06 Aug The Savvy Marketer’s Search Lexicon – 30 Words & Phrases You Need to Know NOW
Published August 7th, 2019
The world of search is often filled with jargon and tech-speak. As a marketer or business leader, it may be overwhelming at times.
That’s why we decided to publish this simple guide to terminology that has an impact on proximity search optimization — the second installment in our new series. (Be sure to read the first “chapter” for an overview of what mobile-local and proximity search optimization are and why they’re more important now than ever before.)
At MomentFeed, we pride ourselves on understanding your business, goals, and needs and customizing solutions that help you sell — at a local level. Please be sure to get in touch if you need insights into a word that’s on — or off — this list.
But, more importantly, we want to help you translate these words into actions — and sales!
NOTE: The terms are in alphabetical order, for your convenience!
ALGORITHM: See SEARCH ALGORITHM.
CITATION: Any mention of your business on the web. It can include any combination of your company name, phone number, address, zip or postal code, and website address. Quality and consistency of your citations can have an impact on your “find-ability” (aka local online search). See DATA ACCURACY and DATA CONSISTENCY.
CRAWLER: Also known as a “SPIDER” or “BOT,” it’s a program that search engines use to find terms on specific websites or web pages and feed them into search results.
DATA CONSISTENCY: Does information like address, phone number, and company name need to be identical on Google, your website, and throughout the web. Absolutely! The term NAP (Name, Address, Phone) Consistency is also used. Having variations in your listings across the web can hurt your mobile-local search rankings.
DATA ACCURACY + DATA CONSISTENCY = DATA INTEGRITY
GOOGLE 3-PACK: These top three listings in a mobile-local search are also known as the Map-Pack, and appear above the fold (the area that you see without scrolling down). The top three results a searcher sees is a function of his or her location. Most local buyers will focus just on those listings. So, managing your mobile-local program so that you appear in the greatest number of searches is essential.
GOOGLE MAP-PACK (See GOOGLE 3-PACK)
HEAD TERM: A generic search term that’s one or two words in length and the most common type of search (e.g., “Coffee” or “Prom Dress.”). A long-tail term is a more specific search. (See below.)
KEYWORD: A term that searchers use when looking for a particular item or service. Using the right keywords is essential to ensuring that your business and locations are found for what consumers are seeking. For example, if an office supply chain sells refrigerators, that keyword should be used among their keywords on their local sites.
LANDING PAGE: A specific web page that features a specific location and/or captures visitor information, with a goal of building a relationship with him or her.
LOCAL SEARCH: Because 82% of people use their phones to search for products and services near them, optimizing your sites so that buyers can find you is more important than ever. Optimization includes a wide range of factors and it’s not a “one and done” activity. Keeping your presence up-to-date is critical, especially with ongoing Google algorithm changes (see ALGORITHM).
LISTINGS MANAGEMENT: Ensuring that your business locations are accurate and current across the web (see DATA INTEGRITY and CITATIONS) can be time-consuming. Multi-location brands are best served to engage a strategic partner and look for products like those from MomentFeed to ensure a presence on the sites that are most likely to feed into search algorithms.
LOCAL SEO: To ensure that your business locations are found in local search (see above), you need to focus on invest specifically in LOCAL Search Engine Optimization (or SEO). Some marketers believe that if they have a digital marketing plan, SEO, and SEM strategy that they’re completely covered. But Local SEO is a unique skill. MomentFeed has deep and broad experience managing it for multi-location brands across a variety of industries and we stay on top of algorithm and other changes that ultimately impact results.
LOCAL SOCIAL: Social media sites (e.g., Facebook, Twitter, Instagram) enable brands to engage at a deeper level than on a static, non-interactive web page. Maintaining and optimizing your local presence on social sites (via both organic and paid media) is essential to local search.
LONG TAIL TERM: A search that is more specific and less common than a HEAD TERM. Three words or more, these searches are less common but the conversion rates are higher because buyers’ needs are more closely defined.
MOBILE-LOCAL SEARCH: This is the act of searching using a phone or a tablet for a product, business, or service in one’s immediate vicinity.
MOBILE VISIBILITY: Getting listed in the GOOGLE 3-PACK (aka Map-Pack) is the most important way to drive people searching on their mobile devices to YOUR location.
MULTI-LOCATION BUSINESS: A chain store or restaurant, franchise, or other brick-and-mortar business that has multiple venues. Managing how each location appears in search is more important now than ever, given the proliferation of unbranded mobile searches and proximity searches.
ORGANIC SEARCH: Also known as natural search, these results are based on relevance to the terms a searcher is using.
PAID SOCIAL: Investing in driving traffic to your locations via social media sites. This can take the form of ads or sponsored messages, based on a user’s profile and location. Many paid social ads involve a CPM (cost per thousand) model.
PROXIMITY SEARCH OPTIMIZATION(™): Just as Search Engine Optimization (SEO) involves making sure one’s business site is found in Google searches, Proximity Search Optimization(™) is MomentFeed’s proprietary methodology for ensuring mobile-local consumers (searching for products on their phones and tablets) can find a specific brand location or product availability as close to them as possible. It is a unique, ongoing, detailed and ever-changing process due to changes in SEARCH ALGORITHMS and consumer search behaviors.
RANK: The placement of a particular website or location in a search. A rank may vary based on which search engine is being used. Rank can be influenced (especially in the case of mobile-local or proximity searches) by a wide range of ever-changing factors.
REPUTATION MANAGEMENT: Identifying and influencing the perception of your brand or location. In the digital age, customers have many more opportunities to have an impact on a company’s or location’s reputation via online reviews and social media sites.
RESPONSE MANAGEMENT: This refers to answering and addressing online queries and reviews. Responding quickly and thoroughly is essential to building one’s online brand and location reputation. REVIEW MANAGEMENT is a type of response management and can be made simpler with products and expertise like thoseMomentFeed offers.
SEARCH ALGORITHM: Today Google comprises the vast majority of local searches. How a business is ranked in a search is a function of the words in a specific query, relevance, and usability of pages, expertise of sources, and location and settings. Last year alone, Google made 3,000+ changes to its algorithm, so working with a mobile-local search company that stays one step ahead is critical to ensuring your locations are found.
SEARCH RESULTS: Simply put, it’s what a customer sees when he or she looks for a particular item, store, brand, or another word on either a mobile device or desktop. Search results are affected by a wide range of factors. See SEARCH ALGORITHM.
SEARCH VISIBILITY: This is an index that enables marketers to assess how visible their websites are in searches. See RANK.
SEM (or SEARCH ENGINE MARKETING or PAID SEARCH): Marketers can improve search results by paying for higher placement on searches and via paid ads on a variety of sites. Each search platform has its own options and pricing systems for SEM.
SEO (or SEARCH ENGINE OPTIMIZATION): The process of increasing the quality and quantity of website traffic by increasing visibility in search engines and improving unpaid results.
SERP: It stands for Search Engine Results Page and is what the consumer sees when he or she looks for a particular word or business. They are the listings that appear after the GOOGLE 3-PACK. A SERP can be affected by a wide range of factors, including data integrity, review management, and others.
Now that you have the language of proximity search mastered, let us at MomentFeed ensure that your brand’s locations are found every day in proximity searches on mobile devices — quickly and easily — leading to more sales.