Glossary of Multifamily Marketing Technology

The clickable text of a hyperlink. For SEO purposes, your anchor text should be relevant to target page. In HTML, an anchor text is written as <a href=”[URL]”>[visible text]</a>.

A graphic or image (measuring 468 pixels wide by 60 pixels high) used for web advertising, and is a clickable link that redirects users to a target page.  As one of the most ubiquitous forms of web advertising, hosts are paid per-impression, per-click and per-action.  However, declines in click-through rates in recent years have reduced banner ad rates.

In e-commerce, B2B describes when a business markets its product or service to other businesses.  Typically, B2B brands support businesses across multiple industries (e.g., a new app to help process payments).  Innovative B2B solutions continue to evolve to meet emerging markets and new technologies.

Creating links directly to relevant, valuable content outside of your own site.  A controversial practice, deep linking furthers the philosophy of a free and open web, yet opponents feel it puts corporate interests at a disadvantage with regard to brand-building and advertising opportunities.  Deep linking connects various content with other influential and trusted sites, and creates new business opportunities.

External or third-party links that bring visitors to your website. Your inbound links rate is the primary factor in your Google page ranking and plays a large role in your brand’s visibility on other SERPs. Inbound links are also integral to increasing traffic to your site.

An array of metrics – also known as “Key Success Indicators” – used to determine the strategic and operational goals of a given campaign.  Actual key indicators can vary depending on the industry, but generally are used to track growth and performance. In digital marketing, indicators may measure unique website visitors, bounce rate, average on-site user-time, average page-viewership, conversion rate, brand persuasion score, search engine ranking, and much more.

Using relevant keywords and keyword phrases to gain greater brand exposure through digital ads (typically banners) specific to a web page, SERP (GoogleAds), or otherwise. Keywords are crucial to increasing organic (unpaid) SERP rankings and search results.

SEO metric that measures [unpaid] search engine results based on keywords, links, and content relevancy rather than results generated by paid-advertising.  In the context of social media marketing, this is the result of sharability by users as opposed to pay-per-click advertising or buying ‘Likes’ on Facebook.

A link that directs users from your website to an external domain. Many SEO experts agree that these are the primary contributor to page rankings.  SEO best practices dictates that you never stuff a site with outbound links or risk losing page rankings.

The number of unique users that view a webpage and/or content on your website.  This metric is used to determine the amount of traffic coming to your site, and it plays a major factor in measuring other data including clickthroughs, user retention and bounce rates, even content value.

Digital marketing tactic used to direct traffic via ads on a webpage, in which advertisers pay the host site for every click received.  With SERPs, advertisers can bid on keywords relevant to their target audiences.  Also known as “sponsored links.”

The art of using relevant keywords to “optimize” your content and pages in order to gain more web traffic and more prominent search engine page rankings.  Good SEO tactics yield more “organic” search results, which contributes to an overall better user experience and are heralded by white-hat SEO wizards.

The audience that will be most apt to use your product or service; the one you are trying to market to.  Target audiences must be discovered through property market research, or risk losing valuable time and money marketing to the wrong demographic. Social media is used prominently in discovering your brand’s target market.