NOTE: The following post includes excerpts from TeleVox and Wpromote’s whitepaper “20 Online Marketing Buzzwords Your Practices Needs to Know” – a quick and easy guide to commonly-used SEO and online marketing buzzwords, what they’re about and why they are important to your practice. Download it HERE!
With Valentine’s Day quickly approaching, we thought we would share 5 of our favorite SEO and online marketing buzzwords that we LOVE right now. These terms are all extremely relevant and should become a part of your SEO vocabulary. If you are not already familiar with some of these terms, take a look at their definitions and importance below and start applying them to your website!
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To the search engines that crawl the web, links serve as roadways between web pages. Using advanced link analysis, search engines can determine how pages are related to each other and in what ways. Because links are very important signals used by the search engines to determine rankings, increasing the number of high quality links pointing to your site can significantly increase your chances of ranking well. Websites that buy links or participate in link schemes risk severe penalties that will drop their rankings. This is why it’s important to focus on building links naturally. You can build a natural backlink profile in many ways. Earning the attention of the news media by partaking in community outreach programs can help you acquire quality, relevant links. Additionally, adding unique, relevant content and blogs to your website provides natural material to link back to as a resource for other websites. You can also earn natural links by getting your website listed in web directories and updating your local business listings.
Inbound marketing focuses on earning (rather than buying) the attention of potential customers, and it’s done through blogs, social media sharing, website content, podcasts, e-newsletters and other forms of content sharing. Inbound marketing is all about attracting people to your website so you can convert them into customers. In contrast, outbound or traditional marketing consists of trying to get the attention of consumers through the use of billboards, TV and radio advertisements, direct mailings, banner ads, SPAM and cold calling. In other words, outbound marketing is focused on promoting products/services by presenting information to consumers even if they’re not looking for those products or services. This is why outbound marketing is referred to as “interruptive marketing”. When you partake in inbound marketing, your customers will come to you because they want to via the search engines, referrals and social media. It’s far less expensive and a much more effective way to gain customers, making it a form of marketing all businesses should partake in.
Duplicate content is defined as content that appears on the Internet in more than one place. When faced with several pieces of identical content to index, the search engines find it difficult to decide which is more relevant to a given search query. Duplicate content can negatively affect your search rankings if you are copying content created on other websites and claiming it as your own. This practice is considered manipulative, deceptive and malicious. Websites found guilty of utilizing duplicate content in a spammy fashion can be severely penalized by Google wherein their sites are de-indexed into oblivion. Because Google wants to reward rich, unique, relevant and good quality content in its organic listings, crafting your own content based around your valuable keyword phrases will help you rank higher in the search engine results pages while assisting you in establishing your brand’s unique “voice”.
NAP is an acronym for Name-Address-Phone. NAP consistency means that your business’s name, address and phone number are consistently listed the same across the web. In other words, if you use “Road” instead of “Rd”, you should consistently use “Road” on all the sites and directories to which you submit your website, including Google+, Bing, Yelp, Yahoo, YellowPages, Angie’s List, etc. When your business’s information is consistent across the web, it will help boost your local SEO rankings because the search engines will see that there are no variations that could trigger red flags. You can check your NAP consistency for free using a service like GetListed.org. If you find many inconsistencies and are overwhelmed by the task of cleaning up your citations, you can hire an SEO company to take care of it for you.
Most of us have heard the term “referral traffic” as something that can increase the number of site visitors and sales. Referrals are visits to your website from direct links on other websites. For example, another site that liked what you have to say or sell may post a link recommending your site. You can find the source of your referral traffic in Google Analytics under ‘Traffic Sources’. By learning which sites and sources drive the most traffic to your site, you’ll be able to modify your marketing campaign so that it is more optimized toward driving quality, visits to your site.
As an Account Executive at Wpromote, Megan is responsible for assisting clients with their search engine marketing needs. While helping clients become recognized in search engines is an integral part of her job, she is also a regular contributor to the blog. In her spare time, Megan enjoys Dodger games and trying out new recipes like chocolate chip cookie dough truffles! Learn more about Wpromote at TeleVox.Wpromote.com