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. 

Typically used when referring to paid advertising. An impression is counted each time an ad is visible on a page thus referring to when an ad is seen.

Inbound brings visitors/consumers into a website/brand rather than having to go out and search for potential customers. This is accomplished many different ways through SEO, blogging, social media, email marketing, etc.

Focus on creating high-quality content for visitor consumption. Quality content will not only rank your website higher in search engines but they will also provide higher engagement. Users are looking for specific answers to their search queries, so if you provide those answers your website will rank higher in search engines.

Takeaway

Inbound marketing is the current trend. Stop going out to search for visitors and customers and start bringing them in. 
Pros: More qualified leads, Cost effective, and less personally invasive to users. 
Cons: Can be time-consuming.

The way in which information is organized, structured, and labeled to enable usability and clear understanding throughout websites and online applications.

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This refers to when one section of a site or a page uses the same CSS styling as another already defined section. This reduces the time it takes to style pages and makes for a more cohesive site.

Takeaway

Understanding how images and photography are handled with a CMS saves time and can make for a more visually interesting site.

This is the price people pay to view content. For example, the time it takes for a page to load, or to scroll down the page or click on links before they reach the content they are searching for. Understanding these factors is a critical part of determining what should go on a page which is best determined through the wireframing process. Learn more about Interaction Cost.

Inputting hyperlinks on a page linking to other pages on the same site. 

This aids search engines in telling them how 2 pages on the same site are connected.

There are several disciplines that comprise Internet Marketing such as: SEO, Content Marketing, Social Media, Email and Search Engine Marketing. Underlying principles such as ‘inbound’ and ‘outbound’ and ‘push’ and ‘pull’ marketing form the basis for all Internet marketing.

Takeaway

Understanding basic principles and which type of Internet marketing is most appropriate for your company is key to a successful marketing site.

Interwoven was purchased by HP and is now TeamSite.

This is a type of programming language that adds dynamic features to web pages and is used by many web services.

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The idea that customers buy products to complete a "job". Therefore, business success is dependent on completing the desired job of a customer.

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What it is: Joomla! is an open source content management system offering many extensions to add features to the site.

Type: Open source

Cost: None

Features: Joomla! offers marketing and e-commerce tools, along with extensibility and a large support community.

Pros: Has a great community, strong framework and extensibility.

Cons: The built-in, core functionality sometimes can be flawed, or limiting.

More about Joomla! here.

Design that revolves around the journey of a user, meaning the paths they take and progression of their actions that culminate in reaching their objectives.

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This is a javascript library designed to simplify HTML scripting. It is made to more easily navigate documents, create animations, and create plug ins to add onto the javascript library.

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A JavaScript framework is an application for developing user interfaces and applications. It helps single page applications and websites perform faster and more efficiently. Examples include React.js, Vue.js, and AngularJS. These frameworks are becoming more popular due to the increased performance they provide and the ability to work with CMSs such as Drupal and WordPress.

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What it is: Kentico is an easy to use content management system with great functionality but also allows for comprehensive customization.

Type: Pay per domain

Cost: Base license costs range from $3,500 to $15,000. There are no further implementation costs.

Features: Kentico offers a comprehensive content management system, marketing and e-commerce tools, and analytics.

Pros: Offers an all-inclusive management system that is fast and easy to use; adding modules is simple and efficient.

Cons: Aside from the price, there aren't many issues; Kentico is all around a good CMS.

See Kentico's website here.

Quantitative benchmarks that are used to track progress made towards marketing goals; also known as KPIs. These can be defined using the SMART framework.

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Addition of keywords to irregular areas or in an unnatural way on a page. This is deceptive and will lead to a penalty from search engines. 

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These are target phrases that people enter into search engines. Understanding the best keywords that will drive traffic to your company or organization is very important. Keyword analysis is the process of researching and determining what keywords are most important by reviewing how often phrases are searched for, how competitive they are and other factors. More here.

The agenda for this meeting includes: team introductions, review of the goals/challenges, the 4 phase project process (Define, Design, Develop, Deploy), schedule, Project Plan and next steps.

This stands for Linux, Apache, MySQL and PHP. LAMP or a LAMP stack is the software that is used to run a CMS on the web server.

Takeaway

LAMP is the most prevalent web hosting environment. Other alternatives such as a Windows IIS server will run a Drupal or WordPress site but it is more time consuming and there can be complications.

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These are pages that typically have a strong call to action (CTA) to convert anonymous users into known prospects. Landing pages are used often as part of a search marketing, advertising or email campaign.

Take Away:

If Google Adwords or another type of Pay Per Click campaign is being used, make sure you have a good landing page to not only test different CTAs but also understand how well the ad campaign is performing.

Landing Page Optimization, also known as LPO, is the process by which you optimize a customized landing page to increase conversions. 

A contact or user that has converted on your site.

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This is the process of creating interest in a product or service. Internet marketing techniques include using Calls to Action (CTAs) to convert anonymous users into known prospects.

Takeaway

If your site is used for marketing purposes, take the time to understand how you can be using it to generate leads. 

Building ongoing relationships with potential new clients with the hopes of receiving business from them in the future when they are ready to purchase. 

This is a phrase often used by designers to express the view that a minimalist approach to design, results in a more effective solution. Another related phrase is ‘design equals addition through subtraction’. The process entails stripping away nonessential words, images, and layout shapes, leaving what is most important, so it can be communicated without distraction.

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The process of obtaining backlinks from relevant websites while also linking out to relevant sites. This area has evolved and no longer is it the person that has the most links considered the best link builder. The quality of the links matter more than ever.

The first step is developing quality content that in turn will deliver quality backlinks from authority sites that are relevant in your industry. By having many unnatural or irrelevant links, it can lead to penalties. Search engines will see that as deceptive or black hat SEO.

Common or broad keywords typically have more competition thus making it difficult to rank high for. By targeting SEO towards long tail keywords along with common ones it makes ranking high easier for terms that are more specific to your organization. Users from these search queries will be more qualified and will allow ranking higher to be easier.

Techniques to organize and visualize content on your site, allowing you to understand how pieces of content relate to each other and the goals and preferences of your users.

Software and other technology tasked with automating repetitive actions related to marketing in order to focus on more complex marketing strategies.

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