| search engine optimization | Noun phrase. The practice of designing, modifying, and/or supplementing Web documents to rank well in search engines. Now mostly superceded by link building (q.v.) and/or link baiting (q.v.). 1) The practice of analyzing search engine protocols, actions, resources, and guidelines for the purpose of improving Website compliance and performance in search results. 2) The practice of managing the relationship between a business or entity and the search environments to which it is exposed. |
| keyword discovery | Noun phrase. A form of keyword research, keyword discovery collects data from external search referral sources to identify keywords for which a site currently has no matching data. |
| engagement marketing | Engagement marketing involves the customer/potential customer in the creation of a brand. |
| directory links | Directory in the context of local SEO is an aggregate list of local businesses, usually including each businesss name, address, phone number (NAP) and other information like their website. Directory can also refer to a type of unnatural link that violates Googles guidelines: low-quality directory or bookmark site links. |
| roas | (Return on ad spend) similar to ROI, ROAS shows how much return youre getting from an advertising investment. This helps online businesses evaluate which methods are working and how they can improve future advertising efforts. |
