Directory Submission – Submitting the website to web directories in
the hopes of driving additional traffic directly from the directory or
contributing to the link-building efforts of the search marketing
campaign.
Geotargeting – The physical location of a prospect (think geography) and targeting them with paid search ads.
Keyword Discovery & Research – The process of determining what keywords should be used in the campaign based on total search volume,
trends, relevance and competition.
Landing Page – The desired page for a visitor to land on when
clicking an ad or keyword. The goal is to make landing pages highly
relevant to the specific keyword phrase.
Link-building – The practice of obtaining links from other websites
to help your site rank more highly in search engine returns.
Meta Description Tag – The text used by search engines in your
listing that appears beneath the blue link. Meta description tags are
important and should be well-written in order to set your listing apart
from other returns.
Page Title – One of the most important components of on-page
rankings, page titles must be keyword optimized to rank well. The page
title appears in the blue bar of your browser AND is the blue link
search engines use in your listing.
Search Engine Optimization (SEO) – The process of improving the
volume or quality of traffic to a website from search engines via unpaid
or organic search traffic.
SEO Implementation – The act of implementing the keyword strategy
across the page title tags, meta description tags and site content.
XML Sitemap – An XML file that lists all URLs on your site and
tells Google how important each page is, and how often to come back and
index the site to check for new content.
Sub-Category – Social Media
Blog – Created from two words, "web log," blogs are typically
maintained by an individual or a business with regular entries of commentary, descriptions of events, or other material such as graphics
or video. Entries are commonly displayed in reverse chronological
order. The word "blog" can also be used as a verb, meaning to maintain
or add content to a blog.
Facebook – A social utility that connects people with friends and
others who work, study, and live around them. Facebook is the largest
social network in the world with more than 850 million users.
Fan Page – A Facebook page used by businesses to market to and engage with Facebook users.
Forums – Also known as message boards, a forum is an online
discussion site where registered users share information around specific
topics of interest.
Google+ – Google's new social network.
Like – A "Like" is an action taken by a Facebook user to indicate
interest in a particular website, blog post or product in an e-commerce
store. The "Like" button, located on millions of websites and within
Facebook itself, is an easy way to show approval
and share the message with friends.
LinkedIn – A business-oriented social networking site that is used primarily for professional networking.
RSS Feed – RSS, which is an acronym for "Really Simple
Syndication," is a web feed format used to publish frequently updated
content such as blogs and videos. Content publishers can syndicate an
RSS feed that allows users to subscribe to the content and
read it at their convenience. Content can also be syndicated via RSS to
other web properties such as social networks.
Social Bookmarking – The act of bookmarking web content that you
found and consider to be important. It is "social" in the sense that
content bookmarked on sites such as Delicious, Digg or Stumbleupon can
be viewed and shared by others.
Social Media – Media designed to be disseminated through social
interaction using highly accessible and scalable publishing techniques
such as blog posts and Facebook status updates. It includes web-based
and mobile technologies used to turn communication
into interactive dialogue.
Twitter – Resembling instant message applications such as Yahoo!
Messenger, Twitter is a platform that allows users to share short
messages (140-characters in length) publicly. Users can "follow" each
other as a way of subscribing to each other's messages.
Viral Marketing – A type of marketing that is carried out
voluntarily by a company's customers. It is also referred to as
"word-of-mouth" advertising. Such activity can be facilitated through
email forward to a friend, Facebook Likes, and Twitter posts.
Sub-Category – Email Marketing
Auto Responder – A program that automatically sends a response when
someone sends a message to its address. Common uses include subscribe
and unsubscribe confirmations, welcome emails and customer-support
questions. Series of auto response messages can
be created for marketing purposes that are sent via a predetermined
publishing schedule.
CAN-SPAM Act of 2003 – Federal anti-spam legislation passed in 2003
that requires each email to contain the following: a legitimate header,
valid "From" address, straightforward "Subject" line, an
unsubscribe/opt-out link and/or instructions and a physical
address. It also requires that all unsubscribes are processed within ten
days of receipt.
Challenge Response – An automated message triggered by the receipt
of an email for the purpose of identifying the sender as a trusted
source. The challenge is a message to the sender of the email with
instructions on how to validate themselves. If the
sender provides a valid response, his email address is added to the
recipient's list of trusted senders and his message is passed along to
the recipient.
Click-through Rate (CTR) – The percentage of unique clicks that
were opened of recipients that click on a given URL in your e-mail. The
percentage is determined by the number of clicks divided by the number
of emails that were opened. For example, a 2
percent CTR means that, out of every 100 opens, 2 recipients clicked on a
link.
Confirmed Opt-In – A method of obtaining permission to send email
campaigns that requires subscribers confirm that they wish to receive
the emails. Subscribers respond to a confirmation email, either by
clicking on a confirmation link, or by replying to
the email to confirm their subscription. Only those subscribers who take
this additional step are added to the list.
Conversion Rate – The number or percentage of recipients who
respond to calls-to-action in a given e-mail marketing campaign or
promotion. It is a measure of an e-mail campaign's success.
Cost per Thousand (CPM) – CPM refers to the cost per 1000 names on a
given rented email list. For example, a rental list priced at $250 CPM
would mean that the list owner charges $.25 per e-mail address. The Letter "M" is the Roman numeral for 1000.
From Line or Sender Line – The from line has two parts, a "From
Name" (such as the business name) and the "From Address" (the email
address of the sender).
HTML E-mail – An e-mail that is formatted using Hypertext Markup
Language (HTML) instead of plain text. HTML makes it possible to include
unique fonts, graphics and background colors.
Hard Bounce/Soft Bounce – A hard bounce is the failed delivery of
an e-mail due to a permanent reason like a non-existent address. A soft
bounce is the failed delivery of an e-mail due to a temporary issue,
like a full mailbox or an unavailable server.
House List (or Retention List) – A permission-based list that the
business builds over time, as opposed to renting or purchasing lists.
Landing Page – A web page that is linked to an email for the
purpose of providing additional information directly related to products
or services promoted in the email.
Open Rate – The percentage of e-mails opened in any given e-mail
marketing campaign, or the percentage opened of the total number of
e-mails sent.
Opt-out (or Unsubscribe) – To unsubscribe from an e-mail list.
Single Opt-in (or Subscribe) – The choice to receive e-mail
communications by supplying an email address to a particular company,
website or individual, thereby giving them permission to send email
campaigns. This version does not require the subscriber
to confirm their intention. (See Confirmed Opt-in above.)
Spam or UCE (Unsolicited Commercial E-mail) â€" E-mail sent to
someone who has not opted-in or given express permission to receive
emails from the sender.
Subject Line – The short line of type in an email that indicates
what the message is about. Subject lines should be short (30 - 50
characters including spaces, or 5-8 words), and should include a
specific benefit that accurately reflects the offer. Federal
law prohibits the use of misleading subject lines.
Suppression List (a.k.a. opt-out list) – A list of email addresses whose owners have asked to be removed from an email list so that they no
longer receive email regarding an advertiser's products or services.
Segmenting (or Targeting) – Selecting a certain segment of an email
list for the purpose of targeting those who are likely to be interested
in a certain product or service.
