The 29 Marketing Terms You’re Getting Wrong

History was made last year.  Selfie, guac, srsly, babymoon, and fawxhawk were just a few of the words added into the Oxford Dictionary.  Do these help streamline the understanding of your marketing strategy? Probably not. But the following definitions will. Srsly.

Algorithm – The process and formulas that allows computers and applications to function.

ALT Text – Search engines can’t read images and only recognizes text. Alternative text is associated with the image, and allows for Google to find your information.

Anchor text – clickable text with that is hyperlinked to a new webpage.

Black Hat SEO – The attempt to enhance search engine rankings through methods that are frowned upon. See keyword stuffing.

Bounce Rate – The percentage of visitors who enter a website then “bounce” without clicking around to other pages or links. The lower the bounce rate, the better.

CPC – Cost per click; the price per click in Internet advertising

CPM – Cost per impression; the price per 1,000 impressions used both online and offline. See impressions.

CTR – Click-through rate; the rate at which an advertisement is clicked on

CPA – Cost per acquisition; the price per lead conversion

Domain Authority – The estimate or score of how well a website performs in search

Earned Media –  The organic publicity gained through marketing strategies. When a company posts a link, and a follower shares it, that extra promotion by that person is earned media.

Fold – The look of a website before scrolling down.  Above the fold is where all vital website information should be displayed to avoid a high bounce rate.

Geo-tagging – The procedure of adding the location of a photo, or post, often on social media.

Keyword Stuffing – A frowned upon process of cramming in as much keywords as possible, in order to manipulate a site’s search engine ranking. See Black Hat SEO.

Inbound Marketing – The strategy of earning, not buying, a user’s attention, often through social media and engaging content. This type of content, blogs and eBooks, adds value to the brand or company.

Impressions – A measurement of how many times a website is displayed after searching, whether it is clicked on or not.

Landing Page – A web page where traffic is sent to prompt a result. The most effective landing pages are in the form of a lead capture page.

Link Building – The development of strategies to generate links to a website from other websites.

Local SEO – A specialized form of search engine optimization to increase ranking with geographic keywords.

Long Tail Keyword – The lengthy and specific keywords that are makes up the majority of search engine traffic, but are less common.

Meta Description – The description of a website that communicates with search engines. This description doesn’t have much impact on search engine rankings, but initiates clicks.

Meta Keywords – The keywords specifying what a website is about.

Owned Media – The media created by a company and/or brand. The brand’s website, social media accounts, and blog are examples.

Page Title/Title Tag – The displayed title in search engine result pages.

Paid Media – Form of media that is paid for to encourage engagement, click-throughs or interest. Social media advertising, pay per click ads, and paying influencers are the most common examples.

SERP – Short for search engine results page.

Splash Page – A pop up page that is not part of the website pages, usually with a strong call to action.

User Generated Content  – Photos, videos, or posts from unpaid influencers. See earned media.

White Hat SEO – The search engine recognized method of search engine optimization. Opposite Black Hat SEO.

You’re now equipped to conquer your marketing strategy. Srsly, go get ‘em!


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