Online & Website Term Glossary

All |A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z |

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

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.

An internet marketing strategy by which advertisers pay the publisher (a website) when the ad is clicked. Advertisers can bid on a keyword that is relevant to their target market.

PPC ads can display on the top of a SERP when a keyword matches the advertiser's keyword list, as well as be shown on social media outlets, such as Facebook and LinkedIn. 

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 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.


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.


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.


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.


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.


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.

The strategy through which you measure the performance of an investment relative to other investments. This figure is calculated by dividing generated revenue by total investment costs.

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.


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.


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.


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.


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.


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.

A string of HTML code that helps search engines understand the type of content that exists on a webpage.


This software is for speaking on-screen information or outputting the info to a Braille display.

Search engines are computer functions that search internet data using phrases, specified terms, or programs containing this function.

All areas of marketing that involve search engines, namely SEO and PPC.

SEO stands for Search Engine Optimization. It is a process to increase traffic to websites and overall online visibility. An SEO project typically includes determining KPIs, running benchmark reports, keyword analysis, site optimization, inbound linking, content creation, social media optimization and analytics. Click here for full SEO guide.

Marketing strategy that involves SEO, PPC, PR, blogging, and social media. 

The best strategy is to start early before a crisis happens in order to manage your relationship on search engines. 

Receive Your Free Website Audit

Want to optimize your website's performance? Submit the form below and we’ll send you a detailed report that evaluates the design, marketing and functionality of your website.