UTM Parameters

Refers to the entirety of a company’s potential customer base. The total addressable market might be used to refer to the broadest possible marketing campaign that would still reach a relevant audience.

Often, this market is used not to create marketing campaigns, but to break into sub-groups, from which more targeted marketing efforts can be made to more specialized but still large groups of potential customers.

Search Engine Results Pages, or SERPs, are the numerous listings for search engine queries that are not strictly organic results. In a typical Google search, for example, you may see product listings for sale, a local map with business listing and their contact information, a “questions also asked” panel, and more. Getting your site and services listed in these can be a valuable way to increase both traffic and sales.

A phrase used in search engines that is often a long phrase and refers to a very specific search query.

Long tail keywords often don’t have high volume, but if you can create content for relevant long tail keywords that relate to your brand’s products and website, the traffic you get from these searches can be very valuable.