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    The A to Z Glossary of Online Marketing

    Last updated 5 years ago

    When reading about different tactics and strategies you can use to help boost your online marketing, you may run across some terms you may not be familiar with or don’t know exactly what they mean. In order to help you out, here’s a list – from A to Z – of some of the common terms you should know to keep you at the top of your game. 

    Ads: Online ads are paid advertisements that display your message to people searching (text ads), surfing (display ads), and socializing (Facebook and Twitter ads) on the Web.

    Blog: A blog is an online journaling platform that individuals, companies, brands, and organizations use to publish timely, relevant, and search-optimized content such as tutorials, tips, and  more that helps them get found on search engines and engage their audience. 

    Call to action: A call to action is a message on a Web page, form, email, or online advertisement that directs the viewer to take action and is usually paired with a conversion path such as a phone number or contact form. For example, "Call Now," and "Sign Up Today" are common calls to action a business might use.

    Display advertising: Display advertising is a form of online advertising used to build brand awareness by placing advertisements in front of consumers as they surf the Web. By using targeting methods in display advertising, businesses can reach specific audiences based on the types of websites they visit or their geographic area.

    Email marketing: Email marketing is a form of direct marketing that uses email to distribute, marketing and sales information, special offers, events, a newsletter, or other type of content to a list of prospects and customers who have subscribed to receive emails from the business or brand.

    Feed: A feed is a stream of continuously updated content based on different topics that a reader selects. For example, readers can set RSS Feeds for specific news sites, blogs, and websites and will receive an email or alert on a specific reader when new content is posted on those sites. Also, feeds like the Facebook News Feed are used on social media sites to inform users about the activity and content friends, groups, and brands post on the site. 

    Google+ Local: Google+ Local is an online listing and content hub for local businesses to market their business online. Claimed business profiles on Google+ Local provide consumers with important business information, such as the business name, type of business, reviews and ratings, and map location. Since these profiles rank highly in Google’s organic search results, claiming and optimizing your business on Google+ Local is a simple way to build awareness and drive consumers to your business website.   

    Hashtag: A hashtag is any word or phrase (without spaces) written with a hash sign (#) in front of it, such as #SocialMedia. Hashtags are used to tag the specific word or phrase on social media sites like Twitter, Instagram, Vine, and most recently Facebook. Users of these platforms can use hashtags to follow conversations around the specific words or phrases, and businesses can use them as part of campaigns or to generate social media buzz about products, services, or events. 

    Impression: An impression is the number of possible views an ad or piece of shared content receives over a given amount of time. An impression typically applies as a standard of measurement for display advertising.

    Journey: When discussed in the terms of a consumer’s buying behavior, a buying journey is the path they take from consideration to purchase. This buying journey includes many steps, both offline and online, such as researching a business and their reputation, visiting websites, interacting with online ads, and communicating with businesses on social media. Understanding your target audiences’ buying journey can help better define a successful online marketing strategy.

    Keyword: Keywords are words or phrases people and businesses use to target search engine advertising or the terms they bid on when buying pay-per-click or search engine advertising. That’s because these are the words or phrases users enter into search engines to generate results.

    Landing page: A landing page is a page on a website that users visit when they click on an online ad or link from a campaign. An optimized landing page is critical to help increase conversions like calls, emails, and contact forms from online ads and should contain offers, products, and services relevant to the online ads that drive users there.

    Mobile website: A mobile website is a website designed for consumers to view on a mobile device like a smartphone.  There are two types of mobile websites. Responsive sites take elements of your website and adjusting them to fit on any mobile screen. Custom sites create a unique website experience for consumers visiting the site on a mobile device.

    Native advertising: Native advertising is any form of advertising or marketing that is designed to fit within the environment it lives. For example, a display ad within a news site that is designed to look similar to the additional stories on the website is one form of a native advertisement. Also, a native post is a post created directly from from the Facebook “Update Status” section and not from a third-party site like Hootsuite or Pinterest.

    Organic search results: Organic search results are the links to content that appear in the main body of the search engine results page. Organic search results are generated based on an algorithm defined by the search engine that determines the relevancy of the content on the Web page.

    PPC (Pay per click): Pay per click, also known as cost per click, is the set amount an advertiser agrees to pay a network or search engine hosting the ad each time a searcher clicks on the ad.

    Quality score: Quality score is a number that can affect the ranking of a link within the SERPs and the cost per click of online ads based on the relevance and usefulness of the link and the keywords associated with it. Optimized text ads with qualified keywords and landing pages that provide value are a few key factors influence your quality score.

    Reputation management: Reputation management is the process of tracking, monitoring, and managing a business, brand, or company's Web presence. Reputation management often includes generating positive content for your business and responding to comments on social media and review sites.

    SERP (Search engine results page): A SERP is a page on a search engine that includes a list of Web pages and search ads generated by the results of a keyword search. 

    Targeting: Targeting is the practice often used in paid search advertising and display advertising to place ads in front of consumers based on many different factors, including their geographic location, online behaviors, terms they have searched for, and websites they have visited. Targeting consumers can help build brand awareness and drive more conversions to a business’ website.  

    URL (Uniform resource locator): A URL is a unique address, such as, that identifies a website on the Internet. For a business, a URL should include their business name in order to help ensure that consumers find a business’ website when they search online.

    Viral marketing: Viral marketing is the use of marketing techniques, like entertaining videos, images, and memes, to help a piece of content rapidly spread through online networks such as social media, although there is no guarantee that a piece of content will “go viral.” Viral content is often humorous, surprising, or innovative in some way, which leads to it spreading.

    Web presence: A Web presence is how a company, brand, or organization appears online. Web presence encompasses more than just a website; it also includes a business’ visibility on organic search results, local directories, social media sites, review sites, mobile search results, and display advertisements.

    X-factor: The x-factor is a desirable trait for an online marketing campaign. Campaigns with the x-factor implement smart tactics and become successful sensations that go beyond their originally intended marketing scope.

    YouTube: YouTube is a popular online video site where users can upload videos, share them across social networks, and embed them on webpages and blogs. Since YouTube is owned by Google, videos on the site have a high visibility in Google’s organic search results.

    Zero Moment of Truth: The Zero Moment of Truth (ZMOT) is the moment when a consumer decides to start the decision making process online. The Zero Moment of Truth kicks off the path consumers take to buy, including researching a business, services, and products; reading online reviews; and comparing availability, prices, and options.  

    Are there any online marketing terms you’ve heard or read before and wondered what they meant? If so, let us know in a comment! 

    About the Author

    Tara Banda writes about how small business owners can reach local customers through online marketing for the ReachLocal blog. You can connect with her on Twitter.

    Claiming Your Google+ Local Page

    Last updated 5 years ago

    There are many ways of enhancing the web presence for your business, but one that should be a MUST for the new year is claiming you Google+ Local page. You want to have an optimized Google+ Local Page, this will be very important to achieving a better web presence for your business.

    Google + local page will be tied to you Google maps listing. Your Google+ local page will have similar features as the Google maps listing with some new features as well.  Some of the features include your basic business information, photos and videos, reviews from your customers, and more, so it’s one of the top places consumers may see when they search for your business online.

    You want to have your page 100% complete and make sure that it is owner verified. Owner-verifying your page is the first step in establishing that all the information listed on your page is current and valid. Next, populate your page with keyword-rich business information, content, and photos, to allow consumers to get an insight into your business. It will be very important to focus on asking current happy customers to leave you a review on your Google+ Local page so you can leave a lasting impression with consumers who visit your page.

    If you are having a problem verifying your business’ Google+ Local page, there is help! Google is now providing a phone support for verification issues. You can actually now speak to a Google staff member located in the U.S. and get the support you need to help you verify your page.

     There are few steps to take if you need this help. To initiate a call, go to Google Places for Business “I am having problem verifying my listing”. You will be asked to select and option of the verification method you have tried. Select the option “I tried PIN verification for a single listing” and indicate that you asked for a postcard and have waited 15 days. At the bottom of the form you will click a link to Call Us or complete the following form. Once you click the call us link it will take you to a page that asks for your name where you can be contacted. You should then receive a call within a few minutes.

     If you would like some guidance on how to complete your listing, Download our free ebook to walk you through the process of claiming and optimizing your Google+ Local page.

    For more information on how you can optimize your web presence, contact TeamBishop today! We specialize in helping local businesses create a robust web presence through social media and quality content


    Expert Tips | How to Optimize Your Web Presence Following Penguin

    in How to Boost Organic Search Results

    Last updated 5 years ago

    After Google's three Penguin updates this year that severely affected the way your business ranks organically on their search engine results page, business owner's are scrambling to regain their hard sought status organically.

    Penguin was the follow-up to the 2011 Panda update and sent a sock wave that changed how pages rank in Google in a dramatic fashion. 

    With these changes to Google and other search engines, one thing is clear: building a solid Web presence is critical to get found on search engines. One way to help build your Web presence is to create and optimize your social media pages to rank on the search engine results page. Why? Because the search engines are looking at how consumers interact with your business more so than what you say about your business.

    Here are a few Web Presence Optimization tips the experts swear by.


    Google, Yahoo! and Bing are all now placing more emphasis on social media sites when it comes to how you rank on search engines. And not just if you have a presence on social media sites but how involved are you and your customers on these sites.

    The four main sites you want to focus on are:

    • Facebook
    • Google+
    • Twitter 
    • YouTube

    And sites like Pinterest are certainly gaining traction as well when it comes to helping you rank higher organically.


    Start by claiming a page or profile on each of these sites for your business, and then optimize each page to include a consistent use of your business name, link to your business website, and other important factors to help you get found via search. Here are a few resources to check out:



    If you haven't updated your Facebook business page since 2010, you aren't doing yourself any favors. Google's algorithm isn't just checking to see if you have claimed this page, they are also checking to see how much you are updating the pages and how much engagement you are getting from your fans and followers.

    At least once per day, someone should be responding for your business to comments, retweets, mentions, and any type of engagement received on your Facebook fan page, Google+ page, Twitter page, or other social media page.

    Respond reguarly. Engage often and post relevant, useful information at least daily.



    Publishing quality content on the Web is a powerful way to get your business’ social media sites indexed by Google, Yahoo!, and Bing. But, what is quality content exactly, and how can you create it?

    • Create informative, interesting or entertaining articles that are geared toward your target consumers.
    • Post photos and videos.
    • Publish content regularly.
    • Point hyperlinks to relevant pages on your website.

    Help build a robust, optimized web presence by claiming your social pages; posting fresh, quality content regularly; and by regularly engaging with your audience. 

    What type of social media posts and content have you had the most success with?

    Related Posts:


    For more information on how you can optimize your web presence, contact TeamBishop today! We specialize in helping local businesses create a robust web presence through social media and quality content.

    partial content and photos courtesy of ReachLocal ReachCast blog.


    21 Rules for Social Media Marketing

    in Social Media & Web Presence Basics

    Last updated 5 years ago

    When it comes to social media marketing, while I'd love to tell you that you can spend 5 minutes once a month and be successful with, you simply can't. There are no shortcuts for social media marketing.

    What I can show you are 21 great tips for social media marketing that will help you create lasting relationships with your customers.

    Embed This

    If you're looking to boost your social media marketing efforts follow the following great tips:

    1. There are no shortcuts.
    2. Contribute.
    3. Position yourself to be an expert.
    4. Have meaningful conversation.
    5. Activity does not equal productivity.
    6. Quality > quantity.
    7. Avoid spamming.
    8. Keep it real.
    9. Conversation is a 2-way street.
    10. Connection doesn't imply permission.
    11. Access doesn't equal entitlement.
    12. Adaptability is essential.
    13. Accomplishment.
    14. Engagement and enrichment. Engage sincerely.
    15. Use images and multimedia.
    16. Always follow up with connections.
    17. Mind your manners.
    18. Patience is crucial.
    19. Don't be an obsessive joiner.
    20. Blog regularly.
    21. HAVE FUN!

    What tactics have you found to be most successful for your social media efforts?


    If you'd like more information on how to utilize social media effectively to market to your current customers, contact TeamBishop today. We can help craft a custom plan for you!

    author: Leslie Whittaker


    Why Google+ Local Matters for Your Business

    in Social Media & Web Presence Basics

    Last updated 5 years ago

    Google+ Local pages for business matter. 
    People have always been able to connect with your business on Google as long as you had a dominant organic or pay-per-click presence but Google is making it easier than ever not only for people to find your business but interact with your business. 
    But let's talk about one of the main reasons that you need to focus on not only having a Google+ Local page for your business but why you need to manage it and continually update it with relevant, useful content and posts. 
    I've talked with a lot of local business owners and I know that the real estate at the top of any search engine results page related to their business is a piece of real estate they all aspire to posssess. And with the Penguin updates at Google, the rules of the game have changed when it comes to climbing the organic placement ladder. 
    The ranking of your website on search engines like Google is highly impacted by social signals. The algorithm includes social signals to assign rankings (ie placement of your website) on result pages. 
    Adopters of Google+ should expect better rankings for increased exposure.
    But it's not just a matter of - if you build it, you will rank higher.
    Yes, you must create a Google+ Local page and verify it so you show like you did when Google Places pages were all the rage. However, if you want to really maximize what Google+ Local can do for your business then you need to work on expanding your reach. Much like Facebook, you expand your reach by posting relevant, useful content. The type of content that I, your consumer, not only find interesting but also want to share with all my friends. I do this by +1-ing your posts. While this may not necessarily mean an extra sale every time someone +1's your posts, it does open the door for future opportunities to sell or promote your products/services. At the very least, you are building brand awareness about your business. 
    Glenn Gow posted the following in his article Why Google+ Matters to Business on Business 2 Community,
    "Google wants users to spend time on their search site so they can sell advertising. It’s really quite simple. When Google looks at their investment in Google+, it is to help them achieve the objective of selling more advertising.
    To do that, Google is leveraging the content we provide on Google+ to drive better search results … which is what users want … which means users do more search on Google … which means advertisers get better value … which means Google sells more advertising.
    Google wants to provide more and more relevant search results to users. They are doing this first by highlighting Google+ content in search results. Google will continue to make very significant investments in improving search results and will leverage Google+ to make that happen."
    If you want to see your business in the prime real estate on Google, take the time to create and manage your Google+ Local page for your business. 


    If you'd like a personal consultation on how you can leverage Google+ Local for your business contact TeamBishop today!

    author: Leslie Whittaker

    photo courtesy of


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