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Complete B2B Online Marketing by Lauren Vaccarello, Maura Ginty, William Leake

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Glossary

A

A/B testing A process that shows the user one web page (A) to compare with another page (B) for the purposes of tracking behavior based on which version of the page the user has seen. Traditionally, the A page is the landing page that is currently in use, and the B page is an entirely new page.

Above the fold A term traditionally used to describe the top half of a newspaper. A digital ad or search engine ranking is said to be above the fold if it is on the first page and can be seen without scrolling. While screen resolutions vary, the fold is generally considered to be between the fifth and sixth places on the results page of a search engine. Traffic is much higher for listings that are above the fold.

Anchor text The words that ...

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