You know that marketing is important (and if you don’t, you should), but there’s a lot about marketing that you probably don’t know. In fact, it can be difficult to even speak the same language as a marketer, what with all our SEOs and SEMs and backlinks. When you’re working with a marketing firm like corecubed, it’s helpful to know some of the lingo so you can follow strategic planning conversations and get the most out of your interactions. The following are some of the top online marketing terms you should know:
- Above the Fold: You might hear your marketing agency say that they want to keep something on your website “above the fold.” This means they want to keep the text in the part of the page that a user can see without scrolling down. The exact amount of space that is above the fold will vary by viewer because of screen settings.
- Backlinks: Backlinks are an important part of SEO (search engine optimization), and they are links from other websites pointing to any particular page on your site. Search engines use backlinks to judge a site’s credibility; if a site links to you, the reasoning goes, it is in effect saying that your site has authority on a certain subject.
- Crawler or Spider: You’ll hear this term in reference to your SEO strategy as well. A search engine gathers and indexes links by automatically “crawling” the web. A search engine’s crawler or spider follows links to websites. These crawlers also make note of the keywords and information a website uses so that it knows how to categorize that site.
- Long-Tail Keywords: We’ve talked about keywords in the past and how they help your website get found in a Google search, but long-tail keywords get a little more specific. Rather than targeting the most common keywords in your industry, like “home care” or “Alzheimer’s care” a website can focus on more niche terms that are usually longer phrases but are also easier and quicker to rank for in the search engines, like “benefits of home care for the elderly” or “best home care company.”
- Mobile-Optimized Website: With many of today’s Internet searches being done via smartphones and other mobile devices, making sure your website can be properly viewed on a mobile device is crucial. And it’s even more vital now that Google’s search algorithm is changing to benefit mobile-friendly sites. Making your site mobile-friendly per Google’s new standards entails:
- Avoiding software that is not common on mobile devices, like Flash
- Using text that is readable without zooming
- Sizing content to the screen so users don’t have to scroll horizontally or zoom
- Placing links far enough apart so that the correct one can be easily tapped
Understanding all the marketing lingo out there can be a challenge, but at corecubed, we do our best to make senior living marketing ideas and terms as simple as possible for our clients. Contact us to learn more about our content marketing services for aging care businesses and find out how we can help your company perform better online.