DIGITAL MARKETING TERMINOLOGY Q, R
Q
Quality Score – Google Adwords’ rating of the relevance and quality
of keywords used in PPC campaigns. These scores are largely determined by
relevance of ad copy, expected click-through rate, as well as the landing page
quality and relevance. Quality score is a component in determining ad auctions,
so having a high score can lead to higher ad rankings at lower costs.
Query – The term given for what a user types and searches
using search engines like Google, Bing, and Yahoo. Examples of queries include
“
R
Rankings – A general term for where a website appears in
search engine results. A site’s “ranking” my increase or decrease over time for
different search terms, or queries. Ranking is specific to each keyword, so a
website may have keywords that rank on the first page, and others that don’t.
Reciprocal Link – Two websites linking to each other, typically for
the express purpose of increasing both’s search engine ranking. These types of
links are sometimes deemed manipulative by search engines, which can incur a
penalty or devaluation against both sites.
Redirect – A way by which a web browser takes a user from one
page to another without the user clicking or making any input. There are
various types of redirects (the most common of which is the 301 redirect),
which serve different purposes. Typically, this helps improve user experience
across a website.
Referral – A medium denoted in Google Analytics that
represents a website visit that came from another website (as opposed to coming
from a Google search, for example). When users click on a link to another,
external webpage, they are said to have been “referred” there.
Rel Canonical – In HTML, “rel” is an attribute associated with
links. “Canonical” can be applied to the “rel” attribute, which will link to
the original or authoritative page from which content is being used or
referenced. The “canonical” page is the original content, and any page
referencing it is a duplicate or otherwise similar page. Used to prevent
duplicate content issues and maintain search engine rankings.
Remarketing – Also known as retargeting, a type of paid ad that
allows advertisers to show ads to customers who have already visited their
site. Once a user visits a site, a small piece of data called a “cookie” will
be stored in the user’s browser. When the user then visits other sites, this
cookie can allow remarketing ads to be shown. Remarketing allows advertisers to
“follow” users around in attempts to get the user back to the original site.
Responsive Web Design – A philosophy of creating a website that allows all
of the content to show correctly regardless of screen size or device. Your
website will “respond” to the size of the screen each user has, shrinking and
reorganizing on smaller screens, and expanding to fill appropriately on large
ones.
ROAS – stands for Return On Ad Spend. A PPC marketing
metric that demonstrates the profit made as compared to the amount of money
spent on the ads. Similar to ROI.
Robots.txt – A text file stored on a website’s server that
includes basic rules for indexing robots which “crawl” the site. This file
allows you to specifically allow (or disallow) certain files and folders from
being viewed by crawler bots, which can keep your indexed pages limited to only
the pages you wish.
ROI – Stands for Return On Investment. In order for a
business to receive a positive ROI, they must earn more money using marketing
channels than they are spending on the marketing itself.
RSS – Stands for Really Simple Syndication. It is a way
for users to keep track of updates to multiple websites (news sites, blogs, and
more) in one place, as opposed to having to manually check in on every single
site individually. An RSS Feed is a place where all updates are tracked
together, in an easily viewable format.
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