Our beginners guide to Digital Marketing with definitions and descriptions to the most commonly used terms and phrases in the industry. Have more Digital Marketing terms to add to the list? Get in contact and let us know.

1. Digital Marketing
Glossary Of Terms

2. 0 - A

3. Above
The
Fold
-­‐
An
are
of
a
web
page
which
is
viewable
without
the
visitor
having
to
scroll.
Generally
ad
space
in
this
area
o:en
carries
a
higher
rate
as
it’s
more
likely
to
be
viewed
by
the
visitor.
!
Absolute
Link
–
A
link
showing
the
complete
URL
of
the
page
being
linked
at.
!
301
=
Moved
Permanently
–
A
permanent
server
redirect
which
indicates
that
a
file
or
web
page
has
been
moved
permanently
to
a
different
locaEon.
!
302
=
Found
–
A
server
redirect
indicaEng
that
the
file
has
been
found
but
it
is
located
on
a
different
URL.
!
404
=
Not
Found
–
It
indicates
that
the
server
is
not
able
to
locate
the
requested
URL.
!
AdWords
–
A
contextual
Pay
Per
Click
(PPC)
adverEsing
program
by
Google.
It
is
the
most
common
online
adverEsing
program.
!
Affiliate
–
A
website
that
markets
brands,
products,
and
services
offered
by
other
websites
or
online
businesses
in
exchange
for
a
commission
or
payout.
!
AJAX
=
Asynchronous
JavaScript
and
XML
–
A
program
that
allows
a
web
page
to
request
data
from
a
server
without
the
need
to
load
a
new
page.
!

4. AJAX
=
Asynchronous
JavaScript
and
XML
–
A
program
that
allows
a
web
page
to
request
data
from
a
server
without
the
need
to
load
a
new
page.
!
ALT
Attribute
–
A
text
equivalent
of
an
image.
Most
search
engines
can’t
read
through
an
image
so
an
image
ALT
attribute
tells
the
search
engines
what
the
image
is
about.
!
Analytics
–
A
program
that
allows
webmasters
to
track
site
statistics
like
page
views,
user
paths,
and
conversion
of
website
by
interpreting
the
log
files
or
by
including
a
JavaScript
tracking
code
on
the
site.
!
Animated
GIF
-­‐
This
is
an
animation
that
combines
multiple
images
(or
layers)
into
one
file
in
order
to
create
the
impression
that
there
is
movement.
!
Anchor
Text
–
The
visible
text
of
a
link
that
users
can
click
to
follow
the
link.
In
case
of
images,
the
alt
attribute
can
act
as
the
anchor
text.
!
Affiliate
Marketing
–
A
program
that
allows
merchants
to
multiply
their
target
market
scope
by
paying
affiliates
on
a
Cost
Per
Action
(CPA)
basis.
This
payment
scheme
pays
affiliates
only
if
visitors
complete
an
action.
!
API
=
Application
Program
Interface
–
A
program
used
to
get
into
software
functions
through
a
series
of
conventions
or
routines.
!

5. ASP
=
Active
Server
Pages
–
A
dynamic
programming
language
from
Microsoft.
!
Authority
–
The
capacity
of
a
page
or
URL
to
rank
well
on
the
major
search
engines.
It
also
refers
to
the
amount
of
trust
that
a
page
or
URL
is
attributed
with
for
a
specific
search
term.
There
are
different
elements
that
affect
authority:
link
equity,
age,
traffic,
site
history,
and
unique
content.
!
Algorithm
–
A
programming
rule
used
by
search
engines
in
indexing
content,
ranking
websites,
and
displaying
results
for
every
search
query.
!
Authority
Site
–
A
highly
trusted
website
with
numerous
incoming
links
from
expert
sites.
It
usually
has
high
PageRank
and
better
search
result
placement.
!
ALT
Tags
–
An
alternate
text
used
with
a
web
page
graphic.
It
gets
displayed
when
the
mouse
cursor
hovers
over
the
graphic.
It
tells
what
the
graphic
is
about
and
is
usually
optimised.
!
Automated
Submission
–
The
use
of
automated
software
to
submit
web
pages,
URLs,
and
domains
to
the
search
engines,
websites,
and
directories.

6. B

7. B2B
–
Business
to
Business
!
B2C
–
Business
to
Consumer
!
Backlink
=
Incoming
Links,
Inbound
Links
–
Any
link
from
an
external
web
page
or
URL
pointing
to
a
site’s
page
or
URL.
!
Bait
And
Switch
–
A
marketing
technique
that
uses
a
single
URL
but
provides
one
page
to
a
search
engine
or
directory
and
another
page
to
an
online
user.
It
optimises
a
page
for
the
search
engines
and
directories
but
replaces
it
with
the
regular
page
after
it
has
been
indexed
or
has
gained
authority.
This
is
usually
considered
as
a
black
hat
technique.
!
Banned
–
A
search
engine
has
blocked
a
site
from
appearing
on
its
search
results
pages.
!
Behavioural
Targeting
–
An
ad
targeting
technique
that
is
grounded
on
past
user
experience.
!
Banner
Ad
–
An
advertising
graphic
image
that
can
be
placed
anywhere
on
a
web
page.
The
size
varies
but
standard
banner
ad
is
468
X
60
pixels.
!

8. Beacon
–
A
line
of
code
that
tracks
site
visitors’
actions.
The
code
is
placed
in
an
ad
or
on
a
web
page.
!
Bidding
–
Placing
an
amount
that
advertisers
are
willing
to
pay
on
a
Pay
Per
Click
(PPC)
search
engine.
!
Black
Hat
SEO
–
Search
Engine
Optimisation
techniques
that
are
generally
in
contradiction
to
search
engine
guidelines
such
as
the
Google
Webmaster
Guidelines.
It
optimises
the
website
merely
for
the
search
engines
and
without
improving
user
experience.
!
Blog
–
Also
referred
to
as
“weblog”,
this
is
a
recurrently
updated
journal
or
diary.
It
provides
a
feed
and
allows
user
interaction.
!
Bot
=
Robot,
Spider,
Crawler
–
A
program
that
is
used
by
the
search
engines
to
find
and
index
web
pages.
!
Blogroll
–
A
list
of
links
and
blogs
found
on
a
blog
page.
!

9. !
Bounce
Rate
–
The
percentage
of
online
users
who
visited
a
page
or
site
and
then
leave
without
visiting
the
other
pages.
!
Broad
Match
–
Matching
of
keywords
in
any
order
to
a
search
listing
or
advertisement.
!
Button
-­‐
A
graphic
that
can
be
clicked
and
takes
the
online
user
to
a
different
page
or
URL.
!
Broken
Link
–
A
link
that
is
not
working
and
does
not
lead
the
user
to
the
requested
URL
or
page.
!
Browser
–
A
program
that
is
used
to
display
HTML
files
and
is
used
to
navigate
the
World
Wide
Web
(WWW).
!

10. C

11. Cache
–
Copy
of
a
web
page
that
is
stored
within
a
search
engine’s
database.
!
CTA
=
Call
To
Action
–
Words
that
are
used
to
persuade
online
users
to
complete
an
action.
This
is
normally
used
in
online
advertising.
!
CGI
=
Common
Gateway
Interface
–
A
software
used
between
a
web
server
and
other
software
running
on
that
server.
It
improves
interactivity
of
a
website.
It
tells
the
search
engine
spiders
that
the
pages
are
dynamic.
!
Click
Fraud
–
Fraudulent
clicks
on
a
Pay
Per
Click
(PPC)
advertisement
for
the
purpose
of
increasing
profit.
!
Clickthrough
–
The
act
of
clicking
on
an
online
ad
and
reaching
another
page
or
URL.
!
CTR
=
Clickthrough
Rate
–
The
percentage
of
online
users
who
viewed
and
clicked
on
an
ad
or
search
engine
listing.

12. Cloaking
–
A
technique
that
displays
to
search
engine
spiders
a
content
different
from
what
online
users
see.
It
is
a
bait
and
switch
technique.
!
CMS
=
Content
Management
System
–
A
program
that
is
used
for
content
creation.
It
is
preferred
because
of
its
simplicity
and
it
has
eliminated
the
need
for
complicated
codings.
!
Content
Integration
–
Using
content
as
an
advertising
form
or
inserting
ads
within
the
content.
It
is
also
referred
to
as
web
advertorial
or
sponsored
content.
!
Comment
Spam
–
Posting
unconnected
comments
on
blogs
and
forums
for
the
purpose
of
accumulating
a
large
number
of
inbound
links.
!
Contextual
Advertising
–
A
program
that
generates
advertisements
which
are
related
to
a
web
page
content.
!
Content
=
Web
Text,
Web
Copy
–
Informative
part
of
a
web
page.
Its
purpose
is
to
deliver
valuable
information
that
is
of
interest
to
online
users.
The
search
engines
highly
value
quality
content.

13. Conversion
–
Converting
a
site
visitor
into
a
customer.
Forms
of
conversion
include
clicks,
sign
ups,
and
purchase.
!
Conversion
Rate
–
The
percentage
of
site
visitors
who
are
converted
into
customers.
!
Cookie
–
Information
that
is
stored
in
an
online
user’s
computer
through
the
web
server.
!
CPA
=
Cost
Per
Action
–
The
cost
an
advertiser
has
to
pay
for
every
action.
This
is
also
known
as
Cost
Per
Conversion
!
CPC
=
Cost
Per
Click
–
The
cost
an
advertiser
has
to
pay
for
ever
click
to
a
link
that
leads
to
the
landing
page.
!
CPM
=
Cost
Per
Thousand
Ad
Impressions
–
The
cost
an
advertiser
has
to
pay
for
every
one
thousand
ad
impressions.
!
CPL
=
Cost
Per
Lead
–
The
cost
an
advertiser
has
to
pay
for
every
new
leads
generated
by
an
ad
or
listing.
!

14. CPS
=
Cost
Per
Sale
–
The
cost
an
advertiser
has
to
pay
for
the
number
of
sales
transactions
that
the
ad
generates.
!
Counter
–
A
program
that
tracks
the
number
of
web
page
impressions.
!
Crawler
=
Spider,
Bot
–
A
program
that
finds
and
indexes
web
pages
throughout
the
World
Wide
Web
(WWW).
!
CSS
=
Cascading
Style
Sheets
–
A
program
that
is
used
to
design
web
pages
and
documents.
!
!

15. D

16. Directory
–
A
site
that
contains
a
list
of
websites
arranged
according
to
categories.
!
Dead
Link
–
A
link
that
is
no
longer
working.
!
Deep
Link
–
A
link
that
is
directed
to
an
internal
page
or
URL
in
a
website.
!
DMOZ
=
The
Open
Directory
Project
–
The
largest
human
edited
directory
online.
It
is
managed
and
owned
by
AOL.
!
DNS
=
Domain
Name
Server,
Domain
Name
System
–
A
naming
system
that
is
used
to
resolve
a
domain
name
to
a
particular
TCP/IP
address.
!
Doorway
Page
=
Gateway
Page,
Bridge
Page
–
A
page
that
is
intended
to
rank
high
on
certain
search
terms
using
keyword
rich
copy
and
it
leads
to
the
website
or
landing
page.
!
Dynamic
Content
–
Content
that
use
a
dynamic
language
like
PHP.
It
changes
over
time.

17. E

18. Ecommerce
Sites
–
Websites
that
are
devoted
for
retails
sales.
!
Error
Page
–
A
web
page
that
is
displayed
when
a
page
or
file
requested
is
not
found.
!
Entry
Page
–
The
web
page
by
which
an
online
user
has
entered
a
website.
!
Everflux
–
The
process
of
updating
the
search
indexes.
!
External
Link
–
A
link
in
a
web
page
that
points
to
another
domain
or
website.

19. F

20. Feed
–
Program
that
allows
users
to
subscribe
to
content
update
notifications
through
RSS
or
XML.
It
delivers
content
to
users.
!
FFA
=
Free
For
All
–
A
web
page
or
website
that
has
little
valuable
content
and
with
a
large
number
of
outgoing
links.
!
Flash
-­‐
Vector
graphics-­‐based
animation
software
that
web
designers
employ
to
embed
interactive
multimedia
into
web
pages.
!
Frames
–
A
web
page
design
wherein
multiple
small
pages
are
displayed
on
a
single
screen,
each
within
its
own
frame.
!
Frequency
Cap
-­‐
This
is
a
limit
on
the
number
of
times
that
is
imposed,
in
order
for
an
online
advertisement
to
be
displayed
to
a
visitor.
!
Flux
–
The
rearrangement
of
the
search
engine
positions
due
to
the
updates
done
by
the
search
engines.
!
FTP
=
File
Transfer
Protocol
–
A
protocol
used
for
transferring
files
between
computers.
Most
CMS
platforms
has
FTP
capability.

21. G

22. GAP
=
Google
Advertising
Professional
–
A
program
that
helps
identify
and
qualify
proficient
AdWords
marketers.
It
allows
marketers
to
manage
several
Google
AdWords
clients.
!
Geo-­‐Targeting
–
An
advertising
strategy
that
targets
a
distinctive
geographic
location
like
country,
state,
city,
or
suburb.
!
Google
–
The
leading
search
engine
in
terms
of
its
market
share.
It
was
founded
by
Larry
Page
and
Sergey
Brin
in
1998.
It
analyses
linkage
data
through
PageRank.
!
Google
AdSense
–
Paid
advertising
option
that
allows
webmasters
to
place
ads
on
their
websites.
!
Google
Analytics
–
A
free
tool
that
allows
webmasters
to
track
site
activities
like
visits,
page
views,
bounce
rates,
duration
of
visits,
and
more.
It
is
also
used
to
track
AdSense
traffic.
!
Google
Dance
–
The
adjustment
in
the
search
engine
results
pages
due
to
an
update
in
the
algorithm
used
by
Google
to
rank
websites.
!
Google
Bowling
-­‐
A
strategy
that
hurts
competitor
sites
by
building
low
quality
incoming
links
for
them.

23. Google
Checkout
–
An
online
payment
processing
system
by
Google
that
is
less
complicated
to
use.
!
Google
Keyword
Tool
–
A
webmaster
tool
that
provides
advertisers
with
estimates
of
the
competition
for
a
particular
keyword.
It
also
gives
recommendations
for
related
keywords.
!
Google
OneBox
–
The
area
at
the
top
of
the
organic
search
results
that
displays
vertical
search
results
from
Google
Base,
Google
News,
and
other
vertical
search
services.
!
Google
Sitemaps
–
A
webmaster
tool
which
helps
ensure
that
Google
indexes
all
pages
and
content
of
the
website.
!
Google
Supplemental
Index
–
The
secondary
database
where
Google
keeps
the
pages
that
have
low
trust
score.
!
Google
Trends
–
A
webmaster
tool
that
shows
the
changes
in
the
search
volume
of
a
particular
keyword
or
search
term.
!
Grey
Hat
SEO
=
Search
Engine
Optimisation
–
A
marketing
strategy
that
combines
both
white
hat
SEO
and
black
hat
SEO
techniques.

24. H

25. Hallway
Page
–
An
optimised
index
page
that
search
engine
spiders
can
visit.
Once
indexed,
the
spiders
should
also
follow
the
other
links
on
that
page.
!
Headings
–
An
HTML
tag
that
describes
the
subject
of
a
particular
section.
It
is
also
used
to
signal
a
new
section.
It
is
considered
to
be
more
important
than
the
other
parts
of
the
content.
!
Hidden
Text
–
A
practice
used
by
some
webmasters
to
optimise
a
page
with
keywords
that
online
users
can’t
see.
The
hidden
keywords
are
solely
for
the
search
engine
spiders.
!
Hits
–
It
is
generated
when
a
file,
document,
or
graphics
have
been
downloaded
or
sent
from
a
web
server.
!
Homepage
–
The
main
page
or
cover
of
a
website.
It
contains
information
about
the
general
objective
of
the
website.
It
has
an
index
of
navigation
that
online
users
can
utilize
to
get
around
the
website.
!
HTML
=
HyperText
Markup
Language
–
A
programming
language
that
is
used
to
make
web
pages
for
the
World
Wide
Web
(WWW).
!
HTTP
=
HyperText
Transfer
Protocol
-­‐
Used
to
communicate
between
browsers
and
web
servers.
It
is
used
to
transfer
data
from
the
server
to
the
browser.
!
Hub
–
Also
referred
to
as
Expert
Page.
A
page
with
high
trust
score
because
of
its
high
quality
content
that
links
to
trusted
pages
in
the
topical
community.

26. I - J

27. Impression
=
Page
View
–
Generated
when
an
online
user
views
a
page.
!
Inbound
Link
=
Incoming
Link,
Inlink
–
A
link
from
another
website
that
points
to
your
website
or
web
page.
It
is
considered
as
a
vote
to
a
website.
!
Index
–
The
database
where
the
search
engines
store
data
from
every
web
page
visited
by
the
spiders.
This
is
where
the
search
engines
generate
the
results
from
for
every
search
query
made
by
online
users.
!
Internal
Link
–
A
link
from
a
web
page
pointing
to
another
web
page
within
the
same
website.
!
Indexed
Pages
–
Pages
that
have
been
visited
and
indexed
by
the
search
engine
spiders.
!
Internet
=
Net
–
A
reachable
worldwide
network
used
to
send
and
receive
information
online.
!
IP
Address
=
Internet
Protocol
Address
–
A
four
part
series
of
numbers
separated
by
dots
which
hosts
websites.
It
identifies
the
sender
and
receiver
of
data
in
the
network.
It
can
be
static
or
dynamic.
!
ISP
=
Internet
Service
Provider
–
Provides
services
like
internet,
email,
site
or
domain
hosting,
and
domain
name
registration.
!
JavaScript
–
A
scripting
language
that
allows
dynamic
features
to
be
added
to
HTML
documents
or
files.
!

28. K

29. Keyword
–
A
word
or
phrase
that
is
used
by
an
online
user
when
searching
for
information,
products,
or
services
online.
!
Keyword
Density
–
Percentage
of
keyword
or
keyword
phrase
that
appears
on
a
web
page.
!
Keyword
Matching
–
The
process
of
matching
ads
and
content
with
the
online
users’
search
query.
!
Keyword
Cannibalisation
–
Excessive
use
of
similar
keyword
or
keyword
phrase
on
the
web
pages
throughout
the
website.
!
Keyword
Popularity
–
The
number
of
times
a
keyword
or
keyword
phrase
has
been
used
as
a
search
term
over
a
period
of
time.
!
Keyword
Prominence
–
The
placement
of
a
keyword
or
keyword
phrase
in
a
web
page.
Higher
placement
is
considered
more
prominent.
!
Keyword
Research
–
The
process
of
sourcing
out
words
and
phrases
that
the
potential
target
market
will
most
likely
use
when
searching
for
the
information,
products,
or
services
offered
by
a
particular
website.
!
Keyword
Stuffing
–
The
act
of
over
optimising
a
web
page
by
adding
excessive
amount
of
keywords
and
key
phrases.
!
Keyword
Research
Tools
–
Webmaster
tools
that
are
relevant
in
building
keyword
list
based
on
keyword
search
volumes,
search
trend,
bids,
and
website
content.
!

30. L

31. Landing
Page
–
The
page
that
an
online
user
lands
on
after
clicking
on
a
link
from
the
search
results,
online
advertisement,
or
other
web
pages.
!
Link
–
A
hyperlinked
citation
from
a
web
page
or
document
pointing
to
another
page.
It
is
considered
as
a
trust
vote
to
a
web
page.
!
Link
Bait
–
A
web
page
that
is
designed
and
optimised
for
the
purpose
of
drawing
incoming
links.
!
Link
Building
–
A
marketing
strategy
that
aims
to
build
a
number
of
high
quality
incoming
links
to
a
web
page
or
website.
!
Link
Burst
–
An
abrupt
increase
in
the
number
of
incoming
links
pointing
to
a
particular
web
page
or
website.
!
Link
Exchange
=
Reciprocal
Linking
–
A
scheme
that
allows
webmasters
to
link
to
other
websites
in
exchange
for
an
incoming
link.
!
Link
Farm
–
Group
of
websites
that
exchange
links
among
each
other.
!
Link
Popularity
–
Determined
by
the
number
of
incoming
links
pointing
to
a
web
page
or
website.
!
Long
Tail
–
An
extensive
and
more
specific
keyword
or
keyword
phrase.
!

32. M

33. Meta
Description
–
A
tag
that
describes
the
content
of
the
page.
It
is
usually
composed
of
a
sentence
or
two.
!
Meta
Keywords
–
A
tag
that
is
used
to
highlight
the
keywords
and
keyword
phrases
relevant
to
the
page.
!
Meta
Search
–
Search
engine
that
generates
its
result
by
pulling
top
ranked
results
from
other
search
engines.
!
Meta
Tags
–
Refer
to
Meta
descriptions
and
Meta
keywords.
They
are
placed
in
the
HTML
that
is
not
visible
to
online
users.
!
MFA
=
Made
For
Advertisements
–
Websites
that
are
explicitly
designed
to
cater
to
advertisements.
!
Mirror
Site
–
A
website
that
is
similar
to
another
website
but
on
a
different
web
address.

34. N - O

35. Navigation
Bar
–
Icons
that
direct
the
spiders
and
online
users
to
the
different
pages
in
the
website.
!
Niche
–
A
specific
theme
or
subject
that
a
website
is
created
for.
!
Nofollow
–
A
command
used
to
tell
the
search
engine
spiders
not
to
follow
a
link.
This
prevents
the
link
from
sharing
link
authority.
!
Non
Reciprocal
Link
–
A
link
that
is
given
to
a
web
page
or
website
without
requiring
a
link
in
return.
!
Open
Rate
-­‐
A
term
used
to
determine
the
ratio
of
people
who
opened
your
email
against
the
total
number
of
people
with
whom
it
was
sent
to.
!
Opt-­‐In
List
-­‐
Email
marketers
have
databases
of
subscribers
that
contain
specific
information
such
as
email
addresses,
names
etc.
Such
a
list
is
deemed
to
be
an
Opt-­‐In
list
as
receivers
can
choose
whether
to
remain
included
or
not
(as
opposed
to
Spam
where
there
is
little
choice)
!
Outbound
Link
=
Outgoing
Link
–
A
link
that
points
to
a
web
page
on
a
different
website.
!
Organic
Listings
-­‐
Also
known
as
Natural
or
Unpaid
listings
are
the
representation
of
where
a
particular
website
is
ranked
within
the
search
engine
depending
on
the
search
term
used.

36. P

37. PageRank
–
A
value
ranging
from
0
to
10
which
is
used
to
rank
websites
based
on
different
factors
included
in
the
Google
Algorithm.
!
Paid
Search
-­‐
Paid
search
is
a
form
of
advertising
that
targets
users
with
content
based
on
the
relevancy
of
their
search
term
inputted
into
the
search
engine.
The
adverts
are
selected
by
automated
systems
based
on
a
number
of
different
factors
and
metrics.
!
PFI
=
Pay
For
Inclusion
–
A
scheme
that
allows
websites
or
search
engines
to
charge
a
fee
for
inclusion
in
the
search
engine,
website,
or
directory.
!
PFP
=
Pay
For
Performance
–
A
pricing
model
where
affiliates
are
paid
based
on
sales
delivered
or
when
certain
actions
are
performed.
!
PHP
=
PHP
Hypertext
Preprocessor
–
A
scripting
language
used
in
adding
interactivity
to
web
pages.
!
PPC
=
Pay
Per
Click
–
A
pricing
model
where
advertisers
pay
for
every
click
generated
by
an
ad
or
listing.
!
PPP
=
Pay
Per
Post
–
A
pricing
model
wherein
content
creators
and
bloggers
are
paid
by
advertisers
for
posting
relevant
content.

38. Q - R

39. Quality
Content
–
Useful
content
that
is
considered
as
link
worthy.
!
Quality
Link
–
A
link
from
a
high
quality
and
trusted
source.
!
Query
–
An
inquiry
made
by
an
online
user
on
the
search
engines
using
a
keyword
or
keyword
phrase.
!
Reciprocal
Link
–
A
link
given
to
a
web
page
or
website
in
exchange
of
a
return
link.
!
Redirect
–
A
way
of
telling
the
search
engines
and
browsers
that
a
specific
web
page
has
been
moved
or
deleted.
It
usually
takes
the
online
user
to
an
alternative
web
page.
!
Reinclusion
–
When
a
website
asks
to
be
reconsidered
and
included
in
the
search
index
again
after
being
penalized
for
spamming.
!
Repeat
Visitor
–
Online
user
who
has
visited
the
web
page
or
website
more
than
once
over
a
period
of
time.

40. Relevancy
–
Measure
of
the
importance
of
the
search
results
based
on
the
query
of
the
online
user.
!
Remarketing
-­‐
This
refers
to
techniques
and
strategies
where
automated
systems
populate
advertisements
that
follow
website
visitors
across
various
other
websites.
!
Rich
Media
-­‐
This
is
a
type
of
advertising
that
includes
video,
audio
or
graphics
within
the
advertisement.
Rich
media
adverts
generally
allow
the
visitor
to
interact
with
the
advert
without
leaving
the
web
page
they
are
visiting.
!
Robots.txt
–
File
located
in
the
root
directory
of
a
website.
It
is
used
to
control
or
restrict
the
actions
of
the
search
engine
spiders.
!
ROI
=
Return
On
Investment
–
The
revenue
generated
in
relation
to
the
investment
cost
incurred.
It
is
measured
in
percentage
by
subtracting
total
investment
from
total
revenue
and
divided
by
total
investment.
!
ROS
=
Run
Of
Site
-­‐
This
refers
to
the
scheduling
of
adverts
across
an
entire
site
instead
of
just
dedicated
pages.
ROS
adverts
can
be
used
across
multiple
categories
for
instance
in
order
to
target
wider
demographics.
!
RSS
=
Rich
Site
Summary,
Real
Simple
Syndication
–
Allows
syndication
of
data
or
information
to
a
feed
reader.
It
allows
people
to
subscribe
to
the
content.

41. S

42. Sandbox
–
Where
Google
is
said
to
place
all
new
sites
and
controlling
them
from
ranking
well
for
a
period
of
time.
!
Scrape
–
Method
of
copying
content
from
a
web
page
or
website.
!
Search
Engine
–
A
program
or
website
that
allows
online
users
to
search
for
content
from
the
many
different
web
pages
on
the
internet.
It
ranks
websites
according
to
their
importance
in
relation
to
the
search
term
entered.
!
SEM
=
Search
Engine
Marketing
–
The
process
of
helping
a
website
rank
well
on
the
search
engines.
It
involves
different
strategies
including
Search
Engine
Optimisation
(SEO)
and
Pay
Per
Click
advertising
(PPC).
!
SEO
=
Search
Engine
Optimisation
–
The
process
of
optimising
a
website
naturally
so
that
it
will
rank
high
on
the
search
engine
results
pages
and
lead
to
an
increased
number
of
site
visitors.
It
involves
many
different
strategies.
!
SERP
=
Search
Engine
Result
Pages
–
Web
page
containing
the
search
results
generated
by
the
search
engine.
!
Search
Term
–
The
word
or
phrase
used
by
online
users
to
execute
a
query
using
a
search
engine.

43. Server
–
Computer
used
in
hosting
files
that
will
be
served
on
the
World
Wide
Web
(WWW).
!
Spam
–
Techniques
that
are
against
most
search
engine
rules.
!
Site
Map
–
A
web
page
that
gives
a
list
of
all
the
pages
on
the
site.
It
helps
the
search
engine
spiders
in
navigating
around
the
website.
!
Spider
=
Bot,
Crawler
–
A
program
that
is
used
by
the
search
engine
to
find
and
index
web
pages
throughout
the
World
Wide
Web
(WWW).
!
Social
Media
–
Websites
that
allow
users
to
create
valuable
content
and
share
information
and
perspectives.
There
are
different
types
of
social
media.
The
most
common
are
blogs,
wikis,
forums,
social
networking
websites,
and
rating
sites.
!
SMM
=
Social
Media
Marketing
–
Promoting
a
website
or
brand
through
the
different
social
media
websites.
!
Static
Content
–
Information
on
a
web
page
or
website
that
is
not
frequently
updated
or
changed.
!
Supplemental
Result
=
Supplemental
Index
–
Result
showing
pages
with
low
PageRank.
These
pages
still
appear
on
the
search
results
if
they
are
highly
relevant
to
a
search
query.

44. T - U

45. Target
Audience
=
Target
Market
–
Group
of
people
that
websites
focus
on
to
sell
their
product
or
service
or
share
their
information.
!
Text
Link
Ads
–
Ads
that
are
displayed
in
a
text
format.
!
Text
Link
–
An
HTML
link
that
only
contains
text.
There
is
no
graphic
or
special
code
involved.
!
Title
Tag
=
Page
Title
–
The
text
that
is
displayed
on
the
top
part
of
the
browser.
It
is
also
displayed
as
the
title
of
the
web
page
or
website
on
the
search
results.
!
Traffic
–
The
number
of
online
users
that
visit
a
web
page
or
website.
!
TrustRank
–
An
algorithm
that
measures
the
value
of
web
pages
based
on
links
from
trusted
seed
websites.
!
URL
=
Uniform
Resource
Locator
–
Also
referred
to
as
Web
Address.
It
is
the
unique
address
of
a
web
page
or
a
website.
It
identifies
the
location
of
a
web
page
or
file.

46. !
URL
=
Uniform
Resource
Locator
–
Also
referred
to
as
Web
Address.
It
is
the
unique
address
of
a
web
page
or
a
website.
It
identifies
the
location
of
a
web
page
or
file.
!
Unique
Visitors
–
Individual
online
users
who
have
visited
a
web
page
or
website.
One
unique
visitor
can
generate
multiple
pageviews
or
user
sessions.
!
Usability
–
Refers
to
how
easy
it
is
for
site
visitors
to
navigate
the
site
and
perform
the
desired
action.
!
UGC
=
User
Generated
Content
–
Content
created
and
published
by
online
users.

47. v - x

48. Viral
Marketing
–
Technique
that
makes
content
popular
through
the
use
of
email,
blogs,
social
media,
and
word
of
mouth
marketing.
!
Visibility
–
Refers
to
how
well
a
website
is
positioned
on
the
search
engine
results
pages
based
on
a
keyword
search.
!
Web
2.0
–
Web
based
services
and
communities
that
are
defined
by
information
sharing,
collaboration,
and
participation
of
online
users.
!
White
Hat
SEO
=
Search
Engine
Optimisation
–
Search
engine
friendly
techniques
that
help
improve
a
website’s
ranking
and
visibility
on
the
search
engines.
!
Wordpress
–
A
blogging
software
platform
and
hosting
solution
that
is
popular
for
its
ease
of
use.
!
Widget
–
Applications
with
specific
functions
used
on
web
pages.
!
XHTML
=
Extensible
HyperText
Markup
Language
–
Used
to
move
HTML
formats
to
adapt
to
XML
formats.
!
XML
=
Extensible
Markup
Language
–
Used
to
make
syndication
and
formatting
of
information
using
RSS
technology
easier.

49. !
!
!
Have
more
to
add
to
the
list?
Let
us
know.
!
Visit
us
at
http://tinderpoint.com
!
!
Presentation
Created
by
Paul
O’Byrne
-­‐
Client
Services
Manager,
TinderPoint