The Complete Guide to Digital Marketing Terminology and Lingo

It seems that everyone today, no matter who or where you are, participates in some form of digital marketing. Whether that be through social media posts advocating for a brand, signing up for email list, or even just reading content on a blog, digital marketing is literally a part of all of our daily lives.

With the scope of the digital world being what it is, however, it can be difficult to understand the wide variety of terms and lingo being used when referring to this type of marketing. Thus is the purpose of this guide; to provide you with a deeper look into the many different types of terminology and lingo that you will run into when participating in, researching, or utilizing digital marketing.

Let’s get started:

A

A/B Testing – A/B Testing, also known as split testing, is a tactic that marketers use to compare two separate versions of a single variable. It is generally a randomized experiment that is used to test things like web design, website layout, landing pages, etc. for the purpose of increasing conversion rates.

AdSense – AdSense is a pay-per-click advertising application that was created by Google. Marketers place Google’s AdSense application on their website and then are paid a pre-determined amount for each time that the ad is clicked. Advanced analytics are used to ensure that the ads being used are targeted to the unique behaviors of the web user.

Affiliate – An affiliate, in digital marketing terms, is someone who markets or sells another company’s products in exchange for a commission.

Affiliate Marketing – Affiliate marketing is a type of digital marketing that involves businesses rewarding other websites or companies that advertise their products or services on their website. The affiliates then receive a commission for the products or services that are sold.

Aggregator – This term refers to an application or tool that is used to collect and curate online content from several different websites. Stumble Upon and Google Reader are two popular examples of a blog/content aggregator.

Alexa Rank – Alexa Rank is a well-known ranking system that lists websites based on the web traffic that they generate. Alexa, which advertises itself as a web information company, provides global rankings and analytics for over 35 million websites.

Algorithm – When it comes to digital marketing, algorithm is generally referring to the mathematical rules and calculations that search engines, such as Google and Bing, use to rank websites. These algorithms are updated on a fairly regular basis, requiring marketers to continually adapt to achieve SEO success.

Analytics – The term analytics refers to the collection and measurement of data related to a marketer’s efforts. The importance of analytics has increased exponentially over the years as it allows those generating the analytics to gain a better understanding of how to optimize their website, landing pages, etc. for conversion. In addition, it can be used to gain information about visitor demographics and behavior.

Anchor Text – Anchor text is the text on a webpage or a webpage’s content which is highlighted to show that it is a hyperlink. The text can then be clicked on to open the included link.

Autoresponder – An autoresponder is basically a program included with most email accounts that enables users to automatically respond to emails that are sent to it. Many digital marketers use autoresponders to provide a series of emails when users first subscribe to their email list.

B

Backlink – A backlink, which is also referred to as an inbound link, is a hyperlink that takes users from one web page to another. Search engine algorithms are known to heavily favor websites that have several backlinks to their sites.

Banner Ad – A banner ad is an advertisement that is displayed at the top or bottom of a webpage. The ad is generally displayed across the full-width of the screen.

Black Hat SEO – This term refers to the use of illegitimate tactics to improve SEO rankings or lower the rankings of competitors. While Black Hat SEO once dominated the search engine scene, today’s search engine algorithms have helped prevent this from becoming a major issue.

Blog – While the definition of a blog has changed somewhat in the past few years, it is basically an online journal that is updated regularly and intended to be read by the general public. Most blogs today, especially those created by businesses and companies, are almost always created with the intention of providing relevant and useful content to a targeted audience.

Blogosphere – The term blogosphere is referring to the ‘world’ of blogs. When someone mentions blogosphere, they are generally talking about the connected community surrounding blogs and bloggers.

Bounce Rate – A website’s bounce rate is the percentage of visitors that visit a site and do not continue to interact with other pages within the site. Lowering the bounce rate of a website is one of the main concerns of most web designers and marketers.

Brand Awareness – This term is basically speaking to the level of familiarity that consumers have with a brand’s distinctive qualities, image, and products or services. Developing brand awareness is another of the many priorities of online marketers.

B2B – The acronym B2B, or business-to-business, is simply referring to a business that develops a majority of their revenue by selling their products or services to another company.

B2C – The acronym B2C, or business-to-consumer, refers to a business that focuses on selling their products or services to consumers rather than to other businesses.

C

Call-to-Action (CTA) – A page’s call-to-action is a collection of words that urges visitors to take immediate action. The intended purpose of a CTA can differ depending on the goals of the marketer. For example, a call-to-action on a popup could simply be asking for visitors to sign up for a site’s email list. It could also be used to encourage visitors to make an immediate purchase.

CAN-SPAM – The CAN-SPAM Act was signed by President George W. Bush in 2003. It is intended to serve as a way to provide standards that decrease ‘spam’ and other non-solicited emails from user inboxes. The law is enforced by the Federal Trade Commission (FTC), and has widely been heralded as one of the main reasons that email has regained its prominence in the digital marketing world.

CAPTCHA – A CAPTCHA is a program that is used for the intention of distinguishing from human and machine input. It is generally used as a way to thwart spam. Most of these programs simply involve forcing a user to input a collection of numbers and/or letters to complete a form.

Click Through Rate (CTR) – CTR is a form of data that measures the ratio at which users click on an ad, email, or link compared to the number of total users who view that particular ad, email, or link. The click through rate is generally seen as one of the major factors in determining the success of an email or ad campaign.

Content Management System (CMS) – A CMS is an application that enables websites to publish, edit, modify, organize, and maintain the content on their website. The purpose of content management system is to help maintain efficient workflow when creating and publishing content on websites. WordPress is an example of a popular CMS.

Customer Relationship Management (CRM) – A CRM is a type of software that allows companies to organize and maintain effectiveness when it comes to customer relations. This software is often used as a way to efficiently move leads through a company’s sales funnel.

Consumer Generated Media (CGM) – Consumer generated media is content that is produced and promoted by consumers that promotes a brand’s products and/or services. This content is not paid for by the company and its creation is instead inspired by consumer’s having enjoyable experiences with a particular product or service and having the desire to share that experience with others. This ‘sharing’ is often done through social media.

Conversion Funnel – This term, which is most often used in e-commerce, is referring to the journey that a potential buyer takes before finally purchasing a product or service. After creating a conversion funnel, e-commerce businesses continually work to improve this funnel for optimal conversion rates.

Conversion Rate – Constantly used in the digital marketing world, this term refers to the percentage at which users are converted. Conversion rates are determined based on a variety of different reasons, including figuring out the rate at which visitors turn into subscribers, leads turn into customers, etc. Even small improvements in conversion rates can drastically improve a company’s revenue.

Conversion Optimization (CRO) – CRO, or conversion rate optimization, is a system that is used to increase conversion rates. The ability to continually increase and optimize conversion rates is seen as one of the most desirable traits of a digital marketer.

CPC (Cost Per Click) – Cost per click, which is also called pay per click, is an advertising model that is used by businesses and website owners looking to direct traffic to their website. Users that create the ads are required to pay a pre-determined fee for each time that their advertisement is clicked and a visitor comes to their website.

CPL (Cost Per Lead) – Cost per lead is a similar advertising model to cost per click, except advertisers are only required to pay when a visitor or potential customer fills out a sign-up or lead form. CPL campaigns are most often used by marketers attempting to build an email list or reward program.

D

Dead Link – A dead link is simply a hyperlink that no longer works. The cause of a dead link could range from a web page becoming permanently unavailable to the changing of a URL for a specific page.

Deep Linking – Deep linking is the process of creating hyperlinks on a website that then take users to other pages within that same website. An example of deep linking is when users are guided from the home page to a landing page where they are called to subscribe to an email list or potentially purchase a product or service offered by the business.

Domain Name – This term refers to the name that identifies a particular website. An example of a domain name would be Google.com or psu.edu. Being that there cannot be duplicate domain names, users must register their name within the Domain Name System (DNS).

Download – A download basically means the transferring of data from one computer to another. Users can download anything from computer programs to PDF documents.

E

Electronic Payment – This term refers to a type of payment that is made online. An electronic payment generally requires that users fill out information related to their bank account or credit card in order to make purchases on a site. There are several companies today, with one of the most popular being PayPal, which allow consumers to manage their electronic payments in one place.

Email Marketing – Email marketing is one of the most commonly used digital marketing strategies today. The strategy works by sending a single email to a large group of email addresses, or an email list. Sent emails can include anything from content or company news to product/service information or an advertisement. The goal of most marketers when it comes to email marketing is to build trust and loyalty with consumers by constantly staying in front of them.

Encryption – Encryption is a method that is used to convert information and/or data into code. The purpose of encryption is to increase security and prevent unauthorized access.

F

FAQ Page – The FAQ page on a website is one that features a list of frequently asked questions and then lists the answers to those questions. For websites, a well-developed and maintained FAQ page can provide a huge boost in the consumer perception surrounding customer support and service.

Firewall – This term refers to a network security system that is created with the intention of monitoring and controlling the incoming and outgoing traffic on a network. These firewalls are created with predetermined security rules and serve as a barrier between trusted networks and unknown outsider networks.

Forum – A forum, for digital marketing purposes, is a place in which users meet online to share ideas or views while also debating and/or discussing about particular issues. Most forums are very targeted and are created with the purpose of developing a community surrounding an idea, product, service, or even brand. Many businesses also use forums as a way to communicate with their most loyal customers while providing support when necessary.

G

Geo-targeting – Geo-targeting is a method by which digital marketers target consumers with content or advertisements based on their unique location. This location can be determined in a variety of different ways, with the most common method being via the IP address of a particular user. The use of geo-targeting online is expected to rise significantly over the next few years, especially when it comes to advertising on mobile devices.

Google AdWords – Google AdWords is one of the most widely used digital marketing tools on the web. AdWords offers several different types of options for advertising, including cost-per-click, cost-per-acquisition, cost-per-thousands-impressions, and more. Interestingly enough, Google generates more than $40 billion annually from this online advertising service.

Google Analytics – Google Analytics is a free data and analytics service that Google offers to help website owners track their traffic. While the main service that they offer is free, users can also choose to go with Google Analytics Premium, which provides more advanced data and reports for enterprise users. In addition, they have also recently created Google Analytics for Mobile Apps, which enables users to gain data about the usage of iOS and Android apps.

Google CV – A Google CV is basically the resume that appears when an individual or company is searched for through Google. It is commonly used to identify the credibility of authors and writers of online content, as well as for employers to check up on individuals before hiring. In addition, companies can have a Google CV that points users towards third-party review sites of their business.

Grey Hat SEO – Grey Hat SEO refers to website owners trying to push the limits as far as what they can do to increase their search engine rankings. It is generally considered to be in between White Hat SEO and Black Hat SEO, with users not quite getting to the point of utilizing illegitimate tactics but also not exactly being completely moral with the tactics that they use. Paying or trading for links is considered to be a Grey Hat SEO tactic.

H

Hidden Text – The use of hidden text is a strategy that is employed by Black Hat SEO strategists to stuff their web pages with keywords that are invisible to visitors; as to not dilute their content through keyword stuffing. Most website owners that do this will simply change the coloring of the keywords to that of their background. While this was once a heavily used tactic, search engine algorithms have been modified to penalize website owners that employ it.

Heading Tags – Heading tags are used as a way to define the headings and subheadings within content. These headings are defined using H1, H2, H3, etc. and are necessary for search engines to be able to properly identify keywords and phrases within them. Search engine spiders identify these tags and use them as a way to rank webpages in search results.

Heat Map – This term refers to a unique visualization tool that enables website owners to see where the most activity is happening on their webpage. The map identifies the areas on a page where users are most likely to click, enabling website owners to better optimize their website for conversions.

Hyperlink – A hyperlink is a link that is displayed on a web page or in content that allows users to travel to a different web page or website when clicked upon. You can generally tell that something is a hyperlink as it will be have blue text and be underlined.

I

Instant Messaging (IM) – Instant messaging is a type of technology that enables users to communicate with other users in real time through text. There are several popular instant messengers throughout the web, with some of the most popular being AIM, Skype, and Yahoo Messenger. Most social media sites also have instant messaging applications within them.

Index – The index of a website refers to the cataloguing of the pages and documents within that site. This index is created by search engines and is used when someone searches for a particular business or website. There are several methods for helping ensure that search engine spiders are successful with creating an attractive site index.

Inbound Link – An inbound link is a link that is featured on another website but points to a page on your site. Google and other search engines have made it clear that the amount of inbound links that you have plays an integral role in the success of your site in rankings.

IP Address – An IP address, or internet protocol address, is a number that represents a computer in a network. Each computer has an IP address, although computers can also share an address on a single network. These addresses can be used to identify the location of the computer, although there are different types of software and tools online that enable users to manipulate their IP addresses to avoid location detection.

Internet Service Provider (ISP) – Your internet service provider is simply the company that is providing you with internet access. Different ISPs offer varying levels of internet speed and service.

J

Junk Mail – Junk mail is just another term for spam, or email that is undesirable to the user. These types of emails are generally in the form of unsolicited advertisements.

K

Key Performance Indicator (KPI) – A KPI, or key performance indicator, is a chosen metric that helps website owners determine whether or not they are achieving their goals. Examples of KPIs include things like conversion rate, bounce rate, and other forms of analytics.

Keyword – Keywords are the words that users input when searching via search engines. Search engines are basically built upon the notion that websites have to compete to rank for specific keywords or keyword phrases.

Keyword Density – Keyword density is a metric that determines that rate at which a keyword or keyword phrase appears in content. While a strong keyword density is required to rank highly for your intended keyword, it is important that it is not too high as this can lead to ranking penalties from search engines. The right density seems to be somewhere in the 1-4% range (meaning 1-4 keywords for every 100 words of content).

Keyword Rankings – Keyword rankings is a term that refers to how a particular keyword or keyword phrase ranks in search engines. For most marketers focusing on SEO, the goal is to be ranked on the first page of Google. It should be noted, however, that doing so is a process that requires patience and can only be done through White Hat SEO tactics.

Keyword Research – Keyword research is performed to help website owners figure out what keywords that they should be targeting and utilizing within their content/web pages. Free tools like Google Trends enable users to quickly research which keywords are currently being searched for at the highest rates while understanding the monthly and annual trends associated with those keywords.

Keyword Stuffing – Keyword stuffing refers to the practice of repeating the same keyword over and over again in the hope that doing so will improve search engine ranking. This is considered to be a Black Hat SEO tactic and was once a popular practice for many website owners. Today, however, search engine algorithms have helped to significantly cut down on the effectiveness of keyword stuffing.

L

Landing Page – The landing page is the web page that a user reaches after clicking on an advertisement or a link that has been searched via a search engine. Marketers focus on optimizing their landing pages to achieve the highest conversion rate possible.

Lead – A lead is nothing more than a potential customer. Developing qualified leads is one of the main priorities of any marketer or business.

Lead Generation – Lead generation is basically referring to the tactics that are being used to generate leads. Generating leads is the main goal of just about every digital marketing strategy utilized by a website owner, business, or marketer.

Link – A link is simply a URL that is imbedded somewhere on a webpage. Clicking the link will take you to another webpage within the website or to another website entirely.

Link Baiting – Link baiting is an SEO strategy in which website owners create useful and relevant content that will then, hopefully, attract links from other websites. This strategy is often used in conjunction with content marketing and social media marketing to develop the best possible results. Being that website owners are not directly asking for links, this is known as a White Hat SEO technique.

Link Checker – A link checker is an online tool that enables website owners to check their site for broken links. Having several broken links on a single website can result in search engine penalties so this is both a useful and essential tool that can save a significant amount of time.

Load Time – The load time of a web page is referring to the amount of time that it takes for the page to completely open in a browser window. Load times have recently become a major factor in search engine rankings as algorithms have improved to the point where spiders can quickly check this feature. The time it takes to load is also important due to the fact that users are much less likely to stay on a page if it takes a significant amount of time to load.

Log File – This term refers to a file that a web server automatically creates in order to list the actions that have occurred. Identifying the analytics behind log files is essential for marketers as it enables them to gain a better understanding of where users are coming from as well as how often they visit and where on the website they are most likely to go.

M

Marketing Plan – Just about every business and marketer has a written marketing plan that identifies marketing objectives as well as how those goals will be achieved. This document serves as the blueprint for how a business will approach digital marketing. Most marketing plans are written up on an annual basis, although larger businesses and websites may also create monthly or even weekly plans.

Mentions – This term refers to the amount of times that a website, brand, or company is talked about on different websites or social media platforms online. Using tools to determine where websites are being mentioned provides marketers with an opportunity to better determine the platforms that they should target with their marketing strategies.

Meta Description Tag – A meta description tag is basically a condensed paragraph that briefly describes the content of a webpage. This description is then shown on search engine rankings so users can have a better idea of exactly what a page is about. Utilizing keywords or keyword phrases within your meta description tag is highly recommended.

Meta Keyword Tag – Meta keyword tags are referring to the tags that tell search engine spiders what a webpage is about. These tags can be in the form of both single keywords and extended keyword phrases. It is important, however, that you do not overdo it by creating too many meta keyword tags for a single webpage (as doing so can result in search engine penalties).

Mirror Sites – Mirror sites are those websites that are a duplicate of a site that is already found on the web. Participating in the practice of creating mirror sites is considered a Black Hat SEO technique and is heavily penalized by search engines. Sometimes, however, hackers and cyber criminals attempt to mirror a site for the purpose of tricking users into providing them with personal information.

N

Natural Search – Natural search, which is also known as organic search, is simply non-paid search that happens through a search engine. The results that come of the search are considered to be earned by the website owner. For this reason, increasing natural search of a website is seen as the best way to market it to consumers. The problem, however, is that doing so is difficult.

O

Online Reputation – Your online reputation is referring to the perception that the online community has about your brand, company, and website. This reputation can be influenced and changed by a variety of different factors, including things like reviews, comments, social media presence, and search engine ranking. Most marketers agree that building and maintaining a positive online reputation is imperative to the growth of a website and/or online business.

Open Rate – Open rate generally refers to the rate at which emails are opened when they are sent to an email list. An email’s open rate is usually determined by the reputation of the sender and the quality of the subject line that is provided. Increasing and improving upon this metric is essential for marketers that focus their efforts on email marketing.

Opt-in – An opt-in, which is also referred to as someone subscribing, happens when a visitor requests that they receive information, usually via email, about a company and/or website. Opting in generally happens after users enter information on a landing page or popup, possibly in order to receive some type of useful content. If a user has not opted in, anything that they receive is considered to be spam.

Opt-out – An opt-out basically means that someone has unsubscribed from an email list. Laws require that email list creators provide consumers with the option to unsubscribe from their list with every email that they send. In the US, punishments for unsolicited email messages can be quite severe.

P

Page Views – A website’s page views are simply a number that identifies how many times a particular webpage has been viewed.

Page Views Per Visit – Page views per visit is a metric that helps website owners determine how long users are staying on their website. Having low page views per visit is seen as a negative as it will make it much more difficult to guide users through the sales funnel.

Paid Search – Paid search, as you would expect, is the act of paying for advertisements that are then placed alongside search results. With Google, for example, paid search is represented on the top and right hand side of search results. These results are distinguished from organic results to avoid confusion among consumers.

Podcast – A podcast is an audio program that is run through the internet. It is a form of content marketing that is used by many businesses as another way to spread useful, relevant content to the broadest audience possible.

Popup – A popup is a window, not requested by the visitor, that opens up while a user is viewing a webpage. While popups were once heavily frowned upon, they are commonly used today as a way for website owners to convince users to opt-in to their email lists. In addition, many businesses use popups to offer discounts on products or services while a user browses their site.

Press Release – A press release, which is also known as a news release, is an electronic document that is provided to the media. The intention of the document is to gain press coverage. This is most often used when a company is releasing a new product or service into the market.

Q

Qualitative Data – Qualitative data is referring to data that cannot be measured but can be observed.

R

Repeat Visitors – Repeat visitors are those users that have visited the same website multiple times within a specific time period. This is most often analyzed when running A/B tests as repeat visitors can disrupt accurate statistics.

ROI – ROI simply refers to the return on investment that a business receives for a particular marketing strategy. Most marketers and businesses focus their efforts on the marketing strategies that produce the highest possible ROI. For that reason, determining ROI is essential.

S

Scripting Language – A scripting language is one that is used in an attempt to control what visitors see on a website. It can also be used to manipulate and customize the data that is stored on a particular server.

Search Engine – A search engine is a tool, such as Google, Bing, or Yahoo, that is used to search the internet. A user inputs a keyword or keyword phrase and is then presented with a list of ranking based on that search engines unique algorithms.

Search Engine Algorithm – Search engine algorithms are the mathematical equations and calculations used to determine search engine rankings. Each search engine has their own unique algorithms, which is why no two search engines deliver exactly the same results.

Search Engine Submission – Search engine submission basically refers to the submitting of a URL to search engines in order to alert them that a website is up-and-running. While this was once required in order to rank highly on search engines, algorithms have developed to the point where this technique is no longer necessary.

SEO Marketing – SEO Marketing is a marketing strategy that generally revolves around attempting to gain organic traffic for a website. It is seen by most marketers as the most effective form of marketing when successful, as it is earned through the creation of useful and relevant content.

Search Engines Results Page (SERP) – The SERP is simply the page in a search engine that displays the results of a search. Generally speaking, the higher a website is listed on the SERP the better.

Server – A server is a computer that connects other computers together within a network. The server is necessary to deliver information and software to users. Each domain name is hosted on a server provided and maintained by a web host.

Session – This term refers to the length of time that a user remains on and interacts with a particular website. Most website owners develop their web pages with the intention of extending the sessions of each visitor.

Sitemap – A sitemap is a page on a website that links to all of the other pages on that particular site. This is generally used as a way to make it easier for visitors to find what they are looking for on a website.

Social Media – Social media is that media that is created, published, and shared by consumers. Some of the world’s most popular social media platforms include Facebook, Twitter, Instagram, and Pinterest. Marketers use these platforms as a way to authentically connect with consumers within their target market.

Social Media Marketing – Social media marketing refers to a strategy that revolves around effectively utilizing social media platforms to build brand awareness, develop customer/client relationships, and bring in sales. This strategy is often used in conjunction with content marketing as a way to distribute the created content.

Spam – Spam is simply referring to an email that is sent to someone who did not request it. Most email service providers have software in place to ensure that spam does not get through to your regular inbox.

Spider – A spider is an automated program used by search engines. The program scans and ‘crawls’ through different webpages throughout the web and then determines whether or not those pages should be considered favorable to search engines.

Streaming – Streaming is a type of media playback that is generally used to show users video or audio clips.

T

Targeting – Targeting is generally described in the marketing world as the breaking down of a market into a niche. The goal of targeting is to determine which customers or clients are most likely to purchase from a particular company and then work to get in front of and be relevant to that audience whenever possible.

Toolbar – The toolbar is the buttons or icons that you see at the top of your browser. You can customize your toolbar by downloading different types of software and toolbar based features.

Traffic – Traffic refers to nothing more than the amount of visitors that a website or web page receives.

U

Unique Visitors – Unique visitors refers to those users that have visited a website on at least one occasion. These visitors are only counted once as this metric is generally used in split testing to determine conversion rates and other important data that influences the success of a business.

Usability – The usability of a website is referring to how easy-to-use that website is. Usability is important for two reasons. For one, visitors will not stay on a site and continue to navigate to other web pages within that site if it is difficult-to-use. Secondly, search engine algorithms are being developed to the point where usability can be used in determining rankings.

User Experience (UX) – The user experience refers to the overall experience that a user has when using, acquiring, or receiving a particular product or service. UX is something that has been talked about quite a bit in recent years, with companies like Apple bringing the importance of user experience to the forefront.

V

Viral – In regards to digital marketing, the term viral refers to a piece of content or information that is circulated rapidly throughout the internet. The most common way for pieces of content to go viral is through social media networks.

Viral Marketing – Viral marketing is a strategy in which a marketing message is spread rapidly throughout the internet. This process is generally done through word-of-mouth and is commonly distributed through several different social media platforms. In many cases, viral marketing is actually unintentional.

Virus – This term refers to a computer program that users accidentally load onto their computer. The program can be extremely destructive to the computer and can cause the deletion or corruption of files within the computer’s hard-drive.

Visitor – A web page visitor is someone that visits a website.

W

Web Analytics – In the modern digital marketing world, there are few things that are more important than having the ability to effectively analyze web analytics. These analytics provide data and reports as to how a website is performing, therefore allowing businesses to make improvements that enable them to consistently upgrade as a brand. Without web analytics, it would be very difficult for marketers to determine the steps that should be taken when creating their marketing plan.

Web Application – A web application is one that is accessed and run through a browser. Many web applications are also duplicated into mobile apps in an attempt to reach as many users as possible. It has been said that the use and creation of web applications is decreasing while the opposite is happening with mobile applications.

Web Design – Web design is basically referring to the layout and structure of a website. The quality of web design takes multiple factors into account. Some of these factors include things like visual appeal, functionality, and usability.

Web PR – This term is simply referring to public relations on the internet. Web PR can include online news outlets and authority blogs that help promote businesses and therefore bring traffic to their websites. In addition, this PR can be used to generate buzz around a new product or service that a company is offering.

Web Presence – A marketer or company’s web presence is basically referring to whether or not they have a website available on the net. It is a fairly black and white concept. Those that do not have a website do not have a web presence. Those that do have a website do have a web presence.

White Hat SEO – White Hat SEO is a term used to describe SEO tactics that are ethical and moral. Search engine algorithms are constantly being adapted to ensure that all website owners are utilizing White Hat SEO tactics to increase their search engine rankings. For those that use Black Hat or Grey Hat tactics, search engines are beginning to penalize these websites.

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