| meta description | A tag that can be added to the “head section of an HTML document. It acts as a description of a webpage’s content. This content isn’t used in ranking algorithms, but is often displayed as the “snippet that appears in the search results. Accurate and engaging descriptions can increase organic click-through rate. |
| digital marketing strategy | The goal-driven approach a company takes to market its products and services online. |
| kerboo | formerly known as LinkRisk, Kerboo is a suite of digital tools designed to make digital tasks more efficient and marketing decisions better informed. |
| bait-and-switch | Noun phrase. 1) Any Web document or site that pretends to be one thing in search results but turns out to be something else when a user clicks through to it. 2) A strategy for building traffic to a Web site. 3) The practice of changing the content, relevance, or connections of a Web document or tool, gimzo (q.v.), or widget after it has become popular. |
| adwords keyword planner | Tool for estimating website traffic, competition, advertising costs and other factors of keywords based on match type. Replacement of the Adwords Keyword Tool. |
