- Above the FoldThe part of the page you can see without scrolling down or over. The exact amount of space will vary by viewer because of screen settings. You often pay a premium for advertisement placements above the fold, which will add to the costs of internet marketing services, but may also add to results.
- Advertising NetworkA group of websites where one advertiser controls all or a portion of the ads for all sites. A common example is the Google Search Network, which includes AOL, Amazon,Ask.com (formerly Ask Jeeves), and thousands of other sites. In Google AdWords, they offer two types of ad networks on the internet: search and display (which used to be called their content network).
- Affiliate MarketingA type of internet marketing in which you partner with other websites, individuals, or companies to send traffic to your site. You will typically pay on a Cost per Acquisition (CPA) or Cost per Click (CPC) basis.
- AMPAn acronym for the Google-backed Accelerated Mobile Pages Project was announced by Google in October 2015. It was designed as an open-source initiative for publishers to create content that loads quickly on mobile devices. AMP consists of three parts: AMP HTML, AMP JS & Google AMP Cache. For more information see the AMP Project website.
- Anchor TextThe clickable words of a hypertext link; they will appear as the underlined blue part in standard Web design. In the preceding sentence, “hypertext link” is the anchor text. As with anything in SEO, it can be overdone, but generally speaking, using your important keywords in the anchor text is highly desirable.
- Black Hat SEOThe opposite of White Hat SEO, these Search Engine Optimization, or SEO, tactics are (attempted) ways of tricking the Search Engines to get better rankings for a website. If not immediately, using black hat methods will eventually get your site drastically lower rankings or banned from the search engines altogether. While there are completely legal and ethical techniques you can use to improve rankings, if you design and market a website mostly for humans and not for the search engines’ Spiders, you should be okay.
- Bounce RateThe percentage of people who visit your website but leave without visiting any other page.
- Click through Rate (CTR)# of clicks / # of impressions. Click through rate is a common internet marketing measurement tool for ad effectiveness. This rate tells you how many times people are actually clicking on your ad out of the number of times your ad is shown. Low click through rates can be caused by a number of factors, including copy, placement, and relevance.
- CloakingShowing a search engine spider or bot one version of a Web page and a different version to the end user. Several search engines have explicit rules against unapproved cloaking. Those violating these guidelines may find their pages penalized or banned from a search engine’s index. As for approved cloaking, this generally only happens with search engines that offer a paid inclusion program. Anyone offering cloaking services should be able to demonstrate explicit approval from a search engine for what it is they intend to do.
- Content Management SystemContent Management Systems (CMS) allow website owners to make text and picture changes to their websites without specialized programming knowledge of software like Adobe Dreamweaver or Microsoft FrontPage. Content Management Systems can be edited by anyone with basic word knowledge via an internet connection. No need for lengthy or costly web development contracts or need to wait on someone outside your company to make changes. CMS examples include WordPress, Drupal, and Joomla.
- Content MarketingIn opposition to traditional online advertising methods, content marketing is an inbound marketing practice that seeks to generate leads and traffic through the creation and distribution of content that caters to the needs of a defined audience of prospective customers. Content marketing as a strategy for SEO service providers achieved critical mass in the latter part of 2012 following the release of the Penguin algorithm update by Google, which adjusted a number of spam factors and affected a high percentage of search queries.
- Contextual AdvertisingA feature offered by major search engine advertisers allowing your advertisement to be placed next to related news articles and on other Web pages. Contextual advertising seeks to match Web content from the display page with your advertised search term(s). Contextual advertising isn’t perfect (what in life is?), but it’s come a long way from its inception to the point where it can provide great value to advertisers when used correctly.
- Conversion RateThis statistic, or metric, tells you what percentage of people is converting (really!). The definition of a “conversion” depends upon your goals and measurements. It could mean a sign up for free information, a completed survey, a purchase made, or other.
- Conversion Rate OptimizationDepending on what your site deems as a conversion, there are steps that can always be taken to improve the likelihood that visitors to your site will perform a conversion driven action. Typically, this means changing certain aspects centered around the conversion. For example, if you have an ecommerce site, you may change the orientation of certain elements or their physical appearance like the color of the “Add to cart” button or removing certain steps to make it easier to purchase an item. Conversion rate optimization relies heavily on A/B testing as what may work for one website may not necessarily work for another.
- Cost per Acquisition (CPA)An online advertising cost structure where you pay per an agreed upon actionable event, such as a lead, registration, or sale.
- Cost per Click (CPC)A common way to pay for search engine and other types of online advertising, CPC means you pay a pre-determined amount each time someone clicks on your advertisement to visit your site. You usually set a top amount you are willing to pay per click for each search term, and the amount you pay will be equal or less to that amount, depending on the particular search engine and your competitors’ bids. Also referred to as Pay Per Click (PPC) or Paid Search Marketing.
- Cost per Impression (CPM)A common internet marketing cost structure, especially for banner advertising. You agree to pay a set cost for every 1,000Impressions your ad receives. Search engine marketing may involve CPM costs for Contextual Advertising. This internet advertising pay structure should really be called Cost per 1,000 Impressions.
- CPA NetworksA CPA Network is the intermediary which connects the advertiser with one or many publishers.
- CrawlerComponent of a search engine that gathers listings by automatically “crawling” the Web. A search engine’s crawler (also known as a Spider or robot) follows links to Web Pages. It makes copies of those pages and stores them in a search engine’s index.
- Digital Marketing FunnelHow companies attract and retain clients through search marketing. The six stages of the digital marketing funnel are:
- Exposure- this is done through SEO and Ads
- Discovery- When a potential customer clicks through your site to learn more about you, your product, and service
- Consideration- Potential customer considers purchasing your product
- Conversion- Potential customer buys something, or completes an actionable item on your site, turning them into an actual customer
- Customer Relationship- Maintain a good relationship with your client base through engagement, communication, and customer service
- Retention- Creating value for customers that they do not receive from competitors is crucial. By creating value, maintaining excellent service and user experience, customers often return or stay
- Doorway PageA Web page created to rank well in a search engine’s organic listings (non-paid) and delivers very little information to those viewing it. Instead, visitors will often only see a brief call to action (i.e., “Click Here to Enter”), or they may be automatically propelled past the doorway page. With cloaking, they may never see the doorway page at all. Several search engines have guidelines against doorway pages, though they are more commonly allowed through paid inclusion programs. Also referred to as bridge pages, gateway pages and jump pages and not to be confused with Landing Pages.
- Drip MarketingAn electronic form of marketing communications that are written in advance of delivery, and then sent to prospective customers or current customers at pre-determined intervals in their buyer or customer journey. The “drip” moniker of this online marketing strategy was devised by the way the messages are crafted and sent. Typically, these email messages are sent one at a time, about one specific product or service, with a pre-determined amount of time between the next email being sent.
- E-MarketingAnother synonym for online marketing, internet marketing, or digital marketing. Marketing strategies (like SEO, PPC, retargeting, social advertising, etc.) that are deployed using web based technology in an effort to generate sales leads or e-commerce revenue.
- eCommerceThe ability to purchase online. eCommerce also goes by other super-snazzy names like etail. Website features that allow ecommerce are commonly called shopping carts.
- EdgeRankThe algorithm Facebook uses to rank business / brand pages, groups, celebrity pages or individual accounts to determine which posts from those accounts will appear in the Newsfeed of users connected to those pages and profiles (or pages and profiles tagged in the posts). The higher the EdgeRank, the more likely your posts will appear in the Newsfeeds of your followers. Originally this algorithm was primarily influenced by the level of engagement accounts receive from their posts, but has since been updated to take more factors into consideration. Facebook does not release this data publicly, nor does it use the term internally.
- Ego KeywordA keyword an individual or organization feels it must rank for in either or both natural listings or paid search results regardless of cost and Return on Investment.
- Email Campaign SystemEmail is perhaps the most overlooked and underutilized (based on cost and effectiveness) form of internet marketing today. Email campaign systems allow organizations to send out emails to their email lists with a standard look and feel. Features often include the ability to segment lists.
- Enhanced BiddingA feature specific to Google AdWords. When you select to utilize enhanced bidding, you’re giving AdWords the power to adjust your bidding in order to increase conversions. With this feature, you can pay up to 30% over the keyword bid that you set. Think of it like a hybrid between CPC and CPA bidding, albeit still more heavily weighted toward cost per click. Be careful with enhanced bidding – many search engine marketers will tell you that they have had poor experiences with cost per acquisition bidding within AdWords.
- EyetrackingA process that allows testing of websites for usability or any other purpose. Eyetracking is performed by a small number of companies utilizing high-speed cameras to monitor and record where the eyes of test subjects actually move on a screen.
- Facebook RetargetingWhile this term can also refer to other forms of retargeting, it is most often used to mean serving ads to prior site visitors while those visitors are on facebook. Facebook opened its ad exchange in December 2012 to allow partners to offer Facebook retargeting.
- Golden TriangleEye-tracking studies show an “F” shaped pattern that most people tend to look at most often when looking at Search Engine Results Pages. These patterns vary slightly among the different Search Engines, but show the importance of placement among Natural Listings and Pay-per-Click ads.
- Google Panda UpdateGoogle is always trying to serve the best and most relevant search results to satisfy their users. Part of their method involves looking at the length of content for a target keyword. Previously, sites with a relatively low amount of content could compete against sites with lengthier and, theoretically, better content. Another aspect that the Panda update looks at is duplicate content. Essentially, if two or more pages on a site have the exact or very similar content, Google will devalue these duplicate pages in search rankings. In February 2011, the Panda update to their algorithm sought to favor sites with more content than those with “thin” content. The most recent version reportedly rolled out as of July 2015 (Panda 4.2), but has since been rolled into Google’s ongoing algorithm updates.
- Google Penguin UpdateIn an effort to combat websites that may have participated in questionable link building practices in order to manipulate search engine rankings, Google launched the infamous Penguin update in April 2012. This update pertained mostly to sites who may have obtained backlinks by purchasing them or through established link networks. Essentially, sites should distance themselves from these practices and avoid using them in the future.
- Inbound MarketingMarketing services and strategies that successfully cause prospective customers to navigate to a website on their own accord, usually due to the consistent creation of engaging content. Examples include SEO, content marketing, blogging, and email marketing to a list that is self-curated. In contrast to traditional advertising methods that get the attention of prospective customers paid advertising promotions.
- Influencer MarketingSimilar to celebrity endorsements, brands and marketers will often reach out to content creators and influencers to tap into specific communities. Whether it’s an audience created by the influencer or they’re considered a thought leader in their community, brands will partner with influencers to gain better awareness within that community. For example, a dog accessories brand may partner with a reputable dog blogger to create content for the blogger’s subscribers.
- Internet MarketingAny of a number of ways to reach internet users, including Search Engine Marketing, Search Engine Optimization, and Banner advertising. Direct Online Marketing™ specializes in these internet marketing services.
- InterstitialAn ad that appears between two pages a person is trying to view. The ad often appears near a hyperlink allowing someone to quit viewing your ad and go directly to the page he or she originally tried to access. Direct Online Marketing™ typically does not employ this type of advertisement as part of its internet marketing services.
- KeywordAlmost interchangeable with Search Term, keywords are words or a group of words that a person may search for in a Search Engine. Keywords also refer to the terms you bid on through search engine marketing in trying to attract visitors to your website or Landing Page. Part of successful Search Engine Optimization is including keywords in your website copy and Meta Tags.
- Keyword DifficultyA metric commonly used in search engine optimization that determines how much on-page targeting and offsite link building will be required to rank for phrase. Also commonly referred to as KPI, most tools that monitor keyword difficulty use a percentage scale of 1-100, with phrases ranked in descending order. Therefore, a search phrase which requires more effort to obtain a top rank in the search engines – and therefore a high keyword difficulty – will typically receive a score that approaches 100 (or 1.00), whereas a search phrase that requires less effort to obtain a top rank will have a keyword difficulty that is closer to 0 (0.00).
- Keyword StuffingWhen the Web was young and search engines were starting to gain in popularity, some smart website owners realized that the search engine Algorithms really liked some Meta Tags. Really liked them. So they started stuffing a bunch of keywords, often with high search volumes and no relevancy to the site, into the title, description, and keyword tags. Sites instantly rocketed to great SERPs. Soon thereafter the search engines changed their ranking formulae and the sites lost their positions or were outright Banned.
- Landing PageThe first page a person sees when coming to your website from an advertisement. This page can be any page on your website including your home page. Almost anytime you direct someone to your website from an advertisement, you should send them to a specialized landing page with tailored information to increase your landing page conversion rate. Radio advertisements are a notable exception as spelling out specific URL‘s can be time consuming and difficult to remember. Direct Online Marketing™ has extensive experience in creating, testing, and modifying landing page conversion rates to give your business the highest quality, least expensive, most cost-effective leads possible.
- Local Business ListingsEach of the major search engines offer local business listings that appear next to maps at the top of the page on many locally targeted searches. Business may either submit new requests or claim existing local business listings if the search engines have already added the company to the results. Having a website is not required for having a local business listing.
- Local SearchA huge and growing portion of the search engine marketing industry. Local search allows users to find businesses and websites within a specific (local) geographic range. This includes local search features on search engines and online yellow page sites. Optimizing for local search requires different practices than for traditional Search Engine Optimization.
- Long Tail KeywordsRather than targeting the most common keywords in your industry, you can focus on more niche terms that are usually longer phrases but are also easier and quicker to rank for in the search engines. Long tail keywords can amount for up to 60% or so of a site’s search traffic.
- Marketing AutomationSoftware suites that combine a variety of popular online marketing strategies like email, social media, CRM and SEO into one platform. In addition to efficient and automatic completion of a variety of marketing tasks, these softwares also allow marketing teams to view a more direct correlation between their efforts and ROI from online marketing.
- MentionWhen your brand is mentioned on a website. Getting mentioned on another website is an excellent way to build up your backlinks, or to reach out and do link reclamation. The more mentions your brand gets from relevant (preferably high authority) websites, the better your site will rank on SERPs.
- MicrobloggingMicroblogging refers to platforms allowing you to post information in snippets of 140 characters at a time via phone or Web. Twitter quickly became the dominant global player to the point where its name is synonymous with microblogging. In China, however, there are other popular microblogging services, generically called weibo.
- Mobile MarketingAs cell phone technology advances, advertisers can not reach their target audience virtually anywhere. While mobile marketing is really just an extension of online marketing, it provides businesses many new opportunities and challenges. How does your website look on your Blackberry or Treo?
- Mobile-FriendlyMobile Friendly – In today’s world it is essential that your site is optimized for mobile users. The site display must be able to shrink down to display on a mobile device while still being functional and user-friendly. There are 3 ways to ensure that your site is mobile friendly:
- Responsive Web Design: Serves the same HTML code on the same URL no matter what device while rendering the display based on screen size.
- Dynamic Serving: Uses the same URL regardless of the device; however, generates a different version of the HTML depending on the device and what the server knows about the user’s browser.
- Separate URLs: Serves different code to each device on separate URLs. After detecting the device, this configuration redirects the to the appropriate page.
- Natural ListingsAlso referred to as “organic results”, the non-advertised listings in Search Engines. Some search engines may charge a fee to be included in their natural listings, although most are free. How high or low your website is ranked depends on many factors, two of the most important being content relevance and Link Popularity.
- Opt-inThis type of registration requires a person submitting information to specifically request he or she be contacted or added to a list. Opt-ins typically lower lead flow rates and raise Costs per Acquisition from internet marketing campaigns, but may produce higher percentages of interested leads.
- Opt-outHere people are automatically signed up to receive contact, but can opt out of receiving newsletters, calls, etc. at any time.
- Organic ListingsSee Natural Listings.
- PageRankPageRank is a value that Google assigns for pages and websites that it indexes, based on all the factors in its algorithm. Google does release an external PageRank scoring pages from 1-10 that you can check for any website, but this external number is not the same as the internal PageRank Google uses to determine search engine results. All independent search engines have their own version of PageRank. Potentially interesting fact: PageRank was named for Google’s Larry Page and it is calculated at the page level – pun fun!
- Paid InclusionAdvertising program where pages are guaranteed to be included in a search engine’s index in exchange for payment, though no guarantee of ranking well is typically given. For example, Looksmart is a directory that lists pages and sites, not based on position but based on relevance. Marketers pay to be included in the directory, on a CPC basis or a per-URL fee basis, with no guarantee of specific placement.
- Paid ListingsListings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic (natural) listings are not sold.
- Paid PlacementSee Paid Search below.
- Paid SearchAlso referred to as Paid Placement, Pay Per Click, and sometimes Search Engine Marketing, paid search marketing allows advertisers to pay to be listed within the Search Engine Results Pages for specific keywords or phrases. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are often associated with a cost-per-click (CPC) fee. Google AdWords and Yahoo! Search Marketing are the largest networks, but Microsoft adCenter (live.com) and other sites also sell paid placement listings directly as well.A good search engine marketing company offering Paid Search will select an exhaustive set of industry-related Search Terms, set up your accounts, write advertising copy, create Landing Pages, control your bidding (how much you’re willing to pay per Search Term click) and budgeting, and test and refine your advertising for effectiveness.
- Pay per Click (PPC)See Cost per Click (CPC), above. The most common type of search engine advertising cost structure is PPC search engine marketing. Google, Yahoo, MSN, and many more search engines all use PPC.
- Pay-for-PerformanceTerm popularized by search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that ‘perform’ in terms of delivering traffic, as opposed to CPM-based ads, which cost money, even if they don’t generate a click.
- Permission MarketingAlong the lines of Opt-in registrations, permission marketing focuses on receiving the consent of users before being contacted or, in some cases, even seeing an advertisement. Permission marketing is centered around the concept that people are increasingly tuning out the barrage of advertisements they see each day. Its focal tenet is that a business will have a better chance of gaining a client when the client first gives permission to be sent an ad or contacted. Search engine marketing by its nature can be thought of as a type of permission marketing – showing advertisements to people already searching for that information – as long as the ad is relevant to what they are searching.
- Pop-UnderAn advertisement that opens in a new Web Browser window once you visit a particular page or take some other action. Considered less annoying than Pop-Up ads because the new window appears behind the existing one.
- Pop-UpAn extremely abused type of online marketing advertisement, pop-ups open new windows on your screen that partially or wholly cover your current Web Browser window. Some search engines ban ads that create a certain number (or even any) pop-up ads. Direct Online Marketing™ does not include pop-ups or pop-unders as part of its internet marketing services.
- Press OptimizationThe optimizing of press releases for search engines. This process has many similarities to Search Engine Optimization, although it focuses much more on Keyword use in content creation in regards to how press releases are often picked up by Blogs and other forms of new media.
- Push NotificationsAre messages that pop up on mobile devices, that originate from a specific app or server. It’s not necessary to be using your mobile devices, or even be in the app, to receive push notifications. They act as a way to keep the user engaged with the app, and hopefully take action (ex: send a coupon, event notification, etc.).
- RankHow well a particular Web page or website is listed in the Search Engine’s Results. For example, a Web page about apples may be listed in response to a query for “apples.” However, “rank” indicates where exactly it was listed – be it on the first page of results, the second page or perhaps the 200th page. Alternatively, it might also be said to be ranked first among all the results, or 12th, or 111th. Overall, saying a page is “listed” only means that it can be found within a search engine in response to a query, not that it necessarily ranks well for that query. Also known as position.
- RankBrainAnother notable Google algorithm update is known as RankBrain. In October 2015, Google announced that machine learning (Artificial Intelligence) had been deeply ingrained into Google search and is supposedly the third most important search ranking factor. Going beyond just keywords, Google is trying to understand the diverse ways in which users turn to search engines to answer their queries.
- RetargetingThink of retargeting like cyberstalking. Someone performs an action (often a visit to your site) and has a cookie placed on her or his browser. Then as they go visiting other sites around the Web, your ad appears in front of them, as a banner or other type of display ad, on whatever sites they visit – so long as that site accepts ads from the ad network you use for retargeting. Retargeting can be done through various ad networks and platforms.
- Return on Investment (ROI)The key statistic for many companies: are your advertisements generating profits, and how much profit given the money you have had to pay. Direct Online Marketing™ always has its eye on ROI for all partners and you should, too!
- Rich MediaWeb advertisements or pages that are more animated and/or interactive than static Banners or pages.
- Robots.txtA file used to keep Web pages from being indexed or to tell which pages you want a search engine to index.
- Run of Site (ROS)A contract specifying Run of Site means that a Banner or other type of online advertisement can appear on any page, and usually in any open placement, of a particular website.
- ScrapingThe process of copying content from one Web property and using it on another. In other words, stealing. Scraping technologies have evolved because of the needs for content and to stay ahead of legitimate content creators trying to protect what they’ve written. Some companies offer content monitoring to help protect against scraping.
- Search Engine MarketingAll forms of marketing involving search engines – chiefly Search Engine Optimization and Paid Search Marketing. Sometimes this term will also be used to refer to Paid Search exclusively.
- Search Engine Optimization (SEO)A fancy way of saying “making your site search engine friendly”. Search engine optimization is typically difficult to do on your own, especially given the increasing complexity and differences among all the search engines. Two important factors that rank highly in all major search engines are Link Popularity (how many websites – and how highly ranked those sites are – link to you) and relevant content (how pertinent information on your website or a particular Web page is to a search).
- Search Engine Reputation Management (SERM)Think of Search Engine Reputation Management as online spin control. SERM allows a person or organization better positioning through strategy involving Search Engine Optimization, Paid Search Marketing, Press Optimization, Blogging, and Social Media. The most important part of SERM is starting early – before a crisis. Also referred to as online reputation management.
- Search Engine Results PageSearch Engine Results Pages, or SERPs, are the Web pages displayed by any Search Engine for any given search. They display both Natural (organic) Listings and Pay-Per-Click ads. How high you are listed and where your ad is shown depends on Search Engine Optimization; and paid Search Engine Marketing respectively.
- Search EnginesSearch engines are places people go to search for things on the internet, such as Yahoo!, Google, or bing. Most search engines provide websites two ways of appearing: Natural (free) and Paid. Natural Listings, also referred to as organic listings, appear based on the search engines’ own formulae. You can’t pay to have your site listed higher (although some search engines require that you pay to be included in the Natural listings), but you can perform Search Engine Optimization (SEO). Paid Listings usually appear above or to the side of Natural listings and are typically identifiable as advertisements. The most common cost for advertising on Paid listings through Paid Search is Pay per Click (PPC).
- Search RetargetingA specific type of Retargeting that allows an advertiser to show ads to searchers of given keywords who have never visited the advertiser’s site.
- Search TermsA search term is a word or group of words that a person types into a Search Engine to find what they are looking for. Based upon what a company sells, a website should incorporate the most popular or most popular specific search terms into the copy as Keywords. Figuring out the appropriate search terms to put into a website and to advertise on is a huge part of a Search Engine Marketer’s job.
- SEMAcronym for search engine marketing and may also be used to refer to a person or company that does Search Engine Marketing – either Paid Search, Search Engine Optimization, or both.
- SEOAcronym for Search Engine Optimization and may also be used to refer to a person or company that does search engine optimization.
- Site RetargetingThe most common form of retargeting: displaying your ads to a visitor based on a visit to your site, or individual page of your site. These cookie-based can appear on any publisher throughout the ad network being used. Various targeting options exist, including only showing ads when a certain page has been visited (such as a landing page) and an action has not been completed (e.g. a conversion).
- SpamCan refer to unwanted data sent via email or put on a website to game a search engine. You’re probably aware of spam in the classic email sense and hopefully also aware of the strict standards and penalties associated with the CAN-SPAM Act. Spam to a search engine is Web content that the search engine deems to be detrimental to its efforts to deliver relevant, quality search results. Some search engines have written guidelines about what they consider to be spamming, but ultimately any activity a search engine deems harmful may be considered spam, whether or not there are published guidelines against. Examples of spam include the creation of nonsensical doorway pages designed to pleased search engine algorithms rather than human visitors, or heavy repetition of search terms within a page (i.e., the search terms are used tens or hundreds of times in a row). Spam derives its name from a popular Monty Python skit.
- StickinessHow often people return to a website. Constant updates, news feeds, and exclusive content are all ways to make a site stickier.
- Stock images, picture, photographStock photography is the supply of photographs, which are often licensed for specific uses.
— WikipediaStock photos are a great resource to build appealing web pages and to add a graphic element to blogging posts.Prices will vary depending on the marketplace, the quality of the photograph and the type of license it will be used for.The following is a couple of known marketplaces with affordable and a large folio of stock photos:
- Takeover AdsA type of display advertising typically reserved for high profile brands and products (consumer goods, new mass media releases, sporting events) on high traffic online publications. Commonly referenced on the homepages of sites like Yahoo!, MSN, or even ESPN.com, this advertising strategy is often called a “homepage takeover”. To deploy this as an advertising tactic, publishers allow an advertiser to place creative in each available ad spot in their layout. As web development has progressed, takeover ads can also incorporate creative into the site background, or even have some type of interactive component.
- TargetingShaping internet marketing campaigns to attract certain specific groups of prospective clients. Examples of Targeting include women, gun owners, and Medicare recipients. Behavioral Targeting is a newer, specific type of focus for advertisers.
- Text AdAn online advertisement that contains only written copy. Paid listings found on the results pages of the main Search Engines are currently Text Ads, although this is starting to change. Soon you should expect to see video ads pop up here occasionally.
- Topic ModelingAn SEO strategy used when creating or optimizing content based on the primary keyword selected for a page. Identify keywords related to the same subject of the primary keyword to utilize as secondary keywords. Then include / optimize content around the new keywords for a more robust page around the same topic.
- Tracking CodeInformation typically included in the URL that allows an advertiser to track the effectiveness of various aspects of an advertisement. Commonly tracked items include Search Term and referring Search Engine. Direct Online Marketing™ relies heavily on tracking code because tracking results is the only way to determine how effective our internet marketing services are.
- Twitter RetargetingServing ads to people who have visited your site (or performed some other action) as promoted tweets or promoted accounts while they are on twitter. These ads go across devices, so you can reach visitors on mobile as well as desktop. Twitter is currently offering this type of advertising in beta only through a few select ad network partners.
- Unique Value Proposition (UVP)In essence, what it is that sets your product, service, or company apart from others and why potential clients should care enough to choose you.
- Universal SearchThe placement of multiple types of results within a general search so that a user receives images, videos, local search results, news articles, and more next to general Web pages. Also called blended search.
- UpsellingUpselling is a sales technique whereby a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale.
— WikipediaI'm mentioning this technique in 2 particular cases that you will find on my website.WordPress / WooCommerce upsellingUsing the native WooCommerce settings, a third party plugin, or a mailing automation.CPA Networks / SpamsAs a devious practice where the scam artist will try to up-sell you something more if they feel you are willing to pay the full price without any suspicion.
- URLUniform Resource Locator. These are the letters and symbols that make up the address of specific Web pages. This page’s URL is “https://adame.ma/glossary/url”.
- UsabilityHow easy it is for a user to navigate a website and find the information he or she is seeking.
- User-Generated ContentBrands with a dedicated audience will sometimes try to include them in the content creation process. Known as user-generated content, or “UGC,” users or community members of a brand will create and contribute their original content for the brand. This content is usually posted via social media or directly on the brand’s website. These are great for increasing community engagement, gaining insight on brand sentiment, and adding diversity to a brand’s content portfolio.
- Video MarketingAn online marketing strategy that leverages the consumption of videos by internet users to promote a brand, product, or service. As smartphone technology has advanced and video publication online has become more widespread, video marketing strategies have increased their application to many areas of the online marketing mix. Advertisers can now use video as a viral marketing strategy, as a corporate communication strategy, as a way to increase thought leadership and expertise, or even to live stream events.
- Web 2.0A trendy buzzword for the internet marketing services industry, but also a legitimate idea and movement: the internet as a platform. Wikis, MySpace, and user-edited search all operate under this premise.
- Web BrowserThe program you use to access the internet. Common browsers include Microsoft Internet Explorer (IE), Apple’s Safari, and Mozilla Firefox.
- White Hat SEOUsed to describe certain Search Engine Optimization (SEO) methods, being “white hat” means using only SEO techniques that are completely above board and accepted by the Search Engines. Doing the opposite (Black Hat) can lead to your website seeing its rankings drop drastically – or being banned altogether – even if the search engine optimization tactics aren’t currently banned by search engines.
- WordPressWordPress is an extremely popular Content Management System. Developed originally for blogs, WordPress offers a great degree of flexibility and functionality.
- YandexYandex is the fastest growing search engine in the world, serving primarily Russia and other countries formerly part of the Soviet Union. It has been experimenting with an English-based search engine, but its main operations are for its Cyrillic engine. They do also offer a Google AdWords-like paid search program: Yandex Direct.