本文主要收集总结电商业务中涉及到市场营销的一些专业英文词汇(Marketing Glossary)。通过学习能更全面的了解电商业务中的一些细节。
K
Keyword – A word or phrase indicative of the major theme in a piece of content. When you search for something in a search engine, you type in a keyword and the search engine gives you results based on that keyword. One major Goal of SEO is to have your website show in searches for as many relevant keywords as possible.
Keyword Phrase – A group of two or more words that are used to find information in a search engine. Sometimes, when searching for something, one single keyword does not provide the information you seek, where a keyword phrase allows you to string multiple words together to find better information.
Keyword Density – Keyword density refers to the percentage of how often a keyword appears on a webpage in relation to the total words on that webpage.
Keyword Stuffing – When a web page uses a keyword too often or superfluously, with the intent of manipulating search engines. This type of behavior is frowned upon and can lead to either algorithmic devaluation in search, or a manual penalty from Google.
Knowledge Graph – Similarly to the Knowledge Panel, this tool shows up at the top of the screen, but generally in research related search results. The panels summarize quick information points that are often pulled from sources like Wikipedia. These are commonly found when researching things like people, places, events and other topics.
Knowledge Panel – Like the Knowledge Graph, this box appears at the top of search results on the search results page. This tool is designed to display when users search for a business on Google; it can help users get quick information about a business like phone numbers, reviews and location. Much of the information is pulled from sources like Google My Business and Google Maps.
L
Landing Page – The destination webpage a user lands on after clicking on a link (either in an ad or anywhere else). Some landing pages are designed with the purpose of lead generation, while others are used to direct the flow of traffic throughout a site.
LSI (Latent Semantic Indexing) – A search engine indexing method that creates a relationship between words and phrases to form a better understanding of a text’s subject matter. Latent semantic indexing helps search engines serve up results to queries with higher precision.
Lead – A potential customer in the sales funnel who has communicated with a business with intent to purchase through a call, email, or online form fill.
link – Also known as a hyperlink, a link is a string of hypertext transfer protocol structured text used to connect web pages on the internet. There are two main forms of links: internal links that point to pages on the same site, and external links that point to web pages on a different website.
link profile – The cumulative grouping of all links pointing to a particular website. A link profile can be used to determine a website’s power, trust, subject matter, and content. link profiles are important at determining where a website ranks in google search results. If a website has a high number of links from websites that are not trusted, adult in nature, spammy or against guidelines, the link profile will have a negative effect on rankings. If a website has a high number of links from websites that are strong providers of content or reputable sources of information it will have a positive effect on rankings.
linkedin – A social networking website oriented around connecting professionals to jobs, businesses and other professionals in their industry. linkedin is also a strong platform for marketing, job posting, and sharing professional content.
link Network – A blackat link building strategy that uses a network of websites all interconnected with links in order to boost backlink profiles and rank certain sites higher in google search results. Some link networks can also be known as private blog networks (PBNs). link networks and PBNs are against Google guidelines and are devalued or penalized when detected.
Lookalike Audience – A targeting option offered by Facebook’s ad service. This audience is created from a source audience (i.e. fans of your Facebook page, email list), and from this list Facebook will identify common characteristics between audience members. Facebook will then target users that exhibit similar interests or qualities.
Long Tail Keyword: A keyword phrase that is longer in length and hyper-specifically matches a user search query. A long tail keyword get less searches per month but has a higher search intent, and typically less competition by companies looking to serve up content to that search query. For example, a regular keyword might be “austin web designer” but a long tail keyword would be “affordable austin web designer that makes WordPress sites”.
M
Map Pack: The section of the Google search results page that features three businesses listed in a local map search area. The map pack shows up for queries with local intent, a general business type, or a “near me” search.
Medium (source/medium): Medium is the general category of traffic to a website tracked in google analytics. Some examples of common medium are:
- organic
- cpc
- referral
metadata – HTML snippets added to a webpage’s code that add contextual information for web crawlers and search engines. Search engines use metadata to help decide what information from a webpage to display in their results. Example meta tags include the date the page was published, the page title, author, and image descriptions.
meta Description: One of the meta tags that gives a description of the page in 160 characters. The meta description is an important aspect of a webpage because it is what appears in Google searches and other search engine results.
meta Keywords: A specific meta tag that displays the specific keywords addresses in a page. After meta keyword markup was abused on some websites, listed keywords no longer apply to how a page is categorized by google and other search engines.
N
NAP (Name, Address, Phone Number) – An acronym for local citations. Consistency in name, address, and phone number citations is an important piece of a local SEO Campaign. To build local SEO authority, a business’s name, address ,and phone number should be listed across local citation websites like Yelp, Google Business, Angie’s List, Yellowpages, Better Business Bureau, Foursquare, and more.
Nofollow – An HTML link attribute that communicates to web crawlers and search engines that the link to the destination web page should NOT transfer SEO equity (ie it shouldn’t give SEO benefit to the recipient). According to Google’s guidelines, any link that is unnatural (like you paid for a press release, or you gave a journalist a perk for writing about your product) should have a nofollow tag.
O
Organic – A source of traffic to a website that comes through clicking on a non-paid search engine result. Organic traffic is a primary measurement of an SEO campaign and will generally grow as a site ranks better for relevant keywords in search engines.
P
Panda – A search engine algorithm developed by Google to rate the quality and relevance of content on a webpage. Google panda was released in February 2011 and devalued sites in search results that had thin, non original, or poorly written content.
PBN (Private Blog Network) – also known as a link network, a private blog network is a collection of private websites all linking to each other. These networks are intended to manipulate search engines by adding large amounts of new links to a website’s link profile.
More recently, search engines like Google have cracked down on the abuse of PBNs and have devalued them or even penalized sites that exploit them.
Penguin – A search engine algorithm developed by Google to determine the quality of links pointing to a particular site. It was launched to deter spammers from blackhat seo practices such as private blog and link networks. Google Penguin was released in April 2012 and updated regularly until 2016 when it was then rolled into the Core Algorithm.
Pigeon – A Google search engine algorithm intended to serve up locally targeted information for certain searches. Google Pigeon was released in July 24, 2014 and helps users find local businesses from broad keyword searches.
PPC / Pay-Per-Click – An online advertising model in which advertisers are charged for their ad once it is clicked. The PPC model is commonly associated with search engine and social media advertising like Google Adwords and Facebook Ads.
Position – The placement in a search engine’s (Google, Bing, etc) search results, where a site ranks for a specific query or keyword. (remove extra line?)
- Featured Snippet: When content within a web page is pulled into google search results to instantly give the information a user is looking for.
- First Page: when a site ranks on the first page of google search results.
- Map Pack: the first through third result on a google serp result page that serves up local businesses for a query.
Penalty – An infraction issued by Google, to a webmaster, for breaking Google’s guidelines. The penalty is issued by Google through Search Console, and can result in a sites’ removal from search engine results. The issues that caused the penalty will need to be fixed before the penalty is lifted, and once the penalty is lifted it may still take some time to return to previous rank in Google search results. Penalty may also refer to an “algorithmic penalty” which is actually a misnomer; a website may be doing poorly in search results because of an issue that Google’s algorithm has found in the site. This however is not really a “penalty” but a ranking problem. For there to be a true penalty, there would have to be a manual action from Google, as denoted by the message sent to the webmaster in Search Console.
Q
Quality Score – Google Adwords’ rating of the relevance and quality of keywords used in PPC campaigns. These scores are largely determined by relevance of ad copy, expected click-through rate, as well as the landing page quality and relevance. Quality score is a component in determining ad auctions, so having a high score can lead to higher ad rankings at lower costs.
Query – The term given for what a user types and searches using search engines like Google, Bing, and Yahoo. Examples of queries include “austin electrician,” “how do i know if i have a raccoon in my attic,” “distance to nearest coffee shop,” and many more.
R
Rankings – A general term for where a website appears in search engine results. A site’s “ranking” may increase or decrease over time for different search terms, or queries. Ranking is specific to each keyword, so a website may have keywords that rank on the first page, and others that don’t.
RankBrain – A core component of Google’s algorithm that utilizes machine learning to evaluate search results and related queries. It is believed that RankBrain uses an interpretation model that can test a variety of potential factors and determine the intent of the search.
Reciprocal link – Two websites linking to each other, typically for the express purpose of increasing both’s search engine ranking. These types of links are sometimes deemed manipulative by search engines, which can incur a penalty or devaluation against both sites.
Reddit – A collection of internet forums or “subreddits” that span a massive variety of topics. Posts and comments can be ranked via upvotes or downvotes, culminating in a user’s total points or “karma”. Reddit also offers paid advertising services.
Redirect – A way by which a web browser takes a user from one page to another without the user clicking or making any input. There are various types of redirects (the most common of which is the 301 redirect), which serve different purposes. Typically, this helps improve user experience across a website by helping the user find what they are looking for or avoiding dead ends like 404 (Not Found) errors.
Referral – A medium denoted in Google Analytics that represents a website visit that came from another website (as opposed to coming from a Google search, for example). When users click on a link to another, external webpage, they are said to have been “referred” there.
Rel Canonical – In HTML, “rel” is an attribute associated with links. “Canonical” can be applied to the “rel” attribute, which will link to the original or authoritative page from which content is being used or referenced. The “canonical” page is the original content, and any page referencing it is a duplicate or otherwise similar page. Used to prevent duplicate content issues and maintain search engine rankings.
Remarketing – Also known as retargeting, a type of paid ad that allows advertisers to show ads to customers who have already visited their site. once a user visits a site, a small piece of data called a “cookie” will be stored in the user’s browser. When the user then visits other sites, this cookie can allow remarketing ads to be shown. Remarketing allows advertisers to “follow” users around in attempts to get the user back to the original site.
Responsive Web Design – A philosophy of creating a website that allows all of the content to show correctly regardless of screen size or device. Your website will “respond” to the size of the screen each user has, shrinking and reorganizing on smaller screens, and expanding to fill appropriately on large ones.
Responsive websites that are deemed mobile friendly are prioritized to show up in Google searches on mobile devices.
ROAS – stands for Return On Ad Spend. A PPC marketing metric that demonstrates the profit made as compared to the amount of money spent on the ads. Similar to ROI.
Robots.txt – A text file stored on a website’s server that includes basic rules for indexing robots which “crawl” the site. This file allows you to specifically allow (or disallow) certain files and folders from being viewed by crawler bots, which can keep your indexed pages limited to only the pages you wish.
ROI – Stands for Return On Investment. In order for a business to receive a positive ROI, they must earn more money using marketing channels than they are spending on the marketing itself.
RSS – Stands for Really Simple Syndication. It is a way for users to keep track of updates to multiple websites (news sites, blogs, and more) in one place, as opposed to having to manually check in on every single site individually. An RSS Feed is a place where all updates are tracked together, in an easily viewable format.
S
Schema Markup – Code that is added to the HTML of a website to give search engines more relevant information about a business, person, place, reviews, product, or thing. Proper schema markup can help your site display rich snippets in the search results page, making your search result stand out and improve clickthrough rates.
Search Network – A group of websites in which ads can appear. Google’s Search Network, for example, is a group of Google & non-Google websites that partner with Google to show text ads.
Search Engine – a program that searches an index of information and returns results to the user based on corresponding keywords. The most well known search engines are Google, Youtube, Bing, and Yahoo.
Search Operator – a text modifier that can be used in Google searches to return more specific results. Search operators essentially act as shortcuts to an advanced search.
SEM (Search Engine Marketing) – a nebulous term that can apply to either 1. Any digital marketing that involves the use of a search engine, or 2. only paid digital marketing that involves a search engine, ie: PPC (pay-per-click). There is not an industry standard as to which definition is correct, however the latter is most commonly used.
SEO (Search Engine Optimization) – the process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.
SERP – stands for Search Engine Results Page, the page featuring a list of search results that is returned to the searcher after they submit a keyword search.
Sessions – A metric in Google Analytics that measures one user interacting with a website during a given period of time, which Google defaults to 30 minutes. A session is not dependent on how many pages are viewed, so if a person goes to a website and looks around at different pages for 20 minutes, it would count as 1 session.
Siri – Apple’s digital assistant that uses voice command technology and allows for hands free search and virtual assistant functions on iPhones and other Apple products.
Sitelink – An ad extension in Google Adwords that appears below the main ad copy which links to a specific page on the website (i.e. Contact Us, about Us, etc.). Ads can have from 2-6 sitelinks.
Sitemap – An XML file or page on a website that lists all of the pages and posts for search engines to see. This document helps search engines quickly understand all of the content that they should be aware of on a particular website.
Slug – Slang for the portion of a URL that comes after the .com. For example, the homepage might be http://www.domain.com, but for the Contact Us page, a slug would be added to the end of the URL to direct the browser to a page within the website i.e. http://www.domain.com/contact-us.
Source – A term in Google Analytics that helps webmasters classify where traffic is coming from (ie. the “source” of the web traffic). Source can be a search engine (for example, Google) or a domain (website-example.com)
Spam – A broad term that includes many different nefarious activities in digital marketing that are done either to help a website rank better or to harm a competitor website. Spam is often in seen the form of hundreds or thousands of low-quality backlinks that were built by a black hat SEO to manipulate rankings.
Spider – An automated program that visits websites, sometimes also referred to as a “crawler” or a “bot”. A spam spider visits websites for nefarious reasons, often showing in Google Analytics as junk traffic. However, Google uses a bot to crawl websites so that they can be ranked and added to Google search.
SSL Certificate – These small data files are added to web servers that then allow a website to use the HTTPS protocol. SSL certificates digitally connect a cryptographic key to an organization’s details. Originally, these were used to secure logins, data transfers and credit card transactions, but have recently become the go-to system for websites, especially after the Google Chrome update that displays a warning message to users, if the certificate is not present.
Style Sheet – Shortened term for Cascading Style Sheet (CSS). CSS a document of code that tells the website’s HTML how it should be appear on screen. CSS is a time saving document for web designers as they can style batched-sections of HTML code, rather than styling individual lines of code one-at-a-time.
T
Tag – In WordPress, a tag is an identifying marker used to classify different posts based on keywords and topic. Similar to WordPress categories, but tags are more granular and specific, whereas categories are broad and thematic.
Title Tag – An HTML element that is used to describe the specific topic of a web page. Title tags are displayed in the tabbed top bar of a web browser. In SEO, it is best practice to have descriptive title tags featuring your main keywords, rather than something basic like “home”.
Tracking Code – A script, often placed in the header, footer, or thank you page of a website that passes information along to software tools for data gathering purposes. Tools like Google Analytics, Google Adwords utilize tracking codes so that they can track information about users who view a site.
Twitter – A social media platform where users interact, or “tweet” by posting a message or replying to a message in 280 characters or less. Each keystroke on a keyboard is considered a character. Twitter is used to share information and links, and utilizes hashtags to categorize information. Tweets are typically public and can be seen by anyone. If you are followed by another user, that user will see your tweets in their feed. Similarly, you will see the tweets of anyone you follow in your feed.
Twitter Advertising – Allows marketers to promote a tweet on users feeds without that user having to follow your brand for it to appear on their feed. These advertisements can be used to grow brand awareness, gain more followers, extend social media reach, and/or reach out to prospective customers about a product or service.
U
Unique Visitors -A metric used in web analytics to show how many different, unique people view a website over a period of time. Unique visitors are tracked by their IP addresses. If a visitor visits the same website multiple times, they will only be counted once in the unique visitors metric.
URL – stands for Uniform Resource Locator and is the address of a web page. The URL refers to what specific web page a web browser is viewing.
UI – Stands for User Interface. User interface is the area with which a user interacts with something through a digital device. Good UI should be fluid and easy for most people to understand.
UX – stands for User Experience. UX refers to how a user interacts with a website or app (where they click, which pages they visit). UX can be shaped by testing differences in page layouts, CTAs, colors, content, etc to improve conversion rates. Having a good UX is crucial to having a good business, as it drives repeating users and engagement.
V
Visits – An old term in Google Analytics which was recently changes to “sessions”.
Visitors – A metric in Google Analytics that quantifies a user of a website over a particular period of time. Visitors are often broken down between “new visitors” who are browsing for the first time in the allotted time period, or “returning visitors” who have already browsed at least once in the given time frame.
W
Web 2.0 – The second major phase of development of the World Wide Web, marked by a shift from static web pages to dynamic content, as well as social media and user generated content.
Website – One or a group of documents, content and/or media that are accessible on the World Wide Web. Websites are typically identified with a domain name and published on a web server.
Webinar – An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.
White Hat – Term for ethical digital marketers who don’t participate in work that could be viewed as unethical or as spam.
Wireframe – a cursory layout drawing of a webpage that acts as the first step in the design process.
X
XML – Stands for eXtensible Markup Language. Similar to HTML (Hypertext Markup Language) in that it is primarily used to categorize various data for computers and humans to use more effectively. In basic terms, XML allows for customizable tags for marking up information that is otherwise difficult for computers to understand.
XML Sitemap – A document in XML format that categorizes all relevant pages, posts, files, etc. of a website. This document is not intended for human use, though it can be viewed by humans. Instead, an XML sitemap is designed to help search engine crawler bots easily find all of the pages for a given website – very similar to a roadmap or atlas that one would use when driving a car long distances.
Y
Yelp – A social review platform and search engine that allows users to leave reviews for businesses. Yelp also offers an advertising program which gives advertisers the ability show their marketing assets to qualified Yelp users based on keyword searches.
YouTube – A video sharing website, bought by Google in 2006. YouTube is part of Google’s ad network and is considered one of the most popular search engines in the world. YouTube offers a growing suite of streaming services and produces original tv series.
YouTube advertising – YouTube offers advertising in 6 different formats. Display ads, overlay ads, skippable video, non-skippable video ads, bumper ads, and sponsored cards. These ads can all be created and run through the Google Adwords platform.
Yahoo! Search – One of the largest search engines in the world. As of 2009, the platform has been powered by Bing.