9.2: Key terms and concepts
- Page ID
- 24894
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| Above the fold | The content that appears on a screen without a user having to scroll. |
| Active verb | A word that conveys action or behaviour, and in a call to action, tells a reader what to do. |
| Audience | The group of people at which a marketing communication is targeted. |
| Benefit | The positive outcome for a user that a feature provides. |
| Call to Action (CTA) | A phrase written to motivate the reader to take action such as sign up for our newsletter or book car hire today |
| Dynamic keyword insertion | In paid search advertising, this allows keywords used in searches to be inserted automatically into advert copy. |
| Feature | A prominent aspect of a product that is beneficial to users. |
| HyperText Markup Language (HTML) | Code used to structure the information and features within a web page. |
| Keyword stuffing | The process of intentionally putting too many keywords into the metadata of the website or using many irrelevant keywords. Search engines can penalise websites using this practice. |
| Mass customisation | Tailoring content for many individuals. Metadata information that can be entered about a web page and the elements on it in order to provide context and relevant information to search engines. |
| Persona | A character created to define a group of readers in order to speak to them as though they were a unique reader, creating the feeling of a one-on-one conversation. |
| Paid search advertising | Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert. |
| Sender alias | The name that is chosen to appear in the sender or ‘from’ field of an email. |
| Search engine optimisation (SEO) | The process of improving website rankings on search engine results pages. |
| Search engine results page (SERP) | The actual results returned to the user based on their search query. |
| Tone of voice | The register, formality and personality that comes through in the text. |
| Unique selling point (USP) | The aspect that makes your offering different from your competitors’. |