+44 (0)1273 704771

Web Marketing Glossary

A
Adsense
AdWords
Aged pages
Algorithms
Alt text
Altavista
AllTheWeb
Analytics
Anchor text

B
Backlink
Berners-Lee, Tim
Bing
Black Hat SEO
Blogs
Bot
Bounce rate
Brighton
Brin, Serge

C
Cache
Caffeine (Google)
CMS
Conversions
CPC
CPA
CSS
CTR
Cutts, Matt

D
Directory
Domain Name
Dmoz
Drupal
Duplicate Content
Dynamic Pages
E
Ecommerce
Email Marketing

F
Forum
Flash

G
Google
Grey Hat SEO

H
H Tags
Hits
Home Page
HTML

I
Impressions, page
Inbound links

J
JavaScript
Java

K
Keyword or Key Phrase
Keyword Research
Keyword Site Review

L
Landing Page
Link Baiting
Link Building
Link Popularity
Live
Long Tail

M
Meta description
Meta tag
Multilingual SEO

N
Natural Search
No Follow

O
Online PR
Onsite Optimisation
Organic listing
Outbound link

P
Page, Larry
Page Rank
Pay-Per-Click
PHP

R
Reciprocal Link
Robots.txt
ROI
RSS Feeds

S
SEO
SEO Copywriting
SE Marketing
SE Optimisation
SERPs
Site Map
Social Media
Spider
Supplemental Pages

T
Title Tags

U
Unique Visitor

V
Vista

W
White Hat SEO
White Hat Media
Widget
Wordtracker

Y
Yahoo
 

A
Adsense
The network of affiliates that Google uses to place its ads on.

AdWords
Google's Pay-Per-Click (PPC) program also called Google Adwords. When using it you bid on keywords and key phrases. The position your ad appears is based on how much you bid and how relevant your ad is.

Aged pages
It I believed by many Search Engine Optimisation (SEO) experts that age is a contributing factor to how well pages are listed on Google and other search engines.

Algorithms
Algorithms are the sets of rules that search engines use to index websites. No part of any major Search Engine algorithm has ever been published in any way and is not likely to be.

Alt text
This is a description of an image that usually isn't displayed to the viewer, unless said image is undeliverable. Alt text is important in order to tell the search engines (and screen readers) what the image is depicting.

Altavista
A search engine that used to be popular that's been around for a long time but nobody really bothers with anymore. It all went wrong when they made their first page so complicated.

AllTheWeb
A popular directory.

Analytics
The analysis of website traffic. There are many so called analytics packages available to fit every budget and with a wide set of features. Most either read server logs or require a stub of code added to the pages. To find out more and discuss your needs contact us.

Anchor text
This is the visible, clickable text of a hyperlink. It's good practice to use keywords for your anchor text in order to inform the search engine about the page the anchor text links to.

Back to top
B

Backlink
Backlinks are the incoming links to a website or particular page. The number and quality of backlinks indicates the significance and popularity of the website.

Berners-Lee, Tim
The inventor of the web (as opposed to the internet which has been with us since 1969) which he invented at the CERN labs in Switzerland and who is nothing less than a genius. Without his work you wouldn't be reading this.

Black Hat Search Engine Optimisation
Unethical search engine optimisation. Black Hat Search Engine Optimisation should be avoided at all costs. Black Hat Search Engine Optimisation could get your site de-listed from Google. Also see Grey Hat Search Engine Optimisation and White Hat Search Engine Optimisation.

Bing
The new search engine from Microsoft advertised as a 'decision engine'.

Blogs
From the phrase web logs. A self-published, managed or maintained Web diary, that have been recently rapidly increasing in number and are considered good for promoting a site when interesting and popular. Usually updated daily or weekly, blogs have historically been personal. Companies now use blogs to extend their brand and improve their organic search visibility.

Bot
Similar to a spider Search bots visit sites by Search Engines so that these sites can be included in their indexes.

Bounce rate
Bounce rate is the percentage of initial visitors who enter a site then leave it without viewing any other pages.

Brighton
A city near the sea in the UK where White Hat Media, one of the best web and search marketing agencies in the world, is based.

Brin, Sergey
A founder of Google. Now a billionaire. Also very, very clever.
Back to top
C

Cache
The pages which are stored on a Search Engines system. On Google for instance useful for telling what pages Google has cached.

Caffeine (Google)
Google's new search engine which indexes pages at a faster rate than it's previous models.

CMS
Content management system - a computer application such as Drupal or Joomla used to manage content and work flow.

Conversions
Conversions are particular actions taken by visitors on your website that fulfil a desired goal such as complete an online form, purchase something in an e-commerce shop or simply visit a specific page.

CPC
Cost Per Click. In a Pay-Per-System the actual amount of money paid per click.

CPA
Cost Per Action. A new way of bidding whereby the site owner only pays if a specific action is taken such as completing a form.

CSS
Cascading Style Sheet. This is the style sheet language used to describe what a document looks like, typically web pages written in HTML.

CTR
Click through rate. The percentage of people in a Pay-Per-Click system who click through to a site having seen an ad.

Cutts, Matt
One of the top search engine optimisers at Google.

Back to top
D

Directory
A directory uses people to create an index or directory of web sites rather than using a spider. Some of the most common directories are Yahoo, DMOZ, The Open Directory Project (on AOL), and Overture. Directories are often divided into categories and subcategories.

Domain Name
An identifying name for an organization on the internet, which is tied to an IP address. The domain name is an alias for the actual numeric IP address of the server that hosts the website. The domain name also is part of the URL.

Dmoz
Also known as the Open Directory Project, is the largest open content directory of internet links contributed to and managed by a community of volunteer editors and web surfers. It’s one of the few directories recognised by Google.

Drupal
Is a free and open source content management system and is used for a wide range of websites from small, personal blogs to much larger corporate sites.

Duplicate Content
Web content that is an exact duplicate or extremely similar, which does not go down well with the search engines.

Dynamic Pages
Pages on a website that are created dynamically or 'on the fly', through the use of certain programming languages e.g. PHP or asp. They require specific techniques to be well optimised by search engines and implemented unwisely can prevent a search engine from indexing the site.
E

Ecommerce
The conduct of commerce in goods and services using telecommunications and telecommunications based tools, also known as conducting business transactions over the Internet.

Email Marketing
The process of using email to market your website. To be done properly requires expertise and care. If you want your email marketing campaign run properly contact us now
Back to top
F

Forum
A forum is an online discussion group, where participants with common interests can exchange open messages. When using a forum message are posted asynchronously, which means they can be posted and read at different times. Many forums use threading so replies to posts can be read in the order they were posted. Forums are regarded as a good way of promoting a website.

Flash
A graphics language that most search engines have problems with if deployed badly. Requires particular care for good Search Engine Optimisation (SEO)
G

Google
The definitive search engine and company responsible for a plethora of other useful online applications such as Gmail, Google Docs and Analytics.

Grey Hat Search Engine Optimisation
Search Engine Optimisation techniques that are neither unethical nor ethical but rather falls between the two. Is unlikely to get a site banned but can have negative affects on it.There is much discussion in the Search Engine community as to what techniques come under this category.

H

H Tags
H tags are used to give prominence to certain text elements such as titles, subtitles and important parts of body text like opening paragraphs. By containing your targeted keywords, H tags tell the search engines and your customers exactly what part of that page is about.

Hits
For a long time used by many to say (erroneously) how well their site was performing as in 'we had a million hits last month'. Many so called hits can be achieved from one visitor going to one page if the number of elements on that page are high. Some pages may have as many as fifty or sixty elements thus scoring fifty or sixty hits.

Home Page
Refers to the main web page for a business, organization, person or simply the main page out of a collection of web pages.

HTML
Hyper-Text Mark-up Language is the common coding used to create websites that can be read by Internet browsers (such as Microsoft's Internet Explorer and Netscape's Navigator). Part of the HTML coding for a website should include the meta-tags required for search engine optimisation.
Back to top
I

Impressions, page impressions
Impressions or page impressions are the number of pages viewed.

Inbound links
Inbound links (IBLs) are links into the site coming from the outside. They are a method to increase a site's total Page Rank and improve its position on Search Engines.

J

JavaScript
A programming script used on websites.

Java
A programming language used on websites. To be differentiated from JavaScript.

K

Keyword or Key Phrase
Is a word or combination of words that people type into search engine to find what they are looking for. It is important for anyone owning a site to be clear about what key words or key phrases are being targeted. Many keywords and key phrases have become very competitive especially in such sectors as travel and financial services.

Keyword Research
Sometimes called Keyword analysis. The process of researching keywords and key phrases to find out which are best to work with when optimizing your site.

Keyword Site Review
The process of checking a site to see how well the target keywords and key phrases have been used.
Back to top
L

Landing Page
A specifically targeted page that a visitor reaches after clicking a search engine listing. Marketers attempt to improve conversion rates by testing various landing pages for promotions.

Link Baiting
Link baiting is the process of putting content on your site that people will want to link to because this content is useful and interesting.

Link Building
Link building is the process of searching and requesting links to build a site's link popularity.

Link Popularity
Link popularity is the measurement of the number of other Web sites that include a link to your Web site on theirs.

Live
Microsoft's new Search Engine.

Long Tail
Refers to longer more specific search terms that are often less targeted than shorter queries. It was coined by US Wired editor Chris Anderson.

M

Meta description
The meta description is typically a sentence or two describing the content of a page. A good meta description will involve targeted keywords that reinforce the page title and a call to action on the part of the user.

Meta tag
Information within the HTML code of a web page that provides information about the page. Common meta tags are the title, keyword, and description tags.

Multilingual SEO
Multilingual SEO is used to get your website in good position on non English language search engine. SEO follows the same rules in all languages, so multilingual optimization is simply a matter of applying the specific rules of each language to the search engines' algorithms.
Back to top

N

Natural Search
Also known as organic search, this is the unpaid listings that are presented on the search engine results page and top rankings are achieved via excellent SEO techniques.

No Follow
This is an attribute used to tell search engines that a link should not influence the link target's ranking in their index.

Back to top

O

Online PR
Online PR is a method in which your press release is optimised and submitted to the leading online pr agencies for inclusion with the news and algorithmic search engines.
The benefits of Online PR include:

  • High keyword rankings in many leading news search engines, including Google and Yahoo for up to 28 days
  • Increase visitor levels to your website
  • Increase awareness and generate publicity for your business
  • Increase link popularity
  • Generate targeted leads

Onsite
Optimising your website's content and HTML code using appropriate title tags, meta descriptions and headers so the website is search engine friendly.

Organic listing
Also known as natural listings. A 'free' or 'unpaid' listing that appears on a search results page. These listings can be achieved using SEO techniques.

Outbound link
An outbound link is a link from a page of your site to another site.

P

Page, Larry
One of the founders of Google. Is his surname co-incidence or what? Now a billionaire and still young.

Page Rank
Page Rank was one of Google's main methods to determine a page's relevance and importance through the quality of sites linking to it. The Page Rank of each page depends on the Page Rank of the pages pointing to it. Now no longer as valuable as it was.

Pay-Per-Click
Pay-Per-Click advertising allows companies to place 'bids' on keywords they are interested in. The higher the company bids, the higher it will appear in the returned "sponsored links" result for those keywords in Search Engine.

PHP
General purpose scripting language originally designed for web development to produce dynamic web pages.

Back to top
R

Reciprocal Link
Is where two sites exchange links by placing a link to each other on each site. This is a proven way to build link popularity which is now an important component of achieving high search engine ranking.

Robots.txt
A piece of code on a web page that tells a Search Engine what to do. Used unwisely can seriously affect your listing.

ROI
Return on investment. A key measure on how well your site is doing.

RSS Feeds
Real simple syndication or rich site summary is a relatively new and easy way to distribute content via the Internet. For email marketers, it is a way to distribute messages while avoiding spam filters. Typical applications include email newsletters, blogs or even Web sites. RSS Feeds provide webmasters and content providers an avenue to provide concise summaries to prospective readers.

S

SEO
The acronym for Search Engine Optimisation.

SEO Copywriting
Is the technique of writing the viewable text on a web page in such a way that it reads well for surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.

Search Engine Marketing
The act of marketing a web site via search engines, whether this be improving rank in organic listings (Search Engine Optimisation), purchasing paid listings (Pay-Per-Click management) or a combination of these and other search engine-related activities (i.e. affiliate programs, shopping feeds or link development).

Search Engine Optimisation
Is the process of achieving top ranking in the search engines for a website's most relevant search terms. The most relevant search terms are the phrases that people are most likely to type into a search engine when looking for what the website has to offer.

SERPs
Search Engine Results Pages. The pages that are returned when a search is carried out.

Site Map
This is a list of the pages of a website which are accessible to search engines and users. By including a site map it improves your site's usability and it helps the search engine's spiders indentify and index all of your pages.

Social Media
Websites and online communities where the users are the main creators of content, such as Facebook, Twitter and YouTube.

Spider
A spider is software used by search engines to gather information on the internet. It crawls and scans the web and indexes webpages, collects data that is analyzed used for ranking algorithms for search engines.

Supplemental Pages
A secondary index on Google. It is not desirable to have supplemental pages. There is much discussion on the Search Engine Optimisation community about what causes pages to be supplemental pages but it is thought similar or identical meta tags is a major cause.
Back to top

T

Title Tags
Title tags inform the search engines what your website is about, therefore they have to be specific to each page on your site and contain your targeted keywords relevant to that specific page's content.

U

Unique Visitor
This is an actual individual spending time in your site. The number of unique visitors provides you some very valuable information regarding site traffic.

W

White Hat SEO
White Hat Search Engine Optimisation. Purely ethical Search Engine Optimisation that follows the search engine's own guidelines. These ensure that a site is never penalized or black listed.

White Hat Media
The best web and email marketing company in the world, ever. Award winning, staffed by a great team that offer high value and with a record of continued success.
Call them or email them today

Widget
A small application that provides specific functions such as hit counter, work well as link bait.

Wordtracker
An online tool used for keyword research.

Back to top

V

Vista
The next version of Windows which will have search built into the desktop. Could have a significant affect on the use of other search engines, particularly Google.

Y

Yahoo
A major Search Engine. Not anywhere near a popular as Google but still worth watching.

To contact White Hat Media today call us on +44 (0) 1273 704771 or email us
To read about our awards visit our News section
To read what others say about White Hat Media visit our Testimonials section
Back to top