These are the terms being thrown around a lot these days, and are often included in most marketing plans. However, their wide-spread use and adoption has not made the craft any more understandable or easily applicable to the modern business. Despite a general acceptance of what it entails, very few marketing agencies are engaged in regular testing, research, and staying up-to-date on best practices. They more likely to throw a bunch of different tactics at your site hoping that something sticks before you catch on to the game.