Google AnalyticsA service provided by Google that provides detailed reporting on how visitors reach and navigate your website. By placing a small piece of code on each of your web pages you can gather information such as the number of unique vistors, how they got to that page, what web browser they are using, and much more. This information is used to continuously fine tune a website to meet specific goals. |
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KeywordA unique word related to your internet advertising campaign. Customers find businesses using keywords in search engines such as Google, Yahoo, and MSN. These are words usually related to the product, service, or information your company provides. |
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Website DesignA process of conceptualization, planning, modeling, and creation of a website. Combines elements of graphic design and programming for eventual display in a web browser. |
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Content Management SystemA web based tool for higher productivity in managing the content of a website. Allows anyone authorized to edit the contents such as text and images without needing to modify code or files directly. Usually provided to a client by a web designer to allow the client to change page content to an extent without going through the web designer. |
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Page RankA popularity ranking of your website determined and used by Google. A website that has a 3 or more ranking is a heavily trafficked site. This number helps determine what web pages listed at the top of search results. Search Engine Optimization (SEO) can affect this number. |
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SpiderA program run by search engine companies to automatically browse and download pages on the internet into their database. Only pages the spider program was able to find will be available as search results. |
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ISPA company that provides internet access to homes and businesses, usually in the form of Cable, DSL or Fiber optic connections. Popular Internet Service Providers include Comcast, Time Warner, AT&T, and Verizon. |
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IP AddressA numerical address given to devices connected to a network either locally (such as a home or office network) or globally (such as the internet). The number works similar to a phone number given to a phone, providing a way for others to contact it directly. May either be dynamic (changes every time you reconnect to the network) or static (stays the same every time). |
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Open SourceA term or philosophy used to describe the availability of the programming code used to create a program. Usually paired with licensing restrictions that determine what the public is allowed to do with the code. Often allows companies to avoid having to recreate existing code, saving money and time. |
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RSS FeedA format designed for content that is updated frequently and in small pieces such as blog entires, news articles, and episodic audio/video content. Programs referred to as "RSS readers" can be used to subscribe to an "RSS feed" provided by the content creator. The new content will then be automatically retrieved at specific intervals in a fashion similar to how e-mail works. Audio or video RSS feeds are often referred to as Podcasts because they were originally designed to be downloaded onto a portable media player such as an iPod. |
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HyperlinkA part of a document or web page (such as a word, group of words, or image) that when clicked on, will direct the viewer to another part of the page or another page entirely. Usually indicated by underlined and differently colored (often blue) words. |
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Domain NameThe beginning part of an address for a website that can be typed into a web browser. These names end with a Top Level Domain (TLD) indicator such as .com, .net, .org, .tv, etc. "Google.com" is an domain name, but "http://www.google.com/mail/" is an internet address (also known as a URL). Domains are an important part of both Internet Marketing and Trademark strategies.
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Domain StrategyThis can be a critical part to the success of a web strategy. New Media companies will suggest that identifying your products and services that are searched for and attaching them to the domain name can be very strategic. You can also have a great domain name and point it to a strategic keyword driven web address. Example: you own a trademark on Zcloth but consumers type in Microfiber cloths into a search when looking for your service. Therefore your domain can be www.microfiberlenscloths.com. Search engines love it and if a customer types in www.zcloth.com, the site still comes up. |
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APIA protocol for allowing 3rd party programs to use and communicate with part of a program. Often used by service based companies (like Google, eBay and Flickr) to allow other companies to create tools that interact with their service. API's can be used to save time and money by taking advantage of the services provided. |
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Search Engine MarketingA strategy for manipulating the visibility of a website in search engine results using methods such as Search Engine Optimization (SEO), paid placement, and paid inclusion. |
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Geo TargetedPart of an internet marketing campaign that helps search engines find results specific to a geographic area. This strategy is usually used to target internet users accessing the internet from, or searching on, a specific geographic area. Can provide advantages over competitors advertising globally. |
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Search Engine OptimizationA process used to improve the volume and quality of traffic to a web site from search engines without paying for ads. This is accomplished by dozens of strategies such as link building, tags, sitemaps, rich content and more. The main objective is to be the highest ranked result by the search engine. |
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Pay Per ClickA method of advertising that charges the advertiser per customer response (in terms of clicks on a provided hyperlink) instead of by exposure. PPC ads are triggered by keywords and can be placed on search engines, advertising networks, blogs, and other websites within a content network. These ads are often referred to as "sponsored links". |
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Cost Per ClickThe amount an advertiser pays when the link on a Pay Per Click (PPC) ad is clicked. This price can be affected by a number of factors such as keyword choice and competitor bidding. |
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Internet Yellow PagesAn internet accessible and searchable listing of businesses within a geographic area. This refers to both online directory websites as well as local results from search engines like Google. |
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GoalsGoals are another critical part of creating a great web strategy. A goal could be a purchase in a shopping cart, or a phone call. It must be defined early in the web process. Once identified, your entire strategy on-line will be driven to this end result. Or your goal. |
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Landing pagesThe web page a customer is sent to when clicking on an advertisement of search engine result. Designed specifically to be optimized for best results for both the search engine and the customer. |
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In-line TextAdvertising displayed as pop-up text when a customer moves the mouse cursor over specific key words on a participating web page. Usually used to link customers interested in a particular word to an advertisers ad copy and web page. Can be used to advertise on a specific word across large numbers of articles and blog posts on web sites. |
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Social Media OptimizationA set of techniques for facilitating sharing your content through social media, online communities and news sites. These techniques include adding buttons on site content to share to other sites, adding RSS feeds, and incorporating third party media functionality from sites like Flickr and YouTube.
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SandboxA website is sandboxed when it’s domain address is new and does not rank for keyword phrases. Google was said to put it in a holding area for up to six months before it could be recognized as a popular domain no matter what SEM efforts was thrown at it. Rumors have it that Google has moved away from this. |
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AlgorithmA set of ordered steps or process for solving a problem, such as how information works it’s way through a website to an end goal. |
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Anchor TextThe underlined, clickable text in a hyperlink. The words contained in the Anchor text can effect the ranking that the page will receive by search engines. |
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Black LinksLinks to your web pages from other web sites. These factor into Search Engine Optimization as an indication of popularity or importance of a page. |
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BannedSearch engines can prevent web sites from showing up in their search results to penalize a site for exploiting loopholes in Search Engine Optimization techniques known as "Black hat SEO". |
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Banner AdA web banner or banner ad is a form of advertising on the World Wide Web. This form of online advertising entails embedding an advertisement into a web page, blog, or social media site. It is intended to attract traffic to a website by linking to the website of the advertiser. |
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Black Hat SEOTechniques used to get higher search rankings in an unethical manner. These usually include one or more of the following characteristics: Breaks search engine rules and regulations, creates a poor user experience directly because of the black hat SEO techniques utilized on the Web site, unethically presents content in a different visual or non-visual way to search engine spiders and search engine users. |
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Black ListedRefers to those people who have been marked as responsible for generating spam in a very big way. Blacklists are also known as blocklists. A blacklist is a list or register of persons who, for one reason or another, are being denied a particular privilege, service, mobility, access or recognition. |
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Broken LinkA link on a web page which does not work or leads to the wrong location. It is either pointing to an address that is no longer there, or pointing to one that was never there (as in a typo). You will get an error page in most cases. |
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Click FraudA form of Internet crime that occurs in pay per click online advertising, when a person, or computer program imitates a legitimate user, clicking on an ad for the purpose of generating a charge per click without having actual interest in the ad. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud. |
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Click-ThroughCPM is frequently used in advertising to represent cost per thousand (where M is the roman numeral of 1000). When used in online advertising it relates to the cost per thousand page impressions. |
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Click-Through Rate (CTR)An important metric in measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered (impressions). For example, if a banner ad was delivered 100 times (impressions delivered) and one person clicked on it (clicks recorded), then the resulting CTR would be 1 percent.
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CloakingA black hat search engine optimization (SEO) technique in which the content presented to the search engine spider is different than that presented to web site visitors. The purpose of cloaking is to deceive search engines so they display the page in search results when it would not otherwise be displayed.
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Cost Per AcquisitionCustomer acquisition cost is calculated by dividing total acquisition expenses by total new customers. However, there are different opinions as to what constitutes an acquisition expense. For example, rebates and special discounts do not represent an actual cash outlay, yet they have an impact on cash (and, presumably, on the customer). Either way the Cost per acquisition has been driven down through the use of the highly targeted on-line world. Traditional advertising is losing ground daily. |
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Inbound LinkSee Backlinks. |
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ImpressionIn Web advertising, the term impression is sometimes used as a synonym for view. Media companies buy advertising measured in terms of ad views or impressions. Impressions are losing ground in the traditional world because of the difficulty of being able to quantify the impression. The on-line world’s ability to track impressions is changing the way we value our advertising. Cost per impression, often abbreviated to CPI, is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign. This technique is applied with web banners, text links, e-mail spam, and opt-in e-mail advertising, although opt-in e-mail advertising is more commonly charged on a cost per action (CPA) basis. |
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Search Engine Results Page (SERPs) A listing of web pages returned by a search engine in response to a keyword search. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.
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Link BuildingThe process of strategically establishing backlinks for one of two purposes: Search Engine Optimization or Web Traffic. This often includes performing link exchanges, posting content to social networks, and article syndication. |
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Link ExchangeA process of aquiring backlinks from other web sites in exchange for linking to them. This is a mutual arrangement to improve the Search Engine Opimization or drive traffic to both parties sites.
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Link FarmAny group of web sites that all hyperlink to every other site in the group. Although some link farms can be created by hand, most are created through automated programs and services. A link farm is a form of spamming a search engine (sometimes called spamdexing or spamexing). Other link exchange systems are designed to allow individual websites to selectively exchange links with other relevant websites and are not considered a form of spamdexing. |
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Link TextThe anchor text or link label is the visible, clickable text in a hyperlink. The words contained in the Anchor text can determine the ranking that the page will receive by search engines.
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Local searchA search engine feature allowing a user to search business listings within a specific geographic area. Also know as Internet Yellow Pages (IYP). |
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Meta ElementPart of the code of a website. The elements can specify web page information such as a description, key words, and language. Automated systems like search engines use this information to help them better understand your web pages. |
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Paid ListingsPaid inclusion is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index. Paid inclusion products are provided by most search engine companies, the most notable exception being Google |
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Cost Per ActionCost per Action or CPA (sometimes known as Pay Per Action or PPA) is an online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement. |
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Cost Per ThousandCost per thousand in terms of SEO is The cost incurred or price paid for a thousand impressions. |
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Search Engine Marketing Professional Organization (SEMPO)The Search Engine Marketing Professional Organization (SEMPO) is an industry organization for search engine marketing firms. A non-profit professional association, SEMPO was formed in 2003, to promote search engine marketing and provide educational resources to members and consumers. Its sponsors include Google, Yahoo, Microsoft, SuperPages, and Search Engine Strategies. SEMPO's membership includes search engine marketing firms and consultants, Web developers, inhouse marketing professionals, and advertising agencies. |
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Search Engine Ranking ReportA report provided by Google allowing you to see how they rank your web site. |
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Search Engine PositionSee Page Rank. |
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Description TagSee Meta Elements. |
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DirectoryIn search engine terms, a directory organizes a large amount of websites into catagories. Yahoo provides both a normal search engine and a directory listing of the websites it indexes. |
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Doorway pagesDoorway pages are web pages that are created for spamdexing, this is, for spamming the index of a search engine by inserting results for particular phrases with the purpose of sending visitors to a different page. They are also known as bridge pages, portal pages, zebra pages, jump pages, gateway pages, entry pages and by other names. |
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Dynamic ContentContent of a web site can be either dynamic or static. Static content doesn't change unless the code of the website is modified. Dynamic content can change depending on how a visitor interacts with a web site. Dynamic content may not be picked up by search engines because they interact with a site differently. |
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Flash OptimizationContent in flash movies is not indexed by search engines like text and web site code is, resulting in needing to use alternative techniques to make sure search engines are able to find your page properly. |
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Gateway PageA webpage designed to attract visitors and search engines to a particular website. A typical gateway page is small, simple and highly optimized. Its primary goal is to attract visitors searching for relevant key words or phrases, and provide hyperlinks to pages within the website. |
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Geo TargetingSearch engine supported methods of displaying ads to users in specific geographic regions. |
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Geographic SegmentationGoogle Analytics report data segmented by geographic regions. |
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Google AdsenseAn advertisement application run by Google as part of their AdWords program. Website owners can enroll in this program to enable text, image, and more recently, video advertisements on their websites. These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis. |
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Google AdWordsA Google run Pay-per-click (PPC), and site-targeted advertising service for both text and banner ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one title line and two content text lines. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes. |
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Grey Hat SEOMost SEOs, even many of those who are self-proclaimed White Hats, fall into the category of Gray Hats. Gray Hats straddle the fence between White and Black Hat SEOs. A Gray Hat SEO is someone who does not intentionally do anything that would result in being banned from a search engine, but they are also not obsessed with following every single guideline. Gray Hat SEO can basically be summed up as “practical SEO.” Examples of Gray Hat techniques include link buying, semantic linking, keyword file naming and keyword density manipulation. |
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Hidden TextComputer text that is displayed in such a way as to not be easily readable. Hidden text is most commonly achieved by setting the font color to be the same as the background color, rendering the text invisible unless the user highlights it. There is an example of some hidden text on the next line. |
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SpamThe abuse of electronic messaging systems to indiscriminately send unsolicited bulk messages. While the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media: instant messaging spam, Usenet newsgroup spam, Web search engine spam, spam in blogs, wiki spam, Online classified ads spam, mobile phone messaging spam, Internet forum spam and junk fax transmissions. |
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Three-Way Link ExchangeThree way linking (siteA ? siteB ? siteC ? siteA) is a special type of reciprocal linking. The attempt of this link building method is to create more "natural" links in the eyes of search engines. The value of links by three-way linking can then be better than normal reciprocal links, which are usually done between two domains. |
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Unique VisitorA statistic describing a unit of traffic to a Web site, counting each visitor only once in the time frame of the report. This statistic is relevant to site publishers and advertisers as a measure of a site's true audience size, equivalent to the term "Reach" used in other media. |
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Website submissionThe processes of submitting a web site directly to a another web site such as Google, Yahoo, and MSN search engines. While Website Submission is often seen as a way to promote a web site, it generally is not necessary. Because the major search engines use crawlers, bots, and spiders that eventually find most web sites on the Internet. There are two basic reasons to submit a web site or web page to a search engine. The first reason would be to add an entirely new web site because the site operators would rather not wait for a search engine to discover them. The second reason is to have a web page or web site updated in the respective search engine. |
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White Hat SEOIn recent years, the terms white hat and black hat have been applied to the Search Engine Optimization (SEO) industry. Black hat SEO tactics, also called spamdexing, attempt to redirect search results to particular target pages in a fashion that is against the search engines' terms of service, whereas white hat methods are generally approved by the search engines. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing. |
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E-NewsletterA regularly distributed publication generally about one main topic that is of interest to its subscribers. Many companies now use newsletters delivered by e-mail to keep customers informed on new products and updates as well as industry news. This can help retain existing customers and upsell them on new products. |
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Rich MediaInteractive multimedia content such as audio, video and gaming on the web. Rich media often requires the higher bandwidth provided by broadband internet access to function properly. |
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BloggingAn online journal or news page designed to be updated frequently. Usually takes the form of personal (public diary), professional (pundit or journalistic), or corporate (company news, employee discussions). |
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Social MediaContent created or shared by users, often in a community setting. This can include text, audio, or video and is the purpose of sites like YouTube, Flickr and Digg. |
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Mobile MarketingMarketing to mobile devices such as cell phones by using communication methods such as mobile versions of websites, e-mail and text messaging (SMS). This form of marketing is usually opt-in but some companies spam customers despite this. |
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SMSA communications protocol allowing the interchange of short text messages between mobile telephone devices. SMS text messaging is the most widely used data application on the planet, with 2.4 billion active users, or 74% of all mobile phone subscribers sending and receiving text messages on their phones. |
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MMSA cellular telephone standard for sending messages that include multimedia objects (images, audio, video, rich text). MMS is an extension of the SMS standard, allowing longer message lengths and using WAP (mobile internet) to display the content. Its most popular use is sending photographs from camera-equipped handsets, although it is also popular as a method of delivering ringtones as well. |
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Digital videoA type of video recording system that works by using a digital rather than an analog video signal. |
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WidgetA small application that can be easily be placed into a web page, usually by pasting code into the page. Other terms used to describe web widgets include: gadget, badge, module, webjit, capsule, snippet, mini and flake. . |
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InternetAn intranet can be understood as a private version of the Internet, or as a private extension of the Internet confined to an organization. An intranet is built from the same concepts and technologies used for the Internet, such as clients and servers running on the Internet Protocol Suite (TCP/IP). Any of the well known Internet protocols may be found in an intranet, such as HTTP (web services), SMTP (e-mail), and FTP (file transfer). |
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TiffTagged Image File Format (abbreviated TIFF) is a file format for images. |
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GIFFGraphics Interchange Format (abbreviated GIF) is a file format for images. |
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JPEGA common image file format. JPEG/Exif is the most common image format used by digital cameras and other photographic image capture devices; along with JPEG/JFIF, it is the most common format for storing and transmitting photographic images on the World Wide Web. These format variations are often not distinguished, and are simply called JPEG. JPEG typically achieves 10:1 compression with little perceptible loss in image quality. |
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HTML
HyperText Markup Language is the language used to create web pages by by denoting certain text as links, headings, paragraphs, lists, and to supplement that text with interactive forms, embedded images, and other objects. |
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PHP
A scripting language designed for producing dynamic web pages. |
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Wireframes
A website wireframe is a basic visual guide used in web design to suggest the layout of fundamental elements in the interface. Because of this they are often completed before any artwork is developed. When completed correctly they will provide a visual reference upon which to structure each page. Wireframes also allow for the development of variations of a layout to maintain design consistency throughout the site. This is an important part of the initial development stage because it creates user expectations and helps to develop an awareness of and familiarity with the site. |
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Short codes
Also known as short numbers, these are special telephone numbers, significantly shorter than full telephone numbers, which can also be used to address SMS and MMS messages from mobile phones or fixed phones. These are often used to communicate with subscription and information SMS enabled services.
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Forums
An Internet forum, or message board, is an online discussion site. It is the modern equivalent of a traditional bulletin board, and a technological evolution of the dialup bulletin board system. These form the basis of many online communities. Forums consist of a group of contributors who usually must be registered with the system, becoming known as members. The members submit topics for discussion (known as threads) and communicate with each other using publicly visible messages (referred to as posts) or private messaging. Forums usually restrict anonymous visitors to only view the contents posted.
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Alt Tag
A piece text specified on a web page to be displayed when the image cannot be. This also helps computers more easily identify the contents of an image.
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Conversion
A customer who visits a web site because of an advertisement and then makes a purchase or inquiry at the site is considered a converted lead or conversion for short.
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Links
Links is an open source text and graphic web browser with a pull-down menu system It renders complex pages, has partial HTML 4.0 support (including tables and frames and support for multiple character sets such as including UTF-8), supports color and monochrome terminals and allows horizontal scrolling.
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Link popularity
A measure of the quantity and quality of other web sites that link to a specific web site. It is an example of the move by search engines towards off-the-page-criteria to determine quality content. In theory, off-the-page-criteria adds the aspect of impartiality to search engine rankings. Link popularity plays an important role in the visibility of a web site among the top of the search results. Indeed, some search engines require at least one or more links coming to a web site, otherwise they will drop it from their index.
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Meta tags
See Meta Elements.
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Query
A question or set of keywords put into a search engine.
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Search Engine
A website designed for searching the internet based on keywords or a query. Well known examples include Google, Yahoo, and MSN.
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Search Engine
Web search engine is a search engine designed to search for information on the World Wide Web. Information may consist of web pages, images, information and other types of files. Some search engines also mine data available in newsbooks, databases, or open directories. Unlike Web directories, which are maintained by human editors, search engines operate algorithmically or are a mixture of algorithmic and human input.
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Title Tag
The title of a web page as specified in the page code. This is what is displayed as the page name when bookmarking the site or when a search engine displays the page as a search result.
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