Over the past couple of weeks, we’ve been breaking down the most important marketing terms our Columbus marketing agency finds to be the most commonly used in the business. Over the course of this series, we’ve defined terms alphabetically through the letter M thus far in an effort to offer you some assistance and guidance when developing your marketing plan and/or discussing it with your marketing agency. Without further ado, we bring you the conclusion of our series on marketing terms with terms that fall into the category of N-W.

No-Follow Link

Websites use no-follow links to include hyperlinks to other websites in their content without passing on search engine authority to said pages. This is typically utilized to avoid connection or association with any less-than-reputable websites; it keeps the search engine crawlers from giving credit to the website you link.


Offers, in the marketing sense, are assets behind the form on your landing page; it’s what attracts leads to your business. There are many things that qualify as offers that can be created by you or your marketing agency, such as ebooks, demos, checklists, webinars, tools, and templates. Offers help to give your customers something tangible for becoming a lead.

On-Page Optimization

On-page optimization refers to the SEO efforts done only on the web page and elements found in HTML. On-page optimization involves making sure that all key elements of a specific page contain the keyword and are optimized (content, URL, title tag, image tags, meta description, etc.).

Off-Page Optimization

This type of SEO covers incoming links, social media, and other outside influences that can have an impact on your site’s search engine rankings. This, unfortunately, is completely out of the marketing agency’s hands. The only way to improve your chances with off-page optimization is to ensure you post high-quality, helpful, and intriguing content that will make people want to share it.

Pay-Per-Click (PPC)

A pay-per-click ad is the type of ad wherein advertisers pay a certain publisher (typically socially media site, search engine [Google, Bing, etc.], or website owner) a designated amount of money each time someone clicks on their ad in an effort to attract more attention to their website and increase their conversions. For example, on search engines, the advertiser chooses a keyword that best suits their business while still ranking highly and their ad will be displayed when people search those terms; each time someone clicks on it, the advertiser is charged. Google Ads, formerly known as Google Adwords, is an example of this type of campaign.

Qualified Lead

A qualified lead refers to a contact that chose to receive some form of communication from our company (ebook, email, text), educated themselves on what your company offers, and is eager to hear more.

Responsive Design

Responsive design refers to developing a website that can adapt to how someone chooses to view it. Rather than making a different webpage for all the various platforms on which the content can be viewed, the site would recognize which device the viewer was using and generate a page that is responsive to the device they’re using, improving user experience.

Return on Investment (ROI)

The ROI refers to a measure of performance that is used to determine the profitability and efficiency of an investment, or to compare that of multiple investments. To find the ROI, you must subtract the cost of your investment by the gain from the investment and divide that number by the cost of the investment. If you’re ROI is negative, you’re losing the business money.

Search Engine Optimization (SEO)

Search engine optimization is the process of improving a webpage’s ranking on search engine results.

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This optimization is done by adjusting various elements on-page and working to influence off-page factors to achieve the desired search engine results ranking.

Sender Score

This term is used in email marketing and it refers to the reputation rating of every outgoing mail server IP address from 0-100. The ideal score is over 90.

Service Level Agreement (SLA)

In the marketing world, a service level agreement is the agreement the sales department of a company reaches with marketing teams that defines the expectations that both groups have for each other. This document defines what Sales expects in terms of lead quality and quantity, and, vise versa, defines what expectations Marketing has for Sales to follow up on those qualified leads.


Smarketing is a quippy term used to for the winning combination of Sales and Marketing teams. It’s commonly used to refer to the practice of the two groups aligning to meet the designated goals.

Software-as-a-Service (SaaS)

This term is used to describe any software hosted by another company that stores your information on their cloud. Examples of these programs are HubSpot, project management applications, IM clients, and Salesforce.

Unique Visitor

A unique visitor is a term used to describe a person that visits your web page more frequently than once in a given period of time.

User Experience

User experience refers to the overall experience users have on your website and with your company through interaction, brand advocacy, and purchase.

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User Interface

The user interface refers to the type of interface that lets users control their hardware device or software application. The user interface typically includes a toolbar, menu bar, and other important buttons. It allows users to interact intuitively with the hardware or software.

Viral Content

Viral content is the term given to wildly popular content on the internet that became that way due to other users sharing said content. Viral content is often not identified as viral until after the fact, leaving some people unaware of its viral status.

Word-of-Mouth Marketing (WOM)

Word-of-mouth marketing, or WOM, refers to the passing of information from person to person via online communication or verbal communication. This type of marketing isn’t financially expensive, but it is time consuming and takes hard work.


Workflow is another term given to a campaign meant to nurture leads. A workflow describes a set of events and triggers that will help to move a lead through nurturing. They can be a very powerful inbound marketing strategy.

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The marketing world can be confusing to those that have had no experience in it, especially when it comes to the lingo that is used. Marketers have a whole language to themselves, it seems, making it hard for business owners to effectively communicate with their marketing agency or to develop their marketing strategy on their own. It’s for that very reason that our Columbus digital marketing agency put this series together. We hope that our list of terms has offered you some marketing help and that you will bookmark it for future reference.

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Eric Keeneth
Eric KeenethPresident, 3Keen Marketing
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