An HTML element that is utilized to describe the particular topic of a web page. The title tags are displayed in the tabbed top bar of a browser. Despite, Google uses a bot to crawl websites so that they can be ranked and added to Google search. A broad term that covers various nefarious activities in digital marketing that are made either to boost a website rank better.
Spam is usually in seen the form of hundreds of low-quality backlinks that were created by a black hat SEO to handle rankings. It is a portion of URL that comes after the. An XML file or page on a website that has a collection of all the web pages and posts for search engines to crawl.
This document helps search engines quickly crawl all of the content that they should be aware of on a particular website. A metric in Google Analytics that measures one user interacting with a website while a given period, which Google defaults to 30 minutes.
A session is not subordinate to how many pages are viewed, so if a person goes to a website and looks around at many web pages for 20 minutes, it would count as one session. It is emphasizing a list of search results that are delivered to the searcher after they enter a query. It is a code that is added to the HTML of a website for giving search engines more relevant information about a place, product, business, person.
It is also known as structured data or rich snippets. This file enables you to accurately allow or disallow specific files and folders from being viewed by crawler bots, which can keep your indexed pages limited to only the web pages you want. It is also known as retargeting, a type of paid ad that enables marketers to show ads to clients who have already visited their website. When the user then visits other websites, this cookie can allow remarketing ads to be shown.
A piece of code that is added to the HTML head of a webpage to intimate to Google whether a bit of content is original or duplicated from somewhere else. The original content should canonical to itself, and a content taken from another place should point the canonical to the source URL. It can also be used to prevent duplicate content issues within a website.
A medium indicated in Google Analytics that represents a website visit that came from another website. A method by which a web browser takes a user from one page to another page without the user clicking. There are several types of redirects the most common of which is the redirect , which assist different purposes.
Typically, it helps to enhance the user experience across a website. These types of links are sometimes considered manipulative by search engines, which can acquire a penalty against both websites. It is a rating of Google AdWords which is calculated by the relevance and quality of keywords utilized in the PPC campaigns.
These scores are determined mainly by the relevance of ad copy, expected click-through rate, landing page quality. Quality score is an element in planning ad auctions, so having a high score can lead to more top ad rankings at lower costs. It is an infraction issued by Google. The issues that caused the penalty will want to be fixed before the penalty is lifted. Once the penalty is lifted, it might still take some time to return to the previous rank in Google search results.
It is a source of traffic to a website that comes by clicking on a non-paid search engine result. Organic traffic is the primary measurement of an SEO campaign and converts as a site ranks better for keywords, or ranks for more keywords in search engines.
One of the meta tags that describe the web page in characters. The meta description is an essential aspect of a web page because it is what looks in Google searches and other search engines results.
Search engines utilize metadata to help determine what information from a webpage to display in their results. The section of Google search results pages emphasizing three businesses listed in a local map section.
This audience is generated from a source audience, and from this list, Facebook will identify common characteristics among the number of audience members. Facebook will then target users that expose similar qualities or interests. It helps search engines serve up results to queries with higher precision. Google rewards websites which include relevant LSI keywords with higher rankings and more traffic. Search engines may now penalize or ignore such keyword-stuffed pages, save for extremely difficult or lengthy keyword phrases.
Keyword density points to the percentage of how often a keyword seems on a webpage content with the total words on that webpage. The Index refers to all of the pages in a website that Google has crawled and stored to be displayed to Google searchers.
When utilized as a verb, it relates to the act of Google copying a web page into their system. A word or phrase indicative of the main theme in a piece of content. When you are searching in a search engine, you typed in a keyword, and the search engine provides you results based on that keyword.
One primary Goal of SEO is to have your website show in searches for as multiple keywords as possible. A hyperlink is an HTML code that creates a link from one webpage to another web page, often characterized by a highlighted word that takes you to the specified location when you click on that link.
It is a code in the HTML of a website that reveals search engines like Google which spoken language a web page is practicing. These are particularly useful for sites that have versions of pages in various languages, as they help Google understand which web pages are relevant and which should be shown to specific audiences. It is a secured version of HTTP, which is utilized to define how data is formatted and transmitted over the web. It is the protocol utilized by globally to define how data is formatted and transmitted.
When you visit a website into your web browser and press enter, this sends an HTTP command to a web server, which instructs the web server to fetch and transmit the data for that website to your browser. A Heatmap is a graphical representation of how the users interact with your website. Heat mapping software is utilized to track where the users click on a web page, how they scroll. Heatmaps are used to gather user behavior data to help in designing and optimizing a website.
On a website, a specific code is located in the universal header section so that it can be accessible over all pages of the site. Typically in the header code, you will find things like Schema Markup, AdWords Code, Analytics Code, and other tools utilized for tracking data over a website.
Adding hashtags to a post enables users to find that post when searching for that topic. This can be utilized for identifying users looking for broad topics on social media. It is an automated piece of software that scans websites. Google search Console aka webmaster tool is a free tool offered by Google for webmasters. Within the tool are different areas that cover data on how a website is performing in search.
Google My Business is a free tool for businesses and organizations to handle their online presence on Google, including Search and Maps. By verifying and updating your business information, you can both help clients to get you and explain them the story of your business.
Google My Business is vital to local SEO campaigns, as this is directly compared to location-based searches. AdWords is an online advertising There are normally four available ad slots at the top of a search result page, so for the best results, advertisers typically want an average position between A shortened piece of information that Google draws from a website and places right into search results, to show quick answers to common queries. Featured snippets seem in a block at the top of search results with a link to the source.
It is a metric in paid advertising platforms that calculates how much money is spent to get a new lead or customer. It can be measured by dividing the total spend by the number of conversions, for a given period. Keyword Proximity points to the distance between two words or phrases, or how close keywords are to each other within a body of text. The rate at which visitants to a website make the predefined goal.
It is measured by dividing the number of goal achievements by the total number of visitants. It is a series of advertising messages that share a theme, and sell a service or product.
Within the context of digital marketing, campaigns can be driven by a search including display network advertising platforms, email, social media, or any other online platforms. However, Google uses a bot to crawl websites so that they can be ranked and added to Google search. Gathering facts A step in the planning process; involves gathering sufficient information to identify the need for a plan, and systematic gathering of the information needed to make the plan work once it has been developed.
Generic advertising A form of advertising aimed at promoting a class of products or an industry, not a specific company or brand; also called institutional advertising. Generic Product One component of the Total Product Concept; the standard product as offered to the customer with no special services or features attached.
Geographic segmentation In marketing, a means of classifying or categorizing customers or potential customers by their geographic location. Goals The specific quantitative or qualitative aims of the organization that provide direction and standards one can use to measure performance. Grading Classification of agricultural products into specific standardized classes or categories to facilitate the buying and selling process and improve the efficiency of the marketing system.
Greenfield investment A method of direct investment by a firm into a particular country or new business where the firm handles all elements of the entry, including building plants, developing distribution, locating markets, etc. Gross margin The difference between total sales and the cost of goods sold; income remaining after paying for raw materials or merchandise to cover operating expenses and generate a profit; gross margin plus service income is sometimes called gross profit.
Growth stage A period in the product life cycle of rapid expansion, during which sales gain momentum and firms tend to hold prices steady or increase them slightly as they try to develop customer loyalty.
High Value Products HVPs Agricultural products that have received additional processing or require special handling or shipping; also known as value-added products.
Hot buttons In selling, areas of particular customer interest. Human resources HR The talents and assets offered a company by the people it employs. Indirect exporting Mode of product movement in international business in which a firm uses a trading company or an export management company to handle the logistics of exporting. Indirect selling Activities outside the sales call interview process; involves providing service and follow-up to customers.
Inelastic In supply and demand analysis, a condition where a change in price brings a proportionately smaller change in quantity supplied demanded. Information technology Any electronic technology focused on processing, storing, transmitting, and reporting data and information.
Initial investment The initial equity an investor commits to an investment. Institutional advertising See generic advertising. Interest The charges made by a lender for the use of money. Introductory stage The stage in the product life cycle in which the new product first appears on the market. Inventory Items that are held for sale in the ordinary course of business, that have been purchased for use in producing goods and services to be sold, and work in progress.
ISO A series of international standards and guidelines on quality management and quality assurance; standardized definition of quality focuses on conformance to customer requirements. ISO A worldwide standard for quality applied to the environment; provides the framework and systems for managing legislative and regulatory orders for environmental compliance.
Key influencers Individuals or organizations who have some influence on the purchase decision, but don't actually make the decision. Laggards The final group of buyers last 16 percent to try a new idea, product, or service; tend to be tradition-bound people who take so long to adopt new ideas that by the time the ideas are adopted, they no longer are new. Late majority The fourth group of buyers next 34 percent after the early majority to try a new idea, product, or service; tend to be skeptical people who adopt new ideas only after considerable evidence has been accumulated.
Layout planning The specific design of the physical arrangement within a facility or store. Leadership The process of helping individuals or groups to accomplish organizational goals by unleashing each person's individual potential as a contribution to organizational success. Leads In selling, prospects that have some support from credible sources. Liabilities Anything a business owes to those outside the business, such as accounts payable, loans, bonds, and mortgages; the total debt of the business.
Licensing A business arrangement where a firm licensee in the target market produces and distributes another firm's licensor product; in return the licensor receives a fee or royalty for the right to license the product.
Local cooperative A cooperative that is organized and controlled by local member-patrons to serve their own needs. Logistics management One of the four functions of management along with operations management ; involves the set of activities around storing and transporting goods and services from manufacturer to buyer. Long-range budget A budget that is generally 2 or more years in scope.
Loss-leader pricing A pricing method that involves offering one or more products at a significantly reduced price for the purpose of attracting additional customers who will purchase other regularly priced items. Macroeconomics The study of how consumers, businesses, and governments in the aggregate interact to allocate scarce resources; includes topics such as inflation, interest rates, gross domestic product, and fiscal and monetary policy.
Make-to-order strategy A production approach where the firm actually builds to order. Make-to-stock strategy A production approach where the firm is producing for inventory, and the production occurs before the actual sale is made.
Manufacturer-direct distribution system A marketing channel in which the manufacturer sells directly to the food customer. Marginal revenue In economics, the additional revenue generated by selling one more unit of output. Market efficiency A measure of productivity of the marketing process in terms of the resources used and output generated during the process; involves operating efficiency and pricing efficiency.
Market driven philosophy A marketing approach based on a true understanding of customer needs; the focus on customer needs drives all decisions and activities in the organization. Market forecast A forecast for a specific industry or type of products. Market information Any pertinent details and data such as news and industry specific research which is used by buyers, sellers, inventory holders, wholesalers and others in the industry to make decisions.
Market penetration The proportion of a specific market that a firm controls.. Market research The study of customers, competition, and trends in the marketplace, with the goal of providing objective information on which to base marketing decisions.
Marketing In the macro sense, the process by which products flow through the U. Marketing audit An objective examination and review of a company's entire marketing strategy.
Marketing channel The network of firms that manage the flow of products, services, information, and money between producers and consumers. Marketing management One of the four functions of management; involves managing the total process of identifying customer needs, developing products and services to meet those needs, establishing promotional programs and pricing policies, and implementing a system of distribution to customers.
Marketing margin The difference between prices at two different levels in the marketing channel; for example, the difference between the price paid by consumers for a food item and that received by producers for the raw ingredients going into the item. Marketing system The interrelated set of market and interfirm relationships such as contracts and alliances that add utility or value to a product as it moves from producer to consumer.
Maturity stage A period in the product life cycle characterized by slow growth or even some decline of sales as the market becomes saturated. Merchant wholesalers Firms in the market channel that buy products from processors or manufacturers, and then resell those products to retailers, institutions or other businesses.
Microeconomics The study of how scarce resources are allocated, primarily focused on consumer choice and firm production decisions, and how these are related to markets and prices. Model An abstract representation of a system or situation, usually in mathematical terms, that exhibits the factors believed to be most pertinent to the system or situation Motivation A stimulus that produces action. Net cash flow The difference between total cash inflows and total cash outflows for an operating period.
Net farm income At the aggregate level, the portion of the net value added by agriculture to the national economy that is earned by farm operators. Net operating profit The amount remaining after operating expenses are subtracted from gross margin; represents profit from the primary operations of the firm.
Net working capital Total current assets less total current liabilities. Nonprofit corporation A corporation that is exempt from certain forms of taxation, and that generally cannot directly enrich its owners financially. Objection In selling, a negative reaction or concern expressed by the customer about the product or any selling point that has been made; constitutes a reason for not buying. Objectives See performance objectives. Operating expenses Those expenses associated with the actual operation of the business; does not include expenses not directly associated with operations, such as interest expense, and non- related legal expenses.
Operational efficiency A measure of marketing system productivity; the raw ratio of marketing output to marketing input. Operations management One of the four functions of management along with logistics management ; involves direction and control of the processes used by food and agribusiness firms to produce goods and services. Opinion leaders Well-respected individuals or firms who tend to adopt products and services more quickly than others, and shape the attitudes of others in a market.
Opportunity cost The income given up by not choosing the next best alternative for the use of resources; represents the amount that the business forfeits by not choosing an specific alternative course of action. Penetration pricing A pricing strategy that consists of offering a product at a low price, perhaps even at a loss, in order to gain wide market acceptance quickly.
Perishability The characteristic of rapid deterioration in the quality of some agricultural or food products after harvest or processing. Personal interviews A market research technique that involves direct dialogue with a customer, prospect, influencer, or other individual of interest. Physical distribution systems PDS The series of channels through which parts, products and finished inventory are stored and moved from suppliers, between outlets and ultimately, to consumers.
Physical functions One of three major marketing functions; includes adding time, place, and form utility to the product as it is transported, stored, and processed to meet customer needs and wants.
Pipeline inventory The minimum amount of inventory needed to cover the period of time between the warehouse's reordering and its receipt of the additional stock. Place utility One of four types of utility or ways in which value is added to a product; involves the value a buyer receives from a product that is available where the buyer wants it. Planning Forward thinking directed at specific objectives about courses of action based upon a full understanding of all factors involved.
Policy A rule or guideline that sets the boundaries for handling specific situations that occur frequently. Politics The manner in which power and status are used in an organization; involves the manipulation of people and situations to accomplish a particular goal. Possession utility One of four types of utility or ways in which value is added to a product; involves the value a buyer receives from the transfer of ownership of a product from seller to buyer.
Potential Product One component of the Total Product Concept; the product as it can become; what the next benefit is that customers will seek from the firm, and how the product-service- information bundle will be managed to add even more value for customers. Power The ability to control another person's behavior. Practices Activities and processes as they are actually performed in the agribusiness; may conflict with policies and procedures.
Presentation In selling, the heart of the sales call in which the primary objective is to present the product or service so effectively that the customer will see it as satisfying a particular need.
Prestige pricing A pricing strategy that appeals to an elite image and plays to the attitude that price and quality go together: "You get what you pay for. Price The value of an item or service in monetary terms. Price discovery The process in which producers and consumers meet in the marketplace, and the equilibrium quantity and price is determined. Principles Ideas, values, philosophies and beliefs regarding an issue or issues.
Procedure A step-by-step guide to performing a specific activity or function. Product advertising Advertising designed to promote a specific product, service, or idea. Product driven philosophy A marketing approach based on offering a unique product that satisfies a specific customer need; creating a product that is so good customers will seek it out.
Product life cycles The predictable way in which sales and profits of a product unfold as a product is introduced, sales grow rapidly, the market matures, and the product ultimately declines in the market place. Product mix The breadth, depth, and combination of products, services, and information offered to the market. Production agriculture sector The sector of the food production and marketing system in which purchased inputs, natural resources, and managerial talent come together to produce crop and livestock products.
Profit A general term for the difference between total revenue and total cost. Prospecting In selling, the process of identifying and locating potential customers. Psychographic segmentation A market segmentation approach based on classifying or categorizing customers or potential customers by a combination of their psychological profiles and demographic data.
Responsibility The obligation to see a task through to its completion. Risk A situation where outcomes are unknown, but where probabilities of occurrence can be assigned to each possible outcome. Sales The total dollar value of all the products and services that have been sold for cash or on credit during the period specified on the profit and loss statement.
Sales call interview In selling, the process of establishing customer contact, developing or renewing a positive relationship, discovering the customer's needs, convincing the customer that one can meet those needs, and securing the customer's commitment. Sales call objective In selling, a tangible, measurable objective of what the salesperson expects to accomplish during the sales call.
Sales promotions A form of promotion market communications strategy; programs and special offers designed to motivate interested customers to purchase a product or service. Sanitary and phytosanitary SPS regulations Rules and guidelines that are intended to protect human, animal, or plant life or health; instituted in many countries as consumers in developed countries are increasingly demanding a higher level of food safety.
Scenario analysis A qualitative forecasting technique in which a series of future business possibilities or environments are developed based on a careful understanding of what is known, and systematically varying the possibilities for what is not known. Selling The act of transferring ownership of goods and services. Simulation A systematic approach to problem solving that usually involves evaluation of several sometimes thousands possibilities derived from a model based on past operating experience and records; used to project the probability of different outcomes.
Skimming the market A pricing method where a product is introduced at a high price that affluent or highly interested customers can afford, then the price is gradually lowered over time to bring less affluent and less interested customers into the market.
Status The social rank or position of a person in a group. Strategic alliances Agreements to collaborate between firms that go beyond normal firm-to-firm dealings, but fall short of merger or full partnership and ownership. Strategic marketing plan A set of activities intended to help a firm anticipate the needs of targeted customers and find ways to meet those needs profitably.
Suppliers Firms providing raw materials, supplies or other inputs to a business. Supply chain management The process of managing the complete input acquisition and output distribution channels for a firm; involves linking the materials and physical distribution systems of a firm directly with supplier and customer systems resulting in greater efficiencies.
Tactical planning Smaller scale, more immediate plans developed to implement the strategic plan; typically address a time period of one year or less, and may be developed by virtually every employee in an organization. Target market A market segment prioritized by a firm and the focus of a marketing effort involving a set of decisions tailored to the unique needs of the segment.
Telephone interviews A market research technique that involves asking questions of individuals over the telephone. Test market A market research technique which involves an experiment designed to test consumer behavior under actual buying condition; a test city or area with characteristics similar to the target market is selected, a product typically a new product is introduced into the test city or area, sales results are measured and evaluated, and these results are then generalized to the target market of interest.
Time utility One of four types of utility or ways in which value is added to a product; value is added through storage of the product to ensure that sufficient quantities of product are available when needed.
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