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In marketing, a lead is a prospective customer. Not all leads are equally promising, and not all engagement types are the same that signify a potential lead. Any engagement with your company or website, though, indicates a potential lead.

Once a prospective customer is in your database and can be contacted in some way, lead nurturing refers to the communications provided to that person in order to guide them further along the path toward your products or services.

A classic lead nurturing technique is via email marketing, wherein a series of emails will be sent that are intended to inform the person about your brand and increase their interest in trust in utilizing your products or services.

CAPTCHA stands for Completely Automated Public Turing test to tell Computers and Humans Apart. A long acronym, but one that simply refers to a basic test that humans can answer quite simply but computers struggle to solve. It is used as a security precaution on many sites.

A business listing that appears in Google searches for your business. This listing can include several types of information, such as the business’s address, customer reviews, pictures, company description, phone number or other contact information, and ads or announcements about the company.

Having your Google Business page set up and regularly updating and maintaining it is an important step in making sure your company ranks for relevant searches.

Refers to any website work where the end result is seen by users of the website. This is in contrast to back end development, which is the underlying site infrastructure and code that isn’t seen by users of your site.

A structured file that catalogs and organizes a website, for easy, readable access by search engines.

A sitemap should be submitted to major search engines when you create a site, and also any time you have large-scale restructuring of the site. New sitemaps do not need to be generated every time a new page goes live. These will usually be crawled by search engines and added to the number of indexed pages on a site.

A free, browser-based software that allows users to link their website to the Google Analytics (GA) platform. The tool then gives users information about users and traffic to their website including, but not limited to, total visitors and visits, individual pages visited, what site users entered your website from, and demographic information on users such as age and geographic region.

The most recent version of Google Analytics is GA4, replacing the previous version, Universal Analytics. Having GA set up for your business is an easy and important step to gathering useful data on your website’s effectiveness.