In an age where page ranks, filter bubbles and impressions pave the way to success, you need to make sure you’re ahead of the inbound terminology game.
We’ve compiled a list of the most common inbound marketing terminology to keep you in the know. We’ll update this list frequently, so be sure to check back to the blog and refresh your knowledge.
Here is some terminology to get that digital brain ticking:
Avatar: Not the movie. This is the image or username that represents a profile on a social network.
Organic: When something appears organically, it means that it appeared because of its relevance to the search terms, instead of paid search which will always appear at the top of search results in a search engine.
Analytics: According to Hubspot, analytics is the “eye” of inbound marketing. Analytics enables the discovery of patterns and trends within data, allowing actionable insights to be developed.
SEO: Search engine optimisation involves using various methods and techniques to increase traffic to a website organically (see what we did there?)
Landing page: A page on a website that contains a form. Its goal is to convert visitors into leads. It’s also important to distinguish between the types of landing pages: click through and lead generation. Here’s an example of a lead generation landing page.
Conversion rate: The total number of people who filled out the form on a landing page divided by the number of people who visited the page. A high conversion rate means that content is captivating enough for a visitor to want to give you their details in return for something (for example, a content offer). You can read more about conversion rates and tips to optimise them here.
Call to action: According to Hubspot, a CTA 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. An example would be a button that says “subscribe now”. You want people to click on your CTAs, so they need to be eye catching.
A/B testing: Testing two different versions of a landing page, email, or web page, and seeing which one performs best.
Bounce rate: When a visitor lands on your page and leaves immediately, without navigating to another page on the site or completing the desired action on a page.
Above the fold: This is the content that is on the page you land on without scrolling. The term comes from newspapers, where one reads the section above the fold of the newspaper - hence why the headlines and most important news are there.
Inbound link: A link from one site into another - this significantly improves your SEO.
Longtail keyword: An uncommon or rarely used keyword. Less competitive than generic, two word-type phrases. For example: “red shoes”. A longtail keyword of this could be something like “red high heeled shoes size 6”
SERP: Search engine results page. This is the first page of results that comes up when you search for something in a search engine.
Spider: Not the one that scares you. This is the program that trawls the internet and collects information about websites. Google sends out spiders frequently to update its information.
Hashtag: A hashtag is used as a way to annotate a message. By following hashtags on Twitter and other social networks, you can keep up to date with the latest trends and news. We highly recommend following #spitfireinbound on Twitter.
Evergreen content: The term "evergreen" is often used by editors to describe certain kinds of content that are always of interest to their readers. Evergreen content is content that is always relevant—much like the way evergreen trees retain their leaves all year around. It does not become dated and is necessary in order to be found online by search engines.
Helpful? We thought so.
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