Marketing Dictionary

Audience: The individuals that we target with marketing campaigns/advertisements. When using Facebook Ads, you will find that you define a type of audience to target with these ads. This could include location information, age, gender, interests, etc. 

Buyer: A person that attends a sale as a customer to buy items. 

Citation: A website that references information about your company. This is usually your Name, Address, Phone Number, and Website URL. These websites can also reference many other aspects of your business. Your business page on EstateSales.NET is considered a citation. Your profile on Yelp is a citation. There are 1000’s of websites that function as citations. Search engines use these references to determine if a company is a real business. Making sure these citations have the correct data on your company, along with not having duplicate listings, is important to SEO. 

Client: A person that is looking for someone to conduct an estate sale. 

Content: Material such as web pages, blog posts, pictures, and videos that you or someone else creates and shares with an audience of people. 

CPA: Cost Per Action - How much it costs when a person that clicks your advertisement converts into a paying customer. 

CPC: Cost Per Click - How much it costs every time someone clicks your advertisement. Facebook, Google Ads, Bing Ads, Twitter Ads will all use this metric. We use it to decide if the cost of someone clicking the ad is worth continuing the use of the ad. It can also be a good indicator of if an ad might not be relevant to the users we chose to show it to 

CTA: or Call to Action - This is usually a button or link that asks a customer to do something. “Buy Now” would be a call to action for a customer to purchase an item. It usually stands out on a web page as the main thing a person should click on. “Schedule an Appointment” would be a good call to action for an estate sale company website. 

Description Tag: Is a meta tag that tells search engines the summary description of the website. Search engines often use this tag to show searchers precisely what the website is about.

Direct Traffic: Is someone that comes directly to your website. This is when they know the URL exactly and arrive on the site by typing it in. Ie. When someone types “EstateSales.NET” in the web browser, hits enter and reaches our website, we would say this is “direct traffic.” These are usually people that have either a relationship already established with your company or heard about your company through word of mouth. Building your brand helps increase this. Like organic traffic, this is traffic you are not directly paying for. It comes from past hard work building your company and brand.

Domain Name: This is a name that you purchase and use to direct people to your website. “” is a domain name.

Engagement: Refers to the interaction between the customer and the brand on social media. Examples of engagement on social media include liking, commenting, and sharing posts. 

Footer: The footer is in the lower section of a webpage and usually includes things such as links to key pages and contact information. It is often on every single page of a website to help visitors with site navigation. Make sure to include contact information in this area.

Hex Codes: These are number and letter values assigned to colors for the web. A web browser reads these codes to know what color to show on your website. Once you have determined your brand colors, you can then convert those colors into Hex Codes for use when designing your website. Ex: #FF0000 is the hex code for red.

HTML: This stands for HyperText Markup Language. It is what a web page is written in. It looks like this:

This is My Headline

This is a descriptive paragraph


Lead Generator: Usually an article formatted as a downloadable PDF. It is designed to help visitors to your website or social profiles learn something new. Ex: “9 Tips for Hiring the Best Estate Sale Company”

Local Search Pack: This is a group of three business listings that show when someone searches for something related to a location. Ie. A search for a plumber. A search for local restaurants. The local Search Pack gets a very specific area on the search results page that is extremely valuable. This pack often shows right below the paid ads and above the top national results. Getting your company in this area is one of the key components of Local SEO. This pack includes business information such as Google Reviews.

Local Search Results: Are search results related to something in a specific area that shows up on a page when someone searches for it in a local area. If you search for restaurants in your area, you are conducting a local search.

Local SEO: Is when you optimize a website to show up in local search results. Local SEO is important for businesses that operate out of a local area. Not many companies in the estate sale industry focus on this, so if you do, you could possibly gain a competitive advantage over your competition in this area. 

Meta Tags: Meta Tags have to do with the HTML of a website. They are tags that tell search engines about the website. Search engines can use these tags to display information to the searcher about the website. They are located in the head element of the HTML. Things like title tags, description tags, and keyword tags are examples of meta tags. You want to make sure these are correct when you are building your website so that a search engine displays the page for your site correctly. 

National Search Results: Are results that show based on national searches. These are not usually local-centric, but national results can show when a local search is displayed. A good example of this is when someone searches for estate sales. Local results will show for a specific area, maybe in the form of a local search pack, but a national website such as EstateSales.NET will also show below these local results. 

Open Graph: Very similar to, Open Graph is a way to mark up the HTML on a website so that when the page is shared on Facebook, specific information is shown, such as the link image, description, and title. 

Organic Traffic: Traffic you receive to your website that you did not have to pay for. This could be traffic from when someone finds your website during a search. Organic traffic is often considered free traffic, but usually, to gain more organic traffic, you have to put in time doing search engine optimization. 

Paid Traffic: Traffic to your website that you pay for. This usually comes in the form of advertisements. When someone clicks a Google Adwords ad or a Facebook ad, those are forms of paid traffic. 

Retargeting: Have you ever been to Amazon and viewed an item and then went to a different website and saw an ad for that item? That is retargeting. A company tries to attract a person back to their website or product page to make a purchase. Retargeting could be used to target ads to a group of people that have looked at your “Services” page to try and get them to come back and hire you to conduct their sale. Is a way to markup data on a website that makes it easier for search engines to understand the data. Schema markup is in the HTML code of a website and is used to help search engines better understand what data is on the page. The search engine visits the website and reads the code. When it reads the Schema markup, it better understands what it is reading. Schema is used, especially on contact information on a website. If you are having someone build you a website, we would recommend asking for this to be implemented on your pages. 

SEO: Search Engine Optimization - When you optimize a website to show up in search engines such as Google and Bing. 

Targeting: Picking a specific audience to show your ads to. 

Title Tag: Is a meta tag that tells search engines the title of the website. Search engines often use this tag to show searchers information about the website. Ex: