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Glossary

108 of the Most Popular Content Marketing Terms

Have you ever found yourself… in a meeting and someone uses a bunch of content marketing terms you don’t know but should?

At that moment, you likely decided to either:

  1. Fake it ‘til you make it, hoping no one asks you a related question
  2. Ask for clarification, outing yourself as not knowing
  3. Walk out of the room (disguising a “bloody nose”)

Hey, you’re here now, ready to level up, and we dig that!

This glossary on online marketing demystifies the terms you should know and gives you access to the content strategy terms the industry insiders use so you sound wicked smaht.

All | # A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
There are currently 7 terms in this directory beginning with the letter B.
B
Backend SEO

What is backend SEO?

Backend SEO is the process of enhancing your website’s infrastructure to make it easier for search engines to crawl and index your content. Backend SEO helps search engines understand what your website is about.

Why is backend SEO important?

Backend SEO is essential because it leads to better rankings in the search engine results pages (SERPs), more website traffic, and more visitors converted to clients.

Optimizing your website's backend ensures your content is found by potential clients more efficiently.

When should I think about backend SEO?

You should think about backend SEO when updating or posting content on your website.

What are examples of backend SEO?

Examples of backend SEO include:

  • Setting up proper page redirects
  • Adding titles and meta descriptions to your photos
  • Ensuring your URLs are keyword-friendly
Backlinks

What are backlinks?

Backlinks, also known as inbound links, occur when another web page links to your website in its content.

Why do backlinks matter?

Backlinks matter because search engines use them to rank content. Backlinks from influential websites show you’re a reputable source for high-quality information.

They boost your search engine optimization (SEO), which makes your content appear higher in the search engine results pages (SERPs). They also create more opportunities to reach potential clients and get more cases.

They also draw visitors to read other content on your website. You can gain someone’s interest who may not have known they need your help.

How can I get backlinks?

You can get more backlinks using the following tactics:

  • Create highly shareable infographics.
  • Post recordings of “Ask a lawyer…” virtual hangouts.
  • Offer free tools and resources.
  • Provide information specific to your region.
  • Maintain a blog with helpful, quality content.
  • Link to other blogs in your blog posts.
  • Write guest blogs for other websites.
Black Hat SEO

What is black hat SEO?

Black hat SEO describes deceptive search engine optimization (SEO) tactics that improve a web page’s performance. Search engines punish these tactics.

Why does black hat SEO matter?

Black hat SEO may result in your web page being 'blacklisted' and no longer shown in the search engine results pages (SERPs). If your website’s blacklisted, your website isn’t bringing in new clients.

When should I use black hat SEO?

You should never use black hat SEO. A black hat strategy produces quick, flash-in-the-pan results that ultimately hurt your page’s ranking.

Instead, opt for a sustainable SEO strategy that produces long-term results. For long-term SEO success, provide valuable content that’s optimized and answers user intent.

What are examples of black hat SEO?

Examples of black hat SEO include:

  • Keyword stuffing
  • Link stuffing
  • Link exchanges
Bounce Rate

What is a bounce rate?

Bounce rate is a crucial metric within web analytics that measures a webpage’s content and layout efficiency. It determines how often a user leaves or “bounces” from a page before clicking through any further.

Bounce rate is often reflected as a ratio or percentage: # of users who bounce  / total # of visits to the site.

Why is bounce rate so important?

Bounce rate is critical in determining if your webpage is successfully reeling in clients.

A site with a high bounce rate indicates people visiting a page but needing clarification or losing interest before looking for more information. This metric means high-quality leads leaving your content (and firm!) for someone else’s.

When should I think about bounce rates?

Your site’s bounce rate should never be too far out of mind. It’s most important to consider when your site receives many visits but does not yield many leads.

Identifying and fixing the issue will keep your users engaged and lead to more conversions.

What’s an example of a bounce rate?

Say a law firm has a home page crowded with information, and it’s hard to find their contact form. Many users will likely get frustrated and leave the site searching for different information. This repeated action over time leads to a high bounce rate.

Users would likely have fewer navigation troubles if the same firm simplified its site. Users could quickly find the information they came for, lowering the bounce rate.

Brand Voice

What is a brand voice?

A brand voice is the unique way your firm presents to the world. It refers to the personality and emotion behind your content.

Why is it important to define my brand voice?

Defining your brand voice is crucial because it’s harder for your audience to connect with you if your messaging changes frequently. If your brand isn’t memorable, your marketing will fall flat.

Your brand voice helps you create relationships with future clients through your content, which means a higher marketing return on investment (ROI) and more cases.

When should I think about my brand voice?

You should think about your brand voice whenever you’re promoting your firm, including the language, images, and overall “feel” used throughout your content.

Your brand voice should remain consistent across all your marketing channels.

How do I create my brand voice?

To create your brand voice, try these tips:

  • Clarify your mission statement
  • Define your values and culture
  • Do a “we’re this, not that” exercise
  • Audit your current content and messaging
  • Enforce consistency with clear guidelines
Breadcrumbs

What are breadcrumbs?

Breadcrumbs are a type of secondary navigation that makes using your website easier. They trace the user’s path to the original page they landed on or show related pages they can jump to.

Why are breadcrumbs important?

Breadcrumbs are essential because they improve user experience, making it easier for visitors to find information on your website. They reduce the number of actions someone needs to take to see more content.

Breadcrumbs improve web pages' findability, decreasing bounce rates and increasing click-through rates. Visitors stay on your website longer and are more likely to contact your firm.

When should I use breadcrumbs?

You should use breadcrumbs if you have a large website with a hierarchy of pages.

You shouldn’t use breadcrumbs as your primary navigation method. They’re an extra feature that supplements your main navigation.

What’s an example of breadcrumbs?

In their simplest form, breadcrumbs are hyperlinks laid out horizontally and separated by the “greater than” symbol (>). This symbol indicates where a page sits in your web page hierarchy.

Buyer Persona

What is a buyer persona?

A buyer persona is a fictional person you create to represent your target audience. This person is based on your existing clients and gives you a clear image of who you’re creating content for.

Why use a buyer persona?

Using a buyer persona helps you to get into the mindset of someone seeking your services. It keeps you from making assumptions and wasting time creating content that won’t resonate with your audience.

You’ll say exactly what your ideal client needs to hear once you understand why they do what they do. (Which means you’ll be saying “yes” to more cases.)

When should I use a buyer persona?

You should have your buyer persona in mind any time you create content.

How do I create a buyer persona?

To create a buyer persona, compile research into a Voice of Customer (VoC). Look at commonalities across actual clients and form one person.