Glossary


A

Ad Manager Account – An advertising account on Facebook that allows you to run ads on the Facebook Ad Network.
Adwords (Google Adwords) – A Google owned program that is used by advertisers to place ads on Google search results pages, on Youtube, and on Google ad network sites. Adwords is the primary platform for PPC advertising.
Analytics (or Google Analytics) – A Google platform that allows webmasters to collect statistics and data about website visitors. Google Analytics (sometimes abbreviated as GA) allows webmasters to see where web traffic comes from and how visitors behave once on the site.

B

Banner Ad – A popular type of digital image ad that can be placed across various websites. The largest and most popular image ad network is run by Google.
Black Hat – Slang for an unethical digital marketer or SEO who uses spammy tactics to rank websites, like article spinning, mass directory link building, or negative SEO.
Blog – Short for “web log”, a blog is a web page or a website that is regularly updated with new written content. Blogs are an important section of a website in digital marketing, as they offer fresh new content on a regular basis which can help attract new visitors, engage existing visitors, and give authority signals to Google.

C

Campaign – A series of advertising messages that share a theme, and market a product or service. In the context of digital marketing, campaigns can be run through search and display network advertising platforms (i.e. Google, Bing), social media, email, or other online platforms.
Contact Form – A section on a website with fillable fields for visitors to contact the website owner, most commonly used to collect name, phone number, and email address of potential customers.
Content – Any form of media online that can be read, watched, or interacted with. Content commonly refers specifically to written material, but can also include images and videos.

CTA (Call to Action) – an element on a web page used to push visitors towards a specific action or conversion. A CTA can be a clickable button with text, an image, or text, and typically uses an imperative verb phrase like: “call today” or “buy now”.

D

Data Controller – A controller determines the purposes and means of processing personal data

Data Processor – A processor is responsible for processing personal data on behalf of a controller. If you are a processor, the GDPR places specific legal obligations on you; for example, you are required to maintain records of personal data and processing activities. You will have legal liability if you are responsible for a breach

Data Protection Officer – or DPO, assigned in a company to handle all matters in accordance with the EU General Data Protection Regulation (GDPR).

Digital Marketing – A catchall term for online work that includes specialized marketing practices like SEO, PPC, CRO, web design, blogging, content, and any other form of advertising on a internet-connected device with a screen. Traditionally, television was not considered digital marketing, however the shift from cable television to internet streaming means that digital advertising can now be served to online TV viewers.

Directory – A website that categorically lists websites with similar themes. Some directories like chambers of commerce (a list of businesses in one geographic area) can be helpful for SEO, however widespread abuse of spam directories led Google to discount links from directories whose sole purpose was selling links.

E

Ecommerce (or E-Commerce) – Stands for Electronic Commerce, it is a classification for businesses that conduct business online. The most common form of e commerce business is an online retailer that sells products direct to the consumer.
Email List – A collection of email addresses that can be used to send targeted email marketing campaigns. Lists are typically segmented by user classification so a list of existing customers can receive one type of communication, while potential customers can receive more promotional communication.
Email Marketing – The use of email with the goal of acquiring sales, customers, or any other type of conversion.

F

Facebook Advertising – Facebook allows advertisers to reach its users through their ad network. A range of ad types can be created to reach various goals set by companies. Facebook advertising is unique in that audiences are set up based on vast demographic information that Facebook has about their users, as compared to Google advertising that uses keywords.
Facebook Profile – A personal Facebook account. Profiles are automatically created when a user signs up.
Facebook Business Page – A public webpage on Facebook created to represent a company. Using a business page gives users access to Facebook Ads Manager. It also allows businesses to engage with users (i.e. page likes, message responses, post content).
Facebook Ads Manager – Ads Manager is a tool for creating Facebook ads, managing when and where they’ll run, and tracking how well campaigns are performing on Facebook, Instagram or their Audience Network.

G

GDPR – General Data Protection Regulation which is in effect in the European Union, which demands the protection of an individual’s personal information to ensure this information is not misused or hacked. All businesses which deal with such information have to comply with this regulation. See our Services Page for an Overview on GDPR.
Google – Company behind the search engine giant Google.com. Founded in 1998, Google now controls approximately 80% of the search market.
Google+ – Google’s own social media platform. Google+ has been used to varying success by the company, and is still receiving updates that change functionality in a variety of ways. Google+ can also be used for business pages (Google My Business), which can feature information, company events, updates, and more.
Google Analytics – A free software platform created by Google, which is used to analyze nearly every aspect of users accessing a website. Website traffic, conversions, user metrics, historical data comparisons, and effectiveness of each channel of marketing can all be managed using this tool.
Google Adwords – Google’s online advertising service. This system allows advertisers to reach customers through their search and display networks. AdWords offers several cost models which vary by bidding strategy and company goals. Advertisers can bid on keywords which allows their ads to show in Google search results and on Google’s network of partner websites.
Google Maps – The location and navigation service provided by Google. Using maps.google.com, users can search for stores, restaurants, businesses, and landmarks anywhere in the world. Typically, users will find routes to nearby establishments including local businesses using Maps.

H

Hashtag – a phrase beginning with the symbol “#” used in social media as a way for tagging content for users to find. Adding hashtags to a post allows users to find that post when searching for that topic. This can be used for finding users looking for broad topics on social media, as well as niche, detailed topics.
Header – Can refer to either the top portion of a webpage that typically contains the logo and menu, or the section of HTML in a website’s code that contains important information about the site.
HTTPS – Stands for Hypertext Transfer Protocol Secure. Is a secured version of HTTP, which is used to define how data is formatted and transmitted across the web. HTTPS has an advantage over HTTP in that the data sent when fetching a webpage is encrypted, adding a layer of security so that third parties can’t gather data about the webpage when the data is sent from the server to the browser.

I

Impression – A term used in Pay per click advertising that represents how many times an ad was shown.
IP Address – An IP (Internet Protocol) address is a unique number that identifies a device using the internet to communicate over a network. Each device has a unique IP address, and can be used to locate and differentiate that device from all other devices when using the internet.
You can find your public IP address by going to Google and searching “what is my ip address.”

K

Keyword – A word or phrase indicative of the major theme in a piece of content. When you search for something in a search engine, you type in a keyword and the search engine gives you results based on that keyword. One major Goal of SEO is to have your website show in searches for as many keywords as possible.

L

Landing Page – The destination webpage a user lands on after clicking on a link (either in an ad or anywhere else). Some landing pages are designed with the purpose of lead generation, and others are with the purpose of directing the flow of traffic throughout a site.
Lead – A potential customer in the sales funnel who has communicated with a business with intent to purchase through a call, email, or online form fill.
Linkedin – A social networking website oriented around connecting professionals to jobs, businesses and other professionals in their industry. Linkedin is also a strong platform for marketing, job posting, and sharing professional content.

M

Map Pack: The section of Google search results pages featuring three businesses listed in a local map section. The map pack shows up for queries with local intent, a general business type, or a “near me” search.

N

NAP (Name, Address, Phone Number) – An acronym for local citations. Consistency in name, address, and phone number citations is an important piece of a local SEO Campaign. To build local SEO authority, a business’s name, address ,and phone number should be listed across local citation websites like Yelp, Google Business, Angie’s List, Yellowpages, Better Business Bureau, Foursquare, and more.

O

Opt-in – When a user joins your email list or opts in to receive communicationfrom you.

Organic –  A source of traffic to a website that comes through clicking on a non-paid search engine result. Organic traffic is a main measurement of an SEO campaign and grows as a site ranks better for keywords, or ranks for more keywords in search engines.

P

PPC / Pay-Per-Click – An online advertising model in which advertisers are charged for their ad once it is clicked. The PPC model is commonly associated with search engine and social media advertising like Google Adwords and Facebook Ads.
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PDF – A digital document format that provides a digital image of text or graphics. PDF’s are the preferred document type when uploading documents to the internet because of its ease of use and its ability to be imported or converted easily. PDFs can be read and indexed by Google just as a normal web page can.

Q

Query – The term given for what a user types and searches using search engines like Google, Bing, and Yahoo. Examples of queries include “austin electrician,” “how do i know if i have a raccoon in my attic,” “distance to nearest coffee shop,” and many more.

R

Remarketing – Also known as retargeting, a type of paid ad that allows advertisers to show ads to customers who have already visited their site. Once a user visits a site, a small piece of data called a “cookie” will be stored in the user’s browser. When the user then visits other sites, this cookie can allow remarketing ads to be shown. Remarketing allows advertisers to “follow” users around in attempts to get the user back to the original site.

S

Search Engine – a program that searches an index of information and returns results to the user based on corresponding keywords. The most well known search engines are Google, Youtube, Bing, and Yahoo.
SEO (Search Engine Optimization) – the process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.
Spam – A broad term that includes many different nefarious activities in digital marketing that are done either to help a website rank better or to harm a competitor website. Spam is often in seen the form of hundreds or thousands of low-quality backlinks that were built by a black hat SEO to manipulate rankings.

T

Twitter – A social media platform where users interact, or “tweet” by posting a message or replying to a message in 140 characters or less. Each keystroke on a keyboard is considered a character. Twitter is used to share information and links, and utilizes hashtags to categorize information. Tweets are typically public and can be seen by anyone. If you are followed by another user, that user will see your tweets in their feed. Similarly, you will the see the tweets of anyone you follow in your feed.

U

URL – stands for Uniform Resource Locator and is the address of a web page. The URL refers to what specific web page a web browser is viewing.
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V

Visitors – A metric in Google Analytics that quantifies a user of a website over a particular period of time. Visitors are often broken down between “new visitors” who are browsing for the first time in the allotted time period, or “returning visitors” who have already browsed at least once in the given time frame.

W

Website – A document of group of documents that are accessible on the World Wide Web.
Webinar – An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.
White Hat – Term for ethical digital marketers who don’t participate in work that could be viewed as unethical or as spam.
Wireframe – a cursory layout drawing of a webpage that acts as the first step in the design process.

Y

Yelp – A social review platform and search engine that allows users to leave reviews for businesses. Yelp also offers an advertising program which gives advertisers the ability show their marketing assets to qualified Yelp users based on keyword searches.
YouTube – A video sharing website, bought by Google in 2006. YouTube is part of Google’s ad network. Youtube is currently the 2nd most used search engine in the world.
YouTube advertising – YouTube offers advertising in 6 different formats. Display ads, overlay ads, skippable video, non-skippable video ads, bumper ads, and sponsored cards. These ads can all be created and run through the Google Adwords platform.