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Google’s pay-per-click advertiser programme
Any metrics, statistics or key-performance indicators which measure marketing and sales effectiveness (see ‘Google Analytics’).
Your Awarding Body is City and Guilds. City & Guilds works with key training providers and employers to ensure its qualifications are developed by experts working in the Social Media industry as well being backed by the Sector Skills Council – Council for Administration (CfA). The Awarding Body is also responsible for monitoring the quality and robustness of training and assessment, ensuring plagiarism and collusion do not occur.
Business-to-business. Companies that sell to other businesses
Business-to-consumer. Companies that sell directly to consumers
Black Hat SEO
This is a popular term for SEO tactics that attempt to gain higher search engine rankings for a particular website through unethical, such as stuffing keywords, or tricking web spiders in other ways.
A blog is just a web page that contains entries in reverse chronological order, with the most recent entry on top. Blogs today represent powerful tools to engage potential buyers, establish thought leadership and increase organic search rankings.
City and Guilds
(see above for ‘Awarding Body’)
Content Management System (CMS)
A web application that allows users to create, edit, and manage a website.
Conversion Rate (CR)
The percentage of people who completed a desired action on a single web page, such as filling out a form.
Conversion Rate Optimisation (CRO)
The process of improving a sites conversion using design techniques, key optimization principles, and testing; creating an experience for your visitors that will convert them into customers.
An internet advertising model where the advertiser pays for each specified action someone takes, like an impression, click, form submit, or sale.
Customer Acquisition Cost (CAC)
This is your total Sales and Marketing cost. To calculate, add up overall marketing spend and divide by the number of new customers in a set time period.
A social bookmarking site and a property of Yahoo! Allows users to quickly store, organise (by tags) and share favourite web pages. You can also subscribe to RSS feeds of other users and share a page specifically with another user.
Externally measurable characteristics of potential buyers such as age, gender, race, education and income level.
A place for people to discover, share and recommend content from anywhere on the web.
When a potential customer has been identified and a dialogue begins with the organisation.
Employment rights and responsibilities
Google Analytics (GA)
A service by Google that generates detailed statistics about a website’s traffic and traffic sources, and measures conversions and sales. Marketers use it to get to know their audience, trace their customers’ paths, and make a visual assessment of how visitors interact with their pages.
The exposure of a clickable ad on a website to one individual person.
A link to your website from a different website.
Internal Quality Assurer (IQA)
This person ensures that learners are assessed consistently and fairly by assessors.
The research to determine the words and phrases that are most applicable to a given webpage, online business, product or service.
The words of phrases used by a prospect when performing a search. Marketers optimise their websites according to the search volumes of keywords related to their industry, product or service, Marketers can also create ads related to keywords that appear in paid search listings.
A custom webpage designed to convert visitors into leads or sales. It may also be called a destination page splash page, destination URL or target URL.
Quality link building is one of the most important activities you can undertake to get higher search engine rankings.
A business-orientated social networking site mainly used for a professional networking that allows registered users to maintain a list of contact details of people and connections they have made in business.
Personal learning and thinking skills
An audio or video recording posted on a web site that can be downloaded and played later. The term is derived from iPod and broadcasting.
The amount of money spent to get a digital advertisement clicked. It is an internet advertising model where advertisers pay a publisher (usually a search engine, social media site, or website owner) a certain amount of money every time their ad is clicked. For search engines, PPC ads display an advertisement when someone searches for a keyword that matches the advertiser’s keyword list, which they submit to the search engine ahead of time.
ROI (Return On Investment)
A performance measure used to evaluate the efficiency and profitability of an investment, or to compare the efficiency and profitability of multiple investments. The formula for ROI is: (Gain from Investment minus Cost of Investment), all divided by (Cost of Investment).
Search Engine Submission
Submitting your website’s URL to a search engine along with a brief description to influence your search engine ranking for a specified group of keywords.
SEO (Search Engine Optimization)
Techniques that help your website rank higher in organic search results, making your website more visible to people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo. Search engines look for elements including title tags, keywords, image tags, internal link structure, and inbound links to name but a few.
Search engine results pages.
Small and medium-sized enterprises
A method for internet users to store, search, organise and share web pages.
Websites and applications that enable users to create and share content or to participate in social networking.
A dedicated website or application which enables users to communicate with each other by posting information, comments, messages, images, etc.
A framework used to evaluate a company’s market position via its strengths, weaknesses, opportunities and threats. Strengths and weaknesses are internal factors the company can affect, opportunities and threats are external factors the company can’t control but can plan for.
URL (Uniform Resource Locator)
Also known as a web address, a URL is a specific character string that refers to a resource. It’s displayed within a web browser inside an “address” bar.
Technology that enables marketers to determine which media are generating responses and traffic to a landing page or website, bit.ly for example.
USP (Unique Selling Proposition)
A unique message presenting a distinct and appealing idea that sets a company, product or service apart from competitors.
UX (User Experience)
The overall experience a customer has with a particular business, from their discovery and awareness of the brand all the way through their interaction, purchase, use, and even advocacy of that brand.
A popular hashtag on Twitter (#FF or #FollowFriday) in which, every Friday, you send a tweet to your followers recommending a Twitter handle you think is interesting that others might want to follow, too.