Glossary # | A | B | C | D | E | F | G | H | I | K | L | M | N | O | P | Q | R | S | T | U | V | W | Y 301 Redirect: A permanent server redirect that reflects a change of address for a web page. 302 Redirect: Indicates that the document requested is found but temporarily resides under a different URL. Since a permanent redirect has not been used, the client should continue to use the original requested URL for future requests. 404 Error Page: A custom page created for the website that is presented when a user arrives at a page that no longer exists or has moved. It is beneficial to create a custom 404-error page for your users to help them navigate back to the site, to your homepage or sitemap. return to top Above the Fold: The part of the page you can see without scrolling down or over. The exact amount of space will vary by viewer because of screen settings. It is recommended to have your most important content above the fold. Algorithm: An advanced formula with a set of rules used by search engines to evaluate a website in determining its relevancy to a particular search. The search engines then rank the websites within their indexes accordingly. Alt Tags: HTML tags used to describe website photos by displaying a block of text when moused-over. Search engines are generally unable to view graphics or distinguish text that might be contained within them, and the implementation of an ALT tag enables search engines to categorize that graphic. It is recommended to use keywords in alt tags. Analytics: Web enabled feature that allows measurement of visitor statistics and online metrics. Analytics may be used to glean key marketing intelligence to assess hot geographic areas, keyphrases used, new or returning visitors, and referring sources. Measurables like bounce rate and time on site are valuable to understand the value of your site’s content and functionality. Anchor Text: The text that contains a link embedded to another page of a website. Search engines use anchor text to indicate the relevancy of the referring site and of the link to the content on the landing page. Article Syndication: A website promotion and Internet marketing strategy that involves distribution of press releases and articles for online publication, creating inbound links, enabling your website to rank higher on search engines. return to top Banner Ad: Graphical, web based ads that can either be static or feature movement. Banners are used as visual links to a target site and yield a measurable response via analytics. Bing: Formerly known as MSN Search, Windows Live Search and later Live Search, Bing is a search engine owned by Microsoft that provides a variety of search services, including web, video, image and map search products. Black Hat SEO: Unethical search engine optimization tactics that cause a site to temporarily rank higher. Sites using “black hat” techniques can be penalized and even banned. Be wary of “quick fix” guarantees like “Your website will rank on page 1 of Google” or any type of mass link building initiatives. Blog: A blog is an online journal. It can be connected to your corporate website or appear on a third party site and entries are usually short and posted regularly. Blogs are an inexpensive way for businesses to drive traffic to their site via search engines, enhance inbound marketing efforts and attract more customers. Blogging: The act of posting a written communication, photo or video on a blog. These brief postings may contain opinions, thoughts and articles. Blog posts are formatted in chronological order similar to how one would write in a log book. Blogs should be updated weekly to maintain a strong audience base. Bounce rate: The percentage of people who visit your website but leave without visiting any other page. return to top CMS: Acronym for Content Management System; it includes solutions/tools for publishing, format management, revision control, indexing, search and retrieval. When selecting a CMS for your website, be sure to factor in SEO so that your CMS will be able to handle items such as populating unique title tags, meta data, page copy, text links, SEO friendly URL structure and redirects. Click Through Rate: The rate at which people click on a link such as a search engine listing, sponsored ad or banner ad. Consideration Sets: Humans visually scan in groups of four. This relates to search marketing. Browsers upon seeing search results, focus primarily on the first four listings to find a match. They then click on one of the first four results. If the browser is not satisfied with the results, they move onto the next consideration set. This pattern continues until the desired information is found. Browsers rarely dig deeper than one page of a search; they opt instead for a new search using revised words. Content (Text & Copy): The written part of the web page that is intended to have value for and be of interest to the user. Advertising, navigation, branding, and boilerplates are not usually considered to be content. Content Development: Search engines continually “crawl” the web for fresh content to add to their search results. Continuous content development is vital to ranking random search engine ranking success. Web content can be modified in many ways including: Blogs, Adding new web pages, Articles, White Papers, Case Studies, Podcasts, Video, Polls, Press releases and Industry news Conversion: Relates to a browser being compelled by a website to take action; request an e-newsletter, completing a contact form or ordering product online. Review of analytics can provide marketing insight to increase conversions and trend analysis based on user conversion. Conversion Rate: The rate at which visitors are converted to customers or are moved a step closer to becoming a customer. Cost Per Click: An online advertising model where advertisers pay a fee each time a user clicks on their online ad. Cost Per Click appears under “sponsored results” and are typically found on the right-hand side of search results. Cost Per Lead: This represents the marketing spending necessary to create a single lead. The lower the cost per lead, the more efficient the marketing program. Crawler-based Search Engines: Search engines that frequently “crawl” websites for new content. Google, Yahoo and (MSN/Bing) Live Search represent 94% of all searches. return to top Description Tags: HTML tags which provide a brief description of your site that search engines can understand. Description tags should contain the main keywords of the page it is describing in a short summary. Directory: A group of websites that are broken down into categories and provide site descriptions that are submitted to them. With a directory, picking the right category and composing a description rich in key phrases will ensure maximum visibility. Domain: The online address of your website, it will direct the visitor to your website when typed into any browser. Drip Marketing: Drip marketing is a communication strategy that sends, or "drips," a pre-written set of messages to customers or prospects over time. These messages often take the form of email marketing. Duplicate Content: Content that is similar or identical to that found on another website or page. This may result in a penalty by search engines. Dynamic Content: Frequently changing web content including new copy, news items, photos or blogs. Continuous content development is vital to ranking random search engine ranking success. return to top E-Commerce: E-commerce is the activity of electronically buying or selling of products on online services or over the Internet. E-Commerce Site: Website devoted to buying and selling items online. External Link: A link from another website to your website. return to top Facebook: Social network that recently surpassed Google in number of users. It is a social utility that connect friends. Facebook also has practical corporate uses allowing customer interaction, VIP programs and an informal way to communicate corporate culture. Feed: Software or a hosted application that collects feeds from various sources and displays it in a single consolidated view, either in a window on your desktop or in a Web browser. Forum: A place on the internet where people with common interests or backgrounds come together to find information and discuss topics. return to top Geo-Targeting: The ability to reach potential clients by their physical location. The major search engines now all offer the ability to geo-target searches in their Pay-Per-Click campaigns by viewing their IP addresses. Geo-targeting allows advertisers to specify which markets they do and don’t want to reach. Google: Primary search engine resource that provides responses to keyword queries. Google’s revenue is primarily dependent on Pay Per Click ad sales. Google's North American market share is approximately 88%. Its search engine can index blogs, video and dynamic web content as search results. Googlebot: A search bot that is used by Google to collect documents from the web to build a searchable index for the Google search engine. Google Ads: Google Ads, formerly known as Google AdWords, is Google's search engine advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Google My Business: A free business listing in Google Maps that help businesses show up when people do a local search. Google Partner: Google Ads offers the most extensive certification process of any of the paid search marketing providers. Achieving Partner status means that a marketing or advertising company has demonstrated Google Ads skill and expertise, met Google ad spend requirements, delivered company agency and client revenue growth, and sustained and grown its client base. X-Factor Web Marketing is a Google Certified Partner. return to top Hashtag: Formerly called the ‘pound sign’, this symbol (#) is used on social media (primarily Instagram and Twitter), as a way to group tweets or pictures by category or phrase. The ‘#’ is placed directly in front of the text. Heading Tags: An HTML element that provides structure and tells search engines which parts of your page are most important. Hits: Once the standard by which web traffic was often judged, but now a largely meaningless term replaced by page views (impressions). A hit happens each time that a server sends an object - documents, graphics, includes files, etc. Therefore one page view could generate many hits. HTML: HyperText Markup Language, the programming language used in websites. HTML Sitemap: A webpage that lists all of the pages on a web site, typically organized in hierarchical fashion. This helps visitors and search engine bots find pages on the site. It is similar to a table of contents. Hyperlink: Often blue and underlined, hyperlinks, commonly called “links” for short, allow you to navigate to other pages on the Web with a simple click of your mouse. This hyperlink takes you to a page with more information about the underlined or linked word. return to top Impression: The frequency with which a Pay Per Click ad was displayed on a website or search results. Inbound Link: Links to your website from another website. Links from high traffic sites have more value to search engines than low traffic sites. Inbound Marketing: Inbound marketing is a technique for drawing, or pulling, customers to products and services via content marketing, social media marketing, search engine optimization and branding. Index: Information collected by search engines through frequent “crawling” of pages for content. These indexed results occur in random results to search queries in order of relevance to the search term. Index (noun): A database of webpages and their content used by the search engines. Index (verb): To add a webpage to a search engine index. Inlinks: A synonym for back links. Popularized by Yahoo! Internal Linking: Placing hyperlinks on a page to other pages within the same site. This helps users find more information, improve site interaction, and enhances your SEO efforts. International Search: Refers to enhancing web visibility on an International level. The option to this is “Local Search” which features local geographic areas to draw interest from specific markets. Internet Marketing: Any of a number of ways to reach internet users, including Search Engine Marketing, Search Engine Optimization and Banner advertising. return to top Key Phrase/Keywords: Words entered into a search engine to find information. Websites can be optimized with specific keywords and phrases to attract specific buyers. Most searches initiate with a generic keyword and are later refined with a key phrase for specific results. Keyword Research: Identification of most popular words searched regarding a specific topic and keyword trends. Due to competition, new buzzwords and seasonality, keyword research should be an ongoing process. Keyword Stuffing: Placing excessive amounts of keywords into the page copy and HTML in such a way that it detracts from the readability and usability of a given page for the purpose of boosting the page's rankings in the search engines. Websites can be banned from search engines if they engage in this practice. return to top Landing Page: A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Landing pages is typically designed with a single focus or goal, known as a call to action (CTA). Link Bait: Online content that attracts other website owners to link to it because of its unique value. Link Building: The process of obtaining hyperlinks (links or backlinks) from one website back to your own. Link building is of critical importance for successful SEO. Links should be earned organically (through practices such as content creation) from sites relevant to your industry. Earning relevant links from high authority sites will help your site rankings on search engines. Link Exchange: When one website agrees to link to another website in return for a link back to their site to increase link popularity. Link Farming: A group of highly interlinked websites with the purposes of inflating link popularity to help ranking in a search engine. Links that participate in link farms are penalized by search engines. Local Search: Refers to targeting web content for regionalized search results. Long Tail Keywords: Rather than targeting the most common keywords in your industry, you can focus on more niche terms that are usually longer phrases but are also easier and quicker to rank for in the search engines. Long tail keywords can amount for up to 60% or so of a site’s search traffic. return to top Meta Tags: Data placed in the code of a webpage that helps search engines find more information regarding the page. Hidden from view in a website’s source code, these tags help classify web content and search engines list the website in their index. Micro-sites: Mini-websites with targeted messages in a relevant environment. They usually act as a less cluttered version of a company’s website, focusing on a specific topic, product or service. Mirror Site: An identical site with a different URL or address. return to top Navigation: The process of moving from one place to another on a web page and through a web site. From an online perspective, navigation may begin when the searcher uses a search engine to navigate to a resource or web site. Once the user arrives on the site of choice, they are presented with other navigation options including top bar navigation at the top of the web page. Sidebar navigation that happens on the left or right side of a web page. Navigation through text links from within page copy or navigation from an image link. Non-Reciprocal Link: If site A links to site B, but site B does not link back to site A, then the link is considered non reciprocal. Search engines tend to give more value to non-reciprocal links than reciprocal ones because they are less likely to be the result of collusion between sites or link exchange. return to top Online Marketing: Online promotion attracts prospects that have already expressed interest in your products and services. This can be accomplished through modified web content, banner advertising, search optimization, Pay Per Click, online article and public relations distribution. Online Public Relations: Public relations activities (press releases, articles, blogs, etc.) that are released to Internet media sites and are geared towards influencing audiences that exist solely on the Internet. Offline Marketing: Traditional (offline) advertising pushes your message at prospects who may or may not be interested. This includes “branded” advertising in media such as television, billboard, newspaper, magazines and radio as well as direct mail. Optical Scanning: Research shows web browsers scan in an “F” pattern. They read first few lines of content on a website for relevance to their interests then begin to scan vertically without reading complete sentences. Optimization: Also called “Search Engine Optimization” or SEO, this encompasses making a website as “search engine friendly” as possible, enhancing the possibility of a website ranking high in random search. This includes content modification and technical changes to the source code of a website to encourage indexing of the site by search engines. The end result is more visibility and visitors for a site. Organic Listings: Search results that appear naturally (unpaid). These results typically appear in the main body of a search results page and are clicked through 70% more than sponsored results. Also called “random” and “natural” results. Outbound Links: A link from one site to another site. Outbound links play a small role in the search engine algorithms as to how your site will rank in the index. Conversely inbound links play a more dramatic role as to how well your site will rank in the organic/natural listing of the search results. return to top Page Views: Page views are used in measuring traffic, specific pages, visits and visitors. A page view is the result of a click on a link from a search engine for a specific URL A page view is not a hit, but results from a number of hits. Each page view requires a visit and a visitor. Paid Search Marketing: Paid search marketing allows advertisers to pay to be listed within the search engine results pages for specific keywords or phrases. Search networks are often set up in an auction environment where keywords and phrases are often associated with a cost-per-click (CPC) fee. Google Ads and Bing Ads are the two main paid search advertising platforms. Pay Per Click: (PPC) Pay Per Click is an advertising model offered by search engines that is fundamentally an auction for keywords. The higher the bid for a specific word, the higher the ranking. The advertiser pays each time their ad is clicked on. Ads are placed as sponsored posts on search engines and are linked to the advertiser’s website. Podcast: A podcast is a digital media file that can contain audio, video or both and is downloaded by interested subscribers. It is distinguished from other digital media by its ability to be syndicated and downloaded when new content is added. Positioning: The visibility of a website in search results. The higher a website is ranked on search engine results, the better the positioning. Optimized websites with more relevant content to a search are positioned higher in organic search. Positioning can be controlled in Pay Per Click by spending more per click. Public Relations (PR): A field concerned with managing communications to shape audience opinion to benefit the organization as well as the target audience. Public Relations tactics may include public speaking, social media, events like open houses, and written newsworthy articles. It is not tangible, which separates it from advertising. Any organization that is in the public arena can engage in public relations to sway perception. return to top Query: Entering keywords into a search engine to gain results. Initial queries are typically generic. Farther along the buying curve browsers use more specific words to better define a search. return to top Reciprocal Link: An exchange of links between two websites. Relevancy: A measurement of how similar a website’s content is to a random search query. Remarketing / Retargeting: When someone visits your website and has a cookie placed on her or his browser. Then, as they go visiting other sites around the Web, your ad appears in front of them, as a banner or other type of display ad, on whatever sites they visit – so long as that site accepts ads from the ad network you use for retargeting. Retargeting can be done through various ad networks and platforms including Google and Facebook. Repeat Visitor: A metric used in analytics to describe a visitor returning to a site more than once. This typically indicates that a sites content has value to its users. Responsive Website: Responsive web design is an approach to web design that makes web pages render well on a variety of devices and screen sizes. The goal of responsive design is to build web pages that detect the visitor's screen size and orientation and change the layout accordingly. The website is compatible to desktops, tablets and mobile phones. Robots.txt: A file used to keep Web pages from being indexed or to tell which pages you want a search engine to index. ROI: (Return on Investment) Acronym for Return On Investment. A measure of revenue made or lost from marketing activity. Return on Investment is a metric used to evaluate the success as well as the efficiency of a marketing effort. RSS Feed: RSS is an abbreviation for Really Simple Syndication and is a way for browsers to identify specific content that they wish to have automatically downloaded for their own use. RSS is ideal for people who desire automated, customized content to be delivered to their PC. It is a web feed that can come in a variety of formats such as blog entries, articles or podcasts. RSS feeds are ideal for broadcasting specific content to a highly qualified market. Most computers now have built in RSS readers or "aggregators," meaning content is delivered to the user computer by clicking on an RSS button to initiate a subscription. return to top Search Engine: A search engine is web-based application that indexes websites by content and relevance. The most popular search engines in the US by market share are Google, and Yahoo!/Bing. Search Engine Optimization (SEO): The practice of modifying a website to attract the best prospects for your products or services. Search Engine Marketing (SEM): Search engine marketing is internet marketing that increases a site's visibility through organic search engines results and advertising. SEM includes SEO, paid search (PPC), and social media marketing. Search Engine Results Page (SERP): the Web pages displayed by any Search Engine for any given search. They display both Natural (organic) Listings and pay-per-click ads. How high you are listed and where your ad is shown depends on search engine optimization and paid Search Engine Marketing. Sitemap: Basically a “map” of your website pages. XML Sitemaps are added to websites to flag search engines such as Google about the specific content on a website. They can be updated and rate content importance for search engines. Social Media Marketing: Social media marketing is the use of social media platforms and websites to promote a product or service. As of 2020, the major social media platforms are Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. Social Networking: Social networking is the use of Internet-based social media sites to stay connected with friends, family, colleagues, customers, or clients. Social networking can have a social purpose, a business purpose, or both, through sites such as Facebook, Twitter, LinkedIn, and Instagram, among others. Sponsored Links: Paid listings on SERPs (Search Engine Results Pages). Sponsored links on Google, for example, generally appear on the top of the page (below the search box, but above the normal Organic Search Results). Syndication: Making web content available for other sites to uses. One method of syndication is the use of RSS Feeds. Content available for syndication may include press releases and blog content. return to top Target Market: A defined audience base. This could be by some combination of demographic, geographic region, vertical industry market or market sector. Text Link: These links typically appear underlined and as a color other than black within a web page. They are helpful to browsers, allowing them to navigate quickly to an area of interest. Text links also are helpful to better search engine rankings. Title Tag: This is displayed at the top of a browser window and is searchable by some major search engines. This is often overlooked by web developers who name the home page “home.” Traffic: Relates the number of visitors to a website in a given time period. return to top Unique Visitors: First-time visitors to a website. Usability: Relates to user friendliness of a website which includes navigation structure, content and arrangement of content. return to top Video Marketing: Video marketing is using videos to promote a company, product or service. It is used to increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium. Video is essential to a marketing campaign…especially in social media. Visibility: Refers to how accessible a website is in search engines. Website visibility can be increased by building external web links, content improvement, Pay Per Click and web optimization. The website is considered more “visible” the higher a website appears in search engine rankings. return to top White Hat SEO: Ethical SEO techniques, which conform to best practice guidelines and do not attempt to unscrupulously “game” or manipulate search engines. Wordress: WordPress is an open-source content management system (CMS) based on PHP and MySQL. It is reportedly the most popular website management or blogging system in use on the Web, supporting more than 60 million websites. It is flexible and can be extended by using plugins. return to top Yahoo!: Yahoo! is the second largest search engine. It is a distant second to the leading search engine, Google. return to top # | A | B | C | D | E | F | G | H | I | K | L | M | N | O | P | Q | R | S | T | U | V | W | Y *Google, Yahoo, and MSN/Bing, Facebook are registered trademarks who belong to their respective owners.