Glossary of Terms

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A term used to describe the power or strenth of a business/domain. Authority is a combination of factors assigned by a search engine to assist in ranking a business. Better authority equals better ranking.



A business mention anywhere on or off the web, with or without a link back to your website.

Content Management System (CMS)

Computer software that enables users to organize, publish, and manage digital content for websites. They typically have 2 components- a web-facing front end and a management console to allow multi-user update capabilities.



Any website or publication that lists business names and contact information. Business have used both offline (Yellow Pages) and online directories (, to help a customer find the products or services they need.


Google My Business

Acronym: GMG A product by Google that helps a brick and mortar business provide the best information available to search users. The GMB console allows the management of NAP, reviews, photos, and many more features.



A term used to describe the content or web resource that is extremely specific to the area surrounding a business location. Single location businesses generally consider this their service area.


Inbound Marketing

A business marketing technique that uses a combination of marketing channels to attract customers by providing them with tailored content. Outbound marketing is by nature disruptive, injecting information into an audience that may not need it. Conversely, inbound marketing is designed to help the user with the information they are seeking. This builds connections that lead to creating customers.



The terms used by searchers to find a solution to their need. These are what you want your business to be found for on the major search engines.


Landing Page

A web page that is narrowly focused on the needs of the person clicking through from a search engine result or online advertisement. Landing pages are designed to enhance conversion rates and are usually streamlined to meet the needs of a narrow group. Example- a multi-location restaurant will probably have a landing page for each location along with specific information and menu for that store.

Link Building

The quality and quantity of Inbound links are a major asset in helping Google determine the quality and authority of your business. Having more links on trusted sites boosts ranking. Conversely, too many links on poor sites can penalize your rank.

Local SEO

An all encompassing process of ensuring that all elements of online resources pertaining to your business are aligned with your core strategy.

Long Tail Keywords

Search keywords or phrases that are more specific to your website. These keywords are less competitive to rank for and more specific in the ask. Can also contain location specific information to assist the search engine in the results. i.e. "best pizza delivery in Marfa TX."


Name Address Phone Number

Acronym: NAP - A technique that standardizes your contact information in all local resources.


On-page SEO

The process of optimizing your website and landing pages for the relevant audience in the correct geographic area. Solve the customers problem.


An all-encompassing term to describe search that is NOT local in nature. This is usually the more traditional search traffic from the major search engines.


Reputation Management

Encourage customers to leave reviews in appropriate online locations. Respond to both positive and negative reviews with a positive tone.


Written sentiment left on any platform by a customer.


Sales Funnel

A sales funnel is a visual model representing a customer's journey from first contact through purchase and evangelizing. There are many models with varying steps that fit the specific company's needs, but most are comprised of Awareness, Engagement, Discovery, Purchase, and Retention. These steps can be correlated with the marketing techniques needed to nurture the prospect along their journey.