Glossary
Black Hat Tactics
Black Hat Tactics refer to a range of practices that increase a website’s ranking with search engines that are explicitly against the rules established by those engines.
One common example is keyword stuffing, which refers to spamming particular keywords on a page in order to try to rank for those topics. This sacrifices the user experience, since the page is not informational or useful, and is merely attempting to trick search engines.
In general, some black hat tactics may increase a site’s ranking temporarily, but will inevitably damage the site’s reputation and effectiveness long-term.
Related Terms
Glossary
Inbound Marketing
An approach to web-based marketing that emphasizes attracting people to your site, and its products and services, through informational content that is searched and shared.
This is in juxtaposition to paid marketing, which pays money to present ads and similar placements in order to draw people to your site. In an inbound marketing model, organic search traffic is the primary driver of traffic to many key pages.
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Glossary
Mobile First
Most web traffic on the internet is now from mobile devices. Mobile First refers to a design philosophy that prioritizes a website’s mobile view first, rather than desktop or tablet views. All need to be completed for a website to be fully functional, but this prioritizes the view that a majority of users will see.
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Glossary
Key Performance Indicator (KPI)
Key Performance Indicators, or KPIs, are metrics used to measure the success or failure of a marketing campaign. Ideally, your KPIs are established before the launch of a campaign, so that you are tracking data both before and after the campaign’s launch.
The exact KPIs used in a campaign will vary depending on the goals of the campaign and the marketing channels used.
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