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. 

Also referred to as natural SEO, is a phrase referring to gaining natural placement on a search engine. This is an alternative way of internet marketing compared to Pay Per Click advertising offered by Google.

A term used to designate the ranking of a website. Google ranks websites and pages reportedly based on over 500 million variables and 2 billion terms. Pagerank is on a scale from 0 to 10. The higher the rank the more relevant it is based on Google algorithms.

The average number of pages viewed during one session.

The total number of pages viewed on a website.

These are two of the most important, if not notorious, Google updates that have occurred over the past few years. These updates have changed how websites are ranked dramatically. They have provided a better understanding though of what Google finds most important when ranking a page. This includes unique content and content that has been shared via social media.

 
Note: Penguin has become real-time and now discredits bad/deceptive links instead of penalizing websites.

Data provided in the URL to specify a site's behavior.

A person who isn't currently interested in your products or services, but could be in the future. In other words, they haven't begun the buyer's journey.

The use of data collected and analyzed to personalize a marketing strategy directed at a specific user.

Pillar pages cover all aspects of a specific topic on one page. Included on this page are various links to more in-depth articles that expand upon the topic and link back to the pillar page.

This stands for Pay Per Click advertising. Pay Per Click advertising is an internet marketing tool in which advertisers pay the publisher (a website) when the ad is clicked. Advertisers can bid on a keyword that is relevant to their target public. PPC ads display on the top of a search engine results page when a keyword matches the advertisers keyword list.

This is a critical part of every website project, especially ones that include extensive functionality. Project managers play an important role in a variety of ways such as specifying: goals, requirements, schedule, budget and the Project Planning. They also often are responsible for completing Definition deliverables such as sitemaps, wireframes, and functional specifications as well as QA and testing.

The amount of project management time needed is typically 20% of the total project time e.g. if the project has 100 hours then 20 hours should be allocated for project management.

Takeaway

Insufficient allocation of time for project management increases the risk the project will not run smoothly or encounter cost overruns.

This is the operating document for completing a website or Internet marketing project. It is based on the 4 phase process: Define, Design, Develop, Deploy. This uses a ‘Waterfall’ project management process where each action item and phase follows the other, one after the other.

Takeaway

Make sure you understand what is included in your Project Plan and are familiar with the terminology used.

This is a secure site that houses all deliverables and other communication regarding a web site project. It typically has one page for Postings which list project activity chronologically and links to the sitemap, wireframes, the Project Plan and a project team page.

This is the process of creating a prototype for a website. It's not easy to create a desired website on the first try, often times it takes prototyping to eventually get the correct design.

At the end of the Development Phase the QA person will review the site. They will use a link checker as well as look at each page to determine if the design has been accurately implemented and there are no technical errors. They will also use tools such as Browser Stack that displays the site on different browsers e.g. Internet Explorer 9, Chrome on a Mac.

Takeaway

Make sure to review the ‘browser spec’ during the Definition phase that is included in the Project Plan. This lists all of the browsers and screen dimensions that the site will be tested for.

Given out by Adwords and is determined by the following factors: ad quality based on CTR, ad relevance to the keyword, and landing page experience.

The higher the Quality Score, the higher the ad will appear as well as the lower it will cost to appear there.

Another word for "keyword" or "search term" this is what users input into search engines to find what they are looking for. 

In SEO, relevance describes the magnitude of relatedness between the content on a website and the content of a search.

This refers to scanning the web to improve the reputation of an individual, company or organization. Examples include scanning Yelp to see if there are any negative reviews and trying to rectify problems. Services such as Google Alerts are effective ways to monitor an online presence for both positive and negative postings.

Related:

This refers to a way of coding a site so that it displays optimally on a mobile device as well as large screens. A RWD is comprised of breakpoints (typically 4), one for a mobile phone, tablet, desktop standard and desktop large. Read more about it here.

Takeaways

Responsive websites have become standard. 2 years ago there were less than 100 types of devices that could access the Internet, now there are close to 300. If you are redesigning your site make sure it uses a RWD.

Related:

After an Alpha site is released, there are typically revisions. This is due to the fact that until an actual website is released it’s hard to know fully how it will look and work. The different types of revisions include preferences for how a page responds on a particular mobile device to how a page looks when it is fully populated with content. The more time spent in the Definition phase specifying functionality and using advanced ‘live’ wireframing will reduce the amount of time needed for revisions.

Takeaway

Review how much time is included in the Project Plan for definition and revisions. 15 - 30 hours is often needed if the site is reviewed by multiple people, includes a RWD and functional features.

This file prevents web spiders/crawlers such as Googlebot from accessing all or parts of your website which is publically viewable.

Related:

This stands for Return On Investment. Its a basic strategy that decides whether the return on something is worth the investment.

This is a term that refers to a type of website user. Each user will be given a role and permissions such as a web page editor or site administrator.

Related:

This design style uses single rows to display content instead of columns.

The biggest pro of this style is its mobile-friendliness. Since content is presented in a more self-contained block it is easier to change the format for better display on different screen sizes.

Stands for Really Simple Syndication. It’s an easy way to “feed” content from one site to another.

Related:

A concept in marketing that states a potential customer should come in contact with your marketing message at least seven times before they make a purchase.

This includes extensive mobile definition and design. The process includes creating a prototype so that key functionality can be reviewed during the Definition Phase. It also includes designs for numerous pages (more than the 3 included with a RWD Intermediate project).

This includes more definition and design time than a RWD Starter website. It includes a wireframe and design for the Home and two other key pages on a phone and a tablet.

This refers to a basic RWD/Mobile optimized site. It is used when the budget doesn’t allow for extensive definition and design of a mobile website. For example, an RWD typically has 4 breakpoints, one for a mobile phone, another for a tablet, another for a small desktop and one for a large desktop. To minimize costs only one design e.g. mobile phone is created and the other devices are implemented as the developer thinks best. In other words, a RWD Starter website is an entry level mobile site where not every type of design or functional feature is fully defined and designed before it is developed and released for review.

Takeaway

Make sure you understand to what extent your Mobile site is designed and defined. Also keep in mind that designing and defining all aspects of a Mobile site takes a considerable amount of time and may be cost prohibitive.

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