Commonly Used Inbound Investor Marketing Terms

Understanding inbound investor marketing can be overwhelming, especially if it is not a language you speak. There are a ton of activities that go into a successful inbound investor marketing campaign which you may have a general understanding of, however, deeper understanding comes from when you can understand the language spoken. We have put together a short list of some commonly used inbound investor marketing terms that you may have heard of, but have no idea what it means. If you have heard of additional terms that are not listed here, please add them to the comments and we will address each one.


301 Moved Permanently
A 301 redirect is a permanent redirect which passes between 90-99% of link juice (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.

Anchor Text
Anchor text is the visible, clickable text in a hyperlink. The words contained in the anchor text can influence the ranking a page will receive.

Anchor Text Ratio
Anchor text ratio is the number of domains that link to the client website with a specific anchor text divided by the total number of referring domains.



This is the name of the company (e.g., Hilton Advisory, Hilton Advisory LLC)

This is a reference to the domain name (e.g.,,,

These are words like “website,” “click here,” “more information,” and “company website”

Money Anchors
These are words that have a keyword that the client is trying to rank on (e.g., Orlando plumber, bankruptcy lawyer). Any keywords that are a combination of money and brand should be flagged as money (e.g., Hilton Advisory Investor Marketing Firm, Hill & Ponton Veterans Lawyers)


An incoming hyperlink from one web page to another website.

Deeplinking is the use of a hyperlink that links to a specific, generally searchable or indexed piece of web content on a website, rather than the website’s homepage.

Domain Rating
Ahrefs has developed an innovative algorithm for analyzing the backlinks of any web page. From there, it assigns a number ranging from 0 to 100, which is known as the Ahrefs Domain Rank.

The Ahrefs Domain Rank works on the following factors:

When Website “A” has a ranking and website “B” is linked to it, then more ranking will pass to the Website “B” domain. Similarly, the same domain with multiple outbound links will transfer low rankings to each link. Once this process runs a dozen times, a fixed number will be assigned to the website, thus creating the Ahrefs Domain Rank.

Google Analytics
This is a freemium web analytics service offered by Google that tracks and reports website traffic.

Header Tag
The header tag, or the h1 tag in HTML, will usually be the title of a post, or other emphasized text on the page. It will usually be the largest text that stands out.

High Potential Keywords
Keywords on the first page of SERPs but not in top three positions. Keywords on page two and page three are also targets for new page one tactics. High potential keywords also include untapped keywords or keywords which are similar to current page one rankings that are not yet being targeted but could yield targeted traffic for the client.

Inbound Marketing
This is a technique for drawing customers to products and services via content marketing, social media marketing, and search engine optimization.

Interest Keyword
A keyword that the Hilton Advisory team is monitoring but not actively working on.

Link Building
The process of getting external pages to link to a page on a website.

Link Juice
The amount of positive ranking factor that a link passes from one page to the next.

Link Velocity
Link velocity describes the speed of link growth to a page or domain. Link velocity can be measured in new links per month or new linking root domains per month.

Meta Tag
A meta tag is an HTML tag containing information for search engines about a specific website. Meta tags contain keywords or phrases alerting search engines of a website’s content to be included in search results for users requesting related information.

Search Engine Optimization
The process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

Search Engine Results Pages

Target Keyword
A keyword the client is trying to rank in the search engines for.

Title Tag
This specifies the title of a web page. Title tags are displayed on search engine results pages as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content.

Topic Keyword
A keyword that the Writer includes in the content and refers to for topics of content creation.

Toxic Links
Unnatural backlinks that harm the search rankings of a website.

Webmaster Tools/Search Console
A very useful toolset that allows Webmasters to communicate with Google and adjust many aspects of how Google sees the website.