Online marketing has it’s own language. Here’s what we mean when we use these terms:
What is a .htaccess file?
Hypertext access file, a directory level files that allows for the augmentation and control of the web server for changes such as URL rewrites.
What is a 301 redirect?
A piece of code that allows for the permanent redirection of a URL for both spiders and visitors.
What is a 404 error?
A ‘Not Found’ error message sent by a server when it is unable to locate a page
What is an A/B split?
A testing method in which one baseline control is tested against a variable. In online marketing this method is commonly used to refine landing pages and increase conversions.
What is an alt tag attribute?
The Alt tag is an HTML tag used to describe an image in the event the image does not appear on the site. These tags are also SEO friendly
What is anchor text?
Anchor text is the click-able text in a link. This is generally an area where keywords are used for SEO purposes.
What is an app?
Short for Application, a piece of software that works within the framework of hardware. Commonly used in the context of mobile devices and tablets, apps also include programs like Microsoft Office.
What is a backlink?
A link from an external site that points (or links) to your website.
What is black hat SEO?
A term used to refer to SEO techniques deemed to be in violation of Google’s Webmaster Guidelines.
What is a blog?
A combination of the words ‘web’ and ‘log’, a blog is basically a content heavy website which allows for social interaction through commenting, sharing, and RSS feeds.
What is a blogroll?
A list of other blogs that a blogger recommends to readers.
What is a blogger?
A person who blogs. Also a blogging software owned by Google.
What is bounce Rate?
A measure of visitors who come to your website and leave without visiting a second page. Most analytics programs measure bounce rate.
What is broad batch?
A term used by Google AdWords for refining keywords in AdWords campaigns. Broad Match allows for any keyword set that closely matches your selected keywords to trigger your ad to show.
What does canonical mean?
In it’s simplest form, the original source. Often used in online marketing to specify how information is organized in a hierarchy.
What is a citation?
In local SEO, a citation is an external source which verifies your business listing, location, and other information about your business.
What is cloaking?
A black hat technique where search engines are shown a different version of the page than human visitors.
What is a content management system?
A system that allows for the organization, storage, and manipulation of data online. Examples include WordPress, Joomla, Drupal, Expression Engine. Also referred to as a CMS.
What is comment spam?
A Gray Hat SEO technique in which backlinks are generated by commenting on blogs.
What is a conversion?
Any desired action completed by a website visitor. This could include completing a form, making a purchase or downloading a whitepaper.
What is a crawler?
The term used to describe how search engine bots or spiders index websites and the web.
What is CSS?
Cascading Style Sheets, a stylesheet language used to separate the content of a website from the presentation with the aim of improving accessibility for visitors.
What is a Call to Action?
Also known as CTA, this generally refers to the area(s) of the website which express the action in which the visitor is intended to take.
What is Click Through Rate?
Also known as CTR, the click through rate is used Google AdWords as a measure of how many times your ad was clicked divided by how many times it was shown.
What is digital native?
Someone who was born in the age of technology and who has a general understanding of online technology and interaction.
What is direct traffic?
Traffic that visits your website either by typing in a URL to your website or by accessing a bookmark.
What is a domain name?
A domain name is an identification label for locating a network resource using the Domain Name System (DNS). You probably know it as a website’s address. Example: www.dynamicwebsolutions.com
What is duplicate content?
Identical content found within multiple pages of the same site or across multiple sites. Google’s bots recognize and often devalue duplicate content.
What is dynamic keyword insertion?
A method of inserting a keyword into a Google AdWords ad automatically based on search queries with the aim of improving CTR.
What are exact match Keywords?
A term used by Google AdWords for refining keywords in AdWords campaigns. Exact Match filters out all keyword combinations except for those explicitly stated by the account holder.
What is an exit page?
The last page viewed on your website before a visitor leaves. Often displayed in analytics software’s.
What is Facebook marketing?
A form of marketing which utilized Facebook Ads to reach targeted audiences with the Facebook application.
What does a followed link mean?
A link which passes link juice from the source of the link to the destination of the link. The desired type of link for SEO’s creating backlinks for clients.
What is a forum?
Open, online meeting place for Q&A and conversations based on certain topics. Often targeted for easy SEO backlinks.
What is FTP?
File Transfer Protocol, a standard protocol used to transfer files from one source to another online. Examples include Filezilla and FTPClient.
What is geo-targeting?
A concept used in online marketing for specifying how Ads display or the selection of keywords based on geographic locations.
What is Google Analytics?
A free analytics tool created by Google for monitoring a website’s performance online. A critical piece of any online marketing campaign.
What is Google Bot?
The term used to refer to the search engine spider/robot deployed by Google to crawl and index the web.
What is Google Webmaster Tools?
A free tool for webmasters created by Google which provides important feedback about a website’s performance including page speed, 404 errors, crawl stats, impressions and clicks (organic search) and more.
What is gray hat SEO?
An SEO technique which doesn’t directly violate Google Webmaster Guidelines but may be subject to scrutiny by search engines.
What is a hit in Google Analytics?
An antiquated and imprecise measure of website traffic.
What is an indented search result?
A search engine listing in which multiple pages of a site can be accessed from a single search engine result. Search engines determine which sites receive indented search results and when they appear.
What is an infographic?
A visual used to convey data.
A dynamic scripting language primarily used to move information within a website
What is keyword density?
The quantity or frequency of keywords as they appear within a web page or web site.
What is a keyword?
Words or phrases which directly correspond to the subject of a website. These words and phrases are what business want to rank for in search engines.
What does key performance indicator mean?
A measure of a website’s performance generally assigned by actions taken, levels of engagement met, or other metrics determined by client and marketing company. Commonly referred to KPI.
What is a landing page?
A web page which is specifically designed for visitors coming from a predefined source and for which a specific action is required.
What is link bait?
Any content or feature specifically designed to gain attention for the purpose of gaining links.
What is link building?
The process of creating backlinks to a website in an effort to improve search engine rankings.
What is a link farm?
A website that has no real value and provides cheap backlinks.
What is link juice?
Also know as link equity, a measure of the relative value of a backlink pointing to your site.
What is a link profile?
The profile of a website’s backlinks and internal links which are monitored and evaluated for SEO effectiveness.
What is local SEO?
A branch of SEO focused on delivering localized results based on a specific geography. Often a part of a larger SEO program.
What is a long tail keyword?
A keyword phrase, generally containing more than 3 words, in which there is generally less search volume, lower competition, and above average conversion rates.
What is a meta description?
The meta tag often used by search engines on a results page to provide a brief description of the web page being linked to. This meta description has little to no SEO value but is a great opportunity to “sell the click”.
What is are Meta Keywords?
A meta tag once used to tell search engines what your site was about. This meta tag no longer has any SEO value and no real value.
What is a Meta Tag?
HTML or XHTML elements which act as indicators to search engine spiders, generally found in the head section of a website’s source code.
What is are Negative Keywords?
User defined keywords in Google AdWords to define which keywords NOT to show an ad for. This type of refinement can make AdWord campaigns more effective.
What is a No Follow Link?
A link with an attribute which doesn’t not allow link juice or link equity to be passed between sites. This type of link has very limited value for SEO purposes.
What is the Open DirectoryProject?
Originally Dmoz, an open listing or directory of web links. For SEO purposes, a meta snipet commonly referred to as ‘no odp’ which instructs spiders not to pull snippets about a website from the Open Directory Project but to instead use the meta tags found on the site itself. The code itself is displayed like this: <meta name=”robots” content=”noodp, noydir”/>
What is Off-Page SEO?
SEO done to improve rankings and conversions which is done externally. Typically this involves creating backlinks, monitoring link profiles, setting up Places pages, etc.
What is On-Page SEO?
What is Organic Traffic?
Also known as non-paid search, this traffic arrives at your website via search engines.
What is are Page Views?
A metric of how many views a certain page within a website has received. Most analytics software offer some version of this metric.
What is a Paid link?
A backlink which is purchased. Generally paid links are frowned up by search engines but may offer good link juice.
What is Pay Per Click?
Also known as PPC, a form of online marketing where you pay every time an ad is clicked on. You do not pay every time the ad is shown.
What is Page Rank?
Often referred to as PR, Page Rank is an algorithm (named after Google co-founder Larry Page) which denotes the relative authority of a website or web page. Pages with a PR of 1 are said to have low authority while sites with a PR of 10 are said to have much authority. At one point, this was the gold standard for determining where to get the best links. Recently Google has demphasized the importance of PR in it’s ranking algorithm, but PR still plays a role in rankings.
What is a Quality Score?
A metric used by Google to measure relevance of keywords, ad copy and landing page. The higher the quality score, the lower the CPC as Google deems the ad to be extremely relevant.
What is a Query?
What is Reciprocal Link?
An instance where two websites “trade” links to eachother’s site. The goal is to find relevant sites with which to share information.
What is a Robots.txt file?
A text based file which resides on the root folder of a website for the purpose of allowing or dissallowing website spiders from crawling certain pages. Some robots.txt files also allow for the inclusion of a sitemap.
What is a Root Directory?
The top level file directory in the hierarchy of a website.
What is RSS?
Real Simple Syndication, or the process of sharing content through a feed in an RSS Reader. Essentially allowing you to aggregate data from around the web into one easy place for reading.
An engine designed to search for information on the web. The search engine’s job is to return the most relevant results based on the keywords entered in the search bar.
What is SEM?
Search Engine Marketing, or the process of marketing a business through search engines. This marketing includes pay per click advertising and search engine optimization.
What is SEO Richmond VA?
Search Engine Optimization, or the process of optimizing a website so that it is more relevant for certain keyword terms and appears higher in search engine results.
What is a SERP?
Search Engine Results Page, a page of results returned by a search engine when a search query is entered by a visitor.
What is a Sitemap?
A list of all the pages located on a website. There are HTML sitemaps which can be accessed by visitors to find pages on your site, and there are XML sitemaps which provide data about your site to seach engine spiders.
What is Social Bookmarking?
A way to social share bookmarks across the internet with other users. Meant to be a way to learn about new sites and information on the internet, now largely used as an SEO link building technique.
What is a Social Media?
A blanket term used to reference any medium where users interact with eachother and share content. Examples are blogs, Facebook, Twitter, LinkedIn.
What is the Source Code?
The actual raw code of a website. Generally you can right-click on any browser to see the source code of a website.
What is spam?
Unwanted and unuseful content on the internet.
What is a Spider?
Term used for search engine robots which crawl and index the web.
What is a Spider Emulator?
A software that generally displays how a website is crawled and seen by spiders.
What is a Static Page?
A page that is unchanged, and sent to the viewer exactly how it is stored on the server.
What is a Sub Domain?
A domain that is part of a larger domain. For example, mail.yourwebsite.com
What is a Title Tag?
A meta tag which represents the title of a web page. It also serves as the anchor text which links to your site from search engines. Title tags are an important component of SEO.
What is a traffic source?
Used to describe how visitors came to your website. Examples include Direct Traffic, Referral Traffic and Non-Paid Search Traffic.
What is user generated content?
Also known as UGC, this is content that appears on blogs or other social platforms which is created by visitors, not necessarily the website owner.
What are absolute unique views?
A measure of the unique visitors to your website. This measurement is more acurate that looking at hits or traffic numbers.
What is a URL?
Uniform Resource Locator, used to identify a unique page within a webiste. Example: www.yourdomain.com/contact
What is a URL shortener?
A software tool that shortens URLS and may add tracking parameters. A popular URL shortener is bit.ly
What is a usability test?
In web design, this is the study and application of how users interact with a website in an effort to improve the user experience.
What is a visit?
Visits occur when someone lands on your website.
what is white hat SEO?
SEO techniques for improving website visibility which abides by the Google Webmaster Guidelines.
What is a widget?
An application that allows a visitor to interact with a site, perform a function, or add a function to another site.
What is a XML sitemap?
A sitemap written for search engine robots for improved crawling and indexing of a web page.