7 pieces of jargon you should know

As much as we rail against using jargon, there are some terms that you should know (and use) when it comes to marketing.


Generally, we at Proper Propaganda hate jargon. I’d go so far as to say we wage war against it daily. Call it an occupational hazard.

However, a little jargon is necessary sometimes.

This is particularly true if your organization is considering hiring an inbound marketing agency. Knowing the key terms can bolster your credibility and prevent you from being screwed.

Here are seven pieces of marketing jargon you should know:

1. Long-tail keywords

Google’s new algorithm, Hummingbird, focuses on user intent, which is the concept behind long-tail keywords. Long-term keywords are search queries that contain three or more words. For example, a regular keyword would be “PR companies.” But a long-term keyword would be something like “bilingual PR companies in Montreal.”

2. Meta descriptions

A meta description is a summary of the information that can be found on a Web page. You can optimize the meta descriptions by using keywords, since these descriptions show up in search results along with the links to the pages.

3. Algorithms

Algorithms are the formulas that first “understand” the query you have entered in the search bar and then return with Web pages that best answer that query. As inbound marketers, you need to be aware of the important algorithm changes so you can optimize your content, including blogs, Web pages, social media posts, etc., for these algorithms to drive traffic to your site.

4. Alt text

Alt text is text associated with an image that serves the same purpose and conveys the same essential information as the image. Search engines read alt text and it ensures that no information or functionality is lost. Inbound marketers can use alt text to bolster search engine optimization.

5. Personalization

Personalization in digital marketing means showing visitors relevant content that’s tailored to the experience they’ve already had with your website. It typically involves smart calls to action and varied content.

6. 301 redirect

When you are redesigning your site, you can use a 301 direct to permanently redirect one URL to another so that you can retain the original page’s ranking. A 301 redirect can pass 90-99 percent of ranking power from the old URL to the new one.

7. Above the fold

As in journalism, this term refers to the area of a page a user sees first. In inbound marketing, calls to action should be placed above the fold on a page. Visitors should not have to scroll down the page to find/see what you want them to do. Because the internet is a medium where our attention tends to fade fast, the content that goes “above the fold” on any given page should be carefully considered.

A version of this article first appeared on Proper Propaganda.

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