Does “Tech” and “Marketing” speak sound like Chinese to you?
(Of course, I do my best to speak plainly in English.. but once you get the hang of these terms, you’ll love it!)
I’ve including general terms, as well as those specific to tourism, hospitality, acupuncture, and coaching.
General digital marketing and “tech” terms
is a randomized experiment with two variants, A and B. A/B testing is a way to compare two versions of a single variable, typically by testing a subject’s response to variant A against variant B, and determining which of the two variants is more effective.
Above the FOLD
Above the fold, as it applies to Web design, is the portion of a Web page that is visible in a browser window when the page first loads. The portion of the page that requires scrolling in order to see content is called “below the fold.”
A Google-owned program that places ads on Google Search Engines. PPC advertising considers AdWords its primary platform
The URL you log into to get to the back end, or dashboard, of your WordPress site.
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
Set of programmed rules that let computers, operating system, Search Engines, Social Platforms, etc. perform a specific task. Google uses its algorithms for deciding the ranking of websites
The text that is highlighted, or links to, another site. The example below is Find out more here.
API key or code
An API key is a unique value that is assigned to a user of this service when he’s accepted as a user of the service. Sometimes it is known as a token. For example, I have to enter my API code every time I update my Divi theme.
Email automation allows you to send out targeted and relevant messages at designated times or based on specific actions or “triggers.” Often a series of emails with a specific goal in mind.
The area one uses to access the building, or editable part of a website, as opposed to the user endpoint: the front end. The terminology is different from other systems.
Simply a link on another website that links back to a site. For example, a link to “Joe’s takeout pizza” on your website will become a backlink linking to Joe’s pizza. Backlinks are an important part of SEO.
Black Hat SEO
Black hat SEO is a practice against search engine guidelines, used to get a site ranking higher in search results. These unethical tactics don’t solve for the searcher and often end in a penalty from search engines. Black hat techniques include keyword stuffing, cloaking, and using private link networks. Find out more here.
Often used to educate potential clients about what you do, (especially topics that are difficult for laypeople to understand) A great tool for acupuncturists. It also works well to infuse a more personal or emotion-based vibe for certain industries that tend to be a little “dry,” such as insurance. Blogging is also one of the best ways to keep SEO momentum going.
Bounced emails are addresses that could not be delivered successfully to recipients of email marketing campaigns. There are two types of bounced emails: hard bounces, and soft bounces.
Hard bounces are addresses that were rejected outright. Soft bounces are addresses that were rejected due to a temporary issue, such as a recipient’s email box being full.
CPanel is a web based hosting control panel provided by many hosting providers to website owners allowing them to manage their websites from a web based interface.
A cache — pronounced CASH — is hardware or software that is used to store something, usually data, temporarily in a computing environment. Find out more here.
Often, when having trouble accessing a site, it’s a good idea to clear your “browser cache” first. In Google Chrome, this is found under the Chrome tab: Clear browsing data.
Citation Flow (Related to Trust Flow)
Citation Flow is a number of predicting how influential a URL might be based on how many sites link to it. Trust Flow is a number predicting how trustworthy a page is based on how trustworthy sites tend to link to trustworthy neighbors.
Click-through Rate: Google’s definition:
A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.
A contact form is basically a set of questions filled out on the webpage by your visitor that is automatically sent to your email when it is filled out.
A response to your call to action (CTA) This can be anything from a sale, to joining a Facebook group, to opting in/subscribing to an email list.
CPA (Cost per Aquistion)
A marketing metric that measures the aggregate cost to acquire one paying customer on a campaign or channel level. CPA is a vital measurement of marketing success
CPC (Cost per Click)
Cost Per Click (CPC) refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.
Crawlers and bots
A Web crawler, sometimes called a spider or spiderbot and often shortened to crawler, is an Internet bot that systematically browses the World Wide Web, typically for the purpose of Web indexing (web spidering).
A programming language that web developers use to control the appearance or style of a website: Everything from the size of a navigation bar to colors, fonts, layout, etc. An analogy would be remodeling a home from the inside to change the look and feel. This is separate from HTML markup, for those who remember the old days when HTML was all you needed.
CSS can be a little tricky.
CTA (Call to Action)
A feature on a website, particularly a landing page, that invites the visitor to take some sort of action, to interact, or make a decision. This is commonly a button, such as “learn more” “buy now” or “send me the ultimate guide to fly fishing.” Many websites lack a clear CTA.
CTR (Click through rate)
The proportion of visitors to a web page who follow a hypertext link to a particular site. This is a metric used not only for paid ads but organic (non-paid) searches. (SEO) Ranking is NOT the only metric. (see vanity metrics)
A database is a collection of information that is organized, generally on a server, so that it can be easily accessed, managed and updated. You can access your website’s database from your CPanel to upload files, change passwords and usernames, and more. Find out more here.
DNS (Domain Name Server)
A DNS server is a computer server that contains a database of public IP addresses and their associated hostnames, and in most cases, serves to resolve, or translate, those common names to IP addresses as requested.
In more easy to understand terms: a DNS server on the internet is the device that translates the https://www.techandwinedigitalmarketing.com I type in my browser to the 126.96.36.199 IP address that it really is. It’s like a translator. Find out more here.
If you come across a DNS error, it may be a good idea to call your hosting service.
DO Follow links
I’ve found that Neil Patel explains this best.
A domain name is your website name. A domain name is the address where Internet users can access your website. A domain name is used for finding and identifying computers on the Internet. Computers use IP addresses, which are a series of number. However, it is difficult for humans to remember strings of numbers. Because of this, domain names were developed and used to identify entities on the Internet rather than using IP addresses.
Used for instances when portions of same text are found in two or more different places on the web. It causes ranking issues for all the websites that have same content. For this reason you want to avoid having duplicate content, although in some cases, there are workarounds. (canonical URLs)
Companies use email marketing as a way of communicating with their audiences.
Email automation is the ability to send time or action triggered emails to subscribers or a group of subscribers with relevant information. Automation is useful for a variety of different marketing purposes.
As opposed to emails that are automatically sent via a “trigger” such as visiting a website, opting in to an email list, or making a purchase, a broadcast is a one-time, real time send to a specific list. You would send an email broadcast for example, if you wanted to share a new blog or special event that you were hosting, manually, in real time.
A very important aspect of a marketing funnel. A list can be bought, which is the basis of much spam email marketing. Because of new laws, the vast majority of markers build their list via permission based marketing, or opt-in forms which follow a set of rules, and allow the subscriber to easily unsubscribe.
Email lists are an important way to keep in touch with your audience, followers, warm leads, or whatever you prefer to call them. Always think of them as real human beings that you want to send high quality information to, rather than just a “list.”
FTP: File Transfer Protocol
FTP stands for File Transfer Protocol and, as the name implies, it is a way of transferring files between computers. It is also one of those wonderful computer terms that’s both a noun and a verb. A classic example of its use: You can use it to transfer files (such as the database and other files associated with your website) from your hosting service to your computer, and vice-versa. I use FileZilla to do this.
Facebook Business Page vs. Facebook Group
A page is a public profile that allows companies and brands to introduce their services and activities. A group is a community-based feature that gathers people with the same interests to discuss topics and share their opinions.
Pages allow you to create ads and perform other functions, but the engagement tends to be terrible. I recommend having BOTH a page and a group.
Something you will need to know when posting blogs. In WordPress, there is an area where you can select what you want to see appear in your blog (where it appears depends on your theme) The featured image also shows up as the preview image when you post to Facebook, although sometimes it doesn’t work properly. There are fixes and solutions.
The blocks where a subscriber enters information, such as first name, email, etc.
They are often placed on a website to collect information from visitors. This information is manually typed into field.
Funnels (Sales Funnels)
A sales funnel is a graphic representation of the sales stages a customer goes through when buying a product. Often, it is shaped like a funnel (hence its name.) The top part of the funnel generates awareness (cold leads) the middle part generates interest (warm leads) and the bottom, or narrow part of the funnel is all about nurturing “hot” leads or those who have made a purchase (VIPs)
Google Algorithms: Penguin, Panda, Hummingbird, etc.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and more. It can provide valuable insight about what content to write next, what pages are performing well, etc.
A must for local (brick and mortar) businesses. Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can both help customers find you and tell them the story of your business.
Google Webmaster Tools and Search Console
A hashtag is a keyword or phrase preceded by the hash symbol (#), written within a post or comment to highlight it and facilitate a search for it. Essentially, by including hash marks in your post; it can be indexed by the social network so that it can be discoverable to everyone, even if they’re not your followers or fans.
Example: #balkantravel #ilovesarajeveo #cyclingthrougheurope
A website header sits at the top of each page and serves a few very important purposes. This does more than provide a place for your logo; it is part of a consistent user experience that all good websites share. Overall, a good header makes your website easier to navigate, establishes your brand, and creates a consistent browsing experience throughout your website.
HTML stands for Hyper Text Markup Language. HTML is the standard markup language for Web pages. HTML elements are the building blocks of HTML pages
Back in the day, websites were constructed from the ground up with HTML.
One can easily see this code for any site by choosing to view the source code in a browser window.
A link from a hypertext document to another location, activated by clicking on a highlighted word or image. Example: This is a hyperlink. If you click on it, it will take you to a specific URL. Most apps that create documents, such as Google docs or Wor, allow you to do this easily.
Image optimization is about reducing the file size of your images as much as possible without sacrificing quality so that your page load times remain low. It’s also about image SEO. That is, getting your product images and decorative images to rank on Google and other image search engines.
It’s kind of a trendy marketing term. Inbound marketing refers to the ‘full-funnel’ approach to attracting, converting, closing, and delighting customers using online content. It’s also the opposite of “outbound marketing” which is more about repetition, brand awareness, and leaving the consumer out of the loop.
In layman’s terms, indexing is the process of adding web pages into Google search.
Depending upon which meta tag you used (index or NO-index), Google will crawl and index your pages. A no-index tag means that that page will not be added to the web search’s index. It is important, when building or revamping a website, to know which pages you want indexed and which ones you do NOT.
An Internet Protocol address (IP address) is a numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication. An IP address serves two main functions: host or network interface identification and location addressing.
IPv4 uses 32 binary bits to create a single unique address on the network. An IPv4 address is expressed by four numbers separated by dots. Each number is the decimal (base-10) representation for an eight-digit binary (base-2) number, also called an octet. For example: 188.8.131.52
How your software systems work together/communicate. For example, MailerLite integrates with WordPress, Shopify, PayPal, etc. Most SaaS (software as a service) will list their integrations. Zapier is a popular way to “connect” 2 apps via a trigger and an action.
Your SEO keywords are the keywords and phrases in your web content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its potential visitor base with keywords for SEO that help connect searchers to your site.
Keyword Density and Stuffing
Keyword stuffing is a search engine optimization (SEO) technique, considered webspam or spamdexing, in which keywords are loaded into a web page’s meta tags, visible content, or backlink anchor text in an attempt to gain an unfair rank advantage in search engines. Keyword stuffing may lead to a website being banned or penalized on major search engines either temporarily or permanently
A web page which serves as the entry point for a website or a particular section of a website. Typically has a CTA or call to action, and/or a form, and intentionally lacks features that can navigate a visitor off the site. It has a very SPECIFIC purpose.
A prospective client, patient, or customer
A lead magnet is an incentive that marketers offer to potential buyers in exchange for their email address or other contact information. Lead magnets usually offer a piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper, video, etc.
They are presented as a win/win. I use them and highly recommend them to my clients.
This is a concept a bit difficult to explain. It has to do with the authority and reputation of your website. For more info, click on this hyperlink
Long Tail Keywords
Marketing automation refers to the software that exists with the goal of automating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.
The meta description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page’s content. Search engines show the meta description in search results mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO .
Native advertising refers to advertisements that are primarily content-led and featured on a platform alongside other, non-paid content. BuzzFeed sponsored posts are a good example, but many people also consider social media advertising to be ‘native’ — for example, Facebook advertising and Instagram advertising.
Native advertising is used to promote content, discounts and events, as well as to direct people towards the business’ website.
This is also more easily explained in this article.
Open Rate (email)
Straightforward: The percentage of emails sent that actually get opened. Average rate in marketing is about 15 to 25%.
A form that gives consent to send emails. to a mailing list. Without obtaining permission before sending email, the email is unsolicited bulk email, better known as spam.
The definition of organic marketing is pretty straight forward: Organic Marketing refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted posts.
Customer pain points refers to the problems your customers face and how your products or services resolve those problems. Without knowing what problems you are trying to solve and how your business will address them, you are flying in the dark.
Page Authority Rating
Page Layout Apps
As you may have guessed.. These apps allow you to design multi-page documents with ease.. Including covers, table of contents, footers, custom pagination, an more. These come in handy when creating lead magnets. Some like to use Canva, which really isn’t a page layout app. Many graphic designers prefer the power and flexibility of InDesign, one popular page layout app from Adobe.
Onpage optimization (AKA on-page SEO) refers to all measures that can be taken directly within the website in order to improve its position in the search rankings. Examples of this include measures to optimize the content or improve the meta description and title tags.
Linkbuilding, which takes place OFF the actual website, is an example of off-page SEO.
A method of driving traffic to your website by paying a publisher every time your ad is clicked. One of the most common types of PPC is Google AdWords. and FB ads
A permalink or permanent link is a URL that is intended to remain unchanged for many years into the future, yielding a hyperlink that is less susceptible to link rot. Permalinks are often rendered simply, that is, as friendly URLs, so as to be easy for people to type and remember. Most modern blogging and content-syndication software systems support such links. Sometimes URL shortening is used to create them.
Basically the URL you see in your browser was set at some point when the website was created. Changing these URLs (permalinks) can potentially create SEO problems, so it’s good to decide on your URL structure from the start.
A concept introduced in a book of the same name in 1999 by marketing expert Seth Godin. Permission marketing is a non-traditional marketing technique that advertises goods and services when advance consent is given.
Hardware and software which allow you to do other things with that were not originally conceived of at the time of its initial design. Good examples include WordPress, Facebook, and iOS for your phone.
Think of the term “stage” from which to launch.
A software component or module that adds a specific feature to an existing platform. An integral feature of WordPress that makes it flexible.
Probably just what you think it is.. one of those forms that pops up to asks the visitor to subscribe to an email list. They can be annoying when done incorrectly, but convert surprisingly well.
A search term entered into a search engine to answer or satisfy information needs. Examples: Best Pizza restaurants Portland or Flights from Chicago to London or How can I get my dog to stop barking.
It can be a string of keywords with optional directives (such as “and”/”or” with “-” to exclude) ..or an actual question. Questions are common in voice searches.
A redirect is a way to send both users and search engines to a different URL from the one they originally requested. The three most commonly used redirects are 301, 302, and Meta Refresh.
Types of Redirects:
- 301, “Moved Permanently”—recommended for SEO
- 302, “Found” or “Moved Temporarily”
- Meta Refresh
Responsive Web Design
Design that not only translates well to mobile devices, but considers the mobile user experience in its entirety. In fact, Google is moving towards a “mobile first” approach.
For some industries, like the hostel industry, mobile usability is the first concern.
Robots. txt is a text file webmasters create to instruct web robots (typically search engine robots) how to crawl pages on their website.
This can come in hand as there are some pages you want to have indexed.. like your home and blog pages.. but others you may not, such as category pages, thank you pages, and other areas you don’t want showing up in Google searches.
Search Engine Optimization (SEO)
The process of optimizing your website to ‘rank’ higher in search engine results pages, therefore increasing the amount of organic (or free) traffic that your website receives. There’s a LOT to SEO and it can easily be a full-time job, requiring time and expertise.
The division of email subscribers into smaller segments based on set criteria. It is used as a way to deliver more relevant email marketing to subscribers based on their geographic location, interests, purchase history, and much more.
With self-hosting, you create your own website and then you purchase space through a hosting company to store your site and make it available to the public.
Basically, having your own self-hosted site allows you ultimate flexibility and customization. You completely own the content and the site and you can do whatever you want with it. I does NOT mean you host the site locally on your own computer, but use a hosting service like SiteGround or BlueHost.
Site Authority Ranking
Social Media Marketing
The practice of promoting your brand and your content on social media channels (FB, IG, YouTube, Pinterest, Twitter, etc) to increase brand awareness, drive traffic, and generate leads for your business.
• YouTube videos for tech “how to” tips. In my opinion, video can work for pretty much ANY industry.
• Pinterest for recipes, design ideas and inspiration. Works great for restaurants (food porn!) and retail.
• Instagram (IG) for travel destinations, photography, fashion, or other highly “visual” content.
• Facebook groups to create communities of like-minded people (your “tribe”) and develop relationships. This works well for coaching.
This confuses a lot of people, so it’s important to be clear in your own campaigns. Spam is NOT just simply unwanted email, (which can be unsubscribed from) but email that is sent without permission.
The average person may not be aware of the concept of unsubscribing and report your emails as spam if you are not clear. It doesn’t happen often, but it can. Spam can also negatively affect the status of your email account.
In short, a squeeze page is a landing page, but a more specific type of landing page. … While landing pages might be used to educate users on a specific product or service, squeeze pages are generally shorter and smaller, containing little to no images and very minimal text.
SSL Security Encryption
SSL stands for Secure Sockets Layer and, in short, it’s the standard technology for keeping an internet connection secure and safeguarding any sensitive data that is being sent between two systems, preventing criminals from reading and modifying any information transferred, including potential personal details. Almost every web hosting service offers this for free, as it is now essential for SEO.
An arrangement to receive something, such as emails, podcasts, Youtube channel vidoes, etc, on a regular basis.
Thank you Page
A thank you page is a web page where subscribers are redirected immediately after they submit their information in your opt-in form. It can serve a lot of purposes: Directions on where to download freebies, upsells, and much more.
Themes control the look and feel of a website, but it is more than just a template. Themes take the content and data stored by WordPress and display it in the browser.
Tracking Pixel or code
A 1×1-pixel graphic used for tracking user behavior, site conversions, web traffic, and other metrics at a site’s server level. Necessary for using data gathering tools like Google analytics or Facebook ads manager. This can be installed on a website in the header code or via an easy plugin or theme option. (You may not even have to mess with code)
Trust Flow (Related to Citation Flow or Domain Authority)
The voluntary “opting out” of an email list. By law, this must be easy to do, and the option is typically located automatically at the bottom of every email sent by email marketing services.
Exactly what you think it may be, and a normal process that marketers can often take personally, but shouldn’t.
A Uniform Resource Locator (URL), colloquially termed a web address, is a reference to a web resource that specifies its location on a computer network and a mechanism for retrieving it. A URL is a specific type of Uniform Resource Identifier (URI), although many people use the two terms interchangeably.
This is an example of a URL: https://www.techandwinedigitalmarketing.com/marketing-personality-type/
UI and UX
Stands for User Interface or User experience. If some websites seem easy to use and navigate, are clean and don’t overwhelm the visitor.. If buttons are easy to find.. Etc.. these elements are considered good for UX.
USP (Unique Selling Proposition)
“All the things” that make you and your products or services unique. Even if you are the 33rd pizza joint in your town, you can still have a USP.
A webinar is an online meeting or presentation held via the Internet in real-time. To put it simply, it is an online event, which connects individuals with viewers across the world.
The main feature of live webinars is interactivity, or the ability to discuss, send and receive information in real-time. It’s still a very powerful tool for sales and conversions, when done correctly. The essence of it is that you get to “show your stuff” in real time to a wider audience.
White Hat SEO
In a nutshell, the opposite of “black hat” SEO. The focus isn’t on shortcuts and “gaming” the system with tactics that will eventually earn time in the Google Penalty box. Creating great content and building slow and steady trust is still the best wa to rank in Google.
An email workflow is series of automated emails. They contain directions, based on “triggers” such as an opt in or purchase, or manually entered, such as a time delay. The triggers result in an action, such as a particular email being sent.
With workflows, you can trigger actions based on any information you have about your leads, allowing you to send the right message to the right person at the right time.
They often look like flowcharts, which is why I recommend creating flow charts first.
Note: Some email marketing service providers use different terminology in place of workflow: such as automation. It helps to learn the terms YOUR EMS provider is using.
A good XML sitemap acts as a roadmap of your website which leads Google to all your important pages. XML sitemaps can be good for SEO, as they allow Google to quickly find your essential website pages, even if your internal linking isn’t perfect.
This is one of the steps a good web developer will do for you.
A popular plugin for SEO. “Yoast SEO makes your site meet the highest technical SEO standards. It also gives you the tools to bring your content to the highest standards of SEO and overall readability.”
To be clear, the 404 error indicates that while the server itself is reachable, the specific page showing the error is not. This is common. It can happen if you change a permalink (see definition above) but Google is still indexing the old one, which someone might click on. Same thing could happen if someone types in the wrong URL.
This is one reason why it’s a good idea to have a custom 404 page.
Acupuncture marketing terms
The process of determining if a certain lead (potential customer) has certain characteristics (such as ability, authority, and inclination to purchase, and disposable of the expected order that qualify him or her as a prospect. This also is connected to the mindset of the potential client/patient/guest and whether or not they will be a “good fit” for your business. This process helps everyone involved from wasting time
Simply means how long patients tend to stick around, rather than schedule “one off” appointments.
Patient Re-activation campaign
A campaign, whether offline or online, that is designed to encourage inactive patients to com back. Postcards are a classic method, but this can also be done quite effectively with a well-planned email campaign.
Hospitality and tourism marketing terms
D.M.O.—Destination Marketing Organization. Often used interchangeably with TPA (Tourism Promotion Agency)
NGO’s: Non Government Organizations
OTA—Online travel agency
The internet has changed a lot in the tourism and hospitality industry and the birth and growth of OTA’s is one of the biggest changes. Expedia, Travelocity, and Orbitz are all examples of websites where people can book travel directly. Chinese OTAs such as Ctrip and Alitravel will be larger than all the other OTAs combined within a few years.
Regional Tourism Operations
This is the time of year at an attraction or destination that is between the high season with the most visitors, and the low season with the fewest. Shoulder seasons area often the best place to develop ideas for growth.