Glossary

Analytics Tracking

Google Analytics is the most widely used web analytics service. It tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.

CPC

Cost Per Click is the price for each click in a pay-per-click (PPC) marketing campaign.

Crawlability

The ease in which a search engine can process or “crawl” the information on a website.

CRM

Customer Relationship Management systems automatically (or manually) collect contact information from your website and/or lead storage process (spreadsheet files). Once data is imported into the tool, users can run reports and analyze/categorize leads by a variety of criteria.

CSV

Comma-Separated Values is a format used to store tabular data, such as a spreadsheet or database. CSV files can be imported to and exported from programs that store data in tables.

CTA

Call-To-Action is an image or text designed to prompt the viewer of a website or an advertisement toward a specific action.

Email Database

Cost Per Click is the price for each click in a pay-per-click (PPC) marketing campaign.

Email Automation Program

The use of predefined rules to trigger email messages based on specific actions customers do or do not take.

Form Entry Questions

Questions on a registration or entry form for a contest, quiz, or ballot that are designed to collect data.

GMB

Google My Business is a free tool for businesses and organizations to manage their online presence across Google, including Search and Maps. If you verify and edit your business information, you can both help customers find your business and tell them your story.

GSC

Google Search Console is a free tool that allows you to view your website as Google sees it, check what types of search keywords/phrases visitors entered into Google to get to your website, and address any technical errors.

HTML

IP Address

An Internet Protocol Address is a label which is used to identify one or more devices on a computer network.

Landing Page

In digital marketing, a landing page is a standalone web page created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link (or call-to-action) in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web.

Local Directory

Local directory listing services help small business owners claim all of their relevant business directory listings via one platform.

Metadata

A set of data that describes and gives information about other data.

Omnichannel

A cross-channel content strategy used to improve user experience via multiple channels such as in-store, on a website, through an app, or on social media.

Programmatic

The use of software to buy digital advertising.

Psychographics

The study and classification of consumers that goes beyond common demographic data (age, gender, race) and is based on their personality, values, opinions, interests, activities, and lifestyles.

Search Engine

A program such as Google or Bing that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the web.

SEM

Search Engine Marketing involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.

SEO

Search Engine Optimization is the process of optimizing a website for maximum visibility on search engines.

Social Listening

The monitoring of your brand’s social media channels for any customer feedback and direct mentions of your brand or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.

URL

Universal Resource Locator is the complete web address used to find a particular web page. While the domain is the name of the website, a URL will lead to any one of the pages within the website.

UTM Codes

Urchin Tracking Module codes are snippets of code added to the end of a URL to help you track visits to that URL and the performance of campaigns and content.

Widget

A generic term for a bit of self-contained code that displays a program, or a piece of a program, that is a shortcut to a larger application.

Yelp

One of the most popular online local directory/review tools. Historically known for helping users find local restaurants, it has since expanded to include all types of businesses.