Glossary

Discover search marketing terms

A

Above the Fold

Above the fold is the upper portion of a webpage that is visible when you land on that page. The term originated from early newspaper marketing tactics.

Ad Campaigns

Ad campaigns are a set of advertisements that focus on a single message, which are intended to meet a specific business goal as well as lead to conversions.

AdWords

Google AdWords, now known as Google Ads, is an advertising service hosted by Google, where advertisers pay to display advertisements through various forms.

Anchor Text

Anchor text is the text that appears highlighted in a hyperlink. When clicked, it opens up another web page on any domain.

Average Order Value (AOV)

AOV (average order value) is a metric that tracks the average dollar amount spent every time a customer places an order on a website.

B

Backlinks

Backlinks, also known as inbound links, are links one website gets from another website. Learn more about valuable link building tactics from Directive!

Below the Fold

Below the fold is the content that is not immediately visible when they first land on the page so they must scroll down the webpage to view it.

Black Hat SEO

Black hat SEO is the practice of increasing a site’s authority or ability to rank on Google through techniques that violate their terms of service.

Bounce Rate

Bounce rate is the percentage of visitors to a particular website who leave the website (or bounce from) after viewing a single page.

Broad Match Modifier

The broad match modifier is responsible for showing ads if the keywords show up in the search query in the exact or a similar variant form.

C

Call to Action (CTA)

A call to action (CTA) is a statement included above the fold on a landing page or at the end of a piece of content designed to get an immediate response from the reader.

Canonical Tag

A canonical tag is something that tells search engines that a certain URL is the master copy or authoritative source for a piece of web content.

Click Through Rate (CTR)

Click through rate (CTR) is a marketing term that refers to the percentage of people visiting a web page from an advertisement or organic search result.

Closed Loop Marketing

Closed-loop marketing is the use of data analytics to track individual customers from their first interaction with the marketing funnel through the entire sales cycle.

Content Management System

A content management system, or CMS, is a software application used to manage web content for a website (or multiple sites).

Content Syndication

Content syndication refers to when any web-based content is re-published by a third-party website. Learn more about the SEO impact of syndicated content!

Conversion Rate

A conversion rate for a website or specific webpage is the number of conversions the page has generated divided by the number of visitors.

Conversion Rate Optimization (CRO)

Conversion rate optimization (CRO) is the practice of increasing the conversion rate in any business practice, whether it be marketing or sales.

Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is a marketing metric that measures the total cost to acquire a single paying customer for a campaign or marketing channel.

CPC (Cost per Click)

CPC (or cost per click) is a method that websites use to calculate a bill based on the number of times a visitor clicks on an advertisement.

D

Demand Generation

Demand generation is any activity that pushes awareness and interest in a product, service, or offers from a business with the goal to generate leads.

Digital Marketing Strategy

Digital marketing strategy is a marketing strategy with a focus on digital channels, including SEO, social media, PPC, and more.

E

Ecommerce SEO

Ecommerce SEO is the process of making your online business more visible on search engine results pages (SERPs), and ultimately rank for certain products.

Engagement Rate

Engagement rate is a set of metrics used to measure customer engagement in digital marketing.

Enterprise SEO

Enterprise SEO is the process of performing search engine optimization on a much grander scale for larger companies.

F

Forecasting

Forecasting uses current and historical data as the basis for predictions about future events. Learn more about how to forecast your growth with Directive!

G

Guest Posting

Guest posting (or guest blogging) refers to the process of writing content for the purpose of being posted on someone else's blog.

H

Heat Map

A heat map is a visual representation of data that allows marketers to record and quantify how Internet users use their mouse or trackpad on a website.

I

Inbound Marketing

Inbound marketing refers to a marketing methodology that is made to draw potential customers in, instead of pushing product or service outward.

K

Key Performance Indicator (KPI)

A key performance indicator (KPI) is a measurement that reflects how effectively an organization, department, campaign or individual is meeting its intended objectives.

L

Landing Page

A landing page is a single webpage that has been created specifically for an advertising campaign. It's the first webpage where a user "lands" after they have clicked on a Google Ad.

Lead Generation

Lead generation refers to the process of generating interest among consumers for a product or service with the end goal of turning that interest into a sale.

Lifetime Value (LTV)

Lifetime value (LTV) is an estimate of the average revenue a single customer will produce throughout their lifespan as a customer.

Long Tail Keywords

Long tail keywords are keywords that are on the long tail of the demand curve, meaning that they have a low monthly search volume.

M

Marketing Analytics

Marketing analytics consists of all the processes and technologies that allow marketers to measure and evaluate the success of their marketing strategies.

Marketing Funnel

A marketing funnel is a break down of the path customers take starting from the awareness of your business to the purchase or conversion on your website.

Meta Description

A meta description is a component within your meta tags that helps to describe your webpage.

Meta Keywords

Meta keywords are a type of meta tag that appears in the HTML code of a webpage that help tell search engines the topic of a page.

Multivariate Testing

Multivariate testing is a useful technique for testing a marketing hypothesis where multiple variables are modified to gather insights on website changes.

N

Net Promoter Score (NPS)

Net promoter score is a metric that businesses use to measure customer loyalty and as a measure for healthy business growth.

O

Online Marketing

Online marketing refers to the practice of using web-based channels to market a company's brand, services, or products to its target audience.

Organic Traffic

Organic traffic refers to the visitors that come to your website as the result of unpaid (or "organic") search results directly from the SERP.

Outreach Marketing

Outreach marketing is a marketing strategy that focuses on pitching your business content to certain influential people who have a strong relationship with your target audience.

P

PPC

PPC (pay-per-click) is an advertising model that allows marketers to place ads on a platform and pay for each time their ad receives a click.

Product Marketing

Product marketing is a marketing discipline that focuses on the process of bringing a specific product to the marketplace.

R

Relationship Marketing

Relationship marketing is a set of marketing strategies whose goal is to create long-term engagement between the organization and its customers.

Remarketing

Remarketing is the process of targeting customers who have already viewed or showed interest in something on your site and enticing them to come back.

Responsive Design

Responsive design is a website design technique that allows a website to render and function well across different platforms such as desktop, tablet, and phone.

Rich Snippets

Rich Snippets refer to a type of structured data markup that allows Google to better decipher and understand what information is present on each web page.

S

Search Engine Marketing (SEM)

Search engine marketing (SEM) is a digital marketing strategy that is used to increase the visibility of a website or page in search engine results pages.

SEO (Search Engine Optimization)

SEO (search engine optimization) is a highly involved and focused process of getting webpages to rank higher in search engines such a Google.

SERP (Search Engine Results Page)

SERP (search engine results page) is a list of webpages that appears after someone searches on Google and other search engines.

Split Testing

Split testing is a method of conducting a randomized experiment with two variants in order to statistically test a hypothesis.

Statistical Significance

Statistical significance is the likelihood that a relationship between two or more variables is caused by something more than just random chance.

T

Target Audience

A target audience is the demographic of people determined internally to be interested in your products or services.

U

Unique Value Proposition (UVP)

A unique value proposition (UVP) is a simple and refined statement that is meant to convey the value of your product or service to a prospective customer.

User Experience (UX)

User experience (UX) design is the process of designing webpages that meet the needs of a potential customer in every interaction with the company.

V

Viral Marketing

Viral marketing is a digital marketing strategy whose goal is to reach as many people as possible through word-of-mouth and social sharing.

W

Website Analytics

Website analytics is the collection, measurement, analysis, and reporting of data in order to understand user interaction with your website.

White Hat SEO

White hat SEO refers to any SEO (search engine optimization) strategy or tactic that has been approved by major search engines, such as Google and Bing.

White Paper

A white paper is an informational document made to promote or highlight the features of a product, service, or solution.

X

XML (Extensible Markup Language) Sitemaps

XML (Extensible Markup Language) sitemaps are documents or files that contain information about a website's most important pages.