Dec 25, 2014

10 Online Marketing Trends & Predictions for 2015



Digital marketing has over the last few years undergone a substantial transformation, becoming an increasingly important medium for creating an online brand experience.

Just like any field that relies on communication technologies, online marketing is rapidly developing towards some directions and departing from others, rendering some practices obsolete. What’s in store for digital marketers in the upcoming year?

Read on to find out what are the major online marketing trends and predictions for 2015.

1. The Rise of Content Marketing

more trafficThe popularity of content marketing strategies will continue unabated into the upcoming year, which essentially means that marketers will abandon the traditional digital marketing tactics in favor of creating more relevant and inspiring content. Instead of relying on tested solutions, companies will pay more attention to customer experience and curate content in a more emphatic, client-oriented way.

Along will rise budgets allocated to content marketing and the importance of companies that reach out to their customers in writing – B2B companies with blogs are expected to generate 67% more leads per month than those organizations that don’t have blogs. High-quality and relevant content will be key to digital marketing of the future.

2. Augmented Reality & Wearable Technology

Closing the gap between the online and offline experience will be a big step not only for online marketing, but for Internet in general. One of the first possible technological applications meant to combine online and offline are micro-location technologies, in particular Apple’s iBeacon, which has during the last year completely revolutionized the scene and is slowly being introduced into commercial settings.

But that’s not all. Wearable technology will become popular enough for us to see some of the first marketing application of the technology. The Internet of things will create a completely new kind of environment and marketers will have to keep up with its rapid development in order to stay in touch with the changing needs of consumers.

3. Marketing Analytics Will Bloom

Marketers already use dozens of analytics tools in order to see how customers interact with their company’s products or services. The importance of this section of marketing will rise in 2015, when spending for that purpose are expected to rise by 60%.

Furthermore, we’ll see marketing automation technologies applied more and more often – their use is predicted to grow by 50%. In short, marketing data will become a crucial point in any marketing endeavor and its acquisition will be easier and faster. Consumers will generate a vast amount of detailed information and companies are expected to use specialized software to help them in making sense of the data at hand.

4. More Videos Than Ever

During the last few years, the use of videos for marketing purposes has been steadily growing. Videos are perfect to show how a service or product works in such a way that is impossible to achieve with text or images only. This trend s most likely to continue into 2015, when more and more companies will start creating the so-called ‘explainer videos’ and giving them a prominent role in the user experience tactics.

5. Personalized Means Better

Marketers want users to interact with their content, and what better way to achieve that than through providing something relevant? By offering personalized content during the last year, companies were able to increase the number of sales, lower the costs of operation, inspire users to stay longer on their websites and foster customer satisfaction. Personalization is expected to become a widely adopted practice in 2015, leading to the growth of 1-to-1 marketing.

6. More Marketing Noise Than Ever

Together with increased interest in content creation goes marketing noise – a kind of low quality content that doesn’t really add any value. Because marketers will focus more on providing interesting and engaging content, we might see marketing noise slowly losing its power.

Over the last few years, marketers increasingly appreciated a long copy over short one and we’ll see this trend blooming in 2015. The length and value of the content will be more essential than ever for effective SEO – Google already labels content of less than 200 words as Thin Content and has two special search algorithms in force, Panda 4.0 and Pay Day 2.0, that are specifically aimed at reducing the ranks of low quality content.

7. Visual Storytelling Will Go Wild

Due to the increase in marketing noise, marketers will need to find a medium that will help their message to stand out from the crowd and that could be visual storytelling. Perfect for engaging and nurturing engaged consumer communities, visual storytelling will be employed to communicate the brand’s philosophy and aesthetics.

Together with increased use of videos, visual stories crafted for marketing purposes will be able to spark the movement and inspire emotions, sending a clear message about the brand to its consumer communities and helping to define it against the surrounding surge of noise.

8. More Money Allocated in Online Ads

The web is a place, where people spend their time during work and free time, giving marketers a wealth of great opportunities for targeting, segmentation and tracking options that are simply unavailable in traditional offline advertisements.

Internet advertising is predicted to rise by 10% – on a global rate! Furthermore, mobile ads are also expected to grow by a smashing 48% in 2015. Consequently, online ad spending will increase during next year and this trend will continue further on, allowing marketers to precisely target specific user groups.

9. Hyper-Segmentation and Micro Targeting

Lots of people use various websites and leave a whole wealth of data on the web – Facebook and Twitter can act as valuable repositories of data about their audience. Access to this information will allow marketers to target niche audience sizes and the use targeted advertising more efficiently than ever.

In general, there’s a fair amount of social acceptance for the use of data for online advertising – perhaps more than you would expect, since only 47% of consumers opposed a law that limited the use of data for this purpose. Targeted ads are considered twice as effective as non-targeted ones and one study demonstrated that retargeted display ad will inspire 1000% more people to search for this product! No wonder that targeting strategies are expected to dynamically rise in 2015.

10. Going Mobile All The Way

cThe importance of mobile will grow in each and every aspect of business, online marketing included. People use mobile devices all day long and in various contexts, allowing marketers to target them in a longer stretch of time and during different phases of the day – at work, during rest or play.

Some believe that the mobile web will become bigger than desktop usage in 2015, but one thing is clear – spending for mobile ads will grow – and grow fast. All agree that the popularity of mobile devices will only grow in 2015, driven by smartphones, tablets and wearable technology.

In order to stay effective, online marketing strategies should immediately respond to the preferences and behaviors of their targeted audiences and follow consumers in their daily use of the web. Considering those ten trends and predictions for 2015, there’s no doubt about one thing – marketers will find next few years inspiring deep changes in the ways in which consumers interact with online environments.

Source: Inboundnow

Top 7 SEO Trends That Will Dominate 2015


The SEO industry in 2014 is virtually unrecognizable from that of 2011 and earlier, and this coming year we’ll see even more changes in best practices for the industry and how we execute SEO campaigns.

Earlier this year I wrote about The Top 7 SEO Trends Dominating 2014, but as we quickly approach 2015, I wanted to take a look at what’s changed in recent months and what we can expect over the next year.

1. SEO will become focused on technical elements while content marketing will drive search rankings

In the not-so-distant past, the terms content marketing and SEO were often used interchangeably. This isn’t surprising given the enormous overlap between the two. However, throughout 2015, SEO will increasingly be seen as encompassing the technical components of online marketing, whereas content marketing will be the key driver of search engine rankings.

SEO will remain an invaluable subset of content marketing, dealing with keyword research, meta tags, indexing issues and penalty recovery, while content marketing will become the primary influencer of search visibility. Businesses that continue to focus on SEO without having a strong content plan in place will fail, and will need to shift their focus to the creation and distribution of high-quality content in order to achieve significant search engine visibility.

2. Sites that aren’t optimized for user intent and mobile SEO will fail

In 2014, it has become increasingly obvious that Google is placing a great deal of importance on mobile usability. We’ve seen Google testing mobile-friendly icons next to search results, as well as adding a mobile usability section in Google Webmaster accounts so users can see how their site performs on mobile devices. We also know that for over a year now, Google has been penalizing sites that generate errors for mobile users. For more on this, see my article, Is Mobile Usability Now a Search Ranking Factor?

Technical aspects aside, we’ve also seen a shift toward long-tail keyword searches, and optimizing for searches based on user intent and mobile habits. For instance, we know that mobile users consume content differently that desktop users: they’re more likely to use voice search, access content at different times or in different locations than desktop users, and are looking for information to accomplish specific tasks while ‘on the go.’

Businesses that fail to tailor their website and content to these users will see their conversions plummet, and will experience a significant drop in search engine rankings. For a complete checklist for optimizing your content for mobile, see my post 10 Steps to Creating a Mobile-Optimized Content Strategy.

3. Brand mentions and citations will become as powerful as links

In a recently discovered patent submission, we see that Google is differentiating between “express links” and “implied links”. Express links, what we traditionally and currently think of as links, are URLs that lead back to a webpage (for instance, http://www.google.com). Implied links, however, can include referencing or mentioning a brand or website without actually linking to the site.

Due to the widespread misuse and abuse of link building (think link building schemes and negative SEO), Google appears to placing more emphasis on brand mentions and citations, which are less likely and less easy to be manipulated for the purpose of achieving higher search rankings. Over the course of 2015, we’ll see more businesses measuring and tracking brand mentions and nofollowed links, and we’ll discover that these are becoming just as important as “dofollow” links for search rankings.

For a detailed analysis of this, see my article, Implied Links, Brand Mentions and the Future of SEO Link Building.

4. Following the failed Google+ Authorship experiment, Google will place more value on social signals from Twitter and Facebook

Over the past couple years, SEO and social media experts have been pushing businesses to have a strong presence on Google+; they’ve promoted Google Authorship in particular, as it was believed to be important for achieving not only high search rankings, but also improving the click-through rate of content in search engine results pages. In August, however, Google announced that they had ended their Authorship program due to low adoption rates and the fact that, as John Mueller put it, it wasn’t “as useful to our users as we’d hoped.”

Given the failure of the Authorship experiment, I believe businesses will be even less likely to build their presence on Google+, given the apparent lack of SEO benefits that can be derived from it. Instead, I believe Google will begin putting more emphasis on social signals from Facebook and Twitter, despite their hesitancy to do so in the past.

For years, there’s been plenty of speculation about whether Google already uses social signals in its ranking algorithm, and a healthy debate has arisen. Correlation studies show strong correlations between social signals and rankings, yet Google has continually denied that social signals are part of its ranking algorithm.

Despite these claims, many believe that social signals are already part of the ranking algorithm, and strong evidence has been presented to support this belief. Whether or not social signals really are currently part of the ranking algorithm, in 2015 I believe we’ll see all doubt removed – social signals will become a significant factor in the ranking algorithm.

5. Search rankings will increasingly become more about building relationships and less about technical strategies

With the vast amount of content produced and published every day, businesses are realizing that focusing on merely creating content and optimizing its technical components for SEO just aren’t enough to achieve their goals. Marketers are already realizing that businesses that are able to humanize their brand are the ones who are standing out; and I believe this will only increase in importance in 2015.

High search rankings can no longer be achieved by isolated webmasters who focus on technical compliance; rather, there must be a shift toward relational strategies such as blogger outreach campaigns, building relationships with brand advocates, reaching out to influencers and engaging on social media.

6. Negative SEO will be a bigger threat than ever

Earlier this year, I wrote about the impact of negative SEO on search engine rankings. In short, negative SEO is when dubious people build thousands of spammy links pointed at a competitors’ website with the intent of causing their search rankings to plummet. This has been a serious problem for webmasters over the past couple years, and in 2015 negative SEO will become an even bigger threat to business owners.

In a recent Google Webmaster Office Hours, Google’s John Mueller stated that it can take up to 9 months for disavow files to be completely “taken into account.” Since disavowing links is the only method Google has given webmasters for distancing themselves from spammy links pointing to their website, this means that a negative SEO attack could have catastrophic consequences for businesses, erasing their search visibility for large chunks of a year.

While small sites will likely never have to deal with it, larger sites in competitive niches are prime targets for Negative SEO. Negative SEO will also need to be taken more seriously by Google, as these types of attacks undermine the very foundation of search quality. Rather than putting the onus on webmasters to disavow spammy links, Google will need to find ways to recognize manipulative links built to compromise websites, and penalize the perpetrators. And all this without the involvement of webmasters, in order to maintain the integrity of search results.

7. SEO will no longer be an isolated department, but become fully integrated with other aspects of marketing

Traditionally, many businesses have or have had dedicated SEO departments or hired SEO companies or consultants. However, as SEO, social media and content marketing all converge to achieve the same goals, the three will need to be fully integrated in order to succeed.

Dedicated SEO consultants and departments will begin to phase out as SEO comes to be seen not as a siloed discipline, but rather a foundational component that integrates with and is affected by all aspects of the marketing mix – both online and offline. We’ve already seen the shift from ‘SEO consultant’ to ‘content marketing strategist’, and this trend is only going to become amplified in 2015.

Don’t misunderstand me: SEO is not dead or dying. It’s just changing; content marketing and social media specialists will need specialized SEO knowledge and skills in order to be successful. However, these SEO strategies will be need to be fully integrated with the creation and promotion of content, rather than kept as a separate, isolated task.

Source: Forbes

Dec 5, 2014

SEO: Everything you need to know NOW ! (Part 2+3)

(Part 1)
PART 2: EVERYTHING YOU NEED TO KNOW ABOUT "TITLE TAGS
On-Page Optimization
Creating a Healthy Website
A website can do just fine online without SEO. PPC, social media and other properly implemented off-line marketing efforts can really help a site succeed online with little or no SEO. But unless and until you begin to SEO your site it will always under perform, never quite reaching its fullest potential. Without SEO, you'll always be missing out on a great deal of targeted traffic that the other avenues cannot make up for.
So where do we start? SEO can be so broad and vast that we often don't know where we should begin, what will give us the greatest impact, and how to move forward. That's what I hope to answer here.
Building Good Title Tags
Title Tags
The title tag is the single most important piece of SEO real estate on your site. A title tag can be as long as you want, but you only have about 63 characters before the search engines cut it off. So use it wisely.
Since the title appears as the clickable link in the SERPs pages it has to be able to meet a couple of different demands.
Keyword rich
Searchers type in specific words into the search engines and they expect the engines to provide results that match their original query. We know that the search engines look at over 200 different signals to determine the relevance of any page against the keyword searched. The title tag one of them, but a very key one at that. You don't necessarily need your keyword in the title tag for it to come up in the search results, but it helps a great deal.
Titles in Serps
But what about the visitor? What does the searcher see? Let say a searcher types "how to be beautiful" into the search engine and two results are displayed. One reads "How to Look Good and Feel Great" and another reads "How to Look Beautiful Even When you Don't Feel Like It." Which of these two is more likely to be clicked by the visitor?

It's entirely likely both pages address the same concerns, but only one uses the searched keyword. More than likely, the second result will get far more clicks than the first, even if it is in a lower position in the results (which isn't likely, but lets pretend anyway.)
Compelling
The next thing your title tag needs to be is compelling. We looked out how to make it more likely to be clicked simply by putting keywords in it, but that itself is only part of the issue. Going back to our example above if we put the first non-keyword using headline up against a third keyword rich headline of "Sexy and Beautiful, Today's Hottest Stars." which do you think will gain more clicks? My guess is the first one that doesn't use keywords because it is far more compelling and speaks more toward the searcher's intent. So in this situation the third headline is likely to rank higher but will receive fewer clicks.
The trick is to make sure that the title tag is both keyword rich and compelling. This will help move your site to the top of the rankings, but also ensure that visitors are more likely to click on it into your site.
Common mistakes
Title Tags
Implementing your title tags properly is crucial to ensuring they are effective. There are a number of easy mistakes that you can make if you don't take the time to do it right. It's easy to want to blast through your title tags, especially if you have a lot of pages. But because the title tag is so important, you want to take care in developing them properly. Here are a few common issues:

Same on Every Page: Each page in your site is unique, or at least it should be. This means your title tags should be unique on each page as well. On a lot of sites you'll see the same title tag across all the pages "Welcome to My Site, or something like that. That hardly describes the page at all. And show that in the search results, you're not likely to get any clicks. Go through the site and customize each title, ensuring it uniquely and accurately describes the content of the page.
Leading with Business Name: There are good reasons to have your business name present in your title tag, but that should not be by default. If you use your business name be sure to think through the reasoning and make sure it's sound. The limitations of the title tag make using your business name something you do only with great care and consideration. I'll discuss this more in a bit.
List of Keywords: Wanting to get your keywords in the title tag makes it tempting to just try to throw as many in there as you possible can. "Beauty | Makeup | Makeovers | Diet | Healthy Skin." Sure that gets all your keywords in there but does nothing to make someone want to click on the result. This means that (gasp!) you have to use keywords sparingly so you can also make the title something worth clicking on.
Lack of Description: Aside from getting your primary keywords in the title, and making it compelling, you also have to make sure the title tag provides enough of a description of the content to ensure it gets a targeted click. No sense having someone click into the site only to find the information on the page isn't what they expected. Make sure that the title describes the content in a compelling and keyword friendly way.
Branded titles
Branded titles

So let's address using your business name in your title tags. As I said earlier, sometimes its wise but that shouldn't be the default position.

In general, you can place your business name either at the front or the rear of the title tag. My rule of thumb is that you don't want to put your business name at the front of your title tag unless you have a highly recognizable brand name that the visitor will know and will likely be a click-generator from the search results. If that's not the case then you simply don't want to give up that real estate.
Branding at the rear of the title tag is a far better solution for most businesses. This helps moderately known or even unknown companies build brand name recognition. The downside of branding your title tags this way is you are still using up valuable real estate that might otherwise be used making a keyword rich and compelling headline. Also note, that if the title goes too long, your business name will be cut off in the search results.
Most of the time you don't need your business name in your title tags at all, however there is one time when I would suggest leaving it off almost 90% of the time. This is on product pages. It's so crucial to get important product data into the title tag that there often simply isn't room enough for your business name. Again, I might make an exception for well-known business names, but default to showing product info first and foremost.
PART 3: EVERYTHING YOU NEED TO KNOW ABOUT "META DESCRIPTION AND KEYWORD TAGS"
Meta Description Tag
Meta Description Tag
One of the big misconceptions about SEO is that everything we do is designed to increase search engine rankings. This isn't (or shouldn't be) true, and there is no simpler example of that then the Meta Description tag. Even though this description tag doesn't weigh all that heavily into the search engine ranking algorithms, it is still a very powerful part of an effective optimization campaign.
Like the Title Tag, the Meta Description tag will often show up in the search results. Generally what you see in the SERPs is the clickable title link and then the description tag or page snippet just below it. If the description is pulled in to the results, it becomes a very important part of helping entice visitors to click on the link into your site.
Description
If your description tag fails to properly or adequately tell your visitors whats on the page then it's likely they'll click on another result.
The reason why many people don't put much stock into the description tag is because they are stuck on the belief that people click on rankings, not on search results. This isn't true. Sure, more people click on sites that rank higher, but only if those sites also have compelling titles and descriptions, which is often not the case. Few people blindly click links without first vetting them, and those that do often find themselves disappointed if they do.
Those who take the time to look through the search results, reading titles and descriptions to find the site that is most likely to give them what they are looking for, are more likely to be a targeted visitor one they land on your site.
If you're like me then you read descriptions before the title tags in the search results. I figure it's easy to stuff the main keywords in the title, but the description is more likely to have some of the longer tail phrases that I'm looking for. If the title matches my search broadly, the description should match much more specifically. If it doesn't then I'm probably looking at the wrong result.
The general rule is that you want each of your description tags to be unique. The description should b e a 20-40 word summary of what the visitor will expect to find on that page, and that page only. Descriptions for each page should be unique from the next. Make sure you summarize the page in a unique way, using primary and secondary keywords while making it compelling to searchers.
You don't always want or need a description tag on every page. There are some instances when you would be better served not having a description at all. For me, the general rule is if you're targeting broader keywords, use the description tag. If you're targeting long-tail keywords then don't.
The reasoning here is that if you're going after long-tail phrases on an article page or blog post, then there are simply too many variations to attempt to work them into a 40-word description. On the other hand, if those long-tail words are in the content, without the description tag, the search engine will import snippets from the page based on the search. This increases your likelihood of getting actual keywords into the description content below the clickable link in the search results.
Meta Keywords Tag
Meta Keyword Tag

The only thing there is to say about the Meta Keyword tag is that there isn't much to say about it. The search engines don't put much, if any, stock in it and your visitors don't see it. By all measures its invisible.
But that doesn't keep people from asking, Do I use commas or spaces? Do I use phrases or words? How long should the keyword tag be?
The answer is: It doesn't matter. If you are going to take the time to add the meta keywords tag to your pages then I suggest this: don't waste your valuable time worrying about the "right" way to write it. Throw a few keywords in there and walk away. Don't worry about formatting, spacing, commas, length or anything like that. Keep is short, sweet and move on.

Source: SearchEngineGuide

Nov 11, 2014

7 Powerful Statistics of Facebook Posts You Should Know About

One of the things we focus on most at Buffer is the best time to post to Twitter and Facebook. This is because we want to help you get more engagement with your audience, which is beneficial for everyone.

While the best time to post is definitely important, there are some other things to keep in mind. I had a look at what kind of updates work best for Facebook pages to increase interaction and found seven interesting statistics that you’ll probably find useful if you’re trying to make your page more engaging.


1. PHOTO POSTS GET 39% MORE INTERACTION

Not only do photo posts get more engagement than links, videos or text-based updates, they actually account for 93% of the most engaging posts on Facebook.According to Kissmetrics, photos get 53% more likes, 104% more comments and 84% more click-throughs on links than text-based posts. And as we’ve mentioned before, self-explanatory photos seem to perform best.

Wishpond’s data says that overall, photo posts get 120% more engagement than the average post, and photo albums actually get 180% more engagement. This was a surprising one for me, but it seems that if you have multiple images to share, you’d be better of putting them into a Facebook album than publishing separate photo posts.

Especially Buffer’s new image posting feature let’s you right-click any image on the web and then share it in full-size to your wall in seconds. No more downloading, uploading nightmare here.

2. SHORTER POSTS GET 23% MORE INTERACTION

Writing shorter posts isn’t just handy on Twitter. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can even get up to 66% more engagement if you cut it down to less than 80 characters.

Either way, the result seems to be that getting to the point quickly and concisely works best. Perhaps that’s why Facebook fans like photo posts so much?

Especially looking at the overall Social Media statistics for other social networks, it’s really interesting how this stacks up to other platforms.

3. USING EMOTICONS INCREASES COMMENTS BY 33%

If you thought emoticons were only for teens, you might want to rethink that idea. According to this AMEX OPEN Forum infographic, emoticons can make a big difference to your engagement rates. No only do posts with emoticons get 33% more comments, they also get shared 33% more often. Even better: they get liked 57% more often than posts without emoticons.

Emoticons tend to add a more human side to your communications, and it seems like this comes across fairly well with users.

4. ENGAGEMENT RATES ON THURSDAY AND FRIDAY ARE 18% HIGHER 

Compared to other days in the week, Buddymedia’s study found that engagement rates for Facebook are 18% higher on Thursdays and Fridays. As they put it, “the less people want to be at work, the more they are on Facebook!”

The study also looked at different industries, including sports, retail, automotive, and health care, to see which days worked best in each industry. Although they did vary, most of them sat around the end of the week, from Wednesday-Friday. Apparently no industry has users that are engaged on Mondays or Tuesdays!

To find out more about the best times to post to Facebook, we’ve also written an extensive guide that you might find useful.

5. QUESTION POSTS GET 100% MORE COMMENTS

If comments are the kind of interaction you’re after, questions might be the way to go. According to an infographic by Kissmetrics, they get 100% more comments than standard text-based posts. HubSpot shares a similar finding, although this data points out that question posts often get fewer likes and shares than other types of posts.

What I found really interesting about this stat is that HubSpot’s data also shows which question words attract more comments, with the most popular being "should," "would," "which," and "who." This makes me think that closed questions which have a very limited answer option are the highest attractors of comments. Open question words like ‘why’ and ‘how’ which make the user think more to articulate their answer sit at the bottom of this chart.

This is especially interesting and points to a stark change in marketing, turning the funnel upside down. In short: Keeping engagement high with your existing customers might be more important than trying to find new ones.

When we observe how most updates sent through Buffer perform, we found a similar pattern of greatly increased lift through questions being posted.

6. 35% OF FACEBOOK FANS LIKE A PAGE SO THEY CAN PARTICIPATE IN CONTESTS

If you’re chasing down new fans, a contest seems like a fairly good way to encourage likes. A report from earlier this year showed that 35% of Facebook fans liked Facebook pages specifically to compete in contests. Contests obviously solicit interaction by asking for people to enter. It turns out this can work, as "caption this photo"-style contests actually bring in 5.5 times more comments than regular posts.

In Buddymedia’s report, contest-related words like winner, win, entry, contest, enter, and promotion were all more likely to engage users.

7. 42% OF FANS LIKE A PAGE TO GET A COUPON OR DISCOUNT

According to Socially Stacked, 42% of Facebook fans like a page in order to get a discount or coupon. A study by Wildfire Interactive showed that coupon-based campaigns received the highest engagement rates. Giveaways and sweepstakes came in just behind coupons as highly engaging post types.

In case you found this article helpful, the best follow-on posts for you to read are our complete guide to the latest Social Media statistics, as well as the latest Twitter statistics.

What have you observed that has changed the most on Facebook in the last few months? I hope these statistics might be helpful to get your Facebook page on the right track!


Source: Fastcompany

Nov 6, 2014

7 Skills All New Digital Marketers Need to Succeed


7 Skills All Digital Marketers Need to Succeed
1. Analytics: Analytical marketers leverage web behavior - purchase history, device engagement, and more - to grow traffic and leads. If you are data-minded, you will be a hot commodity. 
2. Social Media: One way marketers plan to improve their social strategies is to add new networks. Marketers plan to include G+, Slideshare and Pinterest in their social media strategies. Staying on the cutting edge of social media helps you create the trend, not follow it. 
3. Data Visualization: Bite-sized visual media is on the rise. Images are easier to share and will continue to increase popularity. Great digital marketers create images that people are excited to share.
4. Technical Skills: Learn technical skills like basic coding or video production. Marketers who are competent in different areas can communicate better with tech teams and cast a clear vision so developers build things that customers want. 
5. Teamwork: Social Media teams will continue to increase, so your ability to work with others is paramount. As more marketers attribute ROI to social media, they can justify to higher-ups that they're not simply playing around online. 
6. Newsjacking: Readiness in the digital age is awareness of breaking news and pop culture. Being present allows your team to deal with public relations crises immediately. You can also take advantage of fleeting marketing opportunities that only work in the environment. 
7. Soft Skills: Being a great marketers isn't just what you know. Pay attention to the soft skills that matter in your work relationships. Communication skills, friendliness and flexibility make you a great coworker. 




Source: Infographicscreator

45 Inbound Marketing Glossaries You Should Know


A

A/B Testing

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts. Primarily, this is done in email marketing (with variations in the subject line or copy), calls-to-action (variations in colors or verbiage), and landing pages (variations in content). Outside of inbound marketing, you can use it to determine what tastes better on a peanut butter sandwich: jelly or fluff.

Analytics

What I sometimes refer to as the “eyes” of inbound marketing, analytics is essentially the discovery and communication of meaningful patterns in data. When referred to in the context of inbound, it’s looking at the data of one’s marketing initiatives (website visitor reports, social, PPC, etc.), analyzing the trends, and developing actionable insights to make better informed marketing decisions. Also, if you start using analytics buzzwords there’s a 65% chance you’ll sound really smart (source: unknown).

B

Blogging

This is short for web log or weblog. An individual or group of people usually maintains a blog. A personal blog or business blog will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and video. Blogging is a core component of inbound marketing as it can accomplish several initiatives simultaneously, such as website traffic growth, thought leadership, and lead generation. It does not, however, do your taxes.

Business Blogging

Business blogging retains all the attributes of “regular” blogging, but adds a tasty layer of marketing strategy on top. When blogging for a business, an inbound marketer should create posts that are optimized with keywords that their target audience is searching for and provide helpful, educational material to these readers. Typically, these blog posts should be actionable (by providing an opt-in, downloadable offer), as to provide a metric for the effectiveness of the business blogging. Need an example? Download the ABCs of Inbound Marketing ebook at the end of this glossary!

Bottom of the Funnel

Since we’re going alphabetically, the last part of the funnel process is first! So, “bottoms up,” I suppose. The bottom of the funnel refers to a stage of the buying process leads reach when they’re just about to close as new customers. They’ve identified a problem, have shopped around for possible solutions, and are very close to buying. Typically, next steps for leads at this stage are a call from a sales rep, a demo, or a free consultation (depending on what type of business is attempting to close the lead).

C

Call-to-Action

A call-to-action is a text link, button, image, or some type of web link that encourages a website visitor to visit a landing page and become of lead. Some examples of CTAs are “Subscribe Now” or “Download the Whitepaper Today.” These are important for inbound marketers because they’re the “bait” that entices a website visitor to eventually become a lead. So, you can imagine that it’s important to convey a very enticing, valuable offer on a call-to-action to better foster visitor-to-lead conversion. As Frank Gorshin says, “The finer the bait, the shorter the wait!”

Closed Loop Marketing

The practice of closed loop marketing is being able to execute, track and show how marketing efforts have impacted bottom-line business growth. An example would be tracking a website visitor as they become a lead to the very last touch point when they close as a customer. When done correctly, you’d be able to see just how much of your marketing investment yielded new business growth. One of the biggest business benefits of implementing an inbound marketing strategy and utilizing inbound marketing software is the ability to execute closed loop marketing.

Conversion Path

A conversion path is a series of website-based events that facilitate lead capture. In its most basic form, a conversion path will consist of a call-to-action (typically a button that describes an offer) that leads to a landing page with a lead capture form, which redirects to a thank you page where a content offer resides. In exchange for his or her contact information, a website visitor obtains a content offer to better help them through the buying process. If you’re still having difficulty grasping the topic based on this description, feel free to absorb it as a rabbit hunting analogy in comic form.

Content

In relation to inbound marketing, content is a piece of information that exists for the purpose of being digested (not literally of course), engaged with, and shared. Content typically comes in the form of a blog, video, social media post, photo, slideshow, or podcast. From website traffic to lead conversion to customer marketing, content plays an indispensable role in a successful inbound marketing strategy.

Context

If content is king, then context is queen. Serving up valuable content is important, but ensuring that it’s customized for the right audience is equally (if not more) important. As buyers become more in control of what information they digest (again, not literally), it’s important to deliver content that’s contextually relevant. If you own a restaurant, you wouldn’t want to send a coupon for a steak dinner to a vegetarian, right? Unless you’re anti-herbivore, of course…

D

Dynamic Content

If Spinal Tap were a group of marketers, they would probably refer to dynamic content as taking normal content and “turning it up to eleven.” In the vein of context (up above) dynamic content is a way to display different types of website content based on the type of user viewing it. User data is captured based on past website interactions (think form field submissions and website activity). Continuing with the restaurant example above, dynamic content would help you display a fruit salad promotion to that vegetarian rather than a steak special. How ‘bout them apples?

E

Email

In its most basic sense, email stands for “Electronic Mail.” It’s a core component of inbound marketing because it’s a direct connection to a contact’s inbox. However, with great power comes great responsibility, meaning it’s important for inbound marketers to not abuse the email relationship with a contact. It’s far too easy for a contact to click “unsubscribe” after gaining their hard earned trust in your communication. Don’t blow it.

F

Facebook

As the goliath of the social networks, Facebook is a volatile sandbox of opportunity for any inbound marketer. It provides marketers an opportunity to reach a HUGE audience (over 1.15 billion to be exact), engage said audience, and subsequently grow their business. While it’s a core component of an inbound marketing strategy, it shouldn’t be the only component. Focusing entirely on Facebook (or any other large social channel, for that matter) will only give you a small piece of the inbound marketing pie. And it’s still piping hot, so be careful.

G

Google+

Google+ (referred to as “Google Plus”) is Google’s platform in the social media universe. Started in 2011, it’s a network that allows individuals to create their own personal profiles along with pages to promote their business. It aims to make sharing on the web more like sharing in real life with applications like Circles, Messenger, and Hangouts. I like the name -- much better than “Google Minus” or “Google Divide.”

H

HTML

This is short for Hypertext Markup Language, a language used to write web pages. Most HTML elements are written with a start tag <...> and an end tag </...>, with content in between. HTML is the foundation that the majority of webpages are built on, sort of like what you’re reading here on the HubSpot blog! Mind. Blown.

I

Inbound Marketing

That’s right, we’re defining inbound marketing in an inbound marketing glossary (very meta!). So what’s inbound all about? Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

J

Javascript

Mix ¾ oz coffee liqueur with one shot espresso -- nah, just kidding. Javascript is a scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. An example of Javascript being used is for website tracking -- website admins will place Javascript code on their website to track data on the visitors browsing the website. In all seriousness though, someone should make a Javascript cocktail. I’d order one.

K

Keyword

Sometimes referred to as “keyword phrases,” keywords are the topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. Picking keywords that you’ll optimize a webpage for is a two-part effort -- first, you’ll want to ensure the keyword has significant search volume and is not too difficult to rank for. Then, you’ll want to ensure it aligns with your target audience. After deciding the appropriate keywords you want to rank for, you’ll then need to optimize the appropriate pages on your website using both on-page and off-page tactics. What are those, you ask? Skip to “O” to find out! But don’t tell “L”, “M”, or “N.”

L

Landing Page

A landing page is a website page containing a form that is used for lead generation. This page revolves around a marketing offer, such as an ebook or a webinar, and serves to capture visitor information in exchange for the valuable offer. Landing pages are the gatekeepers of the conversion path and are what separates a website visitor from becoming a lead. A smart inbound marketer will create landing pages that appeal to different personae (plural for persona) at various stages of the buying process. A hefty endeavor no doubt, but one that pays off in spades (a currency I have not seen but is oftentimes used in figurative speech).

You can learn more about landing pages and how to optimize them in this free ebook.

Lead Nurturing

Sometimes referred to as “drip marketing,” lead nurturing is the practice of developing a series of communications (emails, social media messages, etc.) that seek to qualify a lead, keep it engaged, and gradually push it down the sales funnel. Inbound marketing is all about delivering valuable content to the right audience -- and lead nurturing helps foster this by providing contextually relevant information to a lead during different stages of the buying lifecycle.

LinkedIn

LinkedIn is a business-oriented social networking site. Launched in May 2003, it is mainly used for professional networking. As of June 2010, LinkedIn had more than 130 million registered users, spanning more than 200 countries and territories worldwide. Getting on the platform, developing a completed profile, and networking has helped many a jobseeker find work. Bottom line: If you’re not on LinkedIn, you’re SO LinkedOut.

M

Marketing Automation

While there’s some overlap with the term “lead nurturing,” marketing automation is a bit different. Think of marketing automation as the platform with associated tools and analytics to develop a lead nurturing strategy. If you’ll let me run with an “art” analogy, marketing automation is the paintbrush, watercolors, and blank canvas. Lead nurturing is the artist that makes it all come together. Like Bob Ross! You can’t paint a happy little nurturing campaign without both.

Bonus: Want to get super-savvy with your marketing automation terminology? Take it to the next level with behavior-based marketing automation. Behavior-based marketing automation refers to a system that triggers emails and other communication based on user activity on and off your site. It enables marketers to nurture leads and send them information only when it is most relevant to their stage in the buying cycle.

Meme

Before we dive in here, let’s nail the pronunciation of this word: (/ˈmiːm/; meem). Okay, rhymes with “gene.” Got it. In a broad sense, a meme is an idea, behavior, or style that spreads from person to person within a culture. In terms of inbound marketing, we’ve seen a lot of internet memes that have contributed to many a viral forum post, video, or blog. In the realm of inbound marketing, remarkable content is king -- and while memes might not always be the most valuable content to your bottom line (although sometimes, they are), they are quite remarkable.

Middle of the Funnel

This refers to the stage that a lead enters after identifying a problem. Now they’re looking to conduct further research to find a solution to the problem. Typical middle of the funnel offers include case studies or product brochures—essentially anything that brings your business into the equation as a solution to the problem the lead is looking to solve. Also, if you want to be cool, you can refer to this stage as “MOFU” for short.

Mobile Marketing

If an iPhone 5s selling for $10,000 on eBay isn’t a dead giveaway, mobile platforms are pretty popular right now. And with smart watches having the potential to take off, it’s safe to assume that the mobile market will only keep growing. So now is probably the time to explore mobile marketing, which is the practice of optimizing marketing for mobile devices to provide visitors with time- and location- sensitive, personalized information that promotes goods, services, and ideas.

N

No-Follow Link

A no-follow link is used when a website does not want to pass search engine authority to another webpage. It tells search engine crawlers not to follow or pass credit to linked websites as a way to avoid association with spammy content or inadvertently violating webmaster guidelines. To varying degrees, the no-follow attribute is recognized by all major search engines, like Google, Yahoo, and Bing. Not all links (and linking domains) are created equal, and a no-follow attribute helps avoid any foul play.

O

Offer

This is simply the content that is provided once a lead has filled out a landing page form. Examples of an offer include ebooks, whitepapers, webinars, and kits. Expert inbound marketers design these by channeling their inner Don Corleone. Hopefully, I don’t need to elaborate more on that reference for the punch line.

On-Page Optimization

This type of SEO is based solely on a webpage and the various elements within the HTML (see “H” if you skipped here directly). Ensuring that key pieces of the specific page (content, title tag, URL, and image tags) include the desired keyword will help a page rank for that particular phrase.

Off-Page Optimization

This is the free-spirited cousin of on-page optimization. Off-page SEO refers to incoming links and other outside factors that impact how a webpage is indexed in search results. Factors like linking domains and even social media play a role in off-page optimization. The good news is that it’s powerful; the not so good news is that it’s mostly out of an inbound marketer’s control. The solution? Create useful, remarkable content and chances are people will share and link to it.

P

Persona

Sometimes referred to as a “buyer persona,” a persona is a basic profile of a target consumer. It helps an inbound marketer visualize the ideal prospect, their behavior, demographic profile, and psychographic information. A complete and accurate buyer persona profile can help inbound marketers better define their target audience and make better-informed marketing decisions.

PPC

PPC, (or Pay-Per-Click) is an advertising technique in which an advertiser puts an ad in an advertising venue (like Google AdWords or Facebook), and pays that venue each time a visitor clicks on the ad. I couldn’t think of anything witty to place at the end of this definition, so let’s move on to “Q.”

Q

Qualified Lead

A qualified lead is a contact that opted in to receive communication from your company, became educated about your product or service, and is interested in learning more. It does not include your cat (or dog), your relative that “Liked” your Facebook fan page, or someone you just met on Chat Roulette (if that’s still a thing).

QR Code

A QR code (abbreviated from Quick Response code) is a specific matrix barcode (or two-dimensional code) that is readable by dedicated QR barcode readers and camera telephones. The code consists of black modules arranged in a square pattern on a white background. The information encoded may be text, URL, or other data. It also starts with “Q,” which is a rarity with marketing-related terms.

R

Responsive Design

This is the practice of developing a website that adapts accordingly to how someone is viewing it. A responsively designed site will be easy to read and navigate, regardless if you’re viewing it on a laptop, tablet device, or smartphone. For all those Transformers fans out there, think of it as Optimus Prime in website form.

S

SEO

SEO (or Search Engine Optimization) is the practice of enhancing where a webpage appears in search results. By adjusting a webpage's on-page SEO elements (see the letter “O”) and influencing off-page SEO factors (again, see the letter “O”), an inbound marketer can improve where a webpage appears in search engine results.

Smarketing

Smarketing is fun phrase used to refer to the practice of aligning Sales and Marketing efforts. In a perfect, utopian business process, marketing would pass off fully qualified leads to the sales team, who would then subsequently close these contacts 100% of the time. The business would grow, and everyone would have cake. But this isn’t the way things work—so it’s important for marketing and sales to align efforts to impact the bottom line the best they can through coordinated communication. Inbound Marketing software provides the opportunity to do so by facilitating data share between both sales and marketing. The only downside is that it does not facilitate cake. Bummer.

Social Media

Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Facebook, Twitter, YouTube, LinkedIn and Google+ are examples of social media networks that one can join for personal or business use. Social Media is a core component of Inbound, as it provides marketers with additional channels to spread reach, increase growth, and reach business goals.

T

Top of the Funnel

Sometimes called “TOFU”, top of the funnel refers to the very first stage of the buying process. Leads at this stage are just identifying a problem that they have and are looking for more information. As such, an inbound marketer will want to create helpful content that aids leads in identifying this problem and providing next steps toward a solution. TOFU is also very tasty in certain Thai dishes.

Twitter

For the sake of creativity, I’ll define Twitter in 140 characters or less: “Twitter is a platform that allows users to share 140-character long messages publicly. User can follow one another and be followed back.”

U

URL

This is short for Uniform Resource Locator. I honestly didn’t know that before writing this definition. Basically, this is the address of a piece of information that can be found on the web such as a page, image, or document (ex. http://www.huspot.com). URLs are important for on-page SEO, as search engines scour the included text when mining for keywords. If a keyword you’re looking to get indexed for is in the URL, you’ll get brownie points from search engines (but no real brownies, unfortunately).

V

Viral Content

This term is used to describe a piece of content that has become wildly popular across the web through sharing. Oftentimes, folks don’t know a piece they’re creating will be viral until it actually does, which is usually unfortunate if it’s particularly embarrassing.

W

Website

A website is a set of interconnected webpages, usually including a homepage, generally located on the same server, and prepared and maintained as a collection of information by a person, group, or organization. An inbound marketer should structure a website like a dynamic, multi-dimensional entity that can be used to attract relevant website visitors, convert those visitors into leads, and close those leads into customers. Otherwise, it’s just a brochure -- and let’s be honest -- could you really use another brochure?

Workflow

A workflow is another way to describe a lead nurturing campaign. It’s a set of triggers and events that move a lead through the nurturing process. A workflow can also serve other purposes, such as adjust contact properties on a lead record based on certain conditions, or adding a contact record to a certain list. Regardless of how you use it, workflows can be a very powerful asset in an inbound marketing strategy.

X

XML Sitemap

We couldn’t leave “X” out of the party! An XML sitemap is a file you can use to publish lists of links from across your site. Sitemaps do not guarantee all links will be crawled, and being crawled does not guarantee indexing. However, a sitemap is still the best insurance for getting a search engine to learn about your entire site. It’s sort of like saying “Hey, Google -- check out this fine website.”

Y

YouTube

YouTube is a video-sharing website on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005. In November 2006, YouTube, LLC was bought by Google Inc. for $1.65 billion, and is now operated as a subsidiary of Google. YouTube is the largest video-sharing site in the world and you’re probably on it now instead of finishing up this post.

Z

Zilch

We couldn’t think of anything for “Z,” so I ask you dear readers -- what inbound marketing related topic should we define that begins with the letter "Z"?


Source: Hubspot

Oct 30, 2014

All the basics you need to know about Social Media Listening


Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet.

Conversations on the Internet produce massive amounts of unstructured data. It's important, therefore, to define what the goals are for a social media listening initiative. Depending on the goal, the right tool might be a series of free Google Alerts or an expensive software suite that includes ad hoc analysis and full integration with legacy customer relationship management (CRM) applications.

Both social media and person-to-person information-gathering have value, but social media listening is quickly becoming an important customer intelligence tool. There are several ways to use social media to gain insight, including monitoring online customer support forums, using software tools to gather comments from social outlets such as Facebook and Twitter and encouraging customers to suggest new product features and vote on their favorites.

In a large enterprise, social media monitoring tools can mine text for specific keywords on social networking websites and blogs and in discussion forums and other social media. Essentially, monitoring software transposes specific words or phrases in unstructured data into numerical values which are linked to structured data in a database so the data can to be analyzed with traditional data mining techniques.

What is social media monitoring?

In basic terms, social media monitoring is the act of using a tool to, well, monitor what is being said on the internet.

It sometimes also goes by the name of, or is bundled with, Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Media Intelligence, Social Media Management, SMM (also the acronym for Social Media Marketing, confusingly) … 

How do social media monitoring tools work?



Most monitoring tools work by crawling sites continuously and indexing them. Some are crawled in real time, such as Twitter. Other sites might be crawled less often – say, every 10 minutes, or every day, if they are less important. Some tools, like us, do this crawling themselves. Others use data providers. We’ll let you guess which of those options we think is better.

Anyway, once all those sites are indexed, they can then be searched. Most tools use some form of queries, or search strings, that the user writes to find mentions of specific words and phrases on those pages. It will then bring these (we call them ‘mentions’) back  into the tool’s interface, which can then be read, sliced, diced and so on.

Social media monitoring? So it just covers social networks?

Actually, no. 

In fact, most social media monitoring tools – those worth their salt anyway – crawl all sorts of websites, including forums, blogs, news sites, review sites, and others, along with the major social networks (Facebook, Twitter, Google+, YouTube and so on).

Of course, coverage varies between tools and regions, so always do your homework when evaluating different tools. Bear in mind that some social sites have strict rules that mean it’s impossible for tools to cover all of the content on the site (such as LinkedIn).

5 Social Media Listening Tools That Every Business Should Be Using

Google Alerts: Google Alerts is a basic way to discover when a website is posting about you. However, it doesn't capture everything and it certainly doesn't cover social media or most blog sites. Still, it's a good, automated, entry-level way to get some feedback about any kind of search query emailed to you. Sign up at www.google.com/alerts (if you want instant results, mark "as-it-happens" under "how often").

Hootsuite/TweetDeck: Both Hootsuite and TweetDeck offer some tools to consolidate and manage your social media accounts. You can also add search columns that are scanning Twitter in real time. Not everyone who tweets about you will be using your hashtag or tagging you so this is a convenient way to spot what is being discussed and reply immediately.

Icerocket: Icerocket specializes in blog searches. Their "big buzz" option also captures activity on Facebook, Twitter, and image sites such as Flickr too. It's free, easy to use, and does not require registration of an account.

Social Mention: Social Mention collects aggregated data across multiple platforms. You'll see results from Facebook, Twitter, YouTube, photobucket, etc. and there are some basic analytics that help you determine if the sentiment is positive or negative, how many different sources are active, etc. It's also free and doesn't require registration.

Topsy: Topsy is similar to Icerocket and Social Mention; the main focus is around social media, especially multimedia and blogs. You don't have to register, but you do have the option of creating an email alert (it ties into your Twitter or Facebook).


Sources: Techtarget, Brandwatch, Huffington
Collected and Summarized by Ha Phuong Miu

Oct 13, 2014

40 Essential SEO Terms Marketers Need to Know

This is a list of the 40 most essential search engine optimization (SEO) terms to help marketers communicate with developers and understand how to optimize their websites.


40 SEO Terms You Must Know!

0-9

301 Redirect – A way to make one web page redirect the visitor to another page. Whenever you change the web address of a page, apply a 301 redirect to make the old address point to the new one. This ensures that people who have linked to or bookmarked the old address will automatically get to the new one, and search engines can update their index.

A

ALT Text/Tag or Attribute - A description of an image in your site's HTML. Unlike humans, search engines read only the ALT text of images, not the images themselves. Add ALT text to images whenever possible.

Anchor Text - The actual text of a link to a web page. On most websites, this text is usually dark blue and underlined, or purple if you’ve visited the link in the past. Anchor text helps search engines understand what the destination page is about; it describes what you will see if you click through.

B

Blog - A part of your website where you should regularly publish content (e.g. commentary on industry/company topics, descriptions of events, photos, videos, etc.). Each blog post on your website is a new page that a search engine sees, and therefore a new opportunity to get found online. Make sure you keep your blog within your own domain.

Bookmark - A link to a website saved for later reference in your web browser or computer. Social bookmarking sites (example: Delicious.com) let users share websites they like with each other. Having links to your site in social bookmarking sites is a sign to crawlers that your website content is interesting to people.

C

Canonical URL - The canonical URL is the best address on which a user can find a piece of information. Sometimes you might have a situation where the same page content can be accessed at more than one address. Specifying the canonical URL helps search engines understand which address for a piece of content is the best one.

Conversion Form - A form through which you collect information about your site visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads.

CSS (Cascading Style Sheets) - The part of your code that defines how different elements of your site look (examples: headers, links).

D

Directory - Just like directories for people and phone numbers, there are directories for websites. Submitting your site to a directory gives you more than just an inbound link; it helps people find you. The most popular web directories are Yahoo! Directory and Dmoz.

Domain - The main web address of your site (example: www.yoursite.com). It's good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment.

F

The Fold - The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to, but isn’t seen right away. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. Having too many ads above the fold can be seen as a negative issue, too. (See Panda).

H

Headings - Text on your website that is placed inside of a heading tag, such as an H1 or H2. This text is often presented in a larger and stronger font than other text on the page.

HTML - The code part of your website that search engines read. Keep your HTML as clean as possible so that search engines read your site easily and often. Put as much layout-related code as possible in your CSS instead of your HTML.

I

Inbound Link - A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank.

Internal Link - A link from one page to another on the same website, such as from your homepage to your products page.

Indexed Pages - The pages of your website that are stored by search engines.

J

Javascript - A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time.

K

Keyword - A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords.

L

Link Building - The activity and process of getting more inbound links to your website for improved search engine rankings.

Long Tail Keyword - An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. Common keywords such as 'software' are more competitive, and very hard to rank high for them in search.

M

Metadata - Data that tells search engines what your website is about.

Meta Description - A brief description of fewer than 160 characters of the contents of a page and why someone would want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content on the page.

Meta Keywords - Previously used by search engines in the 90s and early 00s to help determine what a web page was about, the meta keywords tag is no longer used by any major search engines.

mozRank - A logarithmic ranking provided by SEOmoz from 0-10.0 of the number and quality of inbound links pointing to a certain website or page on that website. A 10.0 is the best linked-to page on the internet, and a 0 has no recognized inbound links.

N

Nofollow - When a link from one site does not pass SEO credit to another. Do not use nofollow when linking to internal pages in your website. Use it when linking to external pages that you don't want to endorse.

P

Page Title - The name you give your web page, which is seen at the top your browser window. Page titles should contain keywords related to your business. Words at the beginning of your page title are more highly weighted than words at the end.

PageRank - A number from 0-10, assigned by Google, indicating how good your overall SEO is. It is technically known as 'Toolbar PageRank.' Note: PageRank relevancy is changing.

Panda - Refers to a series of updates released by Google to its search engine ranking algorithm that are intended to discourage people who create large amounts of mediocre content in an attempt to claim many keyword rankings without generating much value for users. Read a marketer's guide to understanding Google Panda here.

PPC (Pay-Per-Click) - Advertising method in which an advertiser puts an ad in an online advertising venue and pays that venue each time a visitor clicks on his/her ad. Google AdWords is the classic example of this.

R

Ranking Factor - One element of how a search engine determines where to rank a certain page, such as the number of inbound links to a page or the contents of the title tag on that page.

Referrer String - A piece of information sent by a user’s browser when they navigate from page to page on the web. It includes information on where they came from previously, which helps webmasters understand how users are finding their website.

RSS Feed - RSS stands for 'really simple syndication.' It is a subscription-based way to get updates on new content from a web source. Set up an RSS feed for your website or blog to help your followers stay updated when you release new content.

S

SERP (Search Engine Ranking Page) - The page that you are sent to after you run a query in a search engine. It typically has 10 results on it, but this may vary depending on the query and search engine in question.

Sitemap - A special document created by a webmaster or a piece of software that provides a map of all the pages on a website to make it easier for a search engine to index that website.

Social Media - Online media created by and shared among individuals. Facebook, YouTube, LinkedIn, Google+, and Twitter are popular social media websites. Links from many social media sites now appear in searches. It's important to have links to your site spread throughout social media.

Spider - A computer program that browses the internet and collects information about websites.

T

Traffic - The visitors to your site.

Title - The title of a page on your website, which is enclosed in a <title> HTML tag, inside of the head section of the page. It appears in search engine results and at the top of a user’s web browser when they are on that page.

Traffic Rank - The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.

U

URL - The web address of a page on your site (example: www.yoursite.com/contact).

Source: Hubspot