| 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 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 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)
| 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.
| ə-ˈlek-sə ˈraŋk |
Alexa.com, 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)
| 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)
| 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.
| 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)
| 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)
| 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)
| 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)
| 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)
| 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.
| 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.
| 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 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 (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.
| 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.
| 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)
| 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.
| 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)
| 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.
| 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)
| 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)
| 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)
| 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.
| 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)
| 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.
| 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)
| 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 (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.
| 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 (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 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.
| 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.