conversion-centered design
the creation and presentation of a website to optimize the potential of site visitors to take action such as product or service purchase on the website
digital marketing
any form of marketing that involves digital technologies and media to communicate a company’s value to the end user while also meeting specific marketing objectives
dwell time
the amount of time a visitor spends on a web
email marketing strategy
engaging in marketing practices that increase the number of subscribers on an email list
Hick’s Law
statement that every additional choice you give someone increases the time required for that person to make a decision
html code
programming language that tells web browsers how to display information on a web page
internal linking
connecting pages of an organization’s website to one another, an approach that leads to a search engine’s ability to crawl the site
keyword
word or phrase typed into a search engine for which accompanying search results are then displayed
keyword research
the process of identifying the keywords (a single word or a combination of words) that individuals search for online, with the purpose of creating website content that will receive a high ranking in search engine results for those keywords
lead magnet
incentive provided to persuade individuals to share their email addresses or other contact information
link-building
the process of acquiring hyperlinks from other websites to your own website
link-earning
occurs when another site chooses to link to your site without your asking them to do so
long tail keywords
descriptive phrases made up of three words or more typed into search engines to find accompanying results
meta description
wording that appears in a search results list along with a meta tag and link to a company web page
meta tags
snippets of text that tell a search engine what a web page is about
mobile design
the way your website appears across all electronic devices (tablets), and especially mobile devices
off-site SEO (off-page SEO)
work completed away from your website that has the intentions of improving your website’s search engine rankings`
on-site SEO (on-page SEO)
is the practice of optimizing certain elements of a website that can impact the placement of that website or webpage in search engines
opt-in form
form on a website that is intended to get people to submit their email addresses, usually in exchange for something of value to members of a specific audience
pay-per-click (PPC)
internet marketing model in which an advertiser pays a fee only when its ad is clicked
query
a term typed into a search engine with the goal of gaining access to attendant results
short tail keywords
phrases, less descriptive than long tail keywords, made up of one or two words typed into search engines to find accompanying results
sitemap
a list of all pages on a website
social proof
evidence from the public that a company, product, or service can be trusted
title tag
meta tag that defines the title of your web page
typeface (font)
a collection of characters (letters, figures, symbols) designed to function uniformly
unsubscribe rate
the number of individuals who opt-out of receiving email correspondence from a company compared to the number of email list subscribers
visual hierarchy
element for drawing viewers’ attention to specific features of a design before viewers’ attention is given to lesser important design features
white space (negative space)
refers to areas of a design left empty