- Schema MarkupBits of code added to a web page that help search engines understand the content of the page. With better understanding comes the ability to format content when it appears on the search engine results page (SERP). Photos of a recipe appear next to its description, for example, or a list of upcoming events is added to the results blurb of a concert venues website. Schema markup generate featured snippets on Googles SERP.
- Search Engine Marketing (SEM)Paid advertising on a search engine results page (SERP). This is also called paid search. Search engine marketing (SEM) ads are used to drive traffic to websites but can include other calls to action, such as making a phone call or visiting a local store. Keywords in a search query trigger SEM ads. They usually appear at the top of search results and sometimes to the side. Most SEM is pay-per-click (PPC), so you only get charged if someone clicks on the ad.
- Search Engine Optimization (SEO)Changes made to the content and structure of a website to improve ranking on a search engine results page (SERP). Search engines recommend search engine optimization (SEO) efforts that benefit both the user and page ranking (white hat SEO). These include the use of relevant keywords in headlines (H1) and subheads, friendly URLs with keywords rather than strings of numbers, and schema markup to make results richer and more detailed.
- Search Engine Results Page (SERP)The page that a search engine returns after a user submits a search query. In addition to organic search results, search engine results pages (SERPs) usually include paid search and pay-per-click (PPC) ads. Thanks to search engine optimization (SEO), ranking position on a SERP can be highly competitive since users are more likely to click on results at the top of the page. With the launch of schema markup, SERPs are becoming much more complex to try to anticipate user needs.
- Search EnginesSoftware used to find information and websites on the internet. Google, Yahoo, and Bing are the big 3 search engines in the United States, although Google is the clear leader. Search engines crawl across website content and index it into their databases. Then they display results based on the keywords in the search query. Search engines play an important part in inbound marketing through search engine optimization (SEO) and search engine marketing (SEM).
- Search QueryThe string of words users enter into a search engine to receive a result. Search queries are the raw text that people type into the search engine, such as, will it rain today? When you look at search queries that lead to your website, you can determine which keywords to include for search engine optimization (SEO). In this instance, rain forecast may be a more popular query.
- SitelinkAn ad extension that places more than 1 link in a paid search ad. For example, beyond your standard ad copy and call to action, you could add a link to your current sales page or your store hours page. Sitelinks are typically free to use. And just like any other pay-per-click (PPC) ad, they don't incur a charge unless someone clicks on the link.
- Sitemap XMLA list of pages on a website that search engines should index. Written in extensible markup language (XML), both humans and computers can understand a sitemap XML. In addition to page URLs, they include modification dates so search engines can tell whether or not a page has been crawled since it was updated. Sitemap XML- and robots.txt-related search engine optimization (SEO) tactics approach indexing from different sides of the same coin.
- Social Media MarketingUsing social media to advertise a brand, products, or services. Social media marketing allows a brand to insert itself into ongoing conversations on channels such as Twitter, Facebook, and Instagram. Best practices for social media marketing include creating interesting content that links back to your website as well as publicly replying to questions and comments. Posts can be organic, meaning you don't pay anything to boost them, or they can be promoted with media dollars.
- Soft BounceAn email that is rejected by an email server for a temporary reason. An email may soft bounce if a mailbox is full, the recipient email server is down or offline, or the email message is too large.
- SpamThe digital equivalent of junk mail. Spam can be an email, text message, social media direct message, or any other unwanted or unsolicited electronic communication. Marketers can ask people to actively opt into email lists and provide easy ways to unsubscribe to prevent their digital marketing communications from being considered spam.
- SSLSecure Sockets Layer (SSL) is a method of encryption that protects data being sent between websites. SSL is closely related to Transport Layer Security (TLS), another encryption method, and the two acronyms are often used interchangeably.
