MARKETING DICTIONARY
Let us explain some of these industry buzz words to you.
SEARCH ENGINE OPTIMIZATION
Also known as Search Engine Optimization, SEO is the digital marketing practice for increasing free traffic and visibility to a website or web page through search engine rankings. SEO practices typically include on-page optimization for specific keywords, content development focusing on specific keywords, and high-quality link building.
This is included in all four of our packages
BRAND PERSONA
The term brand personality refers to a set of human characteristics that are attributed to a brand name. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys.
This personality is a qualitative value-add that a brand gains in addition to its functional benefits. A brand personality is something to which the consumer can relate. If the consumer becomes a regular customer, they may start to identify parts of their own personality with the brand personality.
This is included in all four of our packages.
COMPETITVE LANDSCAPE
The competitive landscape refers to the existing market for your product or service. It represents every product a consumer could choose over the product your company offers. The competitive landscape can indicate a company’s position in the market and influence its business strategy.
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To conduct a competitive landscape analysis, examine the following:
- Who your company’s key competitors are
- What products, services, or general solutions your competitors are offering
- The strengths and weaknesses of your competitors’ solutions
- Which strategies successful competitors are using
The overall market outlook of your niche is the main tactic of any successful competitive landscape analysis.
This is included in all four of our packages.
CONTENT THEMES/PILLARS
Content themes (also known as content pillars or buckets) are themes or subjects that your brand can use to develop content. Think of these as different categories that you can separate your content into.
These themes are specific to your brand and should align with the content that is the most well-liked by your digital audience. Having an understanding of the content that your audience likes to consume is vital before you begin building your content pillars.
Each business is unique and will have it’s own USP. As businesses and selling points vary, so will your consumers and the content that they would like to receive.
This is included in all four of our packages.
KEYWORD RESEARCH
Keyword research is based on figuring out what users are typing in the search box. The main goal of this is to get your pages to rank for those keywords. Keyword research can help you find the right keywords to allocate time and resources to. This ensures you create content on topics that your audience is most interested in.
The whole point of doing keyword research is to rank on Google. It’s algorithm looks for three main things:
- Authority: Is your site seen as authoritative? Does it have quality information with a lot of backlinks?
- Relevance: Does your content meet the needs of users searching for that keyword?
- Volume: How many other sites rank for that keyword, and how many times is that keyword searched?
This is included in all four of our packages.
USER EXPERIENCE/INTERFACE
UI refers to the screens, buttons, toggles, icons, and other visual elements that you interact with when using a website, app, or other electronic device. UX refers to the entire interaction you have with a product, including how you feel about the interaction. While UI can certainly have an impact on UX, the two are distinct, as are the roles that designers play.
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Developing a product that people love often requires both good UI and good UX. For example, you could have a banking app that looks great and has intuitive navigation (UI). But if the app loads slowly or makes you click through numerous screens to transfer money (UX), it doesn’t matter how good it looks. You’re probably not going to want to use it.
On the other hand, a website could be loaded with unique, helpful content organized in a logical and intuitive way. But if it looks dated or you can’t easily figure out how to move between screens or scroll through options, you’re likely to click away from the site.