Testing done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.
Ads (former AdWords)
Google’s advertising system, in which marketers bid on specific keywords to make their PPC ads appear in search results. If you’ve never run an Ads campaign or want to improve your Ads campaigns, the experienced SEM team of relación can help you.
A personal or group of people updating, writing, and maintaining a blog. Blogging is an important pillar of content marketing. See the relación blog.
Bottom of the Funnel
A funnel is the series of steps a website user needs to take to complete a defined conversion, i.e. a newsletter sign-up. The bottom of the funnel is the last phase of the business cycle where customers are about to make a purchase or make an intended action.
The number of website visits in which a user lands on a page, doesn’t interact with it, and then leaves the site almost immediately again. This number should be as low as possible, as it’s a ranking factor for Google. To identify why your page visitors leave so quickly, an app / website audit can help.
Associated with ads and websites, a call-to-action is typically a button that prompts visitors to take an action, for example “Shop Now” or “Sign Up Today” buttons on a business page or advertisement. Many websites lack sufficient CTA’s or the right CTA’s for their target group, so if you’re unsure, better get a UX audit done to investigate.
The biggest benefit to inbound marketing tactics / software. Closed-loop marketing is being able to track every step of marketing to a user.
A Content Management System (CMS) is the web application that make website management simple and secure. In a CMS, you can edit the look and content of a website. Popular systems are WordPress and Magento.
The creation and sharing of online content (videos, images, infographics, articles, etc.). Many businesses struggle in providing a sufficient amount of professionally written and target-aimed content. If you need help, our experienced content creation team can lend you a hand (or camera lens).
The percentage of people who take a desired action on a website (buying something, sharing something, etc.).
Cost per click. How much an advertiser pays for each click on an advertisement. The goal of every marketer is to lower the CPC as much as possible while at the same time reach the best (i.e. largest or best converting, depending on the campaign goal) audience.
The multiple screens (for example, a desktop, a tablet and a smartphone) users have. Marketers try to determine which messages work best for which devices.
The Click-Through-Rate is the number of clicks an ad receives divided by the number of times the ad is shown (clicks divided by impressions = CTR).
Emails that communicate or solicit something to their recipients. Used to promote, advertise, request, connect, or even just build loyalty. Email campaigns, also called EDM’s, can be automated (i.e. welcome email, order confirmation email, birthday email) or sent out for sharing information (i.e. newsletters) or promoting campaigns (i.e. sales campaign, event). As email marketing is one of the most successful marketing measures for every business, make sure you got the right EDM’s in place.
The amount of interaction a piece of content gets from users, measured by likes, shares, comments.
Google My Business
A free tool for businesses and brands to manage their online presence across Google, including Search and Maps. Used to verify and edit business information and gather reviews.
The number of times a user sees an online ad.
A link on another website to your own website. Links are seen as “recommendation” by Google, therefore: The more pages with authority link to your website, the better Google perceives and ranks it. Our SEO experts can educate you more thorough about this.
Influencers / Influencer Marketing
Marketing that uses leaders or popular icons of a market to promote your brand. Typically, influencers have a large follower base that is very attached to the person and sees them as a role model, therefore take advice from them and strive to imitate them by using the same brands or enjoying the same experiences.
A visual representation of a piece of content or data. Often used to condense a lot of information, such as statistics, into an easy to understand as a visually appealing image.
Topics and phrases that get indexed in search results. A keyword can consist of one or more words, i.e. “buy socks online”, “electrician” or “pizza delivery”. In paid search advertising, advertisers try to rank for keywords relevant to their business that users will search for. If you need help to identify the right keywords for your website or ad campaigns, get in touch with us.
Short for Key Performance Indicator. The measurement of how well a company is achieving its business objectives.
A page strictly used for leads that promotes, markets or informs about a particular offer, event or item. It typically consists of a bit of content and imagery to generate interest and a contact form / call to action to make it easy for the user to get in touch.
A user completing a desired conversion by showing interest in products or services (i.e. people who fill out information forms, request more info, call a business etc.).
The process of trying to get external pages to link to a specific website or page on a website in order to gain a better SEO ranking.
Very specific search phrases containing keywords of 3 or more words. Their search volume is lower than for shorter keywords (Short-Tail Keywords), but because they are more specific, users show a very high interest in the pages on the top of search engines that appear for these queries.
Meta data are descriptive data containing information about a website. They’re snippets of text that describe a page’s content and appear in a page’s code. Meta data are comprised of meta keywords (keywords that are relevant to the page), title tags (the text search engines display in search results as the “title” of the whole page) and description (which provides information about the page under its listing on a search engine). The meta data are a part of on-page SEO optimisation.
Mobile Marketing / Optimisation
Optimising marketing, advertising and website performance for mobile devices (phones, tablets).
Subtle advertising that relates to the platform it’s appearing on to seem natural and part of the user’s experience. Unlike interstitial ads, native ads aren’t interruptive and appear one with the platform it appears on.
A link used to tell search engine crawlers not to follow back to linked websites. A no-follow tag is used to avoid search violations or affiliations with spam.
Incoming links and references that impact the ranking / indexing of a website in search results.
SEO to influence the ranking of a website by working with the SEO criteria of each page (title tags, meta data, ALT tags, URL, link structure….).
An instant of an internet user visiting a specific page on a website. Used by marketers to evaluate the reach of a website.
Negative effects to a website’s search rankings based on algorithm updates or manual review of a website made by a search engine.
A paid form of ads used by marketers through tools like Google Ads or Facebook Ads. The advertiser pays the tool every time a user clicks on the ad, thus giving it the name Pay-Per-Click.
Website development that adapts to how users view a website. Example: A website that is designed to respond accordingly to a user that is on a desktop and a user that is on a tablet. If the website is viewed on mobile, it should break down the elements into a longer, reduced template to better adapt to the small screen size by keeping the website easily navigable. All websites designed by relación are mobile responsive.
The practice of putting targeted ads in front of an audience / user that has viewed your website or products before as they browse other website on the internet. Example: Seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.
Rich Snippets / Text
The term used to describe a data markup that site managers can add to their existing HTML that allows search engines to better understand each page’s information.
An acronym for return on investment. ROI measures the benefit, or return, on expenditure.
An acronym that stands for Software as a Service. SaaS is a software licensing and delivery service and is sometimes referred to as “software on demand”.
An acronym for search engine optimisation. SEO is the process of manipulating a website to in turn effect its position in search engine’s unpaid / organic search results.
Digital platforms designed to allow the creation, discussion and sharing of information. The most popular ones are Facebook, Instagram and Twitter. If you’re unsure which social media platform makes sense for your business, we can help you to chose and set them up.
User Interface (UI) refers to the place where a user and software (website or app) interact. The goal for most marketers is to have an user-friendly UI that results in a positive user experience. The easier to use your UI is, the happier clients will be. If it’s too complicated or items cannot be found by the users, they will likely abandon your page.
A Uniform Resource Locator, or URL, is the specific address for a page on the web.
User experience, or UX, references the overall experience a person has when using a product, website or application. The usability of your page is a critical factor of success: If your website / app is not easy and intuitive to use, your website visitors or app users will be disappointed or frustrated and likely abandon your website / app. With a UX audit, we can identify usability issues and a strategy to fix them.