What is cost per impression? Cost per impression (CPI) is the expense an organization incurs every time its ad is displayed to a...

What is benchmarking? Benchmarking is the practice of regularly comparing various performance metrics in order to continually improve...

What is brand equity? Brand equity refers to the strength of your brand in the minds of consumers. Positive brand equity means that...

What is brand loyalty? Brand loyalty is the act of repeatedly purchasing goods and services from the same provider. Companies can...

What is Google AMP? Google AMP, short for Accelerated Mobile Pages, is a web component framework meant to improve the mobile browsing...

What are marketing KPIs? Marketing KPIs are the specific subset of key performance indicators that gauge how well a marketing campaign is...

What is bottom-of-funnel (BoFu) marketing? Bottom-of-funnel marketing is a strategy that aligns with the latest “decision” stage of the...

What is a content gap analysis? A content gap analysis is a process used by marketers to identify “gaps” between popular search queries...

What is outbound marketing? Outbound marketing occurs when an organization pushes out communication to a large audience who may or may...

What is customer lifetime value (CLV)? Customer lifetime value is the total amount of money an entity or individual is expected to spend...

What is alt text? Short for “alternative text,” alt text is a written description of a website visual. Alt text pops up if an image fails...

What is a marketing qualified lead (MQL)? A marketing qualified lead is a lead that has come in thanks to your marketing outreach. Your...

What are display ads? The display ad, also known as display advertising, is a form of digital promotion in which content — in the form of...

What is funnel velocity? Funnel velocity is the rate at which an individual moves through the marketing funnel, from awareness (top of...

What are web analytics? Web analytics focuses on deciphering site user behavior via the collection, reporting, and analysis of website...

What is a sales accepted lead (SAL)? A sales accepted lead is a marketing qualified lead (MQL) that meets specific criteria that validate...

What is customer relationship management (CRM)? Customer relationship management is the process by which a company handles its...

The SEO community is all abuzz lately with multiple updates from Google. Here’s your guide to three updates making SEO news so far in...

What is on-page optimization? On-page optimization is a set of SEO tactics that you implement on your website (also called a web page,...

What is middle-of-funnel (MoFu) marketing? Middle-of-funnel marketing is a strategy that aligns with the middle “consideration” stage of...