Hi there! I’m on a mission to help you understand every marketing and digital jargon out there with some clear easy-to-digest language so you can become a true master of the online marketing arts.
I’m starting with a few jargons, but will keep adding new words on a weekly basis, so if there is any specific term you would like to see on this glossary, just send a tweet to @rayvellest and I’ll be sure to include that in the next update.
So, without further delay, here they are. Hope it helps! 🙂
# (Hashtag) — This symbol is most commonly know as the number sign as it’s usually used with a number after it #1 (the number one), but in digital marketing is mostly recognised as the hashtag symbol used on Twitter.
301 Redirect — An HTML response code which informs browsers that a web page has been permanently moved to another address. Web pages marked with 301 redirects will automatically redirect users to the pre-defined alternative URL without the need for them to be aware of it. This code also inform search engine crawlers that a permanent change has been made on the website, so search engine result pages are updated with the new address.
404 Error — An HTML response code that informs browsers that a web page has been moved, renamed or no longer exists. It’s considered good practice to create an error message page to help visitors stay engaged with the website. This code also informs search engine crawlers of changes on the website and search engine result pages are updated accordingly.
451 Error — This is a new HTML response code which informs the Internet user that a host has received a legal demand to prevent access to the web page. This status code was created to add transparency to the Internet. Pages with the error 451 will also include an brief explanation with the details of the legal demand including who made the request and what legislation does it cover.
A/B Testing — A method in digital marketing research where two variables are regularly changed in a control scenario to improve the statistical significance of a specific marketing message.
Abandonment Rate — This term refers to the rate in which users abandon their purchase process after adding products to virtual baskets. With the help of analytical tools, marketers can look at a specified period to identify how many carts result in abandonment. According to a recent research by the Baynard Institute, the typical shopping cart abandonment rate for online retailers varies between 60% and 80%, with an average of 68.53%.
Above the Fold — The area of a website which is visible on the browser without the need of scrolling the page. This is considered a premium area for advertising buying and selling as it demands less interaction from the user to see the advertisement. In email marketing, this term refers to the portion of an email that can be viewed in the preview pane of the email application interface.
Absolute Link — This is a hyperlink that shows the full URL of the page that is being linked rather than a relative path. An absolute link in invariably unique, and will always include the protocol, the domain, the directory, and if applicable, the name of the file.
Accessibility — An aspect of the process of designing and developing websites which takes into account the needs of Internet users with disabilities.
Acquisition — It refers to the moment when a website visitor becomes a lead or a customer.
Acquisition Cost — See Cost-per-Acquisition.
Action Words — Action words are active verbs strategically placed in advertising to tell viewers what to do.
Active Verbs — See Action Words.
Ad Blocker — A category of application, usually in the form a plugin, that blocks online advertisement on web browsers.
Ad Impression — An ad impression is a single counting of an add visible on a web page as soon as the page is loaded in the viewer’s browser. Adverts that are placed below the fold will only count as ad impressions once the user scroll the page down to where they are located.
Ad Network — See Advertising Network.
Ad Rotation — A method of delivering advertising on web pages where multiple banners are placed in the same advertising space on a rotation basis. This rotation is scheduled in a process called trafficking and is managed by advertising management software called ad servers.
Ad Space — An ad space is any space on a webpage that is purposely reserved for online advertising.
Ad View — See Ad Impression.
AdCenter — See Microsoft adCenter.
AdSense — See Google AdSense.
Advertising Network — A media company that aggregates the available traffic and advertising space of a network of websites to facilitate the purchase of their advertising space by centralising the process of selling that same space. Ad networks are powerful on the Internet space as they allow individual website owners to offer their space to a wide range of advertising buyers while creating a solution that help advertisers to benefit from the economy of scale.
Advertising Rotation — See Ad Rotation.
AdWords — See Google AdWords.
Affiliate Marketing — A performance-based marketing method where a merchant shares a percentage of its revenue with an affiliate that brings clicks, registrations, sales or a combination of all three, to the merchant website. This marketing method incentivises third-parties to promote the merchant’s products and to drive traffic to their sites. Hence, it’s considered a marketing strategy for startups and small businesses with limited marketing budgets.
Aggregator — This refers to a website or an online software application that collects and curates specific types of data from multiple online sources, and then displays it in a single location. There are two types of aggregators, one who collects data from different sources and uses it on their own website, and another who collects data to suit the needs of its visitors. Visitors are draws to these websites because of its ability to create environments which for example, allows easy matching of prices or other essentials. This aggregated data is often provided via RSS feeds. Another popular aggregator is Google Reader.
Akismet — A popular WordPress plugin that analyse data in real time to automatically mark undesirable user-generated content as spam. Akismet is free for personal websites and individual bloggers up to a limit of 50,000 checks per month. It also has a range of monthly priced plans for business websites.
Alerts — In computer terms, an alert refers to the predefined notification of a web action or event. These alerts are normally set up by the user and delivered in the form of an email. Alerts may include for instance, notification of newly published content by a specified publisher.
Alexa Rank — This refers to a number which indicates how popular a website is in comparison to other websites based on information collected by the Alexa Toolbar. The Alexa ranking mainly reflect the amount of visitors a website receive, rather than the quality of the user experience, with the most popular websites ranking in lower numbers. At the time of writing this glossary, the first, second and third websites on Alexa’s ranking were Google, Facebook, and YouTube respectively. You can see the top 50 websites here: http://www.alexa.com/topsites
Algorithm — An algorithm is a basic method used to perform a specific task, especially in the Computer Science industry. This involves analyzing the task in order to determine a list of steps that needs to be followed to complete the task. These steps need to be executed in a predetermined order to ensure that the task is completed in the correct manner. There are different types of algorithms, for example proprietary algorithms used by search engines to determine the rankings of the sites it has indexed. A good example of a frequently used algorithm is the one used by Google that determine the rating of websites on the SERPs.
ALT Attribute — The ALT attribute is used in web development to specify alternative text that will be displayed if the element to which it applies, typically an image, cannot be rendered. There exists a strong correlation between the use of the alt attributes in websites and high page rankings for these particular sites.
Analytics — See Web Analytics.
Anchor text — This refers to the visible and clickable text in a hyperlink. While the importance of the anchor text has been greatly reduced in the past few years in favor of other ranking signals such as social media shares, time spent on page and bounce rates; it is still an important core element in how search engines rank web pages in their search results.
Animated GIF — A file format with a series of images that when put together create an animation. This is one of the easiest ways to create animations, resulting in files which are small in file size. The animation effect in a GIF file is achieved by rotating various static images in a particular order.
Antivirus — A category of computer application created for the purpose of detecting and neutralising malicious software.
Apache — Apache is a public-domain open source Web server distributed under an “open source” license. It is a freely available on the web, making it easy to adapt the source code for specific server needs. Apache also offers a large library of add-ons that can assist in customizing the server even further. Features can range from authentication schemes to server-side programming language support. Instead of only implementing a specific architecture, Apache provides a variety of Multi Processing Modules (MPM) to adapt to different infrastructures. Although Apache is not platform independent, different versions is available to suit almost all platforms.
Artwork — The term artwork is commonly used by media agents to refer to creative artwork that is required to setup an online campaign such as banners, logos, etc. These are also commonly referred as “creatives” by some media professionals.
ASP (Active Server Pages) — This is an HTML page that includes small embedded programs called scripts. These scripts are processed line by line on a Microsoft Web server first, tailoring the page for the user, and are then sent for viewing. The options are normally tailored according to the input received from the user. Even though ASP is a Microsoft Internet Information Server (IIS) feature, it is still browser independent, making it possible to view on any web browser. Because the ASP scripts are run on the server, the browser does not need to support scripting. For Web service applications, Microsoft provides a new version of ASP support called ASP.NET.
Assets — These are design files which are commonly used by a marketing department in order to create digital marketing campaigns such as logo design files, advertising, banners, and/or any other type of creative artwork.
Astroturfing — The practice of hiding the sponsors of a message in the attempt of creating an impression of support where, in fact, little such support exists. A typical strategy of an astroturfer is to create multiple online identities to mislead the public into participating in the distribution of the message to generate word-of-mouth and viral marketing.
Authority — The ability of a page or domain to rank well in search engines is directly related with it’s authority. A website authority is correlated to the volume of backlinks, the site age, trends in traffic search, and the quality of content. Websistes with a large volume of content are traditionally the ones with higher authority, as well as government (.gov) and education (.edu) websites.
Auto-Responder — A category of computer program designed to send an automatic response to incoming emails or text messages.
Avatar — An avatar is a graphical illustration depicting a real life person and are used to represent people in online networking websites. These can either be a two dimensional, non-movable image, or a three dimensional life like figure that inhabits space in virtual reality.
B2B (Business to Business) — It refers to commercial relationships where businesses sell products and/or services to other businesses.
B2C (Business to Consumers) — It refers to commercial relationships where businesses sell products and/or services to consumers.
Backlink — Also known as inbound link, these are links coming from external websites into your website. The total number of backlinks in your website can strongly influence its position on SERPS, search engine Result pages, making the creation of backlinks a extremely relevant activity in SEO.
Backlink Profile — This refers to an overall profile with all the backlinks pointing to a specific domain. Analysing the backlink profile of a website allows SEO professionals to identify the total number of backlinks and linking domains, the authority of these individual backlinks and the frequency of anchor text use amongst these backlinks. The usefullness in running a backlink profile for a website comes in the identification of issues that could be undermining the ranking of such website in the search engine page results.
Ban — In SEO, it refers to when a search engine remove a website from its search resul pages due to the website deemed to be seen with inappropriate content, or is most cases, due to greyhat and blackhat tactics used by website administrators.
Banner — A format of online advertisement in the form of a graphic image or animation often designed in a rectangular or square shape.
Banner Blindness — It refers to the disposition of Internet users to ignore online advertising, most specifically banner ads, even when those ads are about products and services relevant to the visitors.
Banner Exchange — A network of websites where users display banner ads in exchange for credits which are converted into impression of banner ads on other websites. This is a partnership-type of advertising where businesses promote each other services instead of pay for advertising directly.
Beyond the Banner — It refers to online advertising that encompasses a range of formats, beyond traditional banners such as sponsoring blog posts, advertising in email newsletters, co-branding a website, running online contest promotions, interestitials, pop-unders, and any other form of online advertising that are not banners.
Black Hat — This term refers to shady techniques used by some search engine optimisers to improve the rankings of their websites in the search engine page results. These tactics include techniques such as keyword stuffing, hidden text and content duplication. While black hats might get astounding short-term results, the long-term effects can be disastrous with search engines entirely removing sites from their organic results.
Blog — This refers to a type of website that allows bloggers to publish content on various topics such as personal thoughts, tutorials and news commentaries. Blogs can also have multiple authors contributing with content, and is also considered to be an excellent way to promote products and services. In a traditional blog, the most recent post is the one appearing at the top of the homepage, usually categorized by topics and tags. At the bottom of each post, you will find an area where visitors are welcomed to leave comments, which makes a blog more interesting to readers. It is also common to allow visitors to subscribe to regular updates via an RSS feed.
Blog Commenting — The act of making a comment on a blog post, or website page, to provide feedback or share ones opnions. This system is often abused by blackhat SEOs looking to build backlinks with blog spamming forcing many website administrators to limit their comment system by invitation only.
Blogger — A blogger is someone who writes content for a blog. There are many reasons why someone would like to maintain a blog such as keeping a personal journal of professional experience, showcasing expertise in a area of knowledge, engaging with an audience and fellow bloggers. Some professional bloggers are able generate attract great numbers of visits and generate levels of prestige equivalent tot that of journalists, to the point they are able to make a living simply by blogging.
Blogger Outreach — This the process of identifying and reaching out to bloggers who are relevant to your products and services. In general, the idea of a blogger outreach is to estabilish relationship with people who have the potential of helping you secure a relevant backlink and help to generate word-of-mouth.
Blogosphere — This term refers to the whole collection of blogs, bloggers, and pretty much everything else related to the world of blogging. The blogosphere is a general term used by bloggers, marketers and types of digital people when referring to the blog community.
Blogroll — A section of a blog page that contains a list of similar blogs which are recommended or followed by the blog owner.
Boilerplate — A boilerplate is a short text usually found at the end of a press release and concisely describe the company mentioned by the press release content. The same boilerplate is traditionally used on every press release published by the same company.
Booked Space — The number of advertising views booked as part of a campaign.
Bookmarks — These are web page links users save so they can be easily found in future. This can be done by users directly on Internet browsers such as Google Chrome, Mozilla Firefox and Internet Explorer; or via social bookmarking websites such as Delicious, Pocket and StumbleUpon. In Internet Explored, bookmarks are know as favorites.
Bot — See Crawler.
Bots — See spiders.
Bottom of the Funnel — It refers to marketing activities located at the lower part of a Marketing Funnel which are required to convert a willing prospect into a costumer.
Bounce Rate — The percentage of website vistors who exit a website after visiting just one page. The bounce rate is often used by managers as a benchmark for the overall quality of the user experience of a website.
Bounces — The number of emails that were unable to reach their final destination due to a hard or soft bounce.
Brand — The unique name, design, services, experience and values that identifies a product, a service or a company.
Brand Awareness — A measure of how effectively a brand is recognised or called to mind. In marketing, brand awareness campaigns are usually ones with large budgets spend in high frequency.
Brand Evangelist — One who lives and breathes a brand, and is capable of spreading the word far and wide. Compare to Brand Terrorist.
Brand Keywords — These are keywords and phrases which are commonly associated with a brand. Website managers often follow these mentions on the Internet as a way to measure the result of their branding efforts as well as to identify opportunities of engagement with brand advocates.
Brand Terrorist — One who attacks a brand, normally an industry rival or dissatisfied customer. Compare to Brand Evangelist.
Breadcrumb Links — These are small links, usually positioned at the top of a page, to indicate to the website user where the current page sits within the hierarchy of the website.
Broad Match — In PPC this is a type of match where a keyword is match to search queries containing all the broad match keywords, in any order, including synonyms and other similar keywords.
Broken Link — Any link pointing to a page that no longer exist, or that has been moved without a redirection, is referred as a broken link. These links are also know as dead links and are usually redirected by web servers to 404 error pages. Search engine craw these links every so often to remove them from search engine results.
Browser — This refers to the application used to access the Internet. Chrome, Firefox and Internet Explorer are some of the most popular browsers, but there are many more such as Safari, the Apple browser, and Opera, a browser with integrated BitTorrent protocol.
Brute Force Attack — A technique used by hackers to gain access to computers and websites protected by passwords. This method implies the use of a computer program that try hundreds of thousands of combinations of logins and passwords to find a pair that is accepted by the system.
Buzz — This refers to the online excitement and word of mouth surrounding a certain message or incident.
Buzzword — A word or phrase which has become trendy enough that is commonly used by professionals to impress others.
C2B (Consumer to Business) — This acronym stands for consumer to business, and it refers to business models where consumer sell products to businesses.
C2C (Consumer to Consumer) — This refers to business models where consumers sell products and services to other consumers. In online marketing, a typical example of this model would be digital marketplaces where any consumer can start a store to sell product to other consumers.
CAC (Customer Acquisition Cost) — This refers to the overall cost associated with the process of acquiring a new customer.
Cache — A computer component that temporarily stores data so that future requests to the same data can be processed faster. Data stored in cache might be the result of previous access to the data, or just a duplication of data that is stored somewhere else.
Caching — It is the process where a browser save files of a specific web page once it is visited for a faster page load when the page is visited again by the same user. This is setup on the server side by website owners. Caching might have a few disadvantages for advertisers as some analytic applications won’t be able to detect ad views, and for that reason, they may opt to turn off caching of some or all web pages.
Campaign Strategist — The professional responsible for coming up with a strategy to achieve the goals and objectives of a marketing campaign.
CAN-SPAM — This backronym refers to the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003. This is a United States piece of legislation created to regulate the use of commercial email with the intention of fighting abuses and reducing SPAM messages.
Canonical Tagging — See Canonical URL.
Canonical URL — Refers to the redirection of URLs to avoid the issue of having duplicate content in multiple differing URLs.
CAPTCHA — This is an acronym for “Completely Automated Turing Test To Tell Computers and Humans Apart”, and it was created to help reduce all sorts of spam on the Internet. it is usually makes use of a distorted image containing a series of characters, which the user must type in order to confirm it is a real human using the page.
CDN (Content Delivery System) — This refers to a network of Internet servers which are geographically distributed around the world in order to accelerate the delivery of web pages to users by routing requests to the server that is physically closer to them.
CGM (Consumer Generated Media) — See User Generated Content.
Citizen Journalism — A form of journalism which is made and distributed by the public over the Internet.
Click — In online advertising, a click is valid only when a user clicks on an advertisement, is taken to the adveriser’s destination, and the visitor waited to fully arrive at the advertiser page.
Click Fraud — Refers to the act of producing invalid or unregistered clicks on an advert where advertisers need to pay for each click generated on a website. The clicks can be generated by either the competitors who wishes to waste the advertisers budget, or the site host who wants to increase its commission for the clicks.
Click Paths — Also known as a clickstream, click paths are the sequence of clicks visitors follow on a site. Each click path has a start page which might be a search engine or other third party site referencing the site, and then follows a sequence of successive webpages until a page is closed.
Click Rate — See Click-through.
Click Stream — A click stream is the path of pages a user goes through to achieve a specific marketing goal. Understanding click stream help marketers to improve their websites to increase their conversion rates.
Click Tracking — This refers to the use of scripts to track click behaviour when a user is visiting a website or interacting with email marketing messages. This allows marketing executives to make better decisions as they are able to learn how users react to their marketing activities.
Client-side — Computing processes that take place on the user browser before information is sent to the server.
Cloaking — This is form of black hat, the practice of tricking a search engine into indexing content which is different than the content the user will actually see. In essense, this means the web server shows one page to human visitors but an entirely unrelated page to search engines, built solely with the intent of achieving high ranks in search engine page results.
CMS (Content Management System) — A computer application or script that allows editing of content on websites from a central interface. A good CMS system allows novice users to efficiently manage their own websites. This can be a great cost saving method to consider.
Collective Intelligence — The collaboration of a community or group of individuals through networking, the sharing of ideas and working together to solve a problem. An example of this concept applied into a website would be Wikipedia, where a collective of users from all around the world contribute to create its content.
Comment Spam — Irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer’s website.
Comments — See Blog Commenting.
Commission — The bounty paid by a merchant to an affiliate when the affiliate makes a successful referral.
Consumer Generated Media — See Citizen Journalism.
Content — Any text, image, video, audio, or other material published on the Internet for audience consumption.
Content Optimisation — The process of reviewing and editing online content to ensure it contains the correct amount of keywords to rank in search engine results pages while also providing users with content that is valuable to them.
Contextual Advertising — This refers to advertising on pages based on their content rather than directly in the SERPs.
Conversion — It refers to the action marketers expect from website visitors, such as online purchases, form submissions, phone calls, downloads, etc.
Conversion Cost — See Cost-per-Acquisition.
Conversion Funnel — A custom path which visitors much go through in order to reach a pre-defined objective.
Conversion Optimization — The process of increasing the conversion rate of visitors coming to your website.
Conversion Rate — This is the percentage of visitors to a site who actually take a further action, like buying a product or filling out a survey.
Cookie — A small text file that is stored on the users computer when visiting a website which allows it to identify and remember the users preferences when revisiting the website at a later stage. This file is stored on the user’s computer hard drive. In Internet advertising, cookies help to identify which ad a user has viewed, so a different ad is displayed when moving to the next page.
Copy — It refers to writing on advertising which is focused on enticing readers to take an action, usually means to buy a product or service.
Copyright — The rights which are associated with the creation of intellectual content.
Copywriter — A writer who is skilled in the art of writing content with commercial intent.
Copywriting — The act of writing content with commercial intent.
CPA (Cost-per-Acquisition) — The cost-per-acquisiton is an absolute number which represents the cost of acquiring a new costumer. It is a common pricing model for advertising platforms where marketers only pay for users who perform a specific set of pre-defined actions. It is also a metric used by marketers to compare the efficiency of multiple marketing campaigns against each other to identify winning strategies.
CPA (Cost-per-Action) — A form on online advertising payment model that is based solely on qualifying actions such as sales or registrations.
CPC (Cost per Click) — A method of paying for online advertising which is based on clicks made by users on a ad. An advertiser is charged for every a user click on their adverts despite of the actions taking after arriving on it. Google is well know for being one of the pioneers in this form of advertising, where adverts are placed together with organic listings on their search results pages.
CPC (Cost-per-Costumer) — See Cost-per-Acquisition.
CPL (Cost-per-Lead) — A form of online advertising payment model that is based on the generation of leads.
CPM (Cost-per-Mille) — A method of paying for online advertising based on a rate for every thousand ad views. The “M” in “CPM” is derived from the Latin word “mille”, which means “one thousand”. This is the most efficient form of advertising when a business goal is to increase brand awareness as it is traditionally one of the cheapest methods of reaching a large group of Internet users.
Crawler — A crawler is an automatic program used by some search engines that will visit different websites. It will read the website’s pages and the information on it in order to create entries that can be used for the search engine index list. A crawler will keep visiting sites that are marked as new or updated by the webmasters in order to update the search engine index continuously. Crawlers are also referred to as spiders or bots. A crawler received its name because it crawls through sites, a page at a time, following each link on the site until all linked pages have been read.
Creative — See Artwork.
Creative Commons — A licecsing system that allows creators to licence their work in a variety of ways that are not as restrictive as traditional copyright law. Usually, these licences allow for content to be duplicated and shared in a much more flexible way while still limiting its use according to the terms of the licence.
CRM (Customer Relationship Management) — This acronym refers to the processes, practices and computerised systems built to analyse customer interactions, improve business relationships and drive the growth of leads and sales. It comprises the gathering of customer data in multiple points of contacts, such as calls received and emails made, and providing a full history of communication for customer service and sales teams.
Cross Marketing — The marketing of a variety of related products and services at once in order to generated further sales. See also Cross Selling.
Cross Selling — See Cross Marketing.
Crowdsourcing — The opportunity presented to organizations, offering them the ability to harness skills from around the globe to complete project teams. This allows the organization to appoint knowledgeable individuals on a required basis, saving them the cost of appointing a full time person. Crowdsourcing can be advertised through social media.
CSC (Common Short Codes) — Stands for Common Short Codes. Users send messages to shortened numbers, usually to get something in return, like a competition entry for example.
CSS (Cascading Style Sheets) — CSS describes how individual HTML elements should be displayed on a website. The use of CSS separates the document layout from the content by using an external stylesheet to store the formatting detail. This gives users more control over how their webpages are displayed.
CSV (Comma Separated Values) — The common type of file generate when exporting data from site analytics such as Google Analytics.
CTA (Call-to-Action) — The closing part of a marketing message that attempts to persuade the viewer to take a specific action. These could action words suggesting actions such as signing up for a newsletter, requesting a contact for more details, or booking a holiday.
CTR (Click-Through Rate) — This number represents the percentage of users who click on any specific link. This number is crucial for marketers as they use it to assess the effectiveness of their ad copy or artwork. In general, the higher this number is, the better.
Customer — A person who buy or use goods or services.
Customer Life Cycle — The step-by-step process which a customer goes when considering to purchase or when purchasing a product or service.
Cybersquatting — This occurs when individuals purchase domain names of well-known brands or trademarks for the sole purpose of selling it to the highest bidder. The individuals have no intention to develop the website.
Data Mining — The process by which large volumes of data is analysed for patterns. Data mining is typically used to predict user buying habits. The main goal of data mining is to extract information from sets of data and translate it back into an understandable structure that will be usable.
Data Transfer — This term refers to the amount of outbound traffic from a website and is usually measured in gigabytes.
Database — A collection of related data that is stored in a structured manner on a computer. The data can be used for various purposes, such as email marketing. In e-mail marketing, the database will contain the contact detail of prospected clients that will receive the e-marketing content.
Dead Link — See Broken Link.
Dedicated IP — It refers to IP address that is dedicated entirely to a single website.
Dedicated Server — It refers to a server that is dedicated entirely to run a single website.
Deep link — This refers to a link that points to the most relevant content page within a websites. A content strong websites will naturally lead to an increase in deep links, which in turn further boosting site authority.
Deep Linking — See Deep Linking.
Deep Web — The portion of the web which is not indexed by search engines.
Delicious — A social bookmarking website found in 2003 which allows members to share, store and organize their favorite bookmarks online.
Demographics — It refers to data about the size and characteristics of a target-audience such as, gender, age, income, etc.
Description Tag — An HTML tag used to describe the contents of a web page. Search engines use these descriptions in their listings.
Device Detection — An automated process of sorting Internet traffic depending on the device used for access.
Digg — A social networking website with a large, devoted group of users which directs network traffic to websites that contain user submitted news stories. These stories are linked from its most popular top rankings. The top stories are featured in the “Top News” section and can include serious world news or even fun content voted in by the users.
Digital Marketing — Any marketing that is done within the digital arena.
Directory — An index of websites compiled manually rather than by a crawler, similar to an online version of the Yellow Pages. These directories are usually niche-oriented, where the best sites are regularly updated with a transparent editorial guidelines.
DKIM (DomainKeys Identified Mail) — An email authentication method that allows organizations to take responsibility for messages sent. It detects email spoofing by checking that the incoming mail is from a domain that is authorized by that domain’s administrators. The DKIM validates a domain name associated with messages through cryptographic authentication. It is responsible for signing a signature when an email is send, and then verifying it again when it has reached its destination. The main goal of the DKIM is to prevent phishing and email spam. A valid DKIM signature will guarantee that parts of an email (especially those with attachments) have not been changed since it has left the sender.
DMOZ (Directory Mozilla) — Also known as the Open Directory Project, this is the oldest and largest online directory run by volunteers.
DNS (Domain Name Service) — DNS can also stand for “Domain Name Server” and “Domain Name System”. It is a system for naming and identifying computers in a user-friendly way through the use of letters and numbers rather than just IP addresses. It then translates the domain name into an IP address for server identification.
DOM (Document Object Model) — The Document Object Model is a web standard approach used to represent the logical structure of web documents, including the way it is accessed and manipulated. It is an application programming interface (API) used for valid HTML and well-written XML documents. These documents do not necessarily refer to document pages, but to information stored in various systems. The information is represented as documents that can be managed by the DOM. The most important goal for the DOM is to provide a standard programming interface. These interfaces should be language-independent, making it possible to be usable in different applications.
Domain Authority — The authority of a domain is based on factors such as page rank, number of links, relevance of links, recency of links, and social footprint. In SEO this term is related to the trust given by search engines to a website and domains with higher authority are placed in better positions in the SERPs.
Domain Name — The address used to identify a particular website from others across the Internet. For example, in the URL http://rayvellest.com/contact, the domain name is rayvellest.com.
DomainKeys — An email authentication system designed by Yahoo to verify the DNS domain of an email sender and the message integrity. This system has been merged with part of another system entitled Identified Internet Mail to create a new standard known as DomainKeys Identified Mail (DKIM) which is now widely used.
Doorway Domain — A domain that is used exclusively to rank specific keywords in search engines with the goal of redirecting visitors to other domains.
Doorway Page — These are low-quality pages that are created with the sole purpose of ranking for specific keywords on a search engine and then redirecting visitors to alternative URLs. These pages were common in the early days of search engine optimization when search engines were still open to this kind of abuse.
DOS (Denial of Service) — A form of online attack where millions of computers attempt to contact a single website at the same time to intentionally crash the victim’s server with an overwhelming volume of activity.
Double Opt-in — The act of asking subscribers to confirm their initial subscription with a follow up email which validates the address they used to subscribe, hence this process is know as an double opt-in. Requiring a double opt-in from Internet users will possibily reduce the absolute number of subscribers, but it is likely to increase the quality of these subscribers.
Downloading — It refers to the transfer of data from a server on the Internet to your computer. Internet users are constantly downloading data in the form of text, images and videos simply by visiting a website.
DSA (Dynamic Search Ads) — This refers to link text adverts which appear on SERPs and are based on search terms used by users.
Duplicate Content — This refers to website content which is duplicate, or near duplicate in nature. Search engines are keen to not show duplicate content in their search results so it is considerable a good SEO practice to remove any incidents of duplicate content on a website.
Dynamic Content — This refers to web pages which are created on the fly with dynamic programming languages such as PHP. These pages are recreated by the server every time a user visits the page.
Dynamic Keyword Insertion — In paid search advertising, this refers to the process of inserting keywords used in searchs into copy of a landing page.
Dynamic Parameter — The elements in a URL that are dynamically generated.
Dynamic Website — See Dynamic Content.
eCPM — This refers to the effective cost per thousand impressions and is calculated by dividing total earnings by total number of impressions. This is the advertising industry universal standard of measurement and it translates to the advertising revenue generated per 1,000 impressions.
EDGE (Enhanced Data GSM Environment) — A faster version of the Global System for Mobile wireless service, EDGE can deliver speeds of up to 384Kbps to mobile or computer devices. Edge also enables the delivery of multimedia content and other broadband applications to these devices.
Editorial Link — This refers to links which are placed in the main area of an blog post, website page, or online press release. Search engines count links as votes of quality, and editorial links are seen with more value than ones which are gain through advertising methods.
Email — It refers to the transmission of electronics messages over computer networks.
Email Client — Refers to the software application used to access and manage a user’s emails. The e-mail client can be located locally on your device, such as Microsoft Outlook, or it can be cloud-based, such as Thunderbird or Google Gmail. The term client refers to the function or role of the software rather than the actual user of the mail service.
Email Marketing — This refers to the process of sending email messages to prospects as a mean to promote products and services. This is one of the most effective and cost effective forms of online marketing.
Email Newsletter — Like a traditional print newsletter but delivered to your inbox rather than to your post box.
Email Signature — The block of content which is displayed at the end of an email. It often includes the name and contact details of the email sender. It is often used by companies to include links to their social media profiles, websites and latests news and blog posts.
Email Spam — Any email which is sent or received in an unwanted, unsolicited manner.
eMarketing — See Digital Marketing.
Encryption — Encryption is a mathematical algorithm that converts selected data to an unrecognizable format to unauthorized parties. It is usually used to keep sensitive information safe, especially if it needs to be sent over wireless networks or the Internet. The data will appear unrecognizable until it is decrypted again. Decryption normally involves the use of either passwords or private keys to unlock the encrypted data. There are numerous software utilities available that can encrypt data, such as GnuPG or AxCrypt. Some file compression packages such as 7-zip also has the capabilities to encrypt data. Secure websites using HTTPS also encrypts data transfers between the web server and the user’s browser.
End User — The final user of an online product or service.
Entry — A small piece of content posted as a comment to a blog post, a tweet on Twitter, a message of Facebook; or any other small entry on any website.
Entry Page — The first page visited by a user when entering a website.
EPC (Earning Per Click) — The amount earned per each click. This number is calculated by dividing the total amount earned by the total number of clicks.
Event — In web analytics, it refers to an action that has been taken by a website administrator or marketing specialist that results in a unique change in its metrics.
Exact Match — In PPC, this refers to a search query that matchs the selected keyword exactly.
Exit Page — The last web page a user visit before exiting a website.
Exponential Growth — A growth rate that more than doubles with each iteration is considerate exponential. See also Viral Marketing.
External Referrer — A referring URL which is located ouside of the domain of a specific website.
Facebook — Currently one of the most popular social networking site. Facebook allows people to connect with friends all over the world. Users join the social networking site by creating online profiles. This in turn lets them share photos and posts with friends and join communities that share common interests.
FAQ (Frequently Asked Questions) — These are pages with collections of questions and answers covering a sigle topic, just like this page.
Favicon — Short for favourite Icon, this term refers to a small icon use to identify a website in a bookmarking website. It is usually displayed in a browser’s address bar. These are seen by marketers as good touchpoint to promote brand awareness.
Favorites — See Bookmarks.
Feed — See RSS.
Feed Reader — See RSS Reader.
Firefox — An open source web browser that is platform independent. Created by the Mozilla Foundation, Firefox is currently the most popular browser available. Firefox has also released a mobile version for android devices.
Firewall — A firewall is a security system that is used when a computer is connected to a network. The use of firewalls is primarily for keeping computers save from intruders and protecting it against malicious network traffic. It regulates traffic into and out of the user’s computer, either allowing valid data, or blocking unwanted access based on a predetermined set of security rules. A firewall establishes a barrier between secure internal networks and outside networks that might not be secure. Although firewalls have its purpose, it should never be the only safety measure in place as computer systems have many points of entry.
First-Mover Advantage — The business advantage of being the first business to move into a new market opportunity.
Flash — A multimedia, software application that allows users to view animated videos on a website. This is a very popular tool but tends to be bandwidth heavy. The implementation of flash objects on a website can also negatively affect SEO rankings as it is unreadable to search engine spiders / crawlers.
Flat Rate — The term used to negotiations of a fixed cost for impressions on low traffic sites.
Flickr — Pronounced as “flicker”. It is currently one of the largest image- and video hosting websites on the Internet. Users can upload and share their files with other online community members. Flickr is currently used by bloggers and photo researchers to host images that are embedded in their blogs or social media pages.
Focus Group — A group of people representative of a target audience which marketers bring together to make qualitative research in regards to their products and services.
Fold — See Above the Fold.
Folksonomy — A collaborative taxonomy system where website users contribute by applying tags to online items, typically to aid them in re-finding those items on a later stage. This classification system can give rise to additional data in regards to how users are using the website.
Forum — A dedicated area on a website that allows users to converse through written text comments and message boards. Organizations often use it as a tool to enhance customer support. Forums usually revolves around specific topics that users share interests in.
Frames — In web design, this techniuque allows one to open a HTML page within a HTML page, so two or more webpages can be displayed simultaneously on the same browser window.
Freemium — A common strategy amongst online business offering a free basic-level product, giving the option to the user to advance to a premium version at a a cost.
Frequency — In media buying and planning, frequency is the interval at which an adverstising is displayed to users.
Frequency Cap — Frequency caps are often implemented in websites to prevent the amount of times that a particular advert is seen by a specific user.
FTP (File Transfer Protocol) — A protocol that is specifically designed for the transfer of files over the Internet. The files are uploaded onto a FTP server that allows users to access the files using an FTP client. In order to access the files on the FTP server, the user also needs an authorized username and password. FTP allows for the user to log into the network. The directories with files are listed in a in a tree structure similar to Windows Explorer. The user can then copy the required file directly. As a standard, the FTP protocol does not encrypt data, making the unprotected data vulnerable to attacks. In answer to this problem, secure FTP protocols were developed (SFTP).
Gateway Page — See Doorway Page.
Geo-Targeting — Geo-targeting is the process of detecting a web user’s geographical location and then personalizing a marketing message that is relevant to the user, for instance advertisements of products or services that reside in their area. This is also known as geo-location or geo-targeting. This is a marketing tool that allows the marketer to increase the product or service sales and decrease the costs associated with advertising. Geo-targeting can be performed based on selection or automatic information gathering. A good example of selection type geo-targeting is the Fedex website, where users should first select their country location before presented with article content relevant to their selection.
Geographical Targeting — See Geo-Targeting.
GIF (Graphics Interchange Format) — An image format that supports 8 bits per pixel, allowing an image of up to 256 colours selected from a 24-bit RGB color space. GIF format allows images to be compressed without slacking on the quality. It also supports animations.
GIS (Geographic Information Systems Image) — A computer based tool designed to bridge the gap between the geographical location and an integrated digital map of the location. The system will analyse, store, manipulate and visualize the location based on the information received.
Goal — In analytics, a goal is an defined action which websites visitors are expected to perform.
Google — The world’s most popular search engine. It started as a research project of two graduate students, Sergey Brin and Larry Page in Stanford university.
Google AdSense — This is a pay-per-click advertisement program managed by Google that allows website owners to generate revenue from the traffic on their websites. Website publishers who participate on Google AdSense program become part of the Google Search Partner Network.
Google AdWords — This is the pay-per-click advertising platform provided and managed by Google.
Google Analytics — Google Analytics is a free web analytical service used by Google that tracks and reports website traffic. It is used to determine for instant where the website’s best visitors are located, to learn what people are searching for on the site, and to identify the worst performing pages. See Analytics.
Google CV — This refers to the idea of a dynamic curriculum vitae that is made of information about a person or a company based on Google search results. When you search for your name on Google, the listings that appear on the results will form your Google CV. It’s common practice by human resource departments to check the Google CV of potential candidates as to gain greater insight about them before interviewing processes.
Google Earth — A app created by Google which allows the visualisation of satellite imager, maps and aerial photography over a virtual globe.
Google Instant — A feature of Google that displays suggested results while a user is entering search criteria. The main purpose was to save the users up to five seconds each time they start a new search. Suggestions are based on most popular searches starting with the letters already typed.
Google Keyword Planner — This is a keyword research tool provided by Google which allows the estimation of competition for a keyword, as well as to recommend related keywords. When used in conjunction with Google AdWords, this tool allows you to plan an entire PPC campaign.
Google Keyword Tool — See Google Keyword Planner.
Google Search Console — A auditing tool provided by Google that allow website managers to review the performance of a website showing details such as broken links, internal links, keyword relevance and many other details which are relevant to following good SEO practices.
Google Sitelinks — In organic searchs, Google might add deep links to the most relevant pages of a site at the top of search results. These links are named Google Sitelinks and can be seen as a sign of authority.
Google Slap — A term coined by SEO specialists to describe an unexpected negative impact on a website due to actions taken by Google, usually a change in algorythms that change the position of pages in the SERPS.
Google Spider — This refers to Google’s search engine spider. See also Spider.
Google Webmaster Tools — See Google Search Console.
Googling — The act of making an internet search using Google search engine.
GPRS (General Packet Radio Service) — A packet oriented mobile data service that delivers wireless services to GSM users. It is used by 2G and 3G cellular communications systems and offered to its users at a small fee. The fee is normally billed per connection time.
GPS (Global Positioning System) — A satellite based navigational piece of technology that can determine positioning accurately anywhere where there is a clear line of sight between four GPS satellites. The GPS system is not only used by everyday users, but in military and civil fields as well.
Greyhat — In SEO, greyhat refers to tactics that push the limits of what is considered to be whitehat without crossing the line into blackhat techniques.
GSM — Stands for Global System for Mobile Communication. It is a standard that describes the protocols for 2G digital cellular networks, which replaced the old analogue networks. GSM was developed to optimize full duplex voice telephony and data communications.
Guerilla Marketing — Any form of unconventional marketing tactic that is intents to obtain results with the use of minimal resources.
Guest Blogging — The act of publishing a blog post on a blog that is not owned, or managed, by the author of the blog post.
GZIP Compression — A software that compresses web pages elements in order to speed up its download time.
Hacking — The unauthorised access of a computer and usually involves bypassing security measures such as passwords by means of brute force attackes and/or social engineering.
Hard Bounce — The failed delivery of an email marketing message due to being sent to a non-existent address.
Hashtag — See # (Hashtag).
Header Tags — An HTML code element that describes the caption or subject topic being introduced on a webpage. There are six different heading types ranking from H1 to H6, where the lower code describes the most important heading. The use of headers also assists SEO crawlers to determine website ranking.
Heat Map — This is a graphical representation tool that indicates the levels of activity on a web page using different colours. The colour coding is similar to Fractal maps and tree maps, where reds and yellows indicates the areas where there is the most activity, and blues and purples indicate the areas with least activity.
Hidden Text — Often use by webmasters to boost SEO rankings, hidden text are keywords that are used on the website but not visible to the users as it has the same colour as the background. Search Engines now check for hidden text and penalise webpages for using this unethical technique,
Hit — This is a request made from a user’s browser while visiting a particular website. In order words, this is a request for a file from a web server.
Home Page — The main page of a website is know as the home page and it should, in most cases, provide an overall indication of what the website is all about.
House Ad — This refers to a self-promotional advert that a company runs on their own website—or network—to use unsold inventory.
House List — Any list of emails built by a company without the need to purchase or rent a list from a third-party supplier.
HTML (Hypertext Markup Language) — This is the file format that is used to create basic web documents. It is a text-based language that consists of a set of tags that can be used to format the layout of webpages. Each HTML tag describes a different formatting option that applies to specific document content, for exampleThe Amazing Digital Marketing Jargon-Buster Glossary. Websites can be written from scratch by coding the tags in any text editor available, such as Notepad or Wordpad. All web browsers can “read” the HTML language and will display the webpage on the user’s screen according to the tags identified.
HTML Banner — Also called a banner ad or banner, HTML Banner is an advertisement placed on a website or email and is linked to an advertiser’s website. The banner makes use of HTML elements and can either be text, graphics, animations or sounds. Most commerce sites use banner ads
HTML Email — Creation of email that is formatted like a website rather than plain text. It uses the same color, graphics, links and table format than a website do. The down side to this is that a poor design can be seen as spam. And a good design might still be displayed as text-only if the receiver’s system is set up in such a manner.
HTTP (Hypertext Transfer Protocol) — HTTP is a communications protocol which is basically a set of rules that allows a user to access websites using a web browser. It is the communications structure of the World Wide Web. The main function of this protocol is to establish a connection with the web server in order to display the relevant HTML page on the user’s screen. It governs the rules for downloading and uploading files to and from different servers. With HTTP, all web pagesaresent to the web browser without any encryption. In order to encrypt sensitive data such as credit card detail, a secure version of HTTP called HTTPS should be used.
Hybrid Model — A combination of two or more models into one.
Hyperlink — Commonly known as a link, a hyperlink can be an image, a word or a phrase that is clickable. By clicking on a hyperlink, the user is taken to a new webpage or a different section in the current webpage. Hyperlinks can be found on all websites. This allows the user to easily click their way between pages, instead of having to retype full URL addresses. Hyperlinks are most commonly written in blue, underlined text. Hyperlinks are also used in common text to provided additional information on different topics or definitions, such as encyclopedias, glossaries or dictionaries.
IEEE 802.11 — Commonly known as Wi-Fi, this standard outlines the Wireless Local Area Network (LAN) protocol for transmitting data and implementing Wi-Fi. There are different standards associated with the IEEE 802.11 protocol. Most of the later standards are service amendments that either correct previous specifications, or extend the current scope of the existing standard. A Wi-Fi device can either submit to a base station called an access point, or it can communicate directly with another Wi-Fi device. Even though this form of communication is becoming more popular each day, it is more prone to attacks as it requires no physical connection to get access to the network.
iFrame — See Frames.
IIS (Internet Information Services) — IIS is an extensible web server created by the Microsoft Corporation. It is currently the world’s second most popular web server. It supports authentication mechanisms such as Integrated Windows Authentication, Anonymous Authentication, and Certificate Authentication. Web services are broken into modules, and can be added or removed individually based on the client’s needs.
Impression Fraud — An unethical and deliberate method used to harm your competitors by continuously searching key phrases relating to them without clicking on their link or ad. This will cause a lower SEO ranking that will lead to a lower index placement in search engines.
Impressions — A term used to identify the number of times a company’s advert is displayed, or the number of times a webpage within a website appears in total. For each page that a visitor view, a single impression is created. A visitor viewing 4 pages will create 4 impressions.
Inbound Link — See Backlink.
Inbound Marketing — A marketing strategy where the generation of leads and sales is dependent on the initiative of the client base to initiate the process of finding and purchasing a product or service. This strategy relies in the creation and distribution of large amounts of content as to attract potential customers.
Incentivized Traffic — These are visitors who receive some form of compensation to visit a website.
Instant Messaging — A technology that allows users to perform text chats online and in real-time. IM has a built-in feature that alerts users when a contact from their contact lists is online. More advance IM messaging software enables the transfer of files, voice, and video.
Internal Link — Refers to a webpage that is linked to another webpage for the same website, for instance linking the organization History to the Main page. Internal links may also refer to the linking of a product or topic to its main page.
Internal Referrer — A referrering URL that is part of the same website.
Internal Site Search — A function that allows users to search for specific criteria on a given website. The search results will only display items found on the particular website, for instance, searching a book title in an online bookstore.
Internet — A global system of interconnected computer networks that provides a range of information and communication services. The computer networks belong to individuals that use standardized communication protocols to share and access the information.
Internet Explorer — Commonly abbreviated as IE, Internet Explorer is a web browser developed by Microsoft and comes standard with any Microsoft Windows operating systems. IE has also released a bowser version for the Xbox 360 and a mobile version for android devices. Its popularity has declined since the launch of Mozilla Firefox.
Internet Marketing — See Digital Marketing.
Internet Press Release — See Online Press Release.
Interstitial Ad — This is a type of interruption advertising that fills the entire browser window that loads in between two website pages.
Intrusive Media — Any type of media which is not initiated by the user, and might interfer with the user experience online.
Inventory — The total number of banner impressions that a website has sold to an advertiser to be used over a pre-defined period of time.
Invisible Web — See Deep Web.
IO (Insertion Order) — In the process of media buying, an insertion order is a formal request to book an advertising campaign.
IP Address — The Internet Protocol is an address composed of a series of numbers which is used to represent a single computer connected to the Internet.
ISP (Internet Service Provider) — This refers to a company that provides personal or business Internet services at a monthly fee. Included in these services, the user will get a software package, a modem to connect you the ISP, login detail such as usernames and passwords, and a dynamic IP address. Most ISPs also offer free email accounts with their packages. An additional service from the ISP to companies is the direct connection of the company’s private network to the Internet. All ISPs are connected to one another through Network Access Points (NAPs). It is essential that you choose an ISP that offers what you need, at the speed you need it, and at an affordable rate.
IxD — Interaction Design is the subject of study which defines the behavioural structuring of interactive products and services. It is focused on understading users goals, needs, and wants, and balance those with business goals and technological capabilities.
Jaiku — A defunct microblogging social network similar to Twitter which was founded in Finland and later purchased by Google.
Java — A high-level, language which allows complex and graphical customer applications to be written in such a manner that it is accessible through web browsers. Java is such a versatile programming language that is not only platform independent, but also device independent.
Junkmail — See Spam.
KEI Analysis — It stands for keyword effectiveness indicator, and is a measure that quantify the quality and worthyness of a search term.
Key Phrase — See Keywords.
Keyword Density — This relates to the percentage of times that a given keyword or phrase appears on a webpage. Search engines can use keyword density to determine whether a webpage is relevant to a search. There are no perfect keyword density percentage, and users should avoid tripping keyword penalty filters by repeating key words unnecessary (keyword stuffing).
Keyword Frequency — This refers to the number of times a keyword appears on a website page.
Keyword Phrase — A keyword which is composed of two or more words, often reffered to as keywords. It is usually considered good practice to optimise for a keyword phrase rather than a single keywor as to increase the chances of appearing in more search engine results pages.
Keyword Proximity — This refers to the distance between two keywords in a relevant area of a web page, such as a in the title of an page.
Keyword Rankings — This term refers to the position where keywords appear in the SERPs.
Keyword Research — The process of identifying trends in user searches to discover which keywords are relevant for optimization.
Keyword Stemming — The procedure used by search engines to display search results not only by exact keyword matching, but also variations of the keyword, such as including singular and plural, adding related prefixes or suffixes, as well as synonyms of the word. Searching “happy” might display results for happiness, joyful, cheerful, or glad.
Keyword Stuffing — A search engine optimization (SEO) technique of repeatedly using keywords or phrases in the hopes of achieving a higher search engine ranking. Search engines will penalize or ban sites for excessive or unnatural use of keywords either in the content or in its META tags.
Keywords — A single word or combination of words used by a searcher on a search engine. In SEO, keywords are the words that a website is optimised to rank for and in PPC, keywords are the words advertisers bid on to appear in the SERPs. In online reputation management, a keyword is a term that is used when searching the Internet for mentions.
Keywords Tag — The most commonly used type of META tag, keyword tags are used to help define the content on a website. It is located in the coding of the website. It can hold between eight and ten phrases associated to the website. This might include common misspellings of terms related to the page content.
KPI (Key Performance Indicator) — A key metric used by website managers to attest that a marketing goal is being achieved over a period of time.
Landing Page — The web page that a user “lands” on after clicking a banner ad, a paid search engine listing, or an email newsletter link. Landing pages are optimised to capture visitor’s information through an online form or to reach other conversion goals such as purchasing a product.
LAS (Lame-Ass Syndrome) — This tongue-in-cheek acronym refers to websites that will not load without the WWW in the URL. This is mainly caused by a severe case of laziness, considering this can be fixed in just about 5 minutes by setting a simple DNS redirection.
Lead — A qualified prospect. A potential customer.
Like-Gate — A step on a website that requires the user to “like” a Facebook page before moving to access a specific content.
Link — Refers to data that the user can gain access to by clicking on the embedded URL on a webpage. The data can be in the form of other webpages, images, video or audio files, or any other type of documents that can be found on the web.
Link Building — The process of finding opportunities to place links on third-party websites pointing to the website you are looking to assign trust and authority.
Link Bursts/spikes — A rapid increase in the quantity of backlinks pointing at a website. These spikes are usually associated with an external marketing event, such as the launching of a national-level campaign.
Link Checker — These are SEO tools used to check a website for broken links.
Link Equity — This is a way to measure the authority of a websites based on the volume of backlinks, and the authority of the sites providing those links.
Link Exchange — See Banner Exchange.
Link Farm — A set of webpages that exist for the sole purpose of linking to a specific webpage in an attempt to improve a websites SEO ranking. These link farms are discredited by popular search engines and a site’s involvement in such activity will lead to SEO ranking penalties.
Link Love — The search engine ranking value which is achieved when others hyperlink to your website.
Link Popularity — This refers to a measure of the quantity and quality of links to a website.
Link Reputation — The combination of your a website backlink equity and the anchor text used within those links pointing to the website.
Link Text — Also referred to as anchor text, link text is the clickable text found in a hyperlink. The phrase used in the link text will determine the ranking that the webpage will receive from different search engines, and should be relevant to the page that it is linking to.
Linkbait — An informative or entertaining piece of content created to attract inbound links. It is a technique used by marketers to draw interest from social networks and bloggers so they will feature a link to the content on their posts.
LinkedIn — A popular social networking site designed specifically for working professionals. Users register on the site and connect to other individuals in order to build a network of trusted professionals. Users can then participate in group discussions and career oriented chats.
Linking Domain — The domain name, or domain address, that links to a website. This term is used by website administrators when talking about third-party domains that are linking to their own websites.
Linkrot — The process of attempting to access a specific web address or web resource that was previously available for viewing or downloading but are no longer available. This is also known as link death or link breaking. It is harmful SEO as it is impossible for web crawlers to keep up with all the changes.
Linux — The most popular operating system for servers on the Internet.
Listings — Refers to the physical appearance or presence of a website when a search was performed through a search engine. This does not necessary reflects a website’s SEO indexing or ranking
Load Time — A very important factor to consider when developing webpages as it may lead to page abandonment. Load time refers to the amount of time a webpage takes to open in the browser once the user has clicked on its link or typed it in the URL.
Log File — With reference to online usage, a log file is a file that automatically records the actions that have occurred on a webserver. A log file will record even the simplest of actions on the webserver. By using analysis tools, log files will show where visits originated, how often they occur, and track the path they followed through the site.
Long Domain Name — A domain name longer than the original limit of 26 characters including the extension, such as .com.
Long Tail Keyword — These are keywords with small volume of searches, but when optimised for will contribute to a large share of a website traffic.
Managed WordPress Hosting — A web hosting service which is optimised specificaly for the hosting of WordPress-based websites.
Manual Submission — See Submission.
Marketing Automation — It refers to any type of software or technique which automate repetitive tasks which are related to marketing activities.
Marketing Funnel — This refers to a graphic representation of the pathway a prospect must go throught before becoming a client.
Marketing Mix — This refers to the four essential elements of a marketing campaign: product, price, placement and promotion. The planning of a marketing campaign focus on the allocation of resources on each of these elements in order to achieve the pre-defined goals and objectives.
Marketing Plan — A document detailing the actions required to achieve marketing goals and objectives.
Mass Customisation — The tactic of creating tailored content for many individuals. An example of mass customisation would be sending a newsletter to a large database of subscribers while customising the subject line of the email with the name of the subscriber.
Media Buyer — A specialist who buys media space for advertising purposes. Media buyers often work from within advertising agencies and handle the details of the negotiation and purchase of the media. Typically they work side-by-side with a media planner to allocate the marketing budget for an advertising campaign among media properties such as websites, newspapers, magazines, etc.
Media Kit — A resource created by a publisher to help prospective media buyers to evaluate advertising opportunities.
Media Planner — A professional which plans the usage of media in a marketing campaign, helping to decide which media to select in order to satisfy marketing goals and objectives. Typically they work with a media buyer who handles the negotiation and purchase of the space.
Mentions — In online reputation management, mentions refer to the instances when a brand, products or services are mentioned by clients on the Internet.
Merchant — This refers to the owner of a product that is being promoted by affiliate marketers.
META Data — Simply put, META data is data about data. In webpages, META data refers to the information entered about the webpage and its elements. Search engines make use of META data on the webpage to determine the ranking factor of a website.
Meta Description — When developing webpages, meta description tags are used to describe the content of the webpage. The Meta description will appear as a few lines of text when search results are displayed in the web browser. The meta description should be relevant to the content found on your webpage.
Meta Description Tag — A meta description tag can be found in the heading section of your HTML source code. The description contains a summary of the content found on the webpage. This will help users decide if the content is relevant to their search before opening the webpage. Example <Metaname=” description” content=” Summary of content found on your webpage goes here / >
Meta Keyword Tag — An outdated method used in HTML coding where developers would highlight phrases and keywords to help users get relevant content when searching. Due to keyword stuffing, majority of search engines are now disregarding meta keyword tags when determining webpage rankings.
Meta Search Engine — Also referred to as an Aggregator, a meta search engine is a search tool that does not compile its own results, but rather uses other search engine’s data to produce as their own. It accepts search phrases from the user and simultaneously sends the request out to other search engines before summarizing it as their own.
META Tag — An element of HTML documents. Thetag is not displayed on the actual webpage. It contains information such as page description, content keywords that are used by search engines for indexing, the author of the document, and other meta data relevant to the webpage.
META Tag Generator — A tool that helps generate the tags based on the keywords used in the text of the website. The tags are used by search engines to display websites based on the user’s search criteria that relates to the meta tags identified.
Microblog — This refers to a type of website where users can share short status messages. The most famous example is Twitter, which combines the aspect of a blog but limits the amount of content users can share to 140 characters per message.
Microblogging — The act of posting short messages on microblog, such as Twitter.
Microsoft adCenter — This is the pay-per-click advertising network managed by Microsoft serving ads on Bing and Yahoo! search results.
Mini Browser — A simple browser used on mobile phones, e.g. Opera Mini.
Mirror Site — A replica of a website that is already in existence. This can be very useful when the original website generates too much traffic. It allows for faster accessing speeds, as well as faster downloading if a mirror site is geographically closer to the user. Although useful, search engines might penalize such sites as they use black hat tactics.
MMS (Multimedia Message Service) — MMS is an extention of SMS in that it can send and receive longer text, photos, audio and video clips, as well as graphics within a given size limit. When send, the message is encoded. The receiver’s carrier checks if the device can receive MMS messages before extracting the message.
Mobile Device — A mobile phone, a pad or any other type of handset.
Mobile Network — Also known as a cellular network, mobile networks are communications networks that transmits data wirelessly and makes public mobile telecoms possible. Mobile networks provide subscribers with features such as a large geographical coverage are, reduced signal interference, and increased capacity.
Moderator — In a forum-style website, this refers to the person entrusted by the website administrator to keep forum discussions at productive levels and within the website guidelines.
Mousetrapping — This is a technique used by some websites to prevent users from leaving their sites. This is done by either generating repeated pop-up ads, or by relaunching the website in a window that cannot be easily closed.
mozRank — This is a ranking number generated by MOZ which indicates how a site is likely to rank. This measure goes from 0 to 10, where higher numbers have greater chance of ranking in high positions on the SERPs.
MSN — A web portal that contains a collection of Internet services and applications especially for Windows users and mobile devices. It was developed by Microsoft and previous versions contained a search engine, index, and web crawler. Later releases allowed users to search specific types of information using search tabs. This included web, music, desktop, news, images, local, and Encarta.
Multivariate Testing — See A/B Testing.
MySpace — One of the first social networking websites that allowed users to create a profile and interact with other individuals globally. With fewer security measures as to whom may view your profile, MySpace remained a great platform used by musicians to interact with fans and share their music.
MySQL — Pronounced as “my S-Q-L” or my Sequel, this applicationhas become a very popular open source relational Database Management System (DBMS) that makes use of Structured Query Language (SQL). It can be used for web or embedded applications and are platform independent. Although MySQL can be used for different applications, it is most commonly used on Web servers. It is typically used for adding, removing and editing information that is stored in the database. MySQL are mostly used in conjunction with PHP, which is also an open source software package, when dynamic Webpages are created. Dynamic Webpages are also referred to as database-driven websites.
Natural Listings — See Organic Listings.
Natural Results — See Organic Results.
Netiquette — Similar to the concept of etiquette, but adapted to social interactions over the Internet. An example of bad netiquette would be to write messages in all CAPS, as it is understood as if you were to be SHOUTING to the other person.
Netizen — A portamentou combining the words Internet and citizen. A netizen is someone who is considered to be an experienced web users, and spent a significant part of their time on the web.
Network Effect — It’s the effect that makes a website more popular as more people start to use it, which in turn, ecourages even more users to start using the website.
New Visitor — When visiting a website for the first time in the analysis period, a visitor is considered a new visitor. This is different to an absolute new visitor, which refers to a visitor visiting a website for the first time ever.
Newbie — Also known as a noob or novice, newbies are inexperienced users who are not familiar with the internet or computers in general, and are thus unaware of protocols that should be used or netiquette in general.
Newsgroup — A discussion group that focus on a particular subject consisting of information that is written to an Internet site. Articles are posted and visitors has the opportunity to post comments or queries, or just discuss the content with other people who also share an interest in the posted topic.
Newswire — A website which is used a vehicle to distribute press releases to journalists and media outlets.
Ning — An online platform containing hosting services with necessary tools to assist users or organizations to create their own social network that caters to a specific membership base. It normally revolves around a specific topic.
NoFollow Link — An attribute of a hyperlink that indicates to the SEO crawler that a specific link is not necessarily endorsed by the website and the crawler ignore this link. This attribute is coded into the website. This link will thus not influence the website ranking in the SEO index.
NoIndex — Somewhat similar to the NoFollow Link. The NoIndex tag tells the search engine crawlers visiting your site to ignore the specific webpage and not display it in the Search Engine’s results page. This might be e-mail promotions, employee only pages, or goal completion pages that requires a set of steps to be followed first.
Off-Page SEO — Off-page optimization refers to factors that will influence your website listing in natural search results. These are factors that you as the developer or web master have no control over, such as link popularity and page ranking.
On-Page SEO — On-page optimization refers to factors influencing your website listing in natural search result which you have control over. This include the use of page titles, Meta tags, keyword density, and keyword placement, and content found in the HTML code of your webpage.
Online Marketing — See Digital Marketing.
Online Phishing — A criminal activity where hackers attempt to fraudulently acquire personal information, such as passwords and credit card details by creating web pages that look exactly like the original websites.
Online Press Release — A press release that is released on the Internet, usually via an online press room.
Online Press Room — The area of a website which is aimed at providing corporate information, contact details and press releases to journalists.
Online Profile — An online profile is a personal page with a social network which users use to represent themselves on the Internet and connect with other users.
Online Reputation — An online reputation refers to how a person, a company, or a brand, is perceived by the online community. It can be monitored by finding what people has been writing in blog, forums and discussion groups. Many companies choose to monitor and manage their online reputations to prevent long-term, serious damage to their brands as a result of negative consumer generated media.
Online Reputation Score — See Online Reputation.
Open Rate — Also referred to as read rate. Open Rate is a measure used to indicate how many users have viewed or opened e-mail send to them. This is primarily used in marketing campaigns where commercial e-mail is send in bulk. The rate is returned as a percentage of the emails send.
Open Source — Open source software refers to software that is freely available online, with its source code, to enable other application developers to modify or enhance the application as required. Open source applications are usually created as a combined effort from different programmers in order to improve on existing code.
Opt-In — To choose to participate in something or subscribe to something, for instance e-mail. This is a method generally used by marketers to promote products or services. The customer need to give permission of some sort to allow these types of e-mails.
Opt-Out — Opposite of Opt-in. It allows users who previously opt-in to e-mails to unsubscribe or opt-out again. This means removing the user’s email address from the marketers e-mailing list in order to not receive the marketing material any more.
Organic Listings — Also known as natural listings, these are search-engine results ranked according to the search engine’s algorithms where their position in the results page reflect the quality of the content in the individual pages. Most search engines display sponsored listings above organic listings, and often these are marked with a different background color or additional symbol.
Organic Results — These are the listings on a search engine results page that are not influenced by the direct financial payments. These listings are presented based on ranking factors such as content relevancy, backlink profile and page popularity.
Organic Traffic — The traffic which originate from search engines is considered to be organic traffic. Organic traffic is considered the best type of traffic due to users being actively searching for the products and services they are interested on. This type of traffic is also commonly know as free traffic, but this is a misnomer considering the need of investments to increase this type of traffic.
Original Referrer — Original Referrer is the URL of the website that sent a new visitor to the linked website. This is like a recommendation from a website to another website via a link. See visit referrer.
ORM (Online Reputation Management) — Any activites which are meant to manage the reputation of a brand, product or service online, most specially in order to recover from a negative perception.
Outbound Link — A link that will send visitors away from your website to an external webpage. The use of outbound links has caused lots of controversy among site owners. Although there are many site owners who will freely use outbound links, others refuse to consider them. Some owners change the code to open outbound links in a new web browser window.
P2P (Peer-to-Peer) — Peer-to-peer networks consist of computers that are connected directly to each other in a simple, low cost manner. The main reason for connecting isprimarily for file- and resource sharing. Each computer acts as both a server and a client computer, thus allowing the user to search for files on other peoples’ computers while other users are searching on theirs. This is a very popular method for social networking. Most viral broadcasting clipsachieve their popularity via this P2P sharing of files. While P2P networking has made file sharing easy for all users, it has also bought about the illegal sharing of movies, music and software.
Page Title — An element of HTML documents that defines the title of the specific web-document. This is the title that will appear in the browser toolbar as well as in the search engine results. Each page title should be unique for every webpage on your website. The title should also be descriptive and relevant to the content displayed on the page.
Page Views Per Visit — The number of page views in a reporting period divided by the number of visits in that same period.
Pagejacking — The process of stealing website content, normally source code, and presenting it as a new publication on a different site. The main purpose of pagejacking is to redirect traffic from the original website to this fake site.
PageRank — A link analysis algorithm used by Google’s Search engine that rank websites in its search engine results. It works by calculating the number and quality of the links to a webpage in order to roughly determine the importance of that webpage. It is assumed that more important websites will have more links from other sites.
Paid Listings — These are listings sold to advertisers for a fee. See also PPC.
Paid Placement — See Pay-Per-Click.
Paid Search — Listings appearing at the top of search results page are classified as paid search. See also PPC.
Paid Traffic — This term encompasses any form of paid advertisement that directly points to your website in order to generate traffic. See also Paid Search.
Pass On — The act of sharing content with others online, such as in passing a link on to someone else.
Pass-Along Rate — The rate of people who would forward a piece of information to others.
Payment Threshold — The minimum accumulated commission an affiliate must earn to trigger a payment from an affiliate program.
PayPal — An e-commerce company that provides online funds transfer services globally. It allows users to make purchases and payments via a registered account. The registered account is linked to the user’s email address and credit card or bank account.
Permalink — A portmanteau of the words permanent and link, this is an unique URL which points to the permanent location of a specific web page, often a blog post or forum entry which has passed from the front page to the archives.
Permanent Redirect — See 301 Redirect.
Permission Marketing — Any form of marketing which is centered around getting customer’s consent to be approached for marketing purposes. A typical example of permission marketing, when done correctly of course, would be email marketing.
Persona — A ficitional character which defines the personality of a group of users of a specific website. These are used by marketing professionals to develop a better understanding of their visitors habits and motivations.
Phrase Match — A keyword classification in PPC for keywords which contain all the words of a search query, and may include other keywords before or after the prhase match keyword.
Ping — Ping is short for packet internet groper, a network utility tool that verifies a link or a connection to the Internet. Website managers might use ping tools such as Pingdom to monitor their websites uptime.
Pixel — A pixel is the smallest possible area of an image and it’s often used as the measurement system for everything digital, such as browser windows, image sizing, and banner advertising.
Plug-In — Also referred to as an Add-on or extension. Plug-ins is software components that adds a specific feature to the capabilities of computer programs or tools. This allows for customization, making the experience more user friendly.
Podcast — Usually a series of digital audio files that are made available on the Internet for downloading and offline viewing. Podcast are occasionally created to provide stand-alone copies of existing television or radio shows, but it may also be unique in its content, dedicated to its devoted subscribers.
Podcasting — The act of publishing the created podcasts online. Podcasting allows users to gain access to the published podcast in order to view or download it. It allows individuals to produce and self-publish their own content in the form of podcasts.
Pop-Under — These are adverts displayed in a new browser window that pop-under the current browser window. Pop-unders are only seen by users when the close their current browser window, hence these are considered to be a slightly intrusive form of advertising.
Pop-Up — A window that automatically opens up on the top of the current browser window. It may contain graphics, HTML, or animation to effectively grab a user’s attention. Some pop-ups close on their own after a few seconds, and some are less intrusive by appearing at the bottom or at the side of the page. This is an intrusive method of communication which can be very annoying, and there are many browser extensions made to block pop-ups.
Position — The same as “rank” when referrencing to an listing in a search engine results page.
PPC (Pay-Per-Click) — A model of online advertising payment that is based solely on qualified click-throughs. Most pay-per-click ads are listed on search engines like Google. In order to get exposure, advertisers compete in a bid system to occupy the top spots in search engines result pages. Marketing firms specialised in digital marketing offer bid management services so to get the most value of this type of advertising investment.
PPL (Pay-per-Lead) — An online advertising payment model in which advertisers payment is based solely on qualifying leads.
PPS (Pay-per-Sale) — A form of online advertising payment model where advertisers pay solely on sales made. This model of advertising does not apply to ad buys but It is the standard way for merchants in paying their affiliate marketers.
PPV (Pay-per-View) — An online advertisement payment method based on the number of views, or impressions, of a specific ad. This is a common type of ad buying arrangement at larger websites, which are traditionaly priced at a per thousand basis, hence the use of the term CPM for this type of ad buy.
Premium Themes — Usually available for a fee, premium themes are pre-coded themes for the Word-Press content manager system. It provides the user with a ready product that can be easily modified to the user’s liking.
Press Release — Also know as a news release, this is a form of document issue to journalists and members of the media with the intention of gaining news coverage.
Primary Keyword — These are the most important keywords within a SEO strategy and typically relate to either significant amount of organic searches or strategic brand terms.
Proof of Performance — In internet advertising, the proof of performance is a report which is given by the publisher to the advertiser after running a campaign. This report typically includes stats such as the total number of impressions as well as the click-through rate. Most sophisticated advertisers tend to ignore proof of performance reports send by publishers as they set custom tracking codes on their own side.
Psychographic Characteristics — A term used to describe the personal details of users to create a demographic profile for a website.
Publisher — An individual or an organisation which engages in the process of production and dissemination of information.
Purity Point — In email marketing, this refers to how clean is a mailing list based on previous sends. A lower number of bounces translate into a cleaner list, which will often give more results than a less pure list.
PV (Page Views) — Page views refer to the number of webpages or files viewed or selected on a specific site during any given time. These views or clicks are also called hits. Hits can only be accumulated if a page was successfully requested and viewed.
Qualitative Data — The type of data that can be observed but not measured by numbers.
Quality Score — This is Google AdWords basis for measuring the quality of keywords and determining minimum PPC bids. The score is calculated by measuring a keyword’s click-through rate, relevancy of the text copy, the keyword’s historical performance and the overall quality of the landing page.
Quantitative Data — In site analytics, this is the type of data which can be measured by numbers.
Query — The term, or terms, that are entered in a search engine search box by the user.
Ranking — In online searches, ranking refers to a websites index position in the results page. The higher ranking a website achieves, the more visible it will be to search engine users. There are numerous methods to improve rankings, such as use of Meta data, frequently updated content, use of keyword or key phrases in the content.
Rapid Inclusion — As opposed to free submissions, this refers to a quick indexing of listings, usually between 24 and 48 hours, into an online directory based on the paying of a fee.
Reach — The total number of unique users that a specific online marketing campaign will be able to reach.
Reciprocal Link — A mutual agreement between two websites where each provides a link to the other. The sites should have mutually benefiting audiences in that content should relate in some form or manner. Sites using reciprocal links just for the sake of linking (link farms) are penalized by search engines.
Referral — This refers to when an third-party site recommends a product or service over the internet to a second individual or company.
Referrer — The URL of the web page that a user was viewing just before arriving on your website. If a user reachs a website through a search engine, the key phrases used in their serach are also embedded in the referring URL. Analysts can use this data to track how many visitors originate from each key phrase to help drive marketing decisions.
Referring Domains — External domains driving traffic to a website are commonly described as referring domains.
Referring Keywords — Keywords driving traffic to a website are commonly described as referring keywords.
Registration — A process where by a user can sign up for or subscribe to something, such as online forums, social media accounts or company loyalty program. At bare minimum, users will have to provide a valid email address in order to create their username and password.
Relative Path — See Relative Link.
Remarketing Advertising — This means targeting users with adversiting based on the user site visitor’s search history.
Repeat Visitor — Any unique visitor who comes back to the same website within a short time period is considered a repeat visitor.
Results Page — See SERP.
Return Visitor — A visitor who has already visited a website before and is returning for a further visit.
Revenue Share — A commission structure adopted by Internet business where affiliate partners earn a percentage of a sale.
Rich Media — Advertising which contains any sort of perceptual or interactive element than an usual banner ad. The term is often used for banner ads with pop-up features which allows the user to expand the ad experience by hovering over the advert.
RLSA (Remarketing Lists for Search Ads) — See Remarketing Advertising.
ROAS (Return on Advertising Spend) — It indicates the amount of revenue generated from a specific advertising spend. It is calculated by dividing the total amount of revenue by the total amount of advertising spend.
Robots Exclusion Protocol — Also known as the robots exclusion standard or robots.txt, this is a standard used by websites that communicates directly to web crawlers, informing them which areas of the website should not be read. It is a plain text file that is uploaded to the root directory of the website and then linked in the html. Robots.txt provides instructions about the current page that can then be used by different search engines to categorize websites. Although the protocol uses the terms “allow” and “disallow” it is purely advisory and relies fully on the compliance of web robots.
ROI (Return on Investment) — This refers to the ratio between the advertising spend and the revenue generated from that investment. For example, if you invest $100 on an CPC advertising campaign, and this campaign leads to a $500 in profit, your ROI would be 500%. The formula for ROI is ((Earnings)-Initial Invested Amounted)/Initial Invested Amount)) x 100
RON (Run of Network) — This refers to a media buying strategy where adverts are placed on multiple sites within an advertising network.
ROS (Run of Site) — This refers to a media buying strategy where adverts are placed on any page of a website.
RSS (Rich Site Summary) — Also know as Really Simple Syndication. RSS uses a standard web feed format to publish frequently updated information through the use of a RSS Reader. Feeds send to the reader include blogs, news headlines, and audio and video files. RSS documents may include information on meta data such as the updated date and author.
RSS Reader — A reader commonly used to read Rich Site Summary (RSS) feeds. The RSS reader is a desktop news reader that lets the subscriber view all the RSS feeds in one place. RSS feeds publish frequently updated information such as blog entries, news headlines or audio and video clips.
Scraper — A computer software technique that automatically collects content from various websites. Also known as web harvesting or web data extraction, scraper tools are popular in black hat circles. Uses of this particular technique includes online price comparison, weather data monitoring or web mashup.
Scripting Language — A high level programming language that is interpreted rather than compiled one command at a time. It controls what the user sees on a webpage and manipulates the data stored on the web server,
Search Engine — A tool that allows users to search for any topic on the Internet by typing keywords of phrases in the search box on the website. The search will index and return web links relative to the search criteria entered. Search engines allows individuals to search vast databases of content 24/7.
Search Engine Algorithm — This refers to the criterias used by search engines to rank pages on their SERPs. These criterias are often changed to put more or less importance on certain SEO factors, as well as to combat spam and blackhat tactics. Google’s change in algorithm is termed the Google Dance.
Search Engine Copywriting — The style of writing content specifically designed to rank specific keywords.
Search Engine Listing — The listing of pages that appear on search engine results pages.
Search Engine Submission — The process of informing a search engine of the presence of a website content so to include the website in the search result listing. Search engines are not using this technique anymore as the use of crawlers has proven to be more sufficient.
Search Frequency — The search frequency refers to how often online websites are scanned in order to collect data with mentions for sentiment analysis.
Search Index — This refers to the catalogue of pages listed by a search engine. Search engine crawlers scan the web searching for speficic algorithm patterns to continouously add new links to the search index.
Search Marketer — The professional marketer who is as specialist in using search engines to sell products, channel trafic and increase brand awareness.
Search Query — See Search Term.
Search Referrer — The referral URL for a user that is coming from a search engine.
Search Term — The specific term or phrase entered by a user when using a search engine. This is also referred to as a query. The search engine will allocate websites based on the keywords entered and will display them in order of SEO index, with the most relevant or popular results listed first.
Search-Engine Referral — The process whereby users enter a website after clicking through a search-engine results listing. A good way to get listed is to make your website more discoverable by, for instance, promoting it outside your website.
Search-Engine Spam — Also known as spamdexing or web spam, search-engine spam is the intentional manipulation of search engine indexes. This is done to influence search engine rankings. The pages normally hold no relevance to the content searched.
Security Protocols — A protocol that ensures integrity and security of data by performing different security-related functions. These functions are often a sequence of steps that should be executed. It is usually used in conjunction with a communications protocol.
Seed Audience — When talking about viral marketing, this would be the initial group of people from which a viral growth could start from.
Seeding — The act of increasing the chances of a viral campaign through making strategic online placements.
Segmentation — This is an analyse technique used in analytics, such as Google Analytics, to segment visitors in distinct characterised groups in order to analyse their pattern of bevahiours independently.
Self-Serve Advertising — Any for of advertising that can be purchased online without the need for an account manager.
SEM (Search Engine Marketing) — This referst to any type of marketing activity which is done with the use of search engines, usually it remits to running PPC campaigns for paid-traffic or SEO strategies to increase organic traffic generation.
Semantic Elements — This typically refers to the meta tags of elements of content on a web page, including the meta title, meta description, meta keywords, and other page elements which are relevant to search engines for ranking purposes.
Semantic Optimisation — The optimisation of the textual elements on a web page in order to strategic align with one’s SEO goals and objectives.
Sender Alias — This refers to the name chosen to appear in the sender form field of an email.
Sender ID — Sender ID is an anti-spoofing method used by Internet Service Providers to authenticate the origin of an email by checking the domain from which it claims to have been sent. This has been implemented to protect users against domain spoofing and phishing.
Sentiment Analysis — It refers to the data mining of specific keywords and brand mentions in social network websites to understand how consumers feel about a brand products and services.
SEO (Search Engine Optimization) — The process of choosing keywords or phrases that relates to a website’s content for the purpose of ranking in search engine results. The more frequently a site appears in the search result list, the more visitors it is likely to receive.
SEO Analyst — A professional which is an expert at search engine optimitization, search psychology and analysis of statistical data.
SERP (Search Engine Results Page) — The page that displays the results for a search on a search engine. In terms of SEO, it is the goal of every website to appear at the first position in the SERP. As an example, at the time of writing this post, if you search with the keywords “digital marketing glossary”, you will notice that this page is ranking at the 9th position of the SERPs.
Server — A computer that servers information to other computers through a network.
Server-side — This refers to a process that takes place on the server rather than the user’s browser.
Session — See User Session.
Shopping Basket — See Shopping Cart.
Shopping Cart — A digital cart where website users are able to view, add, remove, select products. It is also know as shopping basket.
SIM (Subscriber Identity Module) — An integrated circuit chip that securely identifies users and their contact numbers on mobile telephony devices such as mobile phones and computers. As an added feature, contact detail can be stored directly on the SIM card.
Single-Page Visits — Visits to a website that only consist of the viewing of one page.
Site Analytics — See Web Analytics.
Site Architecture — An approach to the planning and designing of websites that involves technical, aesthetic and functional elements. It focuses on the identification and manipulation of resources, and the use of self-descriptive messages and Hypermedia. Its aim is to provide application independence.
Sitemap — Used as a planning tool for web development, a sitemap contains a structured layout as to how a user or crawler can navigate the website. The sitemap often follows a hierarchical arrangement and can either be a web page or a web document.
Sitewide Links — Also referred to as a backlink. It is a link that uses an external source to link back to your domain, rather than linking back to a single page. The use of sitewide links are not recommended.
Skype — A Voice over IP (VoIP) communication service provider founded in Estonia in 2013.
SlideShare — A slide hosting service that allows users to upload PowerPoint, PDF, Keynote or OpenDocument presentations either privately or publicly. It is considered the YouTube of presentations, and has proven itself useful especially in Business-to-Business marketing.
Smartphone — A mobile handset device with advance capabilities mimicking functions of a computer, typically equipped with a touchscreen, and with access to the Internet. It allows users to have access to install applications while on the move.
SMO (Social Media Optimisation) — It’s a way of optimising a website so it allows its users to easily share the website content with users of social media websites such as Twitter and Facebook.
SMS (Short Messaging Service) — Pronounced as (es-em-es), SMS uses standardized communication protocols to send text messages from either a mobile device or Internet to other mobile devices. SMS services can be used as a marketing tool where organizations can advertise their products or services directly to prospected clients.
SMTP (Simple Mail Transfer Protocol) — An internet protocol used to send and receive email messages from one server to another.
Social Bookmarking — Refers to web based service that allows users to store their bookmarks on the web, rather than in a folder on a computer. This allows for the bookmarks (or tags) to be available from different computers. Some popular social bookmarking services are Del.icio.us and Digg.
Social Currency — A unofficial measure of a person’s influence within a defined social network.
Social Engineering — A method used by hackers to gain access to information by means of misrepresenting themselves when talking to companies’ representatives.
Social Media — In a common sense, social media refer to user generated content websites such as Twitter, Facebook and LinkedIn. In a general sense, it relates to any media that is created and shared by indvidiuals on the Internet, such as via blogs, messages, images and videos.
Social Networking — A terminology known by young and old. It refers to the use of dedicated websites to interact socially with users from around the world, called a virtual community. It allows them to share images, posts, links and video clips. As a form of security, users need to register on social networking sites,
Soft Bounce — It’s a type of failed email delivery due to a server failure or an inbox which have reached max capacity.
Spam — This term refers to all types of unsolicited communications and is most commonly know as “junk” on email inbox. It also refers to links or comments left on blogs or forums that are unrelated to the topic of the page and posted purely for commercial gain. In SEO, it refers to a web page that a search engine views as harming the credibility of its results. As this is considered a black-hat marketing strategy, spam emails and links are likely to lead to doorway pages, link farms, keyword stuffing, cloaking and many other unethical practices.
Spam Blacklists — These are lists of IP addresses which are know to be used by spammers. The ISPs use these lists to filter out spam and prevent messages coming from blacklisted IP addresses from reaching their final destination.
SPF (Sender Policy Framework (SPF) — An email validation method used to stop email spammers from falsifying sender details in an email. It detects spoofing by checking that the incoming mail is from the host authorized by the domain administrator. Using the SPF method can be considered an anti-spam technique.
Spider — See Crawler.
Splash Page — This is a page (normally animated) that is displayed before the user can gain access to the content on the main page. It is often used to promote a company, product or service, or to inform users of specific software required to view content on the page, such as flash player, etc.
Split Testing — See A/B Testing.
Sponsor — This refers to an advertiser running beywond-the-banner placements on a website, or it has a special relationship by supporting a special feature such as a writer’s colummn, a collection of articles, or any particular subject.
Sponsored Advert — See Pay-Per-Click.
Sponsored Links — The paid search results on a SERP.
Sponsorship — A type of advertising that estabilish a deeper association in between advertiser and publisher, often through a series of beyond-the-banner placements. A sponsorship also implies a special type of synergy in betwen the website and the advertiser making sponsorships a more advantageus option than run-of-site advertising.
Squidoo — A popular user generated community website that allows users to create single paged websites called lenses, which could be used to sell products. These webpages are easy to build, given users the ability to create the webpage without any HTML understanding. Squidoo also makes use of a referral structure to earn additional revenue.
Stickiness — This term refers to the potential of time a user spend on a website.
Streaming — Playing media, such as audio and vido, directly from the internet without the need of waiting for a complete download. Netflix is an example of an online service that makes use of streaming to serve content to its consumer base.
Streaming Media — Access to online media such as video or audio that is played while it is being delivered, as appose to downloading the content first before playing. It is possible to stream media as it is delivered continuously, making it possible to access the data as it arrives.
Subject Line — In email marketing this is the title of an email communication. The title is the first element seen by the user, and it should be crafted to attract the attention of the viewer and entice the user to open the email.
Submission — The process of manually listing a website with a search engine or an industry directory. This process does not guarantee the inclusion of the website but it oftens lead to reviews and crawling.
Subscriber — Similar to opt-in. It is an individual that agrees to receive or access a service offered by a company, normally through email or other personal communication methods. Companies depend on subscribers as it means that they will return to the website.
Subscribing — The method used by an individual to subscribe to the offered service. Subscribing requires the user to present personal information that will be used to uniquely identify the user, such as an email address and username. Depending on the service, some subscriptions will require additional information such as credit card details.
Superstitial — This refers to a splash page which is showed temporarly just before the user reaches its targeted page.
Syndicate — The act of making website content available for distribution on a network of websites.
Tag — In social media, a tag indicates or labels what the content is about. See Hashtag.
Targeting — Targeting is the strategic choice made by media buyers when purchasing ad space to match a specific target audience and achieve campaign objectives.
Taxonomy — In Computer Science, taxonomy refers to the organization and classification of categories, typically presented in a hierarchical structure. In the case of social media, taxonomy will be the grouping of content on the Internet.
Technical SEO — This refers to the terms used to describe the most technical elements of running SEO activities such as internal linking structures, setup of robots text file, sitemaps, crawling, redirect, server delivery, and others.
Technorati — A publisher advertising platform that use to function as a browser and rating mechanism for online blogsites. Scores were given based on the blog’s popularity or influence. Its focus has since moved to online publishing and advertising and is one of the largest ad networks currently in operation.
Text Ad — An advertisement that is made exclusively of text messages and hyperlinks. These are the traditional types of advertisments users would see appearing above the organic results in search engines results page.
Text Emails — A plain text email that contains no colour or graphical elements or any other HTML mark-up language tags. Text emails are used as it can be displayed with ease on all different devices without needing to change settings. Due to its small size, text emails are low in bandwidth usage.
Third Party Cookie — A small amount of text stored in a text file on your computer. The cookies originate on a site different from the one that the user is currently visiting. Web browsers have settings that can prevent these cookies from accessing your computer. It is often used by advertisers to track the user’s browsing history.
Title Tag — An HTML element (tag) that is used by search engines to classify a webpage. It contains a description of the page content, summarized into a title that also appears at the top of the Web browser. This will also be the title that appears in the search results of a search engine.
Top of the Funnel — It refers to marketing activities which are required to bring a potential prospect to the starting phase of the Marketing Funnel.
Touchpoint — An instance where a user comes in contact with a brand.
Trackback — A system used by WordPress which allows site administrators to get notified when someone places a backlink to their blog posts.
Tracking — The act of measuring the effectiveness of an online marketing campaign by collecting data and evaluating it for decision making.
Traditional Media — Any media which was present in the advertising industry before the advent of the Internet, such as newspapers, magazines, radio, television, etc.
Traffic — This term refers to the overall amount of data uploaded and downloaded by the visitors of a website.
Traffic Acquisition — The method used to get visitors to access your website, mobile applications or any other digital resources published to the Internet. In the case of organizations, getting users to your site can be a costly process. The trick is to eliminate methods that has not produced the required results, and to focus on the ones that does.
Trick Banner — Also known as a deceptive banner. The use of trick banners is a successful method used to generate traffic on a website. Trick banners imitate messages such as operating system messages, or software update messages in an attempt to trick users into clicking on the ad.
Tweet — A term used to describe the posting of a message on the microblogging website, Twitter. Tweets can contain any message, random thought, link or update that the user wants to communicate to their followers.
Tweet Chat — A conversation maintened by multiple users on a specific topic where users all share their messages with the same hashtag on every message.
Twitter — A social network platform that allows users to create profiles, share short updates on a timeline, and engage with other users.
UGC (User-Generated Content) — It refers to any piece of content that is created by a user of a website for the use of other users of the same website, and sometimes are distributed freely across multiple sites on the Internet.
UI (User Interface) — In order to interact with software applications at all, user interfaces are used to visually represents the interaction. This can include display screens, help messages, appearance of the desktop, or anything else that is designed into an information device that will assist with human interaction.
Underdelivery — The delivery of less banner impressions, website visitors or lead conversions than the one cotnracted for a period of time.
Underlays — See Pop-under.
Unique Visitor — An single visitor to a website. Each visitor will count as only one visitor regardless of the amount of times he or she accesses the webpage for a given time frame. Unique visitors are identified by their IP address and will reflect how many individuals accessed the page rather than how much of your website they have accessed.
Uploading — The process of transferring any form of data from one device to another, usually through the Internet. Data are normally transferred to a larger computer system. The Internet has its own service for uploading and downloading data, called a File Transfer Protocol (FTP).
URI (Universal Resource Identifier) — URI is the technical term used for identifying resources on the Internet. It identifies the name and the location of resources in a uniform format. Universal Resource Identifiers provide a standard way in which to access resources across networks or over the Internet. They are also frequently used by web browsers and Peer-to-Peer file-sharing software in order to locate and download relevant files. A great way of explaining URIs as set out by the W3C: The Internet has many points of content, such as images, sound clips, text and programs, and the URI is the way you identify them.
URL (Universal Resource Locator) — The URL is the unique address of a specific file or webpage on the Internet, for example “http://rayvellest.com/the-amazing-digital-marketing-jargon-buster-glossary” is the URL for this page. The URL requires the following elements to access resources on the Internet: Firstly, the protocol that is used in order to access the page, in this instance http://. Secondly, it requires the server name or IP address where the file is stored (rayvellest.com); and lastly the full path to the directory on the mentioned server (/the-amazing-digital-marketing-jargon-buster-glossary). Note that URLs make use of forward slashes to denote the different elements in the address. It also contains no spaces. Spaces are replaced by either dashes or underscores to separate different words within the address.
URL Redirecting — The process of redirecting a page URL to another URL by the implementation of a server-side rule.
URL Rewriting — The process of rewriting URL filled with questions marks and query tags into a search-friendly URL.
Usability — See Website Usability.
User Session — User session refers to the time spent on a website within a given time frame by a unique user. User sessions are a more accurate indicator of the activity on the website then the frequency of unique visitors. See session.
USP (Unique Selling Point) — A marketing term meaning unique selling proposition, or most commonly, point. This is what makes a product or service unique amongts its competition, hence it’s often used as the main focus in marketing campaigns.
UX (User Experience) — Refers to the process of enhancing user satisfaction when a user interacts with your website. This is achieved by improving the accessibility of content, the usability of your website and the overall experience that the user gets from visiting your website. The main focus is meeting the needs of the user.
Valid Traffic — Traffic that is generated by actual users. It is an attempt to give an indication of the level of human interaction on the website, and excludes malicious traffic generated by bots.
Vertical Search — An Internet search in a particular area of interest where the search database is highly refined for relevance to a particular subject.
Videocast — A podcast that contains video content. Also referred to as Vlogs or Vodcasts. Video casts are broadcasted over the Internet. This has only recently become a popular method as bandwidth usage has made it more practical than previously.
View — Also referred to as page view. In Internet terms, a view refers to a single occurrence of an online user accessing a specific webpage on a website. Views are used by website monitoring tools to record the traffic on a website. Each time the user access the webpage it will increment the view count for that page, meaning that a single user can generate multiple views.
Viral Marketing — A strategic form of marketing that relies on the target-audience to pass the message along by word-of-mouth mimmicing the way a virus is transferred to a population as its speed increases with the number of people that it reaches.
Visit — Visits occurs when a unique visitor enters a website for the first time in a given time frame. A visit to a site starts when the user enters the website, and ends when there is no interaction recorded for a period of time. See session.
Visit Duration — The length of time spent by a visitor user during a single session.
Visit Referrer — This refers to the web address responsible for a specific visit. This is like a recommendation from a website to another website via a link. It is normally used for statistical or promotional purpose, helping web-owners understand how users found their website.
Visitor — Refers to an online user that is accessing a website from any given device with Internet access. This excludes visits from search engine crawlers or scripts. A visitor can access a site by entering the URL to gain direct access, by clicking on search engine results, or by clicking on ads from other websites.
Vlog — A video-based blog. These are commonly published on video platforms such as YouTube.
VoIP (Voice over Internet Protocol) — A system that allows for sounds to be streamed in real time over the Internet. It allows for computers to behave in a similar manner as a traditional telephone. The most popular VoIP provider is Skype.
W3C — The World Wide Web Consortium (W3C) is an international community of people that work together to develop standard that should be used for the World Wide Web. Their main goal is to utilize the Webs full potential by setting the appropriate guidelines and developing the relevant protocols. Both hardware manufacturers and software developers can ensure that their products will work with the latest Web technologies by simply adopting the W3C Web standards. For example, when developers adopt the W3C standards, their webpages appear consistent across different browsers. The W3C has played an important role in developing the World Wide Web as we know it today. For more information on then, please visit www.w3c.org.
Web 2.0 — This refers to the changing of the Internet from mostly being composed of static webpages to moving into the dynamic realm of AJAX, Flash, Java Applets, ActiveX and user-generated content. It provided Internet users with faster access to streaming of video and audio files. In a nutshell, it moved the Internet to a more interactive, community-driven content, including collaboration, crowdsourcing and the use of open-source software.
Web Analytics — A tool that analyses information detailing how visitors on your website go about using it. It provides you with a thorough analysis of your website, as well as an insight into how you can improve on your website to increase website traffic.
Web Application — An application that is developed especially for web usage. Users can access this application through their web browsers. No additional installation is required as the program code is run on the web server, not on the user’s local machine.
Web Browser — See Browser.
Web Conference — An online video conference where attendees from different locations all “attend” the virtual meeting at the same time by logging into conferencing session on their web browsers. This is a form of real time communication contains features such as texting, VoIP (voice over IP) and full-motion video.
Web Design — Refers to all the processes involved in developing and maintaining your website. It includes the interface design, web graphics development, search engine optimization, structure and functionality of your website.
Web Hosting — A service that allows its clients to upload their website to the World Wide Web. The web hosting company (also called the Internet service provider) provides storage, connectivity and web developing services to its clients.
Web Metrics — See Web Analytics.
Web Presence — Refers to having a website on the Internet. Organizations or individuals that can provide you with a web address (URL) to access content of theirs, has a web presence. Organizations who wish to stay competitive needs to have web presence.
Web Server — A program, computer system, or a device who specifically deals with requests from web browsers on the World Wide Web. It uses HTTP to deliver the webpages from the web server to the users as a response to the user’s request.
Web Standards — The formal, non-proprietary standards issued by the W3C to building websites. It consists of recommendations of using the best practices to create websites, documents on how to evolve related technologies, and requests for comments documents that were published by the Internet Engineering Task Force.
Web Traffic — See Traffic.
Webconference — A virtual conference, where attendees are able to intereact with conferencists with audio and visual tools.
Webinar — A Web-based seminar containing audio and video.
Website — A website is a set of related webpages or services on the Internet, normally from a single domain. Also referred to as a site, websites are accessed via a network such as the Internet or LAN. Websites make use of web addresses called URL’s to uniquely identify them.
Website Stakeholder — A person or organisation with an interest in how a website is managed.
Website Traffic — See Traffic.
Website Usability — Usability describes how easy it is for users to accomplish basic tasks and navigate your website. It looks at the presentation of the data, whether it is displayed in a clear and concise way, and focus on the way that the user’s experience can be improved. It is a quality measure that may differ from user to user.
White Hat — This refers to SEO strategies which are considered to be ethical, and it goes in direct contrast to Black Hat SEO. In hacking, this refers to a person that breaks into computer systems to check for its vulneratbilities.
Whitelist — A list of email addresses that are given a particular privilege, service, mobility, access or recognition by an ISP that allows message to be delivered regardless of the spam filter settings on the email client. Email whitelists are used solely to reduce the number of falsely identified valid emails.
Whois — This term refers to an Internet tool which allows you to find who is and the contact details of a domain owner. You will find many of these tools on the Internet, and they all perform the same task, this one is my favourite.
Wiki — A site on the Internet or an Intranet that allows collaborative modification of the content directly from the web browser for registered users. It functions on the principle of shared trust. A wiki site supports links to webpages, images and text.
Wikipedia — An online, open-source encyclopaedia that contains user-generated content on a huge variety of topics. The content is edited by the non-profit Wikimedia Foundation. Wikipedia is not only the largest encyclopaedia online, it is also multilingual. Its defining characteristic is its extensive range of citations below each topic as it does not publish original research.
Word-of-Mouse — An illustrative term to online viral marketing that makes reference to its offline version of word-of-mouth.
Word-of-Mouth — A term used to identify the source of a new client when information has been passed between people, as opposed to a maketing communication.
WordPress — A content management system popularised by bloggers. Available as a hosted service and as a self-hosted platform.
WWW (World Wide Web) — Also referred to as the web, www is a system of connected Internet servers that support and share HTML documents which in turn support links to other graphics, audio and video files and data. According to W3C, the www is:” the universe of network-accessible information, an embodiment of human knowledge.”
XML (eXtensible Markup Language) — Another standard used for creating structured web documents, XML is a markup language that uses a set of rules for creating documents in a format that can be read by both humans and machines. The main goal of XML is to efficiently deliver data in an organized manner over the Internet. The use of XML is very popular in web development as it provides the platform to define complex data structures and documents. XML was designed to be self-descriptive, with its focus more on carrying the data then displaying it. Because XML stores data in a plain text format, it has bridged the problem of incompatibility between different computer systems.
XML Feed — A supply of data using a rich data-typing system called XML markup language. It allows for more detailed constraints on the logical structure of documents to be implemented on your website. The use of XML has become a popular choice among web developers.
XML Sitemap — A graphical representation of the webpages that are linked in your website. The sitemap file shows how to get from one page to the next represented in a tree like structure. This will inform search engines to understand the organization of your site content, supplementing search engine indexing.
Yahoo! — A popular search engine website that also provides free services such as free instant message and free e-mail accounts. Yahoo makes use of advertisements on their homepage to generate an income, and large international brands often advertise on Yahoo’s homepage.
Yahoo! Answers — A great innovation by Yahoo that allows users to ask those questions that most are typically too afraid to ask. It makes use of the “wisdom of the crowds” model, where questions are answered by a community of real people. The answers given is then rated on by other community members as well as the person who asked the question. This is a great example of a user generated content website.
YouTube — YouTube is the second largest search engine on the web and is most popular for its video-hosting and video-sharing capabilities.
Zone File — A small set of instructions that indicates how to resolve specific Internet domain names by mapping the domain names with the Internet Protocol addresses and vice-versa. The instructions in a zone file are quite simple and it is stored on the server that administers the website.