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