Glossary
Audience Segmentation (i.e. Customer Segmentation)
Audience Segmentation is the process of breaking a large audience into smaller chunks, or segments. The purpose for this is to match products, services and messages with the audience that will be most receptive to it.
18-year-old men and 70-year-old women may not want the same services you offer, for example, but if they’re both in your customer base, you’d want to separate them so that you can send them information that will be relevant to them.
Some software tools and services will even boast individual segmentation levels, with audiences of one. This refers to content that is delivered to users based on their past web behavior, so that what one person sees is unique to them.
Related Terms
Glossary
Internal Link
Linked text or images on a website that link to other pages on the same website.
Creating logical internal links to related content is important, because it helps search engines relate the various types of content on your site. Websites with a lot of content should have a defined internal linking strategy to help support major topics they’d like to rank for in searches.
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Glossary
Brand
A brand is collectively, the terms, symbols and products that differentiate one product, service or company from another. Companies will often be referred to as brands.
Branded products or content refers to output from the company that is explicitly marketed as being that brand's product or service. Coca-Cola is a famous example of using the brand to market a product.
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Glossary
Keyword
Keyword is a bit of a misnomer, because it can refer to a word or entire phrase that appears in web searches.
However, in either case, it refers to a word or phrase representing a specific search term and idea. Websites will build strategies to rank for particular keywords that are closely related to their products or services, in order to generate more traffic and leads.
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