Network? The Google Search Network is one of Google’s main advertising networks. Companies often utilize the Google Search Network for AdWords campaigns showing different advertisements across the network. The Network consists of search-related websites and…
What is Guest Blogging? Guest blogging is a content marketing strategy that consists of someone writing and publishing a blog post on a third party blog to promote themselves, their business or brand. Websites agree to guest blogging especially when…
What Are Hreflang Tags? Hreflang tags are HTML code snippets that tell search engines which language and region your web pages target. Think of them as digital signposts that guide Google to serve the right version of your website to…
What is HTML? HTML or Hyper Text Markup Language is a programming language designed to create a website. The language allows these websites to be viewed by anyone connected to the internet. The “hyper” aspect indicates that it is non-linear (you…
What Is An Impression? Impressions are sometimes called ad views. It is a term that refers to the point in which an ad is viewed or displayed. Impressions are an estimate of the number of people the advertisement is appealing…
What Are Impressions? Impressions refer to the number of times an ad is viewed by a user or displayed on a web page through Google AdWords or other forms of PPC advertising or the number of times a web page is listed…
What are Inbound Links? An Inbound Link is a hyperlink originating from another website directing customers to your site. The term “inbound” is used by the person receiving the link. They are important for Search Engine Optimization (SEO) rankings because…
What Is Indexing? Indexing is the organization of information that occurs after crawling which allows pages to be seen on search engines. However, your page must be able to be crawled before indexing can occur. Therefore, it is important to…
What Is Interaction to Next Paint? Interaction to Next Paint (INP) measures how fast your website responds when visitors click, tap, or press keys. Google tracks every interaction a person makes on your site and records the delay between their…
What Is Internal Linking? Internal linking connects pages within your website. These are clickable links that take visitors from one page on your site to another page on the same site. Think of your website as a building. Internal links…
What is Keyword Cannibalization? Keyword cannibalization means that you have content on your site that can rank for the same Google search query. This happens for two reason: the topic your content covers is too similar, or content is optimized…
What is Keyword Density? Keyword Density is the percentage of times a keyword, or key phrase, appears on a page compared to the total number of words. It’s calculated by taking the number of times a keyword appears (keyword frequency)…
What is Keyword Stuffing? Keyword stuffing was a black hat SEO tactic used to intentionally and unnaturally include targeted keywords, typically of products or services, numerous times on a page without adding value, in an effort to manipulate search engines…
What Is Keyword Targeting? Keyword Targeting is the process of selecting certain words or phrases relevant to the product or service on your website and ad copy. Finding the best keywords can help you achieve top ranking in search engine…
What are Keywords in Digital Marketing? In general, when we talk about keywords in the context of digital marketing, we are talking about SEO Keywords. Keywords are the most fundamental and significant element of Search Engine Optimization. Users use keywords…
What Is a Knowledge Graph? A Knowledge Graph is Google’s database that connects information about people, places, businesses, and topics. Think of it as Google’s way of understanding the relationships between different things in the world. Instead of just matching…
What Is A Landing Page? A landing page is typically defined as the page a visitor “lands” on. Nowadays it is referred to as a standalone web page that is designed for a single purpose: to get new visitors engaged.…
What Is Largest Contentful Paint (LCP)? Largest Contentful Paint (LCP) measures how long it takes for the main content on your webpage to load and become visible to visitors. Specifically, it tracks when the largest image, video, or text block…
What is a Lead Magnet? Simply put, a lead magnet is an offer that a prospective customer values enough to exchange his/her contact information for. This transaction usually takes place in the form of providing an email address in exchange for…
What Is Link Equity? Link equity (also called “link juice” in industry speak) is the ranking power that passes from one webpage to another through links. Think of it as a vote of confidence. When one website links to yours,…
What is Link Insertion? Link insertion is the practice of adding your website’s relevant link to the existing content of another website. The link insertion backlink strategy typically includes outreach to authoritative and topically relevant websites in an effort to…
What is the Linkedin Insight Tag? The LinkedIn Insight Tag, or Linkedin Pixel, is JavaScript code that enables in-depth campaign reporting and unlocks valuable insights about your visitors. You can use the LinkedIn Insight Tag to track the following: conversions tracking unlock additional insights about interacting…
What is a Citation? A citation is a reference to your business on the internet. A local citation can be complete or a partial references to your name, address, phone number, and website (NAP+W) online. The most common type of…
What is Local PPC? Local PPC, or Local Pay-Per-Click, is a local paid advertising strategy designed to target prospective customers within a specific area. The strategy primarily consists of using local keywords, Google Map ads, and geo-targeting to better target…
What is a Facebook Lookalike Audience? A Lookalike Audience on Facebook is a new audience that is similar to your existing customer, or seed audience. This seed audience can be based on an uploaded list of existing customers, or even…
What Is Looker Studio? Looker Studio is a free reporting tool from Google. You connect your business data sources to the platform. The tool transforms numbers and spreadsheets into visual charts, graphs, and dashboards. You see your business performance…
What are LSI Keywords? LSI stands for Latent Semantic Indexing and is special SEO terminology for keywords that are semantically related to your primary keyword. More specifically, search engines look for words before and after your keyword that links together…
What is Managed Placement Targeting? Managed Placement Targeting, otherwise known as Placement Targeting, is a targeting method used in Google AdWords where you can specifically select particular websites, videos, and apps, apart of the Google Display Network where you want…
Marketing Funnel Definition Marketing Funnels are a sequence, or a process, that allows a visitor to learn more about your business, build trust, and convert into a customer. The marketing funnel takes the visitor through the physiology of building a relationship.…
What is MOFU? MOFU stands for the middle of the funnel and refers the marketing funnel in the content lifecycle. Generally, middle of the funnel content is used to bridge the gap between the top of the funnel and the…
What is a Mobile Ad? A mobile ad is an advertisement that appears on a mobile device such as a smartphone, tablet or PDA. Much of mobile advertising is targeted to mobile phones. These ads are often rich with media…
What Is Mobile-First Indexing? Mobile-first indexing means Google uses the mobile version of your website to decide how to rank your business in search results. Google looks at your mobile site first, not your desktop site. Think of Google as…
What is Navboost? Navboost provides search signals that rely heavily on user clicks. Google’s Navboost algorithm is an advanced search ranking algorithm that aims to enhance the user experience by improving the quality of search results related to navigation queries.…
What are Negative Audiences? Negative Audiences are groups of people that you want to exclude from advertising to on the Google Display Network. Commonly excluded audiences, or negative audiences, include converted visitors or visitors that bought a product on your…
What are Negative Keywords? Negative Keywords are keywords that prevent your ads from being displayed when certain words or phrases are searched. It helps you communicate with search engines, telling them to eliminate specific search queries to avoid confusion and…
What Does No Index Mean? A no index tag tells Google or other search engines not to index a specific page. If a page is not indexed, it will not be found via search. There are some cases where no…
What Is A 404, Not Found Error? Normally, when a user or Googlebot try to connect a website page that does not exist, the not found errors (404) will display in your browser. Common Reasons Why Errors (404) Occurred Delete or renamed…
What is Off-Page SEO? Off-Page SEO, or off-site SEO, refers to a website’s search engine optimization efforts that are done off-site (not on the website). This includes link building, social media marketing, and bookmarking/sharing among other strategies. These activities increase the number…
What is On-Page SEO? On-page SEO, or on-site SEO, refers to a website’s search engine optimization efforts that are done on the website itself. This includes keyword optimization for content, images, titles, text, and meta descriptions to improve a website’s ranking on search…
What is a Directory? In terms of digital marketing, a directory or more specifically a business directory is an online listing of businesses. The listings provide information about specific businesses such as the name, address, contact information, associations, and the services…
What is the New Organic Reach Measurement on Facebook? The Organic Reach Measurement is the number of people who had any posts from your Page enter their screen from organic reach only. The new measurement is reported similarly to paid…
What does Organic Search mean? Both organic search results and non-organic (ads) search results are used to optimize listings on search engines. Organic search result listings are generated through a search engines algorithms. These algorithms essentially say what is important…
What is Organic Traffic? The definition of Organic Traffic is the number of visitors that are directly from a search engine’s search results. Rankings found naturally, or organically, are ones that are not promoted via advertising, but rather ranked by the search…
What are Outbound Links? Links that send users to other domains from your site are outbound links. By linking out to domains related to your page you increase quality and trust in your site. In turn, it helps the search engines…
What is Page Authority? According to Moz, Page Authority is a score that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank. Page…
What is the Page Experience Benchmark? A ranking factor that looks at speed, interactivity, stability, SSL, and mobile-friendliness. To test for these factors, webmasters can use the Chrome user experience report. An overview graph of the page experience is also…
What Are Page Likes? Page Likes are the number of times someone “likes” your content on Facebook. Liking something on Facebook is an easy way to let your followers know you enjoy some content without actually leaving a comment or…
What is Page Post Engagement (PPE) on Facebook? Page Post Engagement on Facebook is when people perform actions on your promoted posts or page. PPE allows you to extend your Page posts beyond your Page to your ideal prospective customers on Facebook. Page Post Engagement…
What Is Page Speed Insights? Page Speed Insights is Google’s free tool that tests how fast your website loads. You enter your website address, and it shows you scores from 0 to 100 for both mobile and desktop versions of…
What are Facebook Page Views? Facebook Page Views help you identify how many people are visiting your page, and what sections specifically they are looking at. When managing your Facebook business page, you can find information about page views under the…
What are Paid Links? Paid links are backlinks that are acquired by giving someone “something of great value” that are “dofollow.” Simply put, this means that you are giving someone something of value (usually money) to get a link on…
What is Paid Traffic? Paid traffic is any customer that visits your website after you have paid for advertising promotions. Many platforms offer paid traffic services including search engines, social media platforms, and media networks. One of the most common…
Pay-Per-Click (PPC) is the same as Cost-per-Click (CPC).
What is a Podcast? The term Podcast (A blend of “iPod” and “Broadcast”) refers to an audio show, similar to a radio show. These audio shows are typically spread out in series and downloaded through the internet. The user who downloaded the…
What Is Pogo-Sticking? Pogo-sticking occurs when a user clicks on your website from Google search results, then quickly returns to Google to click on a different result. This behavior signals that your website failed to meet the visitor’s needs or…
What is Post Engagement? Post Engagements are the number of times people have engaged with anything posted on your Facebook Page. Engagements can be anything from likes, to comments, to shares. Engagements are very important for any business using Facebook.…
What is the Proximity to Searcher Factor? Simply put, proximity to searcher is the closeness of the searcher’s address to the point of search. In Google, the results would appear in the Google Maps results, and the business results would…
What Is Quality Score? Quality score is a metric used by Google to help identify which ads to place in the SERP (search engine results page). They use the quality score to measure the relevance and effectiveness of a landing…
What is a Search Query? A query is a question or phrase used to gain and validate information. Digital marketing uses a query to refer to the string of words entered into a search engine’s search box. The string of words is…
What is RankBrain? Definition of RankBrain RankBrain is an artificial intelligence (AI) machine learning system that Google uses to help process search queries and improve search results. RankBrank is one of Google’s deep learning models, in addition to DeepRank and…
What Is a Readability Score? A readability score measures how easy your written content is to read and understand. Think of it as a grade for your website copy, emails, and marketing materials. The most common readability tests are the…
What Is Remarketing? Remarketing is an action that is taken by businesses to reintroduce a product of service to the market in hopes of reigniting interest to increase sales. By gathering data on bounce rates and frequent visitors, companies can…
What is Return on Investment (ROI)? Return on investment (ROI)= (Investment Revenue – Investment Cost)/ Investment Cost Return on investment calculates the return on a particular venture or action and is recorded as a percentage. ROI can be used to calculate how effective a…
What Is A Remarketing List For Search Ads (RLSA)? The remarketing list is created by having the visitor download a pixel by visiting a specific page or pages on your website. A remarketing list is where you segment your traffic…
What is ROAS? AdWords & Calculating Return On Ad Spend Return On Advertising Spend, or ROAS, helps marketers evaluate which marketing methods are working and helps decide on future advertising strategies. ROAS is a marketing metric that measures the efficacy of…
What Is Robots.txt? Robots.txt is a simple text file on your website. This file tells search engines like Google which pages they should visit and which pages to avoid. Think of robots.txt as a gatekeeper for your website. When Google’s…
What is SaaS? SaaS or Software as a Service is when applications are hosted by a third-party provider and uses the internet to make them available to customers. There are three main categories of cloud computing, SaaS is a software distribution…
Schema Markup and Structured Data: A Business Owner’s Guide What Is Schema Markup? Schema markup is code you add to your website. This code helps search engines understand your business information better. Google, Bing, and other search engines read this…
What is Search Engine Marketing? Search Engine Marketing (SEM) is an online marketing practice. SEM is used to promote businesses via paid advertisements appearing on the results pages of search engines. The advertisers of search engine marketing companies bid on…
What Is Search Engine Optimization? The goal of Search Engine Optimization or SEO is to increase the ranking of a particular website on the SERP (search engine results page) produced by search engines such as Google, Bing, and Yahoo. The…
What is Search Impression Share? Search Impression Share is this metric found by dividing the number of impressions received on the Search Network divided by the total estimated number of impressions you were eligible to receive. Search Impression Share is…
What is Search Intent? Search intent is the reason someone types a query into Google. It answers one question: what does this person want to accomplish? When someone searches “best coffee maker,” they want product recommendations. When they search “how…
What is Semantic SEO? Semantic SEO is a modern approach to search engine optimization that focuses on meaning and context rather than just keywords. Instead of stuffing your content with repeated phrases, semantic SEO helps search engines understand what your…
What Are SERP Features? SERP features are special elements that appear on Google search results pages. They go beyond the standard blue links you see in search results. Think of your typical Google search. You type something in and get…
What Are Search Engine Results Pages or SERPS? Search Engine Results Pages or SERPS are results that appear on web pages of search engines such as Google and Bing. These results come directly from the search queries entered into each…
What Are Sitemaps? Sitemaps or site map are used so search engines can do a better job of crawling your website. Sitemaps provide valuable information for webmasters to inform search engines about pages that are available for crawling. Sitemaps can include…
What Does SKAG stand for? SKAG is an acronym for Single Keyword Ad Group. This term is used by Google AdWord professional to reference a Google AdWords account structure strategy. This strategy entails using a single Keyword for each Ad Group and as a…
What Are Smart Display Campaigns? Smart Display Campaigns are a Google Display Network automation campaign ad type that consists of creative assets, titles, and descriptions. It utilizes machine learning to help optimize all the variables to help better serve your ads. Smart Display…
What are Smart Lists? Smart Lists are a simple form of remarketing used by Google to reach those customers who have visited your website but did not convert. More specifically, Smart Lists are generated using advanced algorithms based on data…
What is a Social Card? Social Cards are visible on social media networks and are the combined results of using: Your social media post update, plus the use of an existing: Social media link post image (usually 1200×628 because it works…
What is Google’s SpamBrain System? SpamBrain is an AI System developed internally by Google to combat spam on various platforms. The system was designed to combat content that was created specifically to manipulate pages for the purposes of ranking. When…
What Is Split Testing? Split testing is conducting experiments to improve a site’s metric and are also known as A/B testing or multivariate testing. Metrics are anything to do with improving a visitor’s engagement to your website such as purchases,…
What is “The Squint Test”? The Squint Test is a quick test to check the effectiveness of a web page or landing page. It is used by design experts to determine if the primary elements of the page have focus. An…
What is Thin Content? Thin content is content that is expressed through written words on websites that provides little to no value to the user. Examples of Thin Content Here are some examples of what Google considers to be thin…
What is Time to Interactive (TTI)? Time to Interactive measures how long your website takes to become fully usable. TTI tracks the seconds between when someone clicks your link and when they start using your site normally. Your website loads…
What Are Topic Clusters? Topic clusters are groups of related web pages organized around one main topic. Think of them as content neighborhoods where every page connects to others through internal links. You have three key parts: Pillar page: Your…
What is Topic Targeting? Topic Targeting allows you to place AdWords Advertisements on website pages relating to those topics. There is no limit to the topics, they could be anything from agriculture to computer programming, to sports, or something completely different.…
What is Total Link? A total link is a number of total links means all possible links to this page including internal, external, followed and not followed. What is Linking Root Domains? The linking root domains are a number of other websites…
What is Trust Flow? According to Majestic SEO, Citation Flow is a number of predicting how influential an URL may be based on how the number of websites that link to it. Trust Flow is a number predicting how trustworthy a page is based on…
What is an URL? URL stands for Uniform Resource Locator. An URL is a reference to a unique resource on the internet. It can be thought of as the address of a resource such as a website address. URL’s include a protocol…
What is User-Generated Content (UGC)? User-Generated Content (UGC) is any content created by your customers, not your business. This includes product reviews, photos, videos, social media posts, testimonials, and questions about your products or services. Think of UGC as free…
What Are UTM Parameters? UTM stands for Urchin Tracking Module. These parameters are small pieces of text added to your website links. They help you see exactly where your website visitors come from. Think of them as tracking tags for…
What are ValueTrack Parameters? ValueTrack parameters are a type of URL parameter you can add to your ads’ landing page URLs. ValueTrack parameters help collect additional information about the source of your ad clicks. ValueTrack parameters are a standard part of the “parameter…
What is a Vlog? A Vlog is a video blog or a blog that is done entirely on video. The vlogger expresses their beliefs and ideas through video content. Vlogs can be used for educational and informational reasons, but can also…
Direct Response Marketing Explained! Direct response marketing facilitates the delivery of a call to action and outcome via an online interaction for immediate customer feedback and response. Successful direct response marketing campaigns require clear goal statements that achieve anticipated sales. The…
What is White Hat SEO? White Hat SEO is the use of techniques, strategies, and tactics for optimization that focus mainly on human audiences instead of search engines. White Hat SEO adheres to the Google guidelines for proper SEO practice.…
What is WYSIWYG? WYSIWYG is a short form of what you see is what you get. In the digital sense, it applies to applications that enable you to see exactly what appears on a printed document to appear on the display…
What Are XML Sitemaps? An XML sitemap is a file that lists all the important pages on your website. Think of it as a directory that tells Google and other search engines where to find your content. Your website has…
