A set of rules allowing separate software applications to communicate with one another.
Business-to-business-to-customer SaaS. This is a blend of B2B and B2C, where a business provides its software services to another business, but ultimately, the end users are customers. An example could be a payment gateway service that integrates with online stores to facilitate transactions, serving both businesses and their customers.
Short for business-to-business SaaS, this refers to software services provided to other businesses to streamline their processes. For instance, a cloud-based project management tool that businesses use to coordinate teams, track tasks, and manage projects.
Short for business-to-customer SaaS, this refers to software services delivered directly to customers. For example, an online streaming service that customers use to watch their favorite movies and shows.
SaaS solutions that provide services across various industries, such as accounting or customer relationship management.
The process of enabling separate software applications to share data and functions, enhancing productivity and user experience.
Software as a Service, or SaaS, is a cloud-based software distribution model. Users access the software over the internet on a subscription basis rather than buying and installing it on individual computers.
Short for "Software Development Kit," this is a collection of tools and programs developers use to build applications.
The overall experience a person has using your software, particularly in terms of how easy or pleasing it is to use.
The process of determining the most effective marketing channels for investment.
A unique business image that differentiates itself from the competition. Several key factors affect your brand and brand image, including design, symbolism, and wording.
A brand's visible elements, like design, logo, and color scheme, that identify and distinguish the brand in consumers' minds.
The process of establishing a unique brand for your business. Thorough competitor research, a clearly-defined target audience, and an understanding of your product's unique benefits are essential to creating an effective brand.
A prompt that encourages users to take some specified action, typically in the form of a button or link.
A method of engaging with website visitors and customers in a real-time conversation through chatbots, live chat, or voice assistants.
Content designed to garner attention and encourage users to click on a link to a particular web page.
Marketing that relies on data and insights from closed-loop reporting--information that comes directly from lead actions.
Bucketing your customer base into segments that are relevant to marketing, like age, gender, interests, and spending habits.
A data-driven marketing strategy that creates awareness and interest in a business's products.
A type of advertising where companies talk directly to people through a number of different channels.
Google's web analytics platform that tracks your website and app data and produces reports that offer insight into business performance.
A marketing methodology that attracts customers through the creation of content and experiences that are valuable and tailored to them.
Promoting your product through endorsements from influencers–individuals who are viewed as experts in their niche and have an established loyal following.
Also known as bottom of funnel marketing, this strategy focuses on converting leads who are close to making a purchase decision.
A means of promoting your business to potential customers, like websites, social media, and email.
Any kind of advertising that promotes a business' products through mobile devices like smartphones and tablets.
The practice of engaging customers through various direct and indirect communication channels.
Omnichannel marketing provides a seamless, integrated customer experience across all channels. This strategy interconnects every platform, creating a unified message and experience for users.
Any type of marketing where a business reaches out to potential customers to generate interest in its products.
The practice of creating personalized customer experiences by presenting content based on data collected from the user.
The strategy behind bringing a product to market and overseeing its overall success.
A marketing method where current customers of a business are incentivized to recommend it to their friends, family, and contacts.
The influence that the actions and attitudes of others have on your own behavior and decisions. In businesses, social proof (often in the form of reviews and statistics) is a powerful mechanism for earning credibility with potential customers.
A specific group of individuals determined to be the intended recipient of an advertisement or message–e.g., companies in a particular industry or professionals in a certain job role who can benefit from using your software.
Marketing efforts aimed at raising awareness and attracting as many potential customers as possible. In SaaS businesses, this often involves offering useful content or free trials.
Tags added to a URL to track the performance of campaigns and content. They provide details about where the traffic comes from.
Techniques that exploit weaknesses in search engine algorithms to gain higher rankings. They're usually against search engine guidelines and risk penalties.
A metric that predicts the probability an entire web domain will rank in search results. Created by Moz, this score ranges from 1 to 100, with higher scores suggesting a better ability to rank. DA is calculated by assessing several factors, like linking root domains and the number of links.
A metric created by Ahrefs that rates a website's backlink profile strength on a 1-100 scale, with higher scores indicating stronger backlink profiles.
Google uses these factors to assess the quality of a web page's content and assign an appropriate ranking.
A measure in SEO, keyword density refers to how often a keyword or phrase appears on a web page relative to the total word count. It's expressed as a percentage. High keyword density indicates a page is highly relevant to that keyword.
An estimation of how difficult it would be to rank toward the top of search results for a specific keyword.
The act of researching, analyzing, and selecting the best keywords to drive traffic from search engines.
How prominently keywords appear on a web page, including placement in titles, headings, or the beginning of sentences.
The process of finding and analyzing terms users enter into search engines to target with SEO.
Overusing keywords on a web page in an attempt to boost rankings, a black hat SEO tactic subject to penalties from search engines.
A highly specific search phrase with three or more words. They typically have less competition and target a more specific audience.
An HTML element providing a brief summary of a web page's content. It appears under the page title in search results and is crucial for helping the user understand how relevant a page is for their query.
Code snippets that describe the content of a web page to search engines. They can include title tags, meta descriptions, and keyword tags.
Techniques used to improve a site's position in the SERPs through external factors like backlinks from other sites.
Visitors who reach your website through unpaid search results rather than paid advertisements.
When users rapidly bounce back and forth between search results and result pages due to dissatisfaction with the found content.
A graph that shows the demand for a particular search query, typically skewed with a high number of searches for a small number of popular terms.
A digital tool that retrieves and organizes content from the internet based on user search queries. It sifts through a vast amount of information to provide the most relevant results, typically displayed as a list of links called search engine results pages (SERPs). Examples include platforms like Google, Bing, and Yahoo.
The process of enhancing a website's visibility in search engine results, driving more organic (unpaid) traffic to the site.
The page a search engine displays in response to a user's query. It contains both paid and organic listings.
The purpose behind a user's search query, such as to find information, make a purchase, or visit a specific website.
Search engines' attempt to generate more accurate results by understanding searcher intent and the contextual meaning of terms.
Elements of a search engine results page (SERP) other than traditional organic results, like rich snippets, paid ads, or knowledge panels.
An HTML element specifying a web page's title, often visible in search results and browser tabs. Title tags are a ranking factor, so it's vital to ensure yours are accurate and keyword-targeted.
Optimization strategies for improving a website's visibility for voice-activated searches.
A bot that methodically browses the internet, typically used by search engines to index and rank web pages.
The process of a search engine adding web content to its index, which includes "crawling" web pages and looking at keywords, metadata, and other signals to decide where to rank content, if at all.
301 is a permanent redirect from one URL to another, while 302 is a temporary redirect. Both pass link equity but are used in different situations.
An HTTP status code that means the page a user is trying to reach cannot be found on the server.
AMP is an open-source HTML framework developed by Google. It's designed to create web pages that load quickly and smoothly on mobile devices, optimizing the user experience and ensuring mobile-friendly design.
This is an HTML element used to prevent duplicate content issues. It does this by specifying a web page's "canonical" or "preferred" version to search engines.
The official URL for a page to be indexed by search engines when there are multiple URLs with similar content.
Showing different versions of content to search engine crawlers and users in an effort to deceive search engines and gain a better ranking. This is a black hat SEO practice.
The number of pages Googlebot will crawl on your site within a given timeframe. It can impact your site's visibility in search.
Content that exists on the internet in several places. It can hurt the site's SEO as search engines might not know which version to include/exclude from their indices.
A tool provided by Google that allows website owners to check their site's indexing status and optimize visibility.
Text that search engines can read but humans can't. It's generally considered a black-hat SEO practice and can lead to penalties.
An HTML meta tag used to indicate the language and geographical targeting of a web page, helping search engines to serve the correct version to users based on location and language.
HTML is the standard markup language used to design web documents for display in a browser. It forms the structural backbone of web pages, defining elements like headings, paragraphs, and links.
The process by which browsers convert JavaScript into a viewable website, which is necessary for pages built with JavaScript.
Google's practice of using a web page's mobile version for indexing and ranking. It emphasizes the importance of mobile-friendly design in improving the search experience for mobile users.
The use of technology, automation, and data to make SEO-related decisions and create web pages at scale.
A file on your website's server that lets search engine crawlers know which pages they should or shouldn't visit.
Files that record server activity and status information, useful for troubleshooting and understanding user behavior.
A type of digital certificate that provides authentication for a website and enables an encrypted connection to protect user data.
A standardized format for providing extra information about a web page. It helps classify the page content for search engines, enhancing SEO.
Improving a website's technical aspects, like site speed and crawlability, to help it rank higher in search.
These are broad topics under which blog posts are grouped. Categories help to organize your content and allow users to find related posts easily. They give an indication of what the main topics of your blog are and enhance the user experience by structuring your content in a meaningful way.
This is the structure and design of your blog page. A blog layout can include elements like the header, footer, sidebar, and main content area. It might also include the positioning of the blog post title, author name, publication date, categories, tags, social sharing buttons, comments, and navigation elements. An optimized blog layout helps users easily read and navigate your content, enhancing user experience and engagement.
These are specific terms assigned to blog posts to describe the content more precisely than categories. Tags can include things like the names of people in the post, specific topics covered, or other specific and relevant details. They help search engines better understand your content and users find the information they're looking for.
A content marketing strategy with a focus on telling interesting, journalism-style stories about your brand to engage readers.
A detailed analysis or story that demonstrates the value of your business and products, an effective form of social proof helping to persuade potential customers to convert.
The analysis of relevant content metrics like views, interactions, and shares to gain insights into a piece of content’s performance.
Analyzing all content on a website to help evaluate and steer changes in content strategy and production.
A schedule for the content a business plans to create and publish. It’s used to plan your content marketing strategy and may specify crucial details like content format, content title and description, publishing date, and target keyword.
The process of discovering and sharing valuable and relevant content from other brands with your own followers.
The actions users take on a piece of content, like comments, shares, likes, and subscriptions.
Analyzing your existing content to find content “gaps” that you can fill to more comprehensively serve your target customer and guide them to conversion.
The process of making your content relevant to a specific audience in a specific locale.
A software that enables users to create, edit, organize, and publish digital content on the web without needing extensive technical knowledge.
This strategic marketing tactic focuses on crafting, disseminating, and distributing purposeful, relevant, and consistent content to captivate and keep a specific audience, ultimately leading to profitable consumer behavior.
This entails enhancing content to improve SEO rankings, engagement, and readability. It includes refining elements like keywords, meta tags, titles, internal and external links, and image alt text.
This is a guide or structure for content creation. It offers a comprehensive framework outlining the main ideas and supportive details for content, aiding in its logical organization.
This is an extensive and instructive piece of content on a distinct topic that can be segmented into several smaller related pieces. It is a fundamental part of a topic cluster content strategy, supporting SEO and thought leadership.
The act of spreading content to gain a larger audience reach. It could involve multiple channels like email newsletters, social media, influencer marketing, or paid advertising to increase the visibility and engagement of the content.
An audit process where a website's underperforming content is either removed or enhanced. This can improve the website's SEO performance by redirecting resources to content that is of higher quality and more relevant.
The act of updating or revising content to maintain its relevance, accuracy, and usefulness. It may include adding new data, optimizing for SEO, updating images, or making readability improvements to boost content performance.
The method of adjusting and adapting existing content into different formats or for different mediums. For instance, repurposing a blog post into an infographic, video, or podcast allows for a wider audience reach.
The process of optimizing content with SEO practices to increase its search engine visibility. Techniques like keyword and meta data optimization, backlinking, and readability enhancements are used to boost search engine rankings.
A strategic plan directing the creation, management, and delivery of valuable and usable content. It entails understanding the audience's needs, setting content goals, and selecting the most suitable channels and formats for distribution.
A practice where content is republished on different websites to gain a larger audience. While the content remains the same, a link back to the original source is included to improve SEO and extend reach.
These are digital versions of books used frequently in content marketing to offer valuable insights, establish expertise, and gather leads. Typically more comprehensive than blog posts, they delve into a specific topic in great detail.
A model representing the user's journey from the first interaction with your brand to conversion.
Visual presentations of information with the aim of making complex data more easily understandable and digestible.
A standalone web page where a user "lands" after clicking a link. This could be an email link or an ad on a search engine or social medial platform.
The art of writing content that ranks well in search engines. It includes the use of keywords and keyword phrases to help improve a website's visibility.
Tapping into the talent, expertise, and passion within your business to create content that answers the most prominent questions your target audience faces.
A group of interlinked web pages. They're built around one piece of pillar content targeting a broad topic, linking to several related but more narrowly-focused pages.
This refers to clickable text in a hyperlink. According to SEO best practices, this text should be pertinent to the destination page as opposed to generic or vague text.
A link from one domain to another. Backlinks are essential for SEO as they signal to search engines that other sites value your content.
The practice of getting other websites to link to your website, which can improve its SEO.
The tactic of finding resources in your industry that are no longer live, recreating a version of the content, and telling anyone linking to the dead resource to instead link to your recreated content.
A link that is within the body of content and is likely surrounded by other content related to the website it links to.
The practice of linking between two sites or between two pages on the same domain. If accomplished correctly, it can enhance SEO and help users navigate the site more easily.
The practice of linking to a specific, indexed piece of content on a website rather than the homepage.
A link's default state that allows search engines to follow it and pass link equity to help improve the ranking of the linked page.
Links that point from one domain to a page on a different domain. They are crucial for SEO as they signify a vote of confidence from one domain to another.
Writing content for another company's website, often to build relationships, exposure, authority, and links.
Links on a page to another one on the same domain, helping to build site architecture and spread link equity.
Content on a website specifically designed to attract or "bait" backlinks from other sites.
The process of gaining links from other websites to your own. When accomplished properly, it's an excellent way to drive traffic to your site and enhance its authority.
A strategy where two (or more) websites agree to hyperlink to each other to boost SEO, considered an outdated and spammy practice by modern SEO standards.
A group of websites that all hyperlink to every other site in the group. Link farming is considered a form of spam and is not recommended.
A slang term referring to the SEO value a hyperlink offers a particular website or web page.
The portfolio of links directing to your website. A healthy link profile has diverse, high-quality links and is essential for achieving high SEO rankings.
The process of finding, fixing, or replacing broken links pointing to your site or those that should be linking to you but aren't.
The rate at which your website gains backlinks, a factor taken into consideration by search engines when ranking sites.
An HTML attribute instructing search engine crawlers that a hyperlink should not affect the ranking of the target link.
A network of authoritative websites used to build links to a particular website. This practice is used to manipulate search engine rankings and goes against Google's guidelines.
Links from low-quality, untrusted, spammy, penalized websites that can harm your website's search rankings. It's important to keep an eye on and disavow toxic links.
Mutual links between two websites to ensure mutual traffic, often seen as a low-value form of link building.
An attribute that identifies links that were created as part of sponsorships, advertisements, and similar partnerships.
This attribute value is recommended for links contained in user-generated content, like comments and forum posts.
A process where advertisers bid for the right to have their ad shown to a specific audience. The highest bid, along with other factors like ad quality, determines which ad gets shown.
A set of advertisements that center around a single message and are used to achieve a particular goal, like driving new sign-ups or boosting a promotional event.
A set of keywords, ads, and bids that is part of a campaign in your PPC account. A campaign can contain one or several ad groups.
A value used to determine the position of your ad in search results and whether your ads will show at all.
This refers to the way multiple ads in a particular ad set are delivered to your target audience.
This allows Google Ads to automatically adjust your bid settings to optimize for your campaign goals.
An online marketing method that uses a user's web-browsing behavior, such as the pages they visit or the searches they make, to determine which ads to display.
The way you choose to bid for your ads, including manually setting your bids or using Google Ads' automated bidding strategies.
In digital advertising, broad match is a keyword match type that displays ads for searches including misspellings, synonyms, related queries, and other relevant variations of the chosen keyword.
The act of intentionally clicking on pay-per-click ads to increase costs for the advertiser.
The ratio of individuals who click a particular link compared to the total number of users who viewed the page or campaign.
The average amount you pay for each action someone takes on your website after clicking on your ad.
