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Software Marketing Glossary
by Al Harberg, the press release guy from DP Directory

border on this Glossary page, you'll find these words and phrases border

headings, headlines, heritage differentiation, hidden text


Jay Conrad Levinson quotation about headlines


headings - The h1 and h2 (through h6) tags that help the search engines understand how your web page is organized.

Search engines think that your headings are important. Each page should have one and only one h1 tag. It should contain the main keywords from that page's title tag. It should be short, human-readable, and keyword-rich.

Each h2 tag should be about a subset of the theme of your h1 tag. Make your h2 tags unique and meaningful.

Never use h1 and h2 tags, or any heading tags, for decoration. Instead, use HTML font tags or CSS to control the font, color, weight, and style of your type. Use the headings to tell the search engines what's important, and how your web page is organized.


David Ogilvy quotation about headlines


headlines - The most important words on a software publisher's website.

Headlines have to grab prospects' attention, and keep them on your web page long enough for them to get interested in your programs.

Headlines are the online equivalent of signs in a brick-and-mortar store.


heritage differentiation

heritage differentiation - touting your longevity in the marketplace as a reason to buy your software.

Weaving heritage and longevity into your sales message can increase your software sales. You enhance your credibility with the software-buying public when you point out that you've been active in your software niche for many years.

Find a way to avoid the notion that you introduced your software many years ago, and today you've fallen behind in the technology race. Make prospective customers know that you're an early entrant in the race, and you're still at the leading edge of technology.

Is your software company a family owned and operated firm that has personal relationships with your customers? Or are you a large, well-staffed corporation that has people in place to support your customers' needs? If you're selling educational software to families, you might want to tout your heritage as a family business. And if you're marketing mission-critical applications to Fortune-200 companies, you should talk about your corporate heritage.


hidden text

hidden text - A search engine spamming technique that will get you in big trouble with the search engines when you get caught.

For years, website owners have been looking for ways to trick Google and the other search engines into thinking that their site is more important than it really is. The search engines know about these tricks, and every year they get better and better at detecting them. When you get caught, you get thrown out of the search engine, resulting in zero traffic being generated from that particular search engine. It's not worth the risk.

Here are some hidden-text dont's -

Don't use white text on a white background. Don't use any color of text on the same color background. Don't think that the search engines can't detect when you're using one color for your text, and an ever-so-slightly different color for your background. For years, web designers have been using this technique, combined with keyword stuffing, to add tons of important keywords to their sites. You'll get caught, and you'll pay a high penalty.

Paco Underhill quotation about headlines Don't create text that the search engines' spiders can see, but which human visitors can't see. Search engines don't like any website that looks different to humans than it "looks" to their crawlers. Search engines can detect when you use CSS to hide text, often by positioning it so that it doesn't appear on the user's monitor.

Don't create links that the search engines can find, but which human visitors will likely never find. For example, don't create tiny hyperlinked images that users will never find because they contain nothing visible.

The search engines have no sense of humor for these spamming techniques. They believe that spammers are hurting the search engines' effectiveness. And these search engines respond by removing your website(s) from their index files.

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