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Essential Terms to Know for an Online Marketing Blog


Understanding a Web Marketing Blog


There are literally hundreds of terms you could identify in relation to an online marketing blog on law, but this article covers some of the more common jargon within web marketing.  Understanding these terms can help you understand how a legal web marketing blog works and can even further your knowledge if you have a blog already.


Essential Terms for Any Attorney in Online Marketing Blog


301 Direct– this action automatically directs a URL to another URL and tells a search engine that the redirection is permanent.  A 301 direct is important in a legal web marketing blog for search engine optimization in some cases, and it differs from a temporary redirection—called a 302 direct.


Advertising Network– this is a collection of website in which an advertiser has control over.  For example, the Google Search Network incorporates all Amazon websites, Ask.com, and many other websites.  Google offers a search ad network and a display ad network, both of which are important for a legal online marketing blog.


Anchor Text– this is a piece of text that serves as a hyperlink.  The standard form is a blue underlined word.  This term is especially important for a web marketing blog because an anchor text can greatly improve SEO. 


Backlinks– this occurs when a website provides a link to a specific page on your website.  Search engines view backlinks as a way to judge a website’s popularity and credibility, and this term is especially important in a legal online marketing blog because it can improve SEO. 


Behavioral Targeting­– this term is becoming increasingly popular in online advertising and especially mobile advertising.  This type of advertising allows a search engine to know where a consumer is currently located by using cookies and adjust advertisements on, for example, a web marketing blog. 


Click through Rate (CTR) – this term describes when a reader clicks an advertisement on your legal website.  The rate is calculated by how many times your advertisement appears compared to how many times a reader clicks the advertisement.  Again, this term is especially important for an online marketing blog, especially if the blog is being used for affiliate marketing. 


Cascading Style Sheet– this term is called CSS in short.  This is a method for a legal web marketing blog to improve the loading speed of pages, file sizes, and more. 


Day Parting– this term describes the way advertisements are provided during specific times of the day or specific days of the week.  This action can either be performed manually or automatically, and Google AdWords will perform this action automatically.  Most social media websites do not offer automatic day parting—at least yet. 


Doorway Page– this term is used to describe the first page a reader will see on an online marketing blog.  An attorney usually needs to create a doorway page with a “call to action” section to rank highly within a search engine database. 


Eye tracking– this is an emerging technology that a web marketing blog will often use to test how readers will respond to their website.  There are companies that perform complex testing and research on how a reader’s eyes will move on a specific screen of a website. 


HTML– this acronym is short for Hypertext Markup Language and in particularly important for an online marketing blog.  This is the main programming language used on a website.  Programmers may decide to use HTML or another language that can be read by HTML. 


Image Maps– this is a region within an image that is linkable and encourages the reader to click on the click by creating visual appeal.  More and more blogs have begun to use this type of mapping to help readers navigate through their website. 


Local Search– this is growing term within online marketing.  A local search allows a person to perform a search for a business and see related businesses in their specific area. 


Long Tail Keywords– this term is increasingly important for an online marketing blog.  A long tail keyword is a phrase instead of a single keyword and usually allows legal blogs to increase their ranking within search engines. 


Natural Listing– this term is also called an organic listing.  The term is used to describe a listing within search engine that is not advertised.  Some search engines require fees for higher placement within natural listings, and other search engines solely rely on the ranking of the online marketing blog. 


Page Rank– a page rank is used, for example, by Google to list websites in certain indexes by using an algorithm.  Google will release an external page rank for a web marketing blog, but the external rank is not the same as an internal rank.  Google will use an internal rank for an online marketing blog for search engine results. 


Real Simple Syndication– this is increasingly popular within a legal web marketing blog.  This type of technology allows a viewer of an online marketing blog to directly view certain parts of a blog at their request.  


Return on Investment– this term is important for an advertiser that posts an ad on a web marketing blog.  The ROI is calculated by how much money was spent for the advertising campaign divided by how much revenue the advertisements made because of clickthroughs.


Spider– all search engines have spiders that crawl through linked pages on a website in order to find information for a natural listing.  A spider is also used to rank an online marketing blog.


Web 2.0– this is a general term that describes the internet as a specific platform. 


White Hat SEO– this term is used to describe SEO techniques that are recommended and accepted by a search engine.  Any legal web marketing blog that practices “Black Hate SEO” can cause harm to its ranking and listing within a search engine.


XML– a content developer of an online marketing blog will use this programming language for content like text, audio, video and more.  This language has been particularly important in Web 2.0.