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A long tail keyword is a specific search phrase that contains at least three words. Long tail keywords are important because they contain terms that individuals are more likely to use when they are closer to making a purchase. To create a long tail keyword, start with a one or two word head term a more generic search term, which alone is hard to rank on in search due to its broad nature. An example of a head term is the word uniforms. Next, add more specific words or phrases to the head term to clarify and provide additional detail. Adding the words children’s and soccer result in the long tail keyword of children’s soccer uniforms.

A workflow, also known as marketing automation and drip marketing, is a series of automated actions that are triggered by an individual’s interactions with your content. Workflows are a critical component to fully utilizing the inbound marketing methodology because of their ability to meet the needs of your audience in real-time, provide ongoing lead nurturing and identify and deliver qualified leads to sales.

A/B testing is the act of simultaneously testing specific elements of your marketing to determine which performs or converts best. The purpose of A/B testing is to continuously improve the performance of your marketing in order to increase your success in converting visitors and leads into customers.

A soft bounce occurs when an email isn’t delivered because there is a temporary problem with the receiving email address, such as an inbox being full or an email attachment being too large.

Dynamic content, also known as smart content, is content that adapts to the interests or past behavior of the person viewing it. The goal of dynamic content is to create a more relevant and personalized experience than could be achieved through the use of static content.

An open rate is the percentage of people on an email list who have viewed or opened an email compared to the total number of email of people the email was sent to. The primary purpose of an open rate is to determine the effectiveness of your subject line.

Content that is used as a business method, content assets come in a variety of forms such as electronic books (eBooks), free articles (Blog Post), whitepages, videos, case studies, etc.

A form is a field or set of fields a visitor completes on your website or landing page in order to receive a content offer. Forms are critical to your inbound marketing efforts because they turn strangers into known leads.

Email personalization is the process of tailoring emails to the individual who will be receiving the message. Email personalization provides the opportunity to create a more engaging email experience, which can increase open and click rates, drive conversion rates and provide increased value to your audience.

Search Engine Optimization is a tactic use to optimize content such as web pages, blog post or landing pages to be shown on the search engines like Google. In order to offer a level play field, search engines have created a formula (Algorithm) to give priority to the most relevant content for users in the Search Engine Results Pages (SERPs).