Knowledgebase: Marketing Term

The error message shown when a page can’t be found

A 404 page is an error page that appears when someone tries to access a webpage that doesn’t exist on your site. This can happen if a user mistypes a URL, follows a broken link, or tries to reach a page that has been moved or deleted. The term “404” comes from the HTTP status code for “Not Found.”

A well-designed 404 page is more than just an error message—it’s an opportunity to keep visitors engaged. Custom 404 pages often include helpful navigation links, a search bar, or even a bit of humor to lighten the experience and encourage users to stay on the site instead of leaving. A great 404 page guides lost visitors back to useful content, helping improve user experience and reduce bounce rates.

A method of comparing two versions of something to see which performs better.

A/B Testing is a method of comparing two versions of a web page, ad, email, or other marketing element to determine which performs better based on a specific goal, like click-through rates or conversions. In an A/B test, two variants (usually labeled as “A” and “B”) are shown to different segments of an audience at the same time. Version A could be the original (often called the “control”), while Version B has a single variable change, like a different headline, image, or button color.

By measuring which version drives more engagement or conversions, A/B testing allows businesses to make data-driven decisions, fine-tuning their content for better results. It’s a powerful tool for optimizing marketing materials, helping companies understand what resonates best with their audience and gradually improving overall effectiveness. Effective A/B testing relies on clear goals, careful tracking, and enough sample size to ensure the results are statistically significant.

The process of attracting new customers or leads.

Acquisition refers to the strategies and activities a business uses to attract and bring in new customers or leads. It’s a crucial first step in the customer lifecycle and is typically focused on reaching audiences who may be unfamiliar with the brand but have the potential to become valuable customers. Successful acquisition involves understanding target customer needs and using a combination of marketing channels to create awareness, build interest, and encourage initial interactions.

Individuals or businesses that promote your products in exchange for a commission.

An affiliate in marketing is a partnership or arrangement where businesses outsource the sales process to partners in exchange for a commission. 

Some well-known examples of affiliate marketing websites are The Wirecutter from The New York Times and The Strategist from New York Magazine. In both examples, links to the products mentioned lead to other websites, like Amazon, where the sale occurs. The affiliates, in this case, are The New York Times and New York Magazine. 

Utilizing affiliates can help you reach a different audience and attract new customers. 

A color palette made up of shades that sit next to each other on the color wheel.

An Analogous Color Palette is a color scheme that uses colors located next to each other on the color wheel. This type of palette typically consists of three to five hues, including a dominant color, a supporting color, and additional accent colors. Analogous colors often share similar undertones, creating a cohesive and visually harmonious look that is pleasing to the eye.

Characteristics of an Analogous Color Palette:

1. Naturally Harmonious: Because analogous colors are side-by-side on the color wheel, they blend well together, producing a calming and unified look. This makes them ideal for designs aiming to be visually pleasing without high contrast.
2. Dominant and Supporting Roles: In an analogous palette, one color usually acts as the primary or dominant shade, while the other colors play supportive roles. This helps create balance and focus within the design.
3. Subtle Contrast: Unlike complementary colors (which are opposite each other on the color wheel and create a bold contrast), analogous colors have a subtle contrast, making them softer and more cohesive.

Examples of Analogous Color Schemes:

• Warm Palette: Using red, red-orange, and orange creates a warm, energetic vibe that can evoke passion and excitement.
• Cool Palette: Colors like blue, blue-green, and green form a cool, tranquil look, often associated with calmness and nature.
• Earthy Palette: Shades like yellow, yellow-green, and green can create a fresh, natural look often associated with organic products or eco-friendly brands.

Benefits of an Analogous Color Palette:

• Ease of Use: Since these colors naturally complement each other, they are easier to pair and work with, making them ideal for beginners or those looking for a foolproof color scheme.
• Creates Emotional Impact: Analogous palettes can evoke specific moods; for instance, warm analogous palettes feel energizing, while cool palettes are soothing.
• Cohesive Branding: Brands use analogous palettes to create a distinct look and feel that is instantly recognizable, which can strengthen brand identity and make marketing materials feel unified.

In web and graphic design, an analogous color palette can be particularly effective for backgrounds, branding, and visual storytelling, providing a seamless look that subtly guides the viewer’s eye without overwhelming them.

Tools and data that reveal how people interact with your website or content.

Analytics are tools and metrics that provide data on your content or site, which is valuable in helping gauge the success of your digital branding and marketing campaigns. Some of these web services that can pull analytics for your content are Google Search Console, SEMRUSH, Sprout Social, Microsoft’s Bing Webmaster, and Google Analytics.

A link from one website to another can improve search rankings.

acklinks (also known as “inbound links” or “incoming links”) are links from one website that point to another website. Backlinks are a key component of Search Engine Optimization (SEO), as they signal to search engines that other websites consider your content valuable and credible. Each backlink acts as a “vote of confidence” from the referring site, potentially improving your site’s authority and ranking in search engine results.

Key Characteristics of Backlinks:

1. Source of the Link: Not all backlinks are equal—links from reputable, high-authority sites (such as popular news outlets or industry-leading blogs) carry more SEO value than those from lesser-known sites.
2. Anchor Text: The clickable text of the backlink (anchor text) provides context about the linked page’s content. Optimized anchor text with relevant keywords can enhance SEO, though it’s essential to maintain natural and varied language to avoid penalties.
3. DoFollow vs. NoFollow Links: A “DoFollow” backlink passes SEO value or “link juice” to the linked site, positively affecting its search ranking. In contrast, “NoFollow” links do not pass SEO value but still generate traffic and increase visibility.

Types of Backlinks:

• Editorial Backlinks: Links that are naturally included within content, often because the linked page offers useful or credible information on the topic.
• Guest Post Backlinks: Links included in guest articles written for other websites, typically as part of a content marketing or SEO strategy.
• Directory Links: Links from online business directories, such as Yelp or industry-specific directories. These can help improve local SEO and visibility.
• Social Media Backlinks: Links from social media platforms that drive traffic to your site. While these are typically NoFollow, they still contribute to brand visibility and reach.

Benefits of Backlinks:

• Improves Search Engine Rankings: High-quality backlinks from authoritative sites can help improve a site’s ranking in search engine results, making it easier for users to find.
• Increases Site Authority: Backlinks build credibility; when reputable sites link to your content, it signals to search engines that your site is a trusted source.
• Drives Referral Traffic: Backlinks from popular websites can direct a steady stream of interested visitors to your site, increasing visibility and engagement.
• Builds Brand Awareness: Being referenced by multiple sites exposes your brand to a broader audience, potentially establishing you as a thought leader or reliable resource in your industry.

Best Practices for Building Backlinks:

• Create High-Quality Content: Offering unique, informative, and valuable content encourages other websites to link to it naturally.
• Engage in Outreach: Reach out to relevant blogs, websites, or influencers to promote your content or propose collaborations that can lead to backlinks.
• Guest Blogging: Writing guest posts on reputable sites in your industry is a strategic way to earn backlinks while building relationships and establishing authority.
• Fix Broken Links: Identify broken links on other sites related to your industry and suggest your content as a replacement, benefiting both parties.

In summary, backlinks are a foundational element of SEO, driving organic traffic, building authority, and enhancing online visibility. An effective backlink strategy focuses on earning links from high-quality, relevant sites, helping to improve search rankings and overall site performance.

Microsoft’s toolset for managing a site’s presence in Bing search results.

Bing Webmaster Tools is a free service from Microsoft designed to help website owners manage and optimize their site’s presence in Bing search results. Like Google Search Console, Bing Webmaster Tools provides valuable insights, performance reports, and diagnostic tools that can help webmasters improve search visibility, diagnose technical issues, and understand how users interact with their content.

Regularly posting articles on your website to engage your audience.

Blogging is the act of regularly publishing articles or posts on a website to share information, insights, or updates with an audience. Blogging is a popular way for businesses to build authority, attract new visitors, and engage customers by providing valuable content that addresses their needs or interests. In digital marketing, blogging is often used to improve SEO and drive organic traffic to a website by targeting specific keywords and topics.

The percentage of visitors who leave your site after viewing only one page. A high bounce rate may signal that your content isn’t engaging or meeting visitors’ needs.

A collection of colors chosen to represent your brand.

A Brand Color Palette is a carefully chosen set of colors that represent a brand’s identity. This palette includes primary and secondary colors used consistently across a brand’s website, marketing materials, and products. A well-defined brand color palette helps create visual cohesion and makes the brand more recognizable, reinforcing its personality and values in the minds of customers.

A Brand Persona is the collection of human traits, values, and characteristics that a brand embodies, making it relatable and memorable to customers. By defining a brand persona, companies can align their messaging and tone to appeal more effectively to their target audience, fostering an emotional connection that drives loyalty and recognition.

The unique tone and style your business uses in communications.

A Brand Voice is the unique style and tone in which a brand communicates with its audience, encompassing word choice, language style, and personality. Consistent brand voice helps convey a company’s values, connect emotionally with the audience, and differentiate it from competitors. It ensures that all communications feel authentic and align with the brand’s identity.

The process of shaping your business’s image and reputation.

Branding is the process of creating a distinct identity for a company through visual elements, messaging, and customer experience. Effective branding includes everything from a logo and color scheme to brand voice and values, all working together to shape how customers perceive the business. Strong branding builds recognition, fosters trust, and sets a business apart in the market.

A link that no longer works because the page has been moved or deleted.

A Broken Link is a hyperlink on a webpage that no longer leads to its intended destination, often resulting in a “404 Not Found” error. This can happen for several reasons: the linked page may have been moved or deleted, the URL may have been incorrectly typed, or the target site may be temporarily unavailable. Broken links are not only frustrating for users, who may leave a site if they can’t access desired content, but they can also negatively impact a website’s search engine optimization (SEO). Search engines interpret multiple broken links as a sign of a poorly maintained site, which may lower its search rankings. To avoid these issues, regular link maintenance and tools like link checkers help identify and fix broken links, improving the overall user experience and keeping the site’s SEO strong.

Temporary storage on users’ devices for website data.

The Browser Cache is a temporary storage space on a user’s device that holds data from websites they’ve previously visited. Caching allows web pages to load faster on return visits because the browser doesn’t need to download all elements again. While beneficial for speed, outdated cache data can sometimes cause issues, so users occasionally clear their cache to see updated content.

Is your browser showing outdated pages? Learn how to clear your cache with our step-by-step tutorial!

When a business sells products or services directly to other businesses.

B2B companies often focus on offering solutions that help other businesses improve their operations, such as software, marketing services, or wholesale products. B2B marketing and sales strategies typically involve longer sales cycles and target decision-makers within other businesses.

When a business sells directly to individual customers.

B2C brands typically focus on appealing to the personal needs, preferences, and emotions of their customers. Unlike B2B, B2C sales cycles are generally shorter, with a stronger emphasis on creating an enjoyable shopping experience, brand loyalty, and convenience.

A Call to Action (CTA) is a prompt that encourages users to take a specific action, such as “Sign Up Now,” “Learn More,” or “Buy Now.” CTAs are strategically placed in marketing materials and web pages to guide users toward a desired action. Effective CTAs are clear, compelling, and aligned with business goals, helping to increase conversions.

In marketing, a Channel is a method or platform used to reach and engage an audience. Common marketing channels include social media, email, search engines, and paid ads. Businesses choose channels based on where their target audience is most active and responsive, optimizing their outreach and promotional efforts for each channel’s unique strengths.

Chat GPT is an AI-powered conversational model developed by OpenAI that generates human-like responses in real-time. It can be used for customer support, content generation, and more. With its advanced language capabilities, Chat GPT helps businesses automate interactions, improve response times, and provide a consistent, personalized customer experience.

Churn refers to the rate at which customers stop doing business with a company over a specific period. It’s an essential metric in subscription-based and service industries, as high churn indicates customers are leaving faster than new ones are acquired. By analyzing churn, businesses can identify and address customer pain points, aiming to improve retention and customer satisfaction.

Click-Through Rate (CTR) measures the percentage of people who click on a link compared to the total number who viewed it. CTR is an important metric in digital marketing as it indicates the effectiveness of an ad, email, or call to action. Higher CTRs often signal that the content resonates with the audience and encourages engagement.

Community Building involves creating spaces and fostering relationships that encourage customers and followers to engage with a brand and with each other. This can include online groups, forums, or social media communities. Strong community building increases brand loyalty, provides valuable feedback, and cultivates a supportive network around a brand.

A Complementary Color Palette is a color scheme that uses two colors located directly opposite each other on the color wheel, such as blue and orange, red and green, or yellow and purple. These contrasting colors create a bold visual effect, adding energy and vibrancy to a design.

Characteristics of a Complementary Color Palette:

1. High Contrast: Complementary colors have maximum contrast, making each color stand out sharply when placed next to its opposite. This contrast draws immediate attention and creates a striking visual effect.
2. Vibrant and Bold: The strong contrast between complementary colors makes this palette vibrant and eye-catching, often adding a dynamic and lively feel to the design.
3. Balancing Act: Complementary palettes require careful balance; using too much of both colors can feel overwhelming. Designers often use one color as the dominant shade and the other as an accent.

Examples of Complementary Color Schemes:

• Classic Blue and Orange: This pairing is popular for its bright and energetic look, often used in sports branding.
• Red and Green: While commonly associated with holiday themes, red and green can also create a balanced yet high-energy look for various applications.
• Purple and Yellow: This bold combination brings warmth and vibrancy, often seen in entertainment and playful branding.

Benefits of a Complementary Color Palette:

• Attention-Grabbing: The contrast in complementary colors draws the viewer’s eye, making this palette ideal for calls to action, buttons, or focal points on a website.
• Creates Energy and Movement: Complementary palettes are perfect for brands looking to convey excitement or urgency due to their intense color dynamic.
• Effective for Emphasis: By using one color for backgrounds and the complementary color for important elements, designers can create an effective hierarchy that naturally guides the viewer’s attention.

Complementary color palettes are frequently used in branding, call-to-action elements, and designs requiring high visual impact, making them an excellent choice for projects aiming to stand out and capture attention instantly.

Content refers to all types of media and information shared by a brand to engage, inform, or entertain an audience. This includes blog posts, videos, social media posts, and email newsletters. High-quality content that provides value can boost SEO, attract new visitors, and strengthen customer relationships by consistently meeting audience needs.

Reviewing your content to ensure it’s relevant, accurate, and performing well.

Content Marketing is a strategic approach to creating and distributing valuable, relevant content to attract, engage, and retain an audience. It focuses on delivering information that solves problems or answers questions rather than direct selling. Effective content marketing builds trust, establishes authority, and supports conversion by nurturing a relationship with the audience.

Conversion Rate is the percentage of visitors who complete a desired action, such as making a purchase, signing up for a newsletter, or downloading a resource. This metric helps businesses assess how well their website, ad, or content is persuading users to take action, allowing for optimization of marketing efforts to increase sales and engagement.

Copy is the text used in marketing materials that aims to inform, persuade, or inspire action from the audience. Good copy is clear, engaging, and tailored to resonate with the target audience, aligning with the brand’s voice and goals. It’s an essential component of ads, websites, emails, and other content that communicates value and drives conversions.

The code that styles a website’s content, controlling fonts, colors, and layout.

The total revenue a business can expect from a single customer account throughout their relationship. Understanding CLV helps businesses make better marketing and sales investments.

A type of HTML list for organizing terms and definitions on a webpage.

A Domain is a website’s unique address on the internet, typically ending in .com, .org, or another extension. It’s an essential part of any website’s identity, allowing users to easily access the site. Businesses often choose domains that are memorable and aligned with their brand name to improve discoverability and brand recognition.

The Domain Name System (DNS) is a network of servers that translates domain names (like example.com) into IP addresses that computers use to locate each other online. This process allows users to access websites without needing to remember numerical IP addresses, making navigation on the internet much easier and more user-friendly.

Selling products or services online, directly from a website or app.

A schedule for planning, creating, and publishing content, keeping your marketing efforts organized.

Email Marketing is a form of direct marketing that involves sending targeted messages to a list of subscribers. Businesses use email marketing to nurture relationships, share news, promote products, and drive conversions. It’s a cost-effective and personalized way to reach customers directly and is often a key component of a comprehensive digital marketing strategy.

The rate at which people interact with your content, like clicks, comments, and shares.

Someone who starts and runs their own business, taking on risks to bring a new idea or product to life.

Content that remains relevant and valuable over time, such as “how-to” guides or industry basics. This type of content can continually attract traffic and support SEO efforts.

A marketing model describing the journey potential customers take from initial awareness to conversion. Common stages include awareness, consideration, and decision.

Google Analytics is a powerful, free tool that provides insights into how users interact with a website. It tracks metrics like page views, user behavior, traffic sources, and conversions, giving businesses the data they need to understand their audience and measure the effectiveness of their marketing efforts. Google Analytics is vital for making data-driven decisions and improving website performance.

Google Gemini is Google’s advanced advertising tool that leverages AI and machine learning to help businesses optimize their ad campaigns. By analyzing data, it offers insights and recommendations that enhance ad targeting, budget allocation, and overall effectiveness, allowing marketers to improve ROI and reach the right audiences with precision.

A tool to test and improve your website’s loading speed, which helps retain users and improve search rankings.

Google’s free tool for monitoring your website’s presence in search results, offering insights into search performance and optimization tips.

Google Search Results are the list of web pages, images, videos, or other online content displayed after a user enters a search query on Google. Google’s algorithms rank these results based on relevance, keywords, and other factors to provide users with the most relevant information. Ranking high in search results is a priority for many businesses as it increases visibility and traffic.

Google’s suite of productivity tools, like Gmail, Drive, and Docs, designed to streamline team collaboration and communication.

A WordPress plugin for creating custom forms, helping gather information from visitors.

The main image or message at the top of a webpage, grabbing attention and setting the tone for the page.

A six-character code representing a color for web use, like #FFFFFF for white.

The basic code used to structure content on websites, like headings, paragraphs, and links.

The number of times your content is shown to a user, whether they click on it or not.

A unique number assigned to devices on the internet, helping them communicate and locate each other.

A programming language that makes web pages interactive, from animations to forms.

A word or phrase that describes your content and helps it appear in relevant search results.

A measurable value that shows how effectively your business is achieving key objectives. KPIs help track progress and adjust strategies as needed

A page created specifically to drive conversions, often linked to ads or campaigns.

An incentive (like a free guide, discount, or checklist) offered to potential customers in exchange for their contact information, helping to build your email list and lead base.

Moving an existing website to a new platform or design without major changes.

A unique symbol or design representing your brand visually.

A targeted group created by finding users who resemble your current customers. This approach helps to expand reach effectively with similar demographics or behaviors.

A profile representing your ideal customer’s traits, needs, and habits, guiding your messaging and strategy.

HTML tags in a webpage’s code that tell search engines about the page’s content. Common tags include title tags and meta descriptions, which affect search engine rankings.

A process where users give permission to receive marketing emails or other forms of communication. Opt-ins ensure that your audience is interested and engaged.

Listings in search results based on relevance, not paid ads.

Free or earned media coverage that brings awareness and credibility to your brand.

A popular JavaScript library for building user interfaces, often used in website and app development.

A way to send users from one URL to another automatically, often used when a page is moved.

Designing websites to work well on all devices, from phones to desktops.

A form of online advertising that targets users who have previously visited your site, encouraging them to return and convert.

The process of selling products or services to customers, the end goal of most marketing efforts.

Code added to your website that helps search engines understand your content better, improving how information displays in search results.

A metric showing how far down a webpage a visitor scrolls. It reveals engagement levels and whether users are consuming your content.

A site setup in Google Search Console that tracks performance and offers improvement suggestions.

A tool like Google or Bing that helps users find information online based on keywords and phrases.

Paid advertising on search engines to increase visibility and drive traffic to your website.

Techniques to make your website more visible on search engines like Google, boosting organic traffic.

The words or phrases people type into search engines to find information or solutions.

Visitors who come to your site from search engines.

The page you see after entering a search query, showing both organic and paid results. Ranking high on the SERP improves visibility.

The part of a URL that comes after the domain name, usually describing the page’s content.

Visual or video ads shown on social media or other websites, helping increase brand visibility.

Evidence that others trust your brand, like reviews or social media followers, which builds credibility.

A document outlining brand elements like fonts, colors, and voice to ensure consistency across materials.

A user who signs up for regular updates, often by email. Subscribers are typically more engaged and likely to convert into loyal customers.

Small bits of code added to URLs to track where traffic is coming from in analytics.

The measurable progress or momentum your business gains, often through customer engagement or sales.

What sets your business apart from competitors and explains why customers should choose you.

A web address that specifies where to find a page or file on the internet.

The overall experience users have when interacting with your website or app. Good UX design makes navigation easy and encourages visitors to stay longer.

A marketing approach that encourages audiences to share your content widely, helping it “go viral.”

A program like Chrome or Firefox that lets you access and navigate websites.

A service that provides the infrastructure for your website to be accessible on the internet. Choosing reliable hosting can impact your site’s speed, security, and uptime.

A product or service produced by one company but branded and sold by another. White labeling allows companies to expand offerings without extra development.

A basic layout or outline of a webpage, showing its structure and key elements before adding design details. Wireframes are useful in the planning stages of web design.

A popular platform for building websites, known for its flexibility and ease of use.