Glossary
Benchmarks
In digital marketing, a benchmark is a specific metric that you compare results to. A benchmark can relate to impressions, clicks, open rate, sales, or many other metrics. An established threshold is then used to determine success or failure of a particular campaign or piece of content. Benchmarks for an email campaign, for example, might be 20% open rate, 2% click through rate, and 0.5% sales rate on a product that the email is highlighting.
The success or failure of the campaign would be measured against these numbers. Ideally, you’re developing benchmarks based on past campaign results in order to create personalized benchmarks for your business that allow you to compare across marketing channels.
Related Terms
Glossary
Breadcrumbs
Breadcrumbs provide a navigation trail for users on a website. If they’re in a particular sub-section of the website, breadcrumbs allow them to see how they got there and what previous, high-level topic pages they could view as well that link to their current page.
Having a clear breadcrumb structure for a website is important, since it relates to user experience and avoids confusing visitors to your site.
View Definition
Glossary
Backlink
A backlink is linked text on a website that sends the user to another website. You’ll often see sources cited in articles via backlinks to another source.
Backlinks are extremely important for website authority, because you are aligning yourself with related websites and sources within your industry. It’s just as important to work toward obtaining links from other sites to yours, which signals to search engines that your website is useful and trustworthy. Many strategies exist for maximizing a site’s backlink profile.
View Definition
Glossary
URL
Uniform Resource Locator, or URL, refers to a website, individual web page or other resource online.
View Definition