Digital Marketing Glossary



301 Redirect - Permanent Redirect for a page
404 Error - File or Page Not Found  
Adwords - Google's Pay Per Click program
Alt Attribute - text description for an image
Analytics - Software which gathers statistics for a website
Anchor Text -  The text that a user clicks on to follow a link
Black Hat SEO - Optimization techniques which are deceptive in nature and do not meet the guidelines of the Search engines
Blog - A periodically updated journal, typically formatted in reverse chronological order
Bounce Rate - the percentage of visitors who enter the site and only views a single page. The visitor leaves site without visiting any other pages
Browser - Software or application used to view the world wide web
Canonical URL - Many content management systems are configured with errors which cause duplicate content to get indexed under multiple URLs. A canonical link ensures that the canonical version of any URL which is the most authoritative version to be indexed by search engines
Cloaking - Displaying different content to search engines and searchers.
CMS - Content Management System. Tool used to help make it easy to update and add information to a website.
Conversion - A trackable completion of a desired goal, action or event on the website
CPC - Cost per click. Many search ads and contextually targeted ads are sold in auctions where the advertiser is charged a certain price per click. 
Crawl Frequency - How frequently a website is crawled
CTR - Click Through Rate. The precentage an ad is click on compared to the number of times it is shown
Dead Link - A link which is no longer functional.
DNS - Domain Name System. A system used to help denote a domain name to a specific TCP/IP Address 
Domain Name - Used for location organization on the web. Many people use the word domain to refer to a specific website 
Doorway Pages - Pages designed to rank for highly targeted search queries, typically designed to redirect searchers to a page for conversions 
Duplicate Content - Content which is duplicate or nearly duplicate in nature
Entry Page - The page which a user enters your site.
External Link - Link which references another domain.
Favicon - Favorites Icon is a small icon which appears next to URLs in a web browser.
FTP - File Transfer Protocol is for transferring data between computers
Google - The world's leading search engine in terms of reach
Google Checkout - Payment service provided by Google which helps Google better understand merchant conversion rates and the value of different keywords and markets. 
Google Sitelinks - On some search results where Google thinks one result is far more relevant than others (like brand related searches) they may list numerous links to that site at the top of the search results 
Google Sitemaps - Files which help Google index webpages 
GoogleBot - Google's search engine spider.
Headings - The heading element briefly describes the subject of the section it introduces. Heading elements go from H1 to H6 and there should only be a single H1 element on each page. An H1 element source would look like: <h1>Your Topic</h1>
Hidden Text - SEO technique used to show search engine spiders text that human visitors do not see. 
Home Page - The main page on your website
Impressions - The number of times an ad is shown
Inbound Link - Link pointing to one website from another website
Internal Link - Link from one page on a site to another page on the same site
IP Address - Internet Protocol Address. Every computer connected to the internet has an IP address. Some websites and servers have unique IP addresses, but most web hosts host multiple websites on a single host
ISP - Internet Service Providers sell users access to the web
KEI - Keyword Effectiveness Index
Keyword - A word or phrase which targets prospects search for goods or services
Keyword Density - An measure of search engine relevancy based on how prominent keywords appeared within the content of a page.
Keyword Research - The process of discovering relevant keywords and phrases to focus SEO and PPC marketing campaigns
Keyword Stuffing - Writing page content that uses excessive amounts of keywords
Landing Page - The page on which a visitor arrives after clicking on a link or advertisement
Link Building - The process of building high quality linkage data that search engines will evaluate to build authority and trustworthyness for a website
Link Popularity - The number of links pointing to a website
Meta Description -     The meta tag which is typically a sentence or two of content which describes the content of the page
Meta Keywords - The meta keywords tag can be used to highlight keywords and phrases which the page is targeting 
Meta Tags - People generally refer to meta descriptions and meta keywords as meta tags. Some people also group the page title in with these
Niche - A topic or subject which a website is focused on
Nofollow - Attribute used to prevent a link from passing link authority. Commonly used on sites with user generated content, like in blog comments.
Organic Search Results - Most major search engines have results that consist of paid ads and unpaid listings. The unpaid / algorithmic listings are called the organic search results. Organic search results are organized by relevancy, and studies have shown that 60 to 80% of clicks are on the organic search results
Outbound Link - A link from one website pointing at another external website
Overture - Yahoo!'s paid search platform
PageRank - A logarithmic scale based on link equity which estimated the importance of web documents.  Google's relevancy algorithms moved away from relying on PageRank and place more emphasis on trusted links via algorithms
PPC - Pay Per Click. Paid advertising platform on the search engines
Quality Content - Content which is linkworthy 
Reciprocal Links - Link exchanges where websites try to build false authority by trading links
Redirect - A method of alerting browsers and search engines that a page location moved. 301 redirects are for permanent change of location and 302 redirects are used for a temporary change of location. 
ROI - Return on Investment is a measure of how much return received from each marketing dollar
Search Engine - A tool or device used to find relevant information. Search engines consist of spiders, indexes, relevancy algorithms and search results. 
Search Marketing - Marketing a website in search engines. Typically via SEO, buying pay per click ads, and paid inclusion. 
Search Query - The actual "search text" a searcher enters into a search engine
SEM - Search engine marketing
SEO - Search Engine Optimization
SERP - Search Engine Results Page is the page on which the search engines show the results for a search query. 
Server - Computer used to host files and serve them to the WWW. 
Social Media - Websites which allow users to create and share valuable content
Spam - Unsolicited email messages.
Spamming - The act of creating and distributing spam. 
Spider - Search engine crawlers which search or "spider" the web for pages to include in the index. 
Splash Page - Feature rich or elegantly designed beautiful web page which typically offers poor usability and does not offer search engines much content to index. 
Squidoo - community driven website containing lens or articles
Title - The title element is used to describe the contents of a document.
TSP - Target Search Phrases
White Hat SEO  - Optimization techniques which are considered within the guidelines of the Search engines
Whois - Each domain has an owner of record. Ownership data is stored in the Whois record for that domain.
Yahoo! - Internet portal company which was started with the popular Yahoo! Directory. 
Yahoo! Directory - One of the original, most popular, and most authoritative web directories, started in 1994.
Yahoo! Search Marketing - Yahoo!'s paid search platform, formerly known as Overture
YouTube - Feature rich amateur video upload and syndication website owned by Google