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The Marketing Glossary

301 Redirect

| 301 ˌrē-də-ˈrekt |

What is a 301 redirect? A server-side 301 redirect alerts users and search engines of a webpage’s change of URL. It allows users to find the old page by automatically redirecting the user to the new and notifies web crawlers that a webpage has permanently moved to a new location. Why do I need a 301 redirect? A 301 redirect is crucial during the process ... (read definition)

302 Redirect

| 302 ˌrē-də-ˈrekt |

What is a 302 redirect? A 302 redirect indicates a temporary page move. It tells search engines to wait to index the page until a permanent destination has been found. It should be used rarely, and a 301 redirect is typically a better solution.

404 Error

| 404 ˈer-ər |

What is a 404 error? A 404 Not Found Error message is an HTTP standard response or status code that signals to a visitor that a webpage cannot be found on the server. What causes a 404 error? A 404 Error can be caused by a website or page no longer existing, moving a webpage’s location without a 301 redirect to the new URL, as the result of a broken ... (read definition)

A/B testing

| A/B ˈtes-tiŋ |

What’s A/B testing? Split testing? A/B testing—or split testing—is a comparative method of testing everything from entire webpages to simple UI elements. A certain ratio of live visitors are served up version A of a change and the other remaining percentage will see version B. It is a way to measure the results of design changes and determine ... (read definition)

Above the Fold

| ə-ˈbəv thə ˈfōld |

What does above the fold mean and where did the term come from? In digital marketing, “above the fold” refers to the part of a webpage that can be seen without vertically scrolling. “Above the fold” is originally a legacy term taken from the newspaper industry, which originally referred to the top half of a newspaper, and specifically, all copy ... (read definition)


| ˈad ˈsens |

What is Google AdSense? Google AdSense is a free feature of Google AdWords that partners pay-per-click advertisers with content publishers. AdSense is the platform in which publishers can allow pay-per-click advertisers to display ads on their site in exchange for a chance to earn money.


| 'ad-ˈwərds |

What is Google AdWords? AdWords is Google’s proprietary pay-per-click online advertising program that allows advertisers to place ads among organic search results. AdWords is an auction, in which advertisers bid on keywords and search terms that they believe their customers are searching for and pay only for clicks on their ads. AdWords allows its ... (read definition)

Alexa Rank

| ə-ˈlek-sə ˈraŋk |, a subsidiary of Amazon, is a ranking system that measures website traffic on a massive scale. Alexa rankings are based on estimates of data gleaned from a sampling of users who have the Alexa toolbar installed in their browser. The lower a website’s Alexa Rank (1 being the the very best), the more traffic it receives overall. What are some ... (read definition)

AMP (Accelerated Mobile Pages)

| AMP (ək-ˈselə-ˌrāt-ed ˈmōbəl pāj-es) |

What are Accelerated Mobile Pages? Accelerated Mobile Pages (AMP) are web pages built to render quickly on a mobile device. There are three components to AMPs. The first is AMP HTML. It is similar to basic HTML, but is extended with custom AMP properties. The second is the AMP javascript library. The AMP JS library manages resources and ensures that ... (read definition)

Anchor Text

| ˈaŋ-kər ˈtekst |

What is anchor text? Anchor text is the visible text of a blue hyperlink, “anchoring” the hyperlink in words and characters. For example, this is what anchor text looks like. Anchor text should clue the reader into what they might find by clicking. There are many types of anchor text, which include exact match, partial match, hybrid anchor text, ... (read definition)


| API |

What’s an Application Programming Interface (API)? An Application Programming Interface (API) relates to a set of standards for accessing web-based software. Publicly released APIs, like those by Facebook, Google, Amazon, and Microsoft allow developers to create apps and websites that harness the functionality of those web-based pieces of software. What’s ... (read definition)

Automation (Marketing Automation)

| ˌȯ-tə-ˈmā-shən |

Marketing automation refers to software that exists to help marketers automate repetitive tasks like email and social media. When paired with a strong inbound strategy, it is a powerful tool that can help nurture leads and turn them into customers. However, it should be noted that automating for the sake of automating, instead of sending highly-targeted ... (read definition)


| ˈa-və-ˌtär |

An avatar is a small graphical icon or figure that represents a person in the virtual world, like on internet forums and in video games.

Average Position

| ˈa-və-rij pə-ˈzi-shən |

An AdWords metric, average position refers to how your ad typically ranks against other ads, and by extension, its prominence on Google’s search engine results pages. The lower the position, the better, with 1 being the highest. An average position of 1 to 8 generally ranks on the first page, 9 to 16 on the second, and so on. Average position, however, ... (read definition)

Backlink/Inbound Link

| ˈbakˈliŋk/ˈin-ˌbau̇nd ˈliŋk |

What is a backlink? A backlink—also referred to as an inbound link—is an incoming hyperlink from one website to another. The gathering of backlinks is called link building, and link building is an important part of an inbound marketing and SEO strategy. The more authoritative backlinks a webpage has, the more likely it is to have a higher organic ... (read definition)


| ˈband-ˌwidth |

Bandwidth is a measurement term usually used to described the rate of data transfer of a network, or the amount of data that can be spread measured in seconds, bits (bits per second, or bps) or millions of bits per second (megabits per second, or Mbps) or billions of bits per second (Gbps).

Banner Ad

| ˈba-nər ˈad |

A web banner or a banner ad is a type of graphical advertisement that is displayed on a host site. Banner ads can be of different sizes and shapes, but are usually left-to-right and across the top of a host site (referred to as a leaderboard) or up-and-down and to the side (called a skyscraper). Banner ads also function as hyperlinks pointing to the ... (read definition)

Black Hat SEO

| ˈblak ˈhat SEO |

What is Black Hat SEO? Black Hat SEO activities are used to get a quick gain in organic search by “gaming” search engines to get fast results—with activities like keyword stuffing, doorway pages, invisible text, adding irrelevant terms for SEO value, and bulk paid link building or link exchanges. How do search engines deal with Black Hat SEO tactics?  Search ... (read definition)


| ˈblak-ˌlist |

What is a blacklist? A blacklist can refer to a list of email or IP addresses that are blocked due to a malicious threat or SPAM. Blacklists can be used by servers to block attempted or perceived attacks to websites or servers, or companies can also use blacklists to filter out SPAM emails. You can check if your IP or domain is blacklisted here. ... (read definition)

Bottom of the Funnel

| ˈbä-təm əv thə ˈfə-nəl |

What is Bottom of the Funnel? Bottom of the Funnel refers to the bottom portion of the sales funnel. That is, leads who are very close to purchasing your product. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your leads. A lead at the top of the funnel should be targeted differently than ... (read definition)

Bounce Rate

| ˈbau̇ns ˈrāt |

Bounce rate, a Google Analytics metric, is the percentage of single-page sessions, or visits that consist of only one page. A high bounce rate can differ according context. If a visitor has arrived and not found what they need, they may leave or “bounce” from the site. Or it could mean a visitor found what they were searching for, such as a phone ... (read definition)

Brand Awareness

| ˈbrand ə-ˈwer-ˈnes |

Brand awareness is the extent to which consumers are familiar with your brand and the qualities that make your brand unique. Brand awareness is, in part, influenced by your brand identity. To see what’s essential to your brand identity, download our free Brand ID Checklist!

Brand Standards

| ˈbrand ˈstan-dərds |

Brand standards, also called brand guidelines or corporate identity manual, are the requirements for visually representing your brand. Usually, a document details what fonts you use and for what purposes, any colors your brand uses (and the hexadecimal codes, RBG numbers, CMYK percentages, and Pantone numbers associated with each), how your logo should ... (read definition)

Broken Link

| ˈbrō-kən ˈliŋk |

A link is broken when it does not takes the user to the intended page once they click it, possibly because the URL was entered incorrectly when the link was coded, because the page was moved, no longer exists, or is blocked by a firewall.

Call to Action

| ˈkȯl tu̇ ˈak-shən |

What is a call to action? On a website, a call to action (CTA) is a clickable image or line of text that prompts the user to do something (take action), like download a file or register for an event. In other media (a commercial, for example), a call to action is a prompt to do something, like call a number or go to a website. CTAs are important in ... (read definition)


| CMS |

A content management system, or CMS, is typically web-based software that provides a platform to create and manage digital content. Popular content management systems include WordPress and Joomla.


| CMYK |

What is CMYK? The CMYK color model is a subtractive method used in printing where four colors (cyan, magenta, yellow, and black) are combined to create all other colors. Mixing equal amounts of cyan, magenta, and yellow produces a rich black. It differs from RBG because RGB is additive and thus when equal amounts of those colors are mixed you end up ... (read definition)

Content Marketing

| kən-ˈtent ˈmär-kə-tiŋ |

Content marketing is the strategic approach to creating and curating web content, whether it’s done through writing blog posts, creating ebooks, or a number of other ways. It’s purpose is to attract customers by providing content that is relevant to their lives and the problems they face. Content marketing is closely tied to inbound marketing and ... (read definition)


| kən-ˈvər-zhən |

What is a conversion? The definition of a conversion is somewhat twofold. In a general sense, a conversion happens when someone becomes a paying customer. But a conversion can also be when a user takes an action that you have deemed as valuable. That can be almost anything—filling out a form, downloading an ebook—whatever you decide is most valuable ... (read definition)

Conversion Rate

| kən-ˈvər-zhən ˈrāt |

What is my conversion rate? Your conversion rate is the percentage of site users who take a specified action (make a purchase, download an ebook, etc.). Conversion rates are calculated by dividing the number of users who converted by the total number of users.


| ˈku̇-kēs |

What is a cookie? An HTTP cookie is a small piece of data that is sent from a website and then stored in the user’s web browser and collects user information. Cookies are used so that websites can remember information about the user, like what items were in their shopping cart during their last session or what pages they have visited before. For example, ... (read definition)


| ˈkä-pē-ˌrī-tiŋ |

What is copywriting? Copy is content meant to persuade someone to take action—buy a product, download an ebook, sign up for a newsletter, etc. Copywriting is the act of writing that content. Why is copywriting important? Copywriting is very important to marketing because it is what makes the consumer actually take an action related to a brand. Your ... (read definition)

COS (Content Optimization System)

| COS (kən-ˈtent ˌäp-tə-mə-ˈzā-shən ˈsis-təm) |

Hubspot’s COS is similar to a CMS like WordPress, except it integrates website pages, email, forms, and analytics into one platform. It is a holistic solution that lets you manage your website and manage other components of your digital marketing, all in one space.

CPA (Cost Per Acquisition)

| CPA (ˈkȯst ˈpər ˌa-kwə-ˈzi-shən) |

Cost per acquisition is the cost per acquiring a new customer. A low CPA is evidence of efficient marketing strategy.


| CPC |

What’s CPC? Cost-per-click is the amount an ad platform, like Google AdWords or Bing Ads, charges for one click on a single advertisement on their network. Generally with CPC pricing you only pay when someone clicks on your ad and not when your ad is simply viewed or served.


| CPM |

Similar to cost-per-click, CPM is an acronym for cost-per-thousand, and is used in pay-per-click advertising to denote the cost per thousand impressions of an ad on the display network. “Thousand” refers to the number of times the ad has to be served to trigger a charge, “M” being the Roman numeral for 1,000.


| CRM |

CRM is a sales/marketing acronym which either describes Customer Relationship Marketing or a Customer Relationship Management tool that acts as a database to facilitate and coordinate marketing activities. Some of the most popular CRMs include Salesforce, Hubspot CRM, SugarCRM, Microsoft’s ClickDimensions, Oracle Sales Cloud, BatchBooks and many ... (read definition)

CRO (Conversion Rate Optimization)

| CRO (kən-ˈvər-zhən ˈrāt ˌäp-tə-mə-ˈzā-shən) |

What is CRO? Conversion rate optimization, or CRO, is the practice of optimizing a web page, landing page, digital marketing ad, contact form or call to action to generate more conversions (clicks, leads, shares or sales). Conversion rate optimization can involve copywriting, search engine optimization, design and layout of UI elements to the same ... (read definition)


| CSS |

What is CSS? CSS stands for cascading style sheets and was developed for designers to change the overall look of a webpage. There are 3 levels of CSS; CSS1, CSS2, and CSS3. Most browsers support all levels of CSS1 and CSS2, and some of CSS3. Style sheets change the appearance of the document, apart from the actual content of that’s on the web page ... (read definition)

Customer Retention

| ˈkəs-tə-mər ri-ˈten(t)-shən |

Customer retention refers to activities and actions that a company takes in order to keep, or retain, customers. Things like loyalty programs and email marketing are put in place to keep customers engaged and coming back to purchase from that company. Oftentimes, it is cheaper to retain a current customer than it is to acquire a new one.

Drip Campaign

| ˈdrip kam-ˈpān |

What is a drip campaign? Drip campaigns are also called many other names—like drip marketing, automated email campaigns, or marketing automation. They refer to a set of marketing emails that are sent out automatically to leads on a schedule. The idea is to “drip” your content down to your contacts, on a steady pace that keeps them engaged and ... (read definition)


| ˈē-ˌbu̇k |

What is an ebook? An ebook is an electronic version of a book that is formatted for reading on a screen, rather than printed. It can be viewed on a computer, tablet, or phone.

Email Blast

| ˈē-ˌmāl ˈblast |

What is an email blast? An email blast, sometimes also called a bulk email or mass email, is an email that is sent to many people at the same time. Usually, email blasts are sent out when there is something urgent or newsworthy that your company wants to tell its contacts, like when you are having a sale. Email blasts are for when you want to send to ... (read definition)

Exit Rate

| ˈeg-zət ˈrāt |

What is exit rate? The exit rate of a page on your website is the percentage of sessions[link] where that page was the last page before the user left your site. This means that the user did not land on that page, but instead viewed other pages on your site before navigating to the exit page through your site navigation. What does a high exit rate mean? A ... (read definition)

Google Analytics

| ˈgü-gəl ˌa-nə-ˈli-tiks |

What is Google Analytics? Google Analytics is Google’s proprietary website analytics platform. By inserting code snippets into your website, you can use Google Analytics to help you recognize where your web traffic is coming from, how people interact with your website, what parts of your site capture their attention, and what elements leave something ... (read definition)


| ˈgra-və-ˌtär |

A gravatar is a globally recognized avatar. You create a profile only once and upload your avatar. Then, on any gravatar enabled site, your gravatar automatically follows you there, and you won’t need to create a new account for each new site you come upon.

Heat Map

| ˈhēt ˈmap |

What is a heat map? A heat map is a visual representation of where site visitors focus their attention on your website. Heat maps can help you gain valuable insight about what site content is important to users and the paths they take on your pages. Areas that they pay more attention to will be “hot” and red, while “cooler” areas are represented ... (read definition)


| HTML |

HTML stands for hypertext markup language, which is the standard programming language for creating webpages. Every page on the web is created with HTML, because HTML gives a webpage its structure. It can be thought of as a skeleton that holds all of the page elements together.


| HTML5 |

HTML5 is the newest version of HTML that allows for new technologies and capabilities previously unavailable with other versions of HTML.


| ˈhəb-ˈspät |

Hubspot is a company based in Massachusetts that is known for its inbound marketing software, also called Hubspot, that helps companies attract site visitors, convert leads and close customers. The company is a leader in the inbound marketing industry and actually coined the term inbound marketing. MODassic is a Hubspot Gold Partner because Hubspot ... (read definition)

Inbound Marketing

| ˈin-ˌbau̇nd ˈmär-kə-tiŋ |

What is inbound marketing? Inbound marketing is about using marketing efforts to bring customers to you (inbound), instead of pushing your content out far and wide and fighting for the attention of consumers (outbound). It’s all about drawing customers in with specifically targeted content made for them. How do I do it? Use content marketing and the ... (read definition)


| ˈker-niŋ |

Kerning is the amount of space between characters in a font. Sometimes, the automated spacing between letters is uneven depending on which characters are used, so the kerning is adjusted in order to achieve a more visually pleasing result.


| ˈkē-ˈwərd |

What is a keyword? A keyword is a word or group of words that a user inputs into a search engine in order to find information related to that keyword. Long tail keywords are longer and more specific. Consumers are more likely to use long tail keywords when they are further down the sales funnel and closer to actually making a purchase. What is keyword ... (read definition)

Landing Page

| ˈlan-diŋ ˈpāj |

What is a landing page? A landing page is any page on a website that a visitor can arrive at, or “land” on. But when considering the term within the context of marketing, a landing page is a page that is built distinctly from the rest of your website and designed with a specific purpose in mind, either to generate leads or to persuade the visitor ... (read definition)

Meta Description

| ˌme-tə di-ˈskrip-shən |

The meta description is a short snippet of text (about 165-175 characters) that summarizes a webpage’s content. Search engines use the meta description of a page as the short blurb describing the site underneath a search engine result. Therefore, an optimized meta description is an important part of on-page SEO.

Meta Tag

| ˌme-tə ˈtag |

Meta tags are bits of HTML code that provide data about a webpage’s content to a search engine. Meta tags do not appear on the page itself, but within the head tag of the page’s HTML code. The meta tag has different attributes that tell search engines different things. For example, the Description attribute describes what your webpage is about. ... (read definition)

Middle of the Funnel

| ˈmi-dəl əv thə ˈfə-nəl |

What is Middle of the Funnel? Middle of the Funnel refers to the middle portion of the sales funnel. Consumers who are in the middle of the funnel are aware that they have some sort of need to be solved and are looking for a solution. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your ... (read definition)

MQL (Marketing Qualified Lead)

| MQL (ˈmär-kə-tiŋ ˈkwä-lə-ˌfīd ˈlēd) |

A marketing qualified lead is a lead that, because of their engagement level with your business, is likely to become a customer at some point with a little nurturing.


| ˈäpt-ˈau̇t/ˈən-səb-ˈskrīb |

What does it mean when someone opts out or unsubscribes from your emails? When someone elects to opt out or unsubscribe from your email marketing, that means they have chosen to no longer receive emails from you. Why is it important to include an unsubscribe link in your emails? You must add an unsubscribe link to the bottom of every email marketing ... (read definition)


| ˈpāj-ˈvyü |

A pageview is a single request to load (or reload) one page in a web browser. Pageviews is a metric that represents the total number of views of a page.


| pər-ˈsō-nəs |

What is a persona? A buyer persona is a representation of a company’s ideal customer(s). Personas identify all of the characteristics of a company’s target customers—what they’re like, what they want and need, what worries them, things they are searching for, etc.—so that you have a better understanding of your customer base and how to market ... (read definition)


| ˈraŋk-ˈbrān |

What is RankBrain? RankBrain is a machine-learning artificial intelligence program that Google developed to help process search queries and results. RankBrain interprets searches to find pages that might not have the exact words that were searched for and is able to make connections between search queries. For example, RankBrain could connect a rare ... (read definition)


| ˈrā-ˈmär-kə-tiŋ/ˈrā-ˈtär-gə-tiŋ |

Remarketing and Retargeting are two words for the same concept. Remarketing helps you reach people that have already visited your website. By using cookie data, you can put your ads in front of users that have already been on your website to reinforce your brand positioning in their minds and encourage another visit to your site. Studies show that ... (read definition)


| ROI |

What is ROI? Return on investment is an important metric in business. It measures the efficiency of an investment by calculating the return (or benefit) of an investment relative to the investment’s original cost. ROI is represented as a percentage. How do you calculate ROI? To calculate ROI, subtract the cost of the investment from the return of ... (read definition)

Sales Funnel

| ˈsālz ˈfə-nəl |

What is the sales funnel? The sales funnel is a visualization of the process that people go through to becoming a customer of your business. The sales funnel can be outlined in a simple process. Understanding your sales funnel and how a user’s needs change as they go through the sales funnel is extremely valuable. It allows you to tailor your ... (read definition)

Search Query

| ˈsərch ˈkwir-ē |

A search query is a word or term that a user enters into a search engine in order to find information about that topic. The results for that query are shown on the SERP.


| SEO |

Search Engine Optimization is the process of optimizing websites to be indexed and ranked highly by search engines (like Google or Bing). Good, user-focused SEO tactics are considered White Hat, while tactics that try to trick search engines into ranking the page are considered Black Hat.

SERP (Search Engine Results Page)

| SERP (ˈsərch ˈen-jən ri-ˈzəlts ˈpāj) |

A search engine results page is the page displayed by a search engine (like Google or Bing) after a user enters a search query.

SQL (Sales Qualified Lead)

| SQL (ˈsālz ˈkwä-lə-ˌfīd ˈlēd) |

A sales qualified lead is further along in the buying process than a marketing qualified lead, and as such are much more sales ready. Think of it this way: a MQL could become a customer at some point, but an SQL is ready to become a customer now.


| tak-ˈsä-nə-mē |

What is a taxonomy? A taxonomy in web development terms—as in scientific language—is the concept of systematic categorization and classification. In development, taxonomy allows CMS developers to group together similar items. Taxonomies can be customized to thematically organize multiple groups. What’s an example of a default taxonomy? For ... (read definition)

Title Tag

| ˈtī-təl ˈtag |

What is a title tag? A title tag is an HTML element that is used to describe the page in SERPs. It is displayed at the top of a web browser, usually to the right of a website’s favicon. What’s the best practice for title tags? In many web browsers, only the first 55 to 60 characters of a title tag are actually displayed, but since title tags are ... (read definition)

Top of the Funnel

| ˈtäp əv thə ˈfə-nəl |

What is Top of the Funnel? Top of the Funnel refers to the top portion of the sales funnel, or where prospects enter the sales funnel. The concept is important in inbound marketing because it shapes the type of content that should be delivered to your visitors. Someone at the top of the funnel should be targeted differently than a lead at the bottom. ... (read definition)

UI (User Interface)

| UI (ˈyü-zər ˈin-tər-ˌfās) |

UI or User Interface refers to the physical elements that a user engages with. On a webpage or device this includes menus, buttons, date pickers, and text fields, plus elements like breadcrumbs, image sliders, pagination, etc. The user interface should seamlessly guide the user through a website or app and communicate the strengths and positioning of ... (read definition)

UX (User Experience)

| UX (ˈyü-zər ik-ˈspir-ē-əns) |

User experience, or UX, is a term that is thrown around quite a bit, and more trendy to write on a whiteboard than it is to be explained. Essentially, it is user satisfaction as related to a website’s usability, accessibility, and reliability. When considering UX, ask yourself, “Does the user have a positive interaction with my site?”

VPS Hosting

| VPS ˈhōs-tiŋ |

A VPS, or virtual private server, hosting option allows for dedicated functionality on a shared hosting budget. It is an ideal middle ground for many e-commerce, storefront, and corporate sites that need 100% protection from attack, but not a wholly dedicated server, which is overkill for most sites.

White Hat SEO

| ˈhwīt ˈhat SEO |

What is White Hat SEO? White Hat SEO tactics are optimization tactics that focus on the user, instead of trying to trick the search engine into ranking the site (called Black Hat tactics). White Hat tactics completely follow search engine rules and policies.


| ˈwərk-ˈflō |

A workflow can refer to many things, but we will talk about it within the context of marketing automation and Hubspot. A workflow, executed on the basis of a starting condition, is a sequence of marketing processes that a contact goes through on their way to completion. Workflows can have many triggers that result in different, timely actions, and are ... (read definition)