A Web-based tool or application that gathers and displays content from a variety of sources to an end-user.


The primary image associated with a social network member’s account.


A Pinterest feature that allows users to organize the content they have “pinned.”


An Instagram offshoot, Bolt is a messaging app that lets users take and send photos to friends.


An action that connects a person to a physical location. People can “check in” to locations on social networks like Facebook and Foursquare.


A Google+ feature that allows users to put people together into specified groups. Through this feature, Google+ users have the ability to share updates with specific groups of people in pre-defined "circles."


A public response to a status update or other piece of content.


A feature on Google+ that allows members to create niche groups where people with similar interests can interact. Communities can be made public or kept private.


People who are part of a LinkedIn user’s personal network. Similar to a Facebook “friend” or a Twitter “follower.”


A proximity-based iOS social media app that connects users based on their location. 


An administrative interface that typically allows users to monitor social network activity as well as take actions like sharing content. 

Direct Message (DM) 

A private conversation between two users on Twitter. 


A vague term that describes participation with a brand’s content on social networks. Typically, brands take fan and follower actions such as likes, retweets, shares and comments into consideration when measuring engagement. 


The world’s largest social network, with 1.23 billion monthly active users. 

Facebook Audience Network  

A mobile ad network that targets users in other apps using Facebooks demographic information. 


A Facebook user who follows a brand or business Page. 


An action that represents a user’s approval of a piece of content on Twitter. 


An image customization tool which users can leverage to change the tone and look of their photo. 


A photo sharing community that allows both amateurs and professionals to post images they have taken and receive comments and even negotiate purchases with those who are interested in the photos. 


Someone who has chosen to receive your tweets in their Twitter timeline.


A a location-based social network that enables users to discover new locations and check-in, share and save places they have visited. 


A Facebook connection between two people.  Both parties must agree to become “friends” before a connection is made. 


A social network created by Google where users can share content and connect with other members. Businesses can add photos, contact information and more that will appear in Google's search engine result pages. 


This feature is available on both LinkedIn and Facebook. It enables users to create a niche community where people with similar interests can communicate with each other. Similar to Google+ Communities. 


A feature available on Google+ that allows a group of people to have conversations and share content with each other. Users also have the ability to start video hangouts with up to 10 friends. 


An interactive feature that allows social network users to relate a status update to a broader topic. 


The name a Twitter member chooses to represent themselves. To interact with another Twitter member, users must address them with the @ symbol and the person’s handle, such as @PeopleRock. 


A brand’s most valuable audience members. Typically, influencers are active in the social community and have the ability to sway the opinions of their followers. 


An online photo-sharing social network where users can share filtered photos and videos. Instagram is owned by Facebook. 

Instagram Direct  

A communication method that allows Instagram users to send photos and videos privately to another user. 

Instagram Explore  

A new tab that helps users discover new content that is relevant to their interests. 


An action that social network users can take to show their approval of a status update. In addition, Facebook users can “Like” pages in order to receive the Page’s status updates in their newsfeeds. 


A social network for professionals, users are able to post their job experience and skills, find personal and professional contacts, search for jobs, blog and much more. 

LinkedIn Ads  

A self-service advertising solution that allows its users to create and place ads on the website. 


A curated group of Twitter users. 


A generally recognized piece of content that typically pokes fun of a person, place or situation. Typically, memes are shared by many people and quickly go viral. 


A private communication method between two or more users on Facebook. 


An app to which Facebook transferred all of its messaging power. Users are able to chat with their friends in a similar manner to text messaging. 


The homepage of a social network that is continuously refreshed with activity updates from a user’s friends or followers. 


A Facebook profile for a business or a brand. Facebook users can “like” pages but they cannot be friends with pages. 


A pinboard-style social network where users can share content and create theme-based collections. 


A piece of content shared by Pinterest users. 


A Facebook action that allows one user to interact with another user through a virtual “poke.” 


The Web page of a social network user that displays any content that the user has shared.

Promoted Content 

A way to increase the reach of a profile or a specific piece of content on social networks. Promoted content is paid for and thus an advertisement. 


The so-called “front page of the Internet” has hundreds of subpages (called subreddits) for various topics from Space Jam to Astronomy and Politics where users can submit posts and comments to drive discussion. 


An action that allows users to share another user’s content on Twitter. 

Rich Pin 

Pins that feature extra content, such as a map, product pricing, recipe details and more. There are multiple types of Rich Pins, including Place Pins, Article Pins, Product Pins, Recipe Pins and Movie Pins. 


The implied attitude behind user comments. Social media monitoring tools can help brands measure sentiment in order to gauge the overall perception of a company or specific marketing promotions. 


An action that allows someone to publish content from another source. The content is  “shared” to that user’s personal social network. 


A photo messaging mobile app that allows user to take photos or record videos and send them to selected friends. Each piece of content sent has a time limit (1-10 seconds) for viewing. After the content has been viewed it is not able to be seen again unless it is part of a Snapchat Story. 


Snapchat users are able to send and receive money from Snapchat friends after entering their debit card information. 

Snapchat Ads 

Snapchat introduced its first ad in Oct. 2014. Users are able to view ads in the Stories section of the app.

Snapchat Chat  

Chat enables users to have a private conversation with friends via text, snaps and previously saved videos and images. 

Snapchat Discover  

A storytelling feature where users are able to find Stories from a variety of sources including CNN, Comedy Central and Food Network. 

Snapchat Story 

Snapchat users can put content into a “story” for 24-hour viewing. Typically, stories are made up of a string of content that creates a narrative. 

Social Listening 

A tool that enables users to monitor and measure what is being said about a brand on social networks. 

Social Login 

A sign-in form which allows users to leverage their social media credentials on a third-party website instead of having to create separate login credentials. 

Status Update  

A piece of content shared by a social network member. 


A social discovery engine that helps users discover new and unique things from across the Web through recommendations. 


A community subpage on reddit like r/pics and r/tech that discuss relevant topics to the community. 


A social meetup app spawned from parent Foursquare that lets users check in wherever they are.

Syndicated Promoted Tweet 

A promoted Tweet that can be seen off of Twitter. 


Facebook’s newest profile layout that display’s a user’s collection of shared content. 

Trending Topic  

The most popular topics currently being discussed on a social network. 


A microblogging platform owned by Yahoo. Currently, Tumblr has more than 172 million blogs on its platform. 


A Twitter status update. 


A popular social network that allows users to post 140-character status updates. 

Twitter Discover  

The Discover tab enables users to find new hashtags which may be of interest to them. 

URL Shortener 

A tool that converts a long URL into a shortened version that is easier to share, especially on social networks. 


A mobile app owned by Twitter that allows users to share short videos that play in a continuous loop. 


A piece of content that is rapidly and organically shared.  


Acquired by Facebook, WhatsApp is a mobile messaging app. 

Word-of-Mouth Marketing 

An unpaid form of promotion by a customer on behalf of a brand. 


A video-sharing platform owned by Google. 

YouTube Kids 

Specifically designed for kids, YouTube Kids has a variety of videos for kids to learn from and parental control settings to make sure kids watch only age appropriate videos.


The Art and Science of getting your business to page 1 on Google

If your brand has a website, more people are likely to come to it from search engines than anyplace else according to Forrester Research. That means Search Engine Optimization (SEO), a methodology of strategies, techniques and tactics used to secure a high-ranking placement in the search results pages, is as essential means of marketing for anybody doing business on the internet.

Is SEO a science or an art? Science is facts or truths systematically arranged showing the operation of general laws. Art is the conscious use of skill and creative imagination.

SEO is a science because it operates according to mathematical laws that are statistical reliable and predictive of human behavior.

  • #1 reason people come to your website (source: Forrester)
  • 80% of people click on a website that is on the natural or organic side of the search engine page (source: Search Engine Watch)
  • 35% click through to the website that is in the #1 position (source: SEO Book)
  • 90% click through on a website that is on the 1st page (source: Search Engine Watch)
  • Algorithms that comprise hundreds of criteria determine how websites rise or fall in rank for specific keywords
  • Volume of search for any keyword and key phrase can be easily known with tools the the Google Keyword Planner and Wordtracker.
  • Demand for those keywords, if it is increasing or decreasing over time, is measurable through Google Trends. So you can even predict what their value is both now and in the future.
  • Search rank of your domain or your competitors’  can be tracked for any keyword or key phrase to help understand the rise or fall in rank by Ispionage or Rank Checker.
  • Number of links that increase or decrease your authority in a particular area and also influences search rank can be found through Majestic SEO or Alexa.
  • Value the links, whether they are high or low value authority, can be determined by SEO Majestic and Marketing Grader.

Machines, or  search bots, that do the searches on Google, Yahoo, Bing and other search engines are programmed to even identify the underlying meanings behind by keywords to returns the most meaningful results. The is called Semantic Search, predicted to play a more important role with the Google “Hummingbird” algorithm.

SEO is an art because mathematical models don’t establish business goals, tell convincing stories or know why your audience buys your product. You do.

  • Search bots don’t buy your product, people do.
  • It is impossible to model an algorithm on the needs of human being.
  • Models can’t study your niche, let alone know your audience’s internet surfing habits or their shopping behavior.
  • Keyword research takes creativity to know what is best for your audience and where there is an opportunity.
  • People read good content before the read good keywords.
  • A top rank doesn’t mean people take the action you want unless you’re clear with them on your website.
  • Good, relevant, quality content is what readers (and algorithms) want. If you focus on this, search visibility follows.
  • SEO is thinking about how marketing can encompass social, graphic design, link building, content generation, and PR to drive toward a common goal.
  • SEO and marketing is creating social buzz (especially with Google+).
  • High value links have to be placed where they are going to be most relevant and cause the most desirable actions.
  • Marketers, not machines and models, tell good stories, use keywords consistently and naturally, and flow them seamlessly into your copy.
  • Titles that convince people have clarity, creativity, and imagination. The right keywords and key phrases just happen to be in them.
  • If you view SEO as a byproduct of good content, high search rank generally focus.
  • SEO won’t make your business a success, but you will.

This post comes out of a dialogue from Hollis Thomases, Augustine Fou, Mike Moran and Mark Schaefer, which was inspiring and worth building upon. 

Originally Presented by Rob Peterson and Biznology


What actually is Search Engine Optimization? 

Every business can quickly understand the value to having your website on page 1 of Google, Bing and other search Engines. Each major search engine, such as Google and Bing have their own algorithms that look at different factors and determine the rank of a website in their results. Search Engine Optimization is the art and science of preparing your website to maximize the positioning in the various search engines indices.  

Unlike traditional advertising methods such as print or TV, SEO can be tracked and shows a far higher ROI than traditional advertising.

The world of websites has it's own language and it is easy to get confused with the acronyms. Provided below is a group of the most widely used Search Engine Optimization terms.


Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or unpaid (“organic”) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. - (Wikipedia)

301 Redirect 

A 301 redirect is Google’s preferred method of automatically taking visitors to an old URL or (sometimes) a URL with duplicate content to the current, correct page. SEO impact: Points Google to the content you want it to see.  


An ALT tag is a bit of HTML code that causes a text description of an image to display when the image itself does not display on the screen. SEO impact: Google bots read ALT tags, giving your images better organic visibility when they are optimized

Anchor Text

Anchor text is the text you click on in a hyperlink. SEO impact: Google looks for natural link text; e.g., text that varies from keywords to the URL to the company name to simply “click here”, etc. Over optimizing anchor text with keywords can negatively affect organic visibility.


“Authority” describes how highly Google regards your website (domain authority) or a particular Web page (page authority). Following White Hat SEO practices has a cumulative effect of increasing domain authority and page authority. 

Black Hat SEO

Aggressive SEO practices designed to manipulate organic rankings for short-term results are referred to as Black Hat. SEO impact: Using Black Hat techniques can result in severe penalties and should be avoided at all cost. 

Canonical URL 

When a website(s) has active pages with duplicate content, or multiple URLS for the same page (e.g., and a canonical URL tells Google which page is the main source of the content. SEO impact: Canonical URLs ensure Google points users to the version of a Web page you want them to see.  

Content Marketing 

Content marketing is an Internet marketing technique where content is used to drive leads and improve branding. SEO impact: Creating high quality on-site and off-site content produces significant SEO impact: Creates natural inbound links and improves domain and page authority. 


When a user clicks on an organic link in a search engine, or phones a company using information from an organic link, they are SEO conversions. SEO impact: Conversions are a useful metric for evaluating SEO performance. However – all conversions are not sales leads, so it is extremely important to validate sales leads as part of SEO execution and evaluation. 


Directories are websites that display lists of recommended or endorsed websites, usually within a particular niche. SEO impact: Having a directory listing with a link can be very good or very bad for SEO, depending on the authority of the directory website in question.  

Google Analytics 

Google Analytics is a free service that provides highly detailed information and statistics about website performance. SEO impact: Google Analytics provides essential information for SEO, including sources of referred traffic (e.g., traffic sent from Google organic search to the website), and traffic and user behavior on individual website pages. 

Google Webmaster Tools 

Google Webmaster Tools is a free service that allows webmasters to identify and correct website issues that impede SEO performance. SEO impact: Webmaster Tools is invaluable for on-site optimization. 

Internal Link 

Internal links are hyperlinks that link to other pages within a website. SEO impact: A website’s internal linking system, if well constructed, helps Google determine the relative importance of website pages and thus improves search visibility.   

Keyword Research 

Keyword research is the process of systematically reviewing search terms used in organic search and evaluating their potential effectiveness for SEO campaigns. SEO impact: All SEO campaigns must start with detailed keyword research, since an SEO campaign is only as good as the search terms its online content is built around. 


Keywords are the words and phrases search engine users input on Google, Bing and other search engines. SEO impact: Strategically valuable keywords are ones used by people looking for a company’s products and services, but don’t know who the company is or are not aware it sells those particular things. 

Landing Page 

In SEO, a landing page (or entry page) is a website page that search engine users come to after clicking on an organic link. SEO impact: Creating persuasive, informative landing pages for strategically important keywords greatly improves lead generation.

Link Acquisition

Link acquisition, also referred to as link building or link development, is the SEO process of acquiring high authority, relevant backlinks to a client website. SEO impact: Link acquisition must be undertaken carefully by firms intimately familiar with best practices -- Black Hat techniques can be interpreted as manipulative by Google and do much more harm than good. 

Link Profile 

A website’s link profile is the totality of inbound links pointing to that website. SEO impact: A strong link profile, which is diverse and driven by other websites that desire to link to the website based on the quality and usefulness of its content, has a huge positive impact on SEO performance. 

Link Reclamation 

Link reclamation is the SEO process of identifying poor quality links to a website, and then taking steps to eliminate or improve them. SEO impact: Over time, a website builds up links from websites that have fallen into disfavor with Google or are otherwise undesirable. Cleaning them up improves a website’s link profile and SEO performance. 

Long Tail Keywords 

Long tail keywords are keyword phrases that are highly detailed, often having relatively low search volume but also a very high likelihood of producing conversions, such as “buy 100% organic sunscreen in orlando”. SEO impact: Companies that focus only on high volume keywords rather than including longtail keywords miss significant opportunities to generate sales leads. 

Meta Description

A Meta description is a snippet of HTML text associated with a Web page that sometimes displays under a link in organic search results. SEO impact: A persuasive Meta description encourages users to a click on a link, thus improving conversions and lead generation.  

Meta Title 

The Meta title of a Web page is HTML code that describes the content of a page. Meta title tags should always be unique, accurate and include important keywords. SEO impact: Well-written Meta titles have great importance in communicating what a page is about to Google. They are probably the most important thing to get right on a website. 

Off-site Optimization 

Off-site optimization is SEO work undertaken away from the website to improve organic search visibility. Tasks include off-site content marketing and directory listing/renewal. SEO impact: To be successful, all SEO campaigns should have a robust off-site component. 

On-site Optimization 

On-site optimization is SEO work undertaken within the website to improve organic search visibility. Tasks include reviewing Google Webmaster Tools to correct errors and adding strategic website content. SEO impact: To be successful, all SEO campaigns should have a robust on-site component. 

Ranking Factor 

A ranking factor is something known to be part of the Google Algorithm for the ranking of website content, such as Meta titles. Some factors, such as social media mentions, are not definitive ranking factors, but are instead only correlated to high organic search visibility. SEO impact: A competent SEO company understands the nuances of the many ranking factors and takes them into account for all campaign activity.  


Robots.txt is a “behind-the-scenes” file on a website that tells Google “robots” / “bots”  / “crawlers” (see spider) to ignore certain content or provides other instructions to them about how to read and interpret the website. SEO impact: Proper use of robots.txt makes it easier for Google to understand and thus give higher visibility to strategically important website pages. 

Search Algorithm 

A search algorithm is a complex “recipe” for evaluating the organic search engine significance of website pages relative to the keywords search engine users input when conducting a search. The most important of these is the Google Algorithm, as Google continues to be the dominant, most widely used search engine. SEO impact: Google’s algorithm changes continually. A competent SEO company keeps pace with algorithm updates, so as not to use outdated techniques that result in neutral or even negative results. 


SERP stands for search engine results page. It is the page of links search engine users see after inputting keywords for a search. SEO impact: Today, SERPs are highly customized. Universal search, personalized search and other factors have resulted in SERPS with various types of results on the page, obscuring the meaning of “rankings.” Competent SEO companies thus focus on overall visibility rather than pursue hard to calculate and relatively unimportant ranking numbers. 


A sitemap is a list of Web pages on a website. For SEO, Google recommends specific sitemap attributes to enable it to better understand and rank a website. SEO impact: A properly structured sitemap has a large role in improving search engine visibility, especially for websites with many pages. 


A “spider” is a search engine robot that visits and analyzes a website. Google spiders. SEO impact: Well-optimized websites enable spiders to quickly and correctly interpret its content and thus improve organic search visibility.  

White Hat SEO

White Hat SEO practices follow Google guidelines and other established best practices. SEO impact: Using White Hat SEO techniques is the best way to obtain results for SEO campaigns in the long term. 




Small Business Internet Marketing Strategies

Provided below are some small business marketing tips that every small business can easily implement at minimal expense. Some strategies are readily apparent and some you may have overlooked. 

Integrate Online Video into Your Website/Social Media

Don't Be Shy and Step in front of the Camera

When given the choice between reading paragraphs of text and watching an online video your web visitor will click to watch your video 9 times out of 10. After all.. How many people are creatures of habit watching TV every evening versus reading a book. Web visitors want to be entertained and informed at the same time. The power of a high quality video telling a compelling story is a great way to add another dimension to your marketing efforts. 

Post Your Case Studies on your Website

Show potential customers what you can do through words, pictures, videos and testimonials

Show your history of success and accomplishment by displaying Case Studies of your project or work successes. 

Utilize the "writer" in your office by creating a small template the can be used to Summarize key areas of each project. Be mindful to include as many industry relevant keywords as possible in the Case Study. These keywords relevant to your industry and included in your case studies will help in your search engine optimization efforts. 

The case studies will not need to be extensive reports, but they do need to contain useful information so that they are more than mere marketing fluff. Be sure to exlain the customer's particular problem, and how your product or service solved that problem. Be sure to ask for a testimonial from the client about their satisfaction on the project.  

Keep those old PDF/HTML Newsletters Working for You

That's the gift that keeps giving all year long Clark...

Do you spend hours generating newsletter content and designing a beautiful HTML or PDF newsletter? Once the newsletter has past it's period of usefulness do you delete it from the website?  

Rather than lose all of that great information create a page or a directory to publish your past PDF Newsletters to these pages. Google has the power to index most PDF Documents (See Verification on Google's Webmaster Site) and certainly your HTML newsletters. Keep that valuable information available for Search Engines to scan and index. 

Use content to drive interest in your Products and Services

Gather, organize and promote content related to your products and services to help pull in web traffic

Be active in developing and gathering content related to your subject matter. Compile information and use your creativity to relate that information to your product and services. The only limits here are your creativity to blend your products and services with the larger related subject.  

Invest in a High Quality Camera

Isn't life a series of images that change as they repeat themselves? - Andy Warhol

As the saying goes a picture is worth a thousand words and it is a lot quicker to take a well planned high quality photo related to your products or services than to come up with 1,000 words that project the same thing. Take photos of special events, activities that are significant to your business. These photos will your marketing person promote the fact that your business or organization has a history and is a legitimate organization made up of people just like them. 

After all you have just a few seconds to impress a website visitor, and nothing ruins your credibility as quickly as a low resolution photo. A low quality 72dpi photo screams "how good could this company be as they can't even come up with a quality photo".





Small Business Startup: 10 Essential Ingredients Every Startup Needs

By Marco Carbajo, Guest Blogger

Published: January 14, 2014

So. You think you’re ready to start a business. You chose your business name. You got your business logo designed. Your business cards are at the printer.

But you’re not done. You also must ensure that your business has all of the essential ingredients it needs so it has a fighting chance to succeed. Doing so will enable you to establish the proper business foundation so you can legitimize the operation and credibility of your business.

The ingredients listed below are essential for a small business startup and also play a key role in the business credit building process.

  • Choose an entity structure – Pay careful consideration as to which type of structure you select. Whether you choose an LLC, S-Corporation, C-Corporation or Limited Partnership, knowing which structure is best for your income and tax situation is key for your business.
  • Obtain a Business Tax Identification Number – Also known as a Federal Tax Identification Number or EIN, it’s the corporate equivalent to a social security number but used for businesses. This nine-digit number is assigned by the IRS to business entities operating in the U.S.
  • Choose a business address – A virtual business address or commercial location is ideal for small businesses. It’s important to note that your physical business address and business mailing address may be two different locations.
  • Set up a business phone number – Either a toll free number or local phone number is a reliable source for a company’s communications. It’s key to dedicate a phone number exclusively for business that can also be listed in major directories.
  • Establish a web presence – A company web site and social media presence is just as important today as having a business phone number or email address. The easier a customer or lender can verify and learn more about your business, the better.
  • Open a business bank account – A small business bank account will be your most important tool for managing your company’s finances. This will also allow you to completely separate your personal banking activities from your company’s.
  • Obtain a merchant account – Accepting credit cards from customers is an essential part of doing business today. From mobile credit card readers to virtual terminals, a merchant account is what is utilized to accept credit cards, get cash and make money as a company.
  • Get a business credit card – Business credit cards have many benefits such as higher limits, perks & rewards, business credit reporting and expense tracking. For real personal and business separation, a business owner needs a credit card exclusively for business purchases.
  • Get a business debit card – A useful and convenient tool as opposed to writing business checks. Make sure you add overdraft protection to your small business bank account to avoid and potential overdrafts.
  • Plan a business funding strategy – Many businesses fail due to lack of funding.Analyze your business credit and plan out a short-term and long-term funding strategy. Access to credit is crucial to your business as it may experience unforeseen expenses.

This small business checklist of essential elements is to help you structure your business in a successful way. The last thing you need is to wonder whether your business has everything it needs to satisfy potential customers and/or lenders. Now with this list you can evaluate your startup at a glance and be sure it has every element it needs to operate as a real business.

Source - US Small Business Administration

Are You Operating a Leaky Boat?

Small businesses hoping to make waves in the Internet economy are sending out leaky canoes in a race against powerboats, according to a recent report.

The Score Association, a Herndon, Va.-based nonprofit organization of small business counselors and mentors supported by the U.S. Small Business Administration, released figures last week showing only 51 percent of small businesses have websites, despite the fact that 97 percent of consumers search for products and services online.

Of the small businesses that did have websites, 82 percent were not using social media, 70 percent provided no call-for-action to encourage spending, 93.3 percent were not compatible with mobile devices, and 27 percent didn’t even include a phone number to reach the business.

The disconnect between small firms and the growing number of consumers who vet bricks-and-mortar businesses based on their online presence could be keeping entrepreneurs from millions of customers, said Bridget Weston Pollack, Score vice president of marketing.

“It varies by industry, but the number of people in the United States who shop online is around 75 million. If a company or a small business doesn’t have an online presence, they are missing a huge percentage of the population that could be shopping at their store,” she said.

To start competing in a digital world contact us today.