Online & Website Term Glossary

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The Glossary is an educational tool to help people understand the different aspects of website development and internet marketing. 

This is a Hypertext access file that allows you to manage web server configuration.

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When a site is redesigned most often the page URLs change on the new site. Search engines store old page URLs until the site is completely re-indexed. 301 redirects are used to redirect old page URLs to corresponding new URLs. Setting up 301 redirects is best practice for SEO and reduces 404 page not found errors.

This is the message that users receive when they land on a webpage that has been removed. Old URLs remain indexed by search engines thus users have a chance at landing on pages that you have already removed from your website.

You are able to create a custom 404 Error page stating that this page is no longer here and add places where the user can click to something else.

Broken or 404 Error pages can be harmful to your website as they cause bad user experience. It is best to redirect all 404 pages to a page that closely matches what was previously there. Read more about 301 Redirects in our glossary. 

This is an HTML tag denoting emphasis which will indicate to make the content within the tags italics.

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This HTML tag denotes a strong emphasis making the text within the code bold.

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This refers to how easily users can access web page content. For example, if someone is hearing impaired and the web page requires sound to understand the meaning then that page is considered not accessible. The term is also used frequently with mobile websites e.g. a mobile website is more accessible than a non-mobile optimized site.

Ad copy, short for advertisement copy, pertains to text on the internet written for paid advertisements typically on PPC or Social Media campaigns.

In regards to PPC ad copy takes the form of the meta description. For Social Media, it pertains to the copy that is written for the post on the social account.

This refers to the Americans with Disabilities Act. Section 508 of this act covers electronic communications, specifically that web pages need to be understandable to people who are hearing, visually or otherwise impaired. For example, images on a web page need to have a text description (Alt Tag) so that a screen reader can translate the text audibly so a visually impaired person can understand what the image is of.

What it is: A web content management system geared toward large corporations. CQ5 creates, optimizes and analyzes site content and user experiences.

Type: Fee based licensed software

Cost: $120,000

Additional Cost Info: Depends on deployment size, but starts at $50,000.

Features: Being an enterprise CMS, Adobe CQ5 helps large companies manage massive amounts of information, workflow, media, and websites.

Pros: Inexpensive organizational training costs, strong control over representation of brand.

Cons: Expensive, not for small businesses.

This is a PPC management site for Google. Here you set up campaigns, ad copy, and bid on keywords that you'd like to run ads on. 

You only pay when someone clicks on your ad. Best practice is to develop dedicated landing pages for these campaigns.

This refers to a type of project management process. Projects that use the Agile process utilize an iterative and incremental process for the design and development of a website or web application. See also Waterfall which refers to a more standard, less time-consuming Project Management process.

This is the formula that search engines use in order to determine what your website does, the type of products/services that are available and what type of search queries that your website should be ranking for. Search Engines keep these secret from competition so that they are not able to copy them and from marketers so that they cannot beat the system/algorithm. 

These algorithms are constantly updated and some large updates, for example by Google, are even named: Penguin, Panda, and Hummingbird to name a few.

This is the first release of the site for the client to review. The site is not yet live but has been tested internally by Bartlett Interactive. It is typically staged on a development server.

A description of an image in a website's HTML. Search engines read the Alt text of an image because they can not "read" the image itself. Alt text is now a part of search engine optimization (SEO).

This is a link from other websites that point to a specific page on your website. 

Backlinks are important for SEO but only if done properly. There are spam and bad backlinks that could actually hurt your website's performance and cause your site to be penalized. 

These reports are created at the beginning of a SEO project. Typical reports show how many unique visitors are going to a site or show rankings by keywords. The reports are then used to compare results after a SEO project is completed or after a substantial amount of time has occurred during a SEO project. Without a benchmark report it’s difficult to tell how successful a project is.

Takeaway

Make sure Key Performance Indicators are identified and Benchmark Reports are completed before an Internet Marketing project is started.

Black Hat SEO are attempted ways of tricking search engines to rank a website better. They are in poor practice and in the end go against search engines. They may work for a short time but when the search engines update their algorithm these tactics are likely to land penalties to websites partaking in them.

Blog is short for web log. They are logs of entries on specific topics that relate to areas of expertise of the writer. They range from expressing opinions, expressing data, reviewing products or services, and more. 

It is a part of most websites where the company/owner of the website curates new content around areas of their expertise. This is a great place for engagement from users as well as a way to help SEO and rankings for websites.

A way to associate groups of content and easily access associated content, frequently used in Blogs.

Short for Robot. A device or software that executes commands, replies to messages, or performs routine tasks, e.g. online searches, either automatically or with minimal human intervention. An example is a shopping bot that helps consumers find the best prices.

Keep in mind when reviewing Analytics that the amount of traffic is 50% from bots, not humans.

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The percentage of visits in which a person left your site from the entrance page without interacting with your site.

This refers to the set of browsers that the site needs to work properly on. It includes browsers e.g. Chrome, Firefox, Internet Explorer as well as operating systems and screen resolutions. As of 2014 there are close to 300 devices that access the Internet and hundreds of browser and operating systems. We use the tool Browser Stack which makes the process of testing sites easier. Note due to the amount of browser and operating system combinations, it’s not possible to test every one.

Takeaway

It’s important to familiarize yourself with the browser spec for the project including knowing if the browser/OS/screen resolution you use is on the list before the project starts.

Buyer Persona is a description of your ideal customer base that is derived from market research and real data on your current customers. If you offer more than one product or service it is typical to have more than one persona. 

When creating a buyer persona take into account demographics, behavior patterns, goals, motivations, education level, career title, income level, age, gender, and anything else that you find typical of your customers. 

Takeaway

Developing buyer personas are vital to target marketing. The personas tell you exactly who your customers typically are which allows better-targeted advertisements, sales, and promotions. 

Caching enables faster page load times by storing information more efficiently. This functionality is enabled through the CMS as well as the server software such as Apache. Note Drupal has more advanced caching capabilities than other CMSs such as WordPress.

Takeaways

How fast a page loads is one of the most important aspects of a website. Not only do people love fast sites but Google also ranks pages higher that load faster.

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This could be in the form of a text link, button, image, or another type of weblink that entices a visitor of your site to be directed further into the site to help them learn more or become a lead.   

Examples:

"Read More", Subscribe Now", "Download the Whitepaper Now", "Contact Us, "Request a Free Quote", Etc.

"cc" stands for country code when dealing with top level domains(TLD). Typical TLD is .com but websites in the UK, for example would be co.uk while in France they are .fr

This term refers to the rate at which a search ad or other types of online marketing items are clicked on. It is typically expressed as a percentage e.g. the click through rate for the Google ad was 2%. This means 2% of the people who saw the ad clicked on it.

Takeaway

Make sure you are aware of the CTR for your ads and then invest more in ads that have a higher CTR.

This stands for Content Management System. Some of the top CMSs are: Drupal, WordPress, Adobe CQ5 WCM, SiteCore, SharePoint, Joomla, Expression Engine, Kentico, Interwoven and Vignette. Some are open source and free and some costs tens of thousands of dollars a year. A CMS is a database application that makes it easier to build and manage websites as well as create dynamic user experiences. For more info about CMSs and how they work.

Takeaway

Make sure the CMS you are using is right for your company or organization. Some of the variables include cost, functionality, extensibility, ability to customize and support.

Compass functions as a framework for CSS. Sometimes CSS (Cascading Style Sheets) can become overly complicated; Compass addresses this problem by offering ways to simplify the coding process.

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