Digital Marketing Glossary

Search Engine Optimization

The strategy of optimizing a digital asset with the objective of maximizing ORGANIC visibility in as many places as possible.

Local SEO is the process of optimizing digital assets to show up in search results for local cities and geographic areas. Local SEO is the strategy we use for brick and mortar locations or service area businesses who are looking to show up online in their local vicinity. Local SEO also helps you rank in places like Google Maps.

A practice and philosophy of search engine optimization that abides by a search engine’s terms of service and Google’s search guidelines.

The location of a website online. An example of a domain is succeedingsmall.co. 

The website address of an individual web page. An example of a URL is succeedingsmall.co/services.

A certificate that indicates to the user and to the algorithm that your website is safe to browse.

Any digital platform that archives and indexes information in order to provide users with easy access through a search function. It is designed to sort and serve content and information to its users.

A characteristic that a search engine might use when calculating a website’s position on its search results page (SERP).

The visibility of a digital asset through organic search inquiries by consumers interested in the service of that asset.

This acronym stands for expertise, authority, and trust. This is a metric that can be used to evaluate high or low-quality content, according to the 2015 Search Quality Evaluator Guidelines published by Google.

The practice of providing evidence to the algorithm that your website is an expert in its field. Google wants to see that you have the expert knowledge and speak the language of your industry at a high level. 

The practice of providing evidence to the algorithm that your website has authority in its field. Google wants to know that you are authoritative and that other trustworthy businesses will vogue for you.

The practice of providing evidence to the algorithm that your website is trusted in its field. Google wants to know that your consumers and other businesses in your area trust you and enjoy doing business with you.

Keywords are phrases/ words that searchers use to find the content they are searching for. These are the things that you would type into Google’s search bar to find a local business

The process of understanding what users are searching in order to find a specific business.

The number of people searching a specific keyword/phrase over the course of a specified time period.

  • A specific page that corresponds with the search inquiry keyword/phrase. The search engine will send the consumer to that appropriate page. 

Ex. If you search men’s running shoes Nike will have a landing page for running shoes linked in Google. You would not want to be sent to the gold shoe page! 

A meta description is a tag in the header code of each and every web page on your site. Search engines like Google will display these on the SERP to give the user a sneak peek into the content that is on the page or post. Meta descriptions have been proven to directly affect consumers likely hood to click on your website.

The act of moving a digital asset to the first position on the SERP. You want your website to be at the top of the SERP, this means that the search engine thinks that you are the best solution for the searcher’s query. 

A title tag is a tag in the header code that displays the title of the page or post. These have also been proven to affect click-through rates. These are the blue links on the SERP. 

The act of compressing an image size with the objective of optimizing speed. 

The overall accessibility of your site to any consumer. 

A set of specific factors that Google has determined to be required for user experience. These are things that all sites need to have in order to rank for the SERP.

The overall percentage of visitors that visit a page and leave after viewing that single page. It is effectively the measure of how quickly consumers leave your site after clicking on your link.

Internal linking is the process of linking pages internally to your website for the purpose of easy access for users and site crawlers.

Organic traffic isn’t affected by advertisements. Simply, it’s when users find your content through a search engine.

Paid traffic is any website traffic that is acquired through some form of advertising.

In advertising, engagement refers to a consumer having an interaction with your content.

The ratio of how many users click on the link to your site after searching through a search engine. The higher the click-through rate the more clicks and visits this indicates that you are satisfying the search query for the user and the algorithm will improve your rankings.

Conversions are when a visitor of your website takes a desired action, like purchasing a product or completing a contact form.

The unique identifiers that users will affiliate with you and that differentiate you from your competitors. Your logo, color scheme, design, values, etc.

Your digital presence is the impression and existence your online content has on people.

A search query refers to the word or phrase that a user types into a search engine. 

The goal of a search query through the eyes of the searcher.

GMB, or google my business, is a free tool that businesses and organizations can use to increase their online presence across Google. You can manage your business information, interact with customers, and post updates.

Is a tool that allows you to understand how your website is being crawled and indexed by Google and address any issues as they arise.

Google Analytics allows you to see the data of your website using metrics like click-through rate, conversions, engagement, etc

This is a section of the SERP that includes a map and GMB listings of local businesses related to a search query.

A citation is a business listing that includes your name, address, and phone number (NAP) on an online directory.

A backlink is when your website link appears on another website. AKA a digital referral from another site. 

Site health is a way of measuring how technically “healthy” your website is, in terms of SEO. This can refer to things like website speed, mobile optimization, user experience, etc.

The process of directing one URL to a different URL.

A bot is an automated search engine spider or web crawler. These bots crawl the internet reading every line of code and indexing it. This is how Google knows what’s on your website and when to show your website in the SERP.

Crawling is when a bot visits your website and readers every line of code. The bot will start with the header and read to the footer following links and indexing information along the way.

How fast your website or a page on your website takes to load this can be measured numerous ways such as the First Contentful Paint (FCP), which is essentially how long the page was perceived to load.

The ability of a user to navigate through your website and find the information they are looking for.

The optimization of a website to accommodate mobile devices. 

The optimization of a website to accommodate tablet devices. 

H tags or heading tags are lines of HTML code that indicate which portions of the text are titles. Starting with the most important the H1 and moving down H2, H3, etc. 

Specific code that tags elements of your website for structured data information. The bot will identify this structured data and extract it from the site in order to display it on the SERP.

Snippets of code that provide the search engine with vital information about your website. Structured data provides an easy way for search engines to organize and display web pages’ information.

The strategy of marketing a website using PAID advertising that shows up on Search Engine Results Pages.

Web Design

The experience your consumer has when visiting your site. This is measured by many things that affect the user directly while on your website.

Refers to what the content the viewer sees on their screen before scrolling down the page

An icon or logo is displayed next to the site name in the bookmark tab and/or next to the site URL in the browser bar.

Accessibility means that each part of the website (tools, technologies, and the website itself) is able to be navigated by any viewer, regardless of any disabilities. This includes people with visual, hearing, motor, or cognitive impairments.

Cascading Style Sheets, or CSS for short, is a computer language used for creating the layout and structure of a web page.

Hypertext Markup Language, or HTML, is a computer language used on text files to achieve font, color, graphics, and hyperlink effect on a web page.

Cookies are text files created by a website and stored on a user’s computer. They help a website recognize your computer and track your preferences.

The business of housing, servicing, and maintaining files for a website. The companies that host a site make sure that the site continues to function.

Javascript is a computer programming language that is commonly used to create interactive effects within web browsers. It is commonly found embedded in HTML code.

A sticky header, also known as a persistent header, is when the header of the page (usually a navigation bar) stays in the same place on screen even when the user is scrolling through a website’s page.

Resolution is the term used for the number of pixels a screen contains; the higher the resolution the more detail a page will have. Too much and your website is congested, slow, and possibly even crash.

Branding/Logo Design

Branding is the process of creating, selecting, and combining attributes to differentiate your product or service from another company. We do this in many ways; logos, fonts, colors, tone, writing, and so much more. Each part of your company is included in your brand

The visual elements associated with a brand (color, design, logo, etc.) that helps your consumer identify and distinguish your brand from others.

Color Psychology is the study of how colors affect perception and behaviors. When it comes to marketing and branding, color psychology is how colors impact the consumers’ impressions of a brand and have the power to influence consumer behavior when purchasing one brand over another. 

A symbol or other form of design is used to represent a company/brand. There are seven different kinds of logos: emblems, pictorial marks, logotypes, letter marks, abstract logos, mascot logos, and combination logos.

Typography is the art and technique of arranging typeface elements to make written language legible, readable and appealing when displayed

The font is individual elements that constitute one typeface, such as weights, widths, and styles.

Social Media

Reach refers to the total number of people who see your content.

Impressions are the number of times your content is delivered to a user’s feed, regardless of whether a user engaged with the content or not.

Engagement refers to interactions people have with your content. This includes things such as likes, shares, comments, saves, and more. 

Algorithms are structured ways to sort users’ posts and content on social media platforms. They are used to prioritize what content a user sees first. Facebook, Instagram, TikTok, and more all use algorithms to decide what content they think users will want to look at.

A bio is a space for a user to write a summary of their account on a social media platform. Found underneath the username, users can write information about themselves or their business in their bio.

Clickthrough rate describes the number of viewers of a particular social media content who clicked on a specific link, based on the number of content viewers total.

A Direct Message is a private, person-to-person message between users of a social media platform. 

A geotag is a tag with geographical information that can be attached to photos on social media. Geotags can include broad locations such as states, down to specific locations such as a street address.

Hashtags are words or phrases denoted by a hash (#) sign that identifies a particular topic. Hashtags are useful, as social media users are constantly searching for specific topics through them.

User-generated content refers to any content, whether it’s a photo, video, text, etc. that is posted directly by a user on a social media platform. 

Paid Advertising (PPC)

A campaign is a collection of advertisements that revolve around one main topic or message with the intent to increase a specific business objective.

An Ad Group is a group of ads that fit within a specific ad campaign, under the same main idea.

The cost you will have to pay every time your ad is clicked

The percentage of clicks your ad generates as a function of the frequency your ad is shown.

The number of times your ad is shown to a potential consumer.

Content Creation

While different sources have a different number, long-form content usually refers to any content that is at least 1,200 words long. This may include how-to guides, e-books, and case studies.

Short-form content is usually around 850 words. The Succeeding Small team creates short-form content such as blogs, emails, and social posts.

Evergreen refers to content that will remain relevant for the indefinite future. Incorporating evergreen content is crucial to maintaining a brand that consistently has something helpful to offer customers.

Our team uses seasonal content as one way to catch a potential customer’s attention. Seasonal content is based around an event, such as announcing a holiday sale.

Inbound links, also known as backlinks, are a great tool that increases your brand awareness. Inbound links refer to links that are found on another website, and when clicked, take the reader to your website.

Did you know that most readers decide within five seconds if they’re going to stay on a web page or close it? Infographics are a unique way to capture your reader’s attention and ensure that they explore your website. Infographics are a certain type of visual that relays information in a clear and eye-catching manner. Whether you own an ice cream shop or run a skincare business, we’re able to create unique infographics that cater to your unique products and services!

Marketing Strategy

An SEO campaign is a planned effort of optimizing a digital asset with the ultimate goal of increasing organic traffic through the examination of real data. 

A paid campaign is a form of advertising that requires paying per lead. 

A digital presence is a company’s existing online presence across multiple different platforms.

A/B testing is user experience research that consists of experimenting with two variants, A and B.

Analytics is the computational analysis of user data or statistics in order to develop a strategy.

Blogging is a form of content writing for a website that provides readers with educational-based articles.

Email Marketing

 Funnels are known as a specific process of communication and touchpoints with a prospective customer or client that bring them from being aware of your product or service to being a paying customer.  This is often done through email funnels where specific emails are sent to specific customers at specific times to drive them to the sale but it can also be done through specific communication with customers through meetings, calls, etc.  Gifts, physical mail, and in-person meetings are also often included in certain types of funnels in hopes of streamlining the process of selling.

The percentage of emails that bounce when emailed.  Can also be identified as the number of viewers who leave a page without taking action or making a purchase on your website.

A custom feature you can enable via your email marketing software to require subscribers to click a specific link to actively confirm their subscription to your email marketing.  This is often used to avoid bots, fake emails, and inactive email subscribers by requiring subscribers to actively confirm their subscription.

Sending a series of marketing emails to a specific group of subscribers in order to educate or influence them with the ultimate goal of converting them to customers. 

The ratio or percentage of viewers who click a specific link versus the number of total viewers. 

The act of subscribing to receive consistent updates from a company via email. 

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