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. 

The list of websites you receive upon entering a keyword string query into a search engine. 

Google tends to test many different elements on these pages: how many ads to show, local listings, product scroller, image search, sidebar ads, etc.

Agreement made between a company and a client featuring tasks such as software and security updates that are performed on a monthly or quarterly basis. These include items such as site monitoring, performing updates (e.g. content management system software Drupal and WordPress), back ups, Google Analytics reporting, as well as more advanced assignments such as server upgrades, server performance optimization, anti-spam tools and security, and rapid response troubleshooting. See the SLA services we offer.


A session is counted each time a user visits a page on your website. The session continues to be counted unless the user becomes inactive for 30 minutes or leaves your website.


There can be multiple pageviews given one session.

What it is: Sharepoint is an enterprise level content management system developed by Microsoft.

Type: Fee-based licensed software

Cost: Depending on amount of users price varies from $12,000-14,000 in software costs, $7,500-250,000 in user licenses, and $15,000-200,000 in implementation, intranet planning and launch costs.

Features: The software package offers intranet portals, website management, data storage management and analytics.

Pros: For a large business environment, Sharepoint offers a platform for large amounts of data to be managed and analyzed. Also, internal communities can be established to manage projects, exchange information in collaboration between staff.

Cons: The high cost of SharePoint in comparison to other options can be too much for some smaller businesses. Also, in many cases 3rd party applications are needed to satisfy company needs.

Visual elements of the UX that instruct a user on how to use features of a site.

This is a general term that refers to how sites are configured using a Content Management System. For example under Drupal’s admin interface these areas are a part of ‘site configuration’: administration menu, content authoring, development, media, people, regional and language, search and metadata, system, user interface, web services. These are some of the aspects of a CMS. How well suited a CMS is for a particular website project depends on its site configuration and other capabilities.


What it is: This is a content management system geared towards higher, enterprise-level customers.

Type: .net based and pay per server, fee-based licensed software

Cost: SiteCore's licensing fee starts at $40,000 and is another $8,000 for following years. The implementation cost starts at $65,000, and support and other licensing fees costs around $10,000 ongoing each year.

Features: The system offers many comprehensive tools to develop, deploy, market and manage multiple sites.

Pros: SiteCore can be integrated, also has a marketing suite tool of interactive content management functions one can install on their site.

Cons: The price of SiteCore can be too high for some businesses.

More about SiteCore here.

A sitemap is a top level view of the website navigation and information architecture, similar to an org chart. It is used to understand the size, structure, and complexity of a website.


In order to efficiently build a website, a sitemap needs to be created as part of the Definition Phase.

An acronym used to produce impactful and productive goals. SMART stands for specific, measurable, attainable, relevant, and timely.


The text displayed under the title of a web page on the SERP of a search engine. This is typically used as a web page's summary and parts of the page that match the searched keywords will be highlighted.

Marketing an organization's products or services via social media channels to increase brand awareness and acquire new leads. Platforms include Instagram, Facebook, Twitter, Pinterest, YouTube, and more.

A way for businesses to distribute or sell web applications, SaaS is centrally hosted on an online server and can be accessed via web browser. Examples include Google, MailChimp, and Dropbox.


Any web form or input area such as comments are susceptible to spam entering a site. For example, spammers can automatically input data into a ‘contact’ web form. Deleting this spam content can be time-consuming. There are many ways to prevent spam, though none are foolproof. Common tools include Drupal’s “HoneyPot” module and adding “Captcha” to forms that require users to spell out letters or numbers.

This refers to content that has been added via a WYSIWYG web page editor into a paragraph type container. The content, including images and text are bunched together in one container. This reduces the ability of the content to respond well on different mobile devices. It also makes it harder to display content in multiple places.

Schema or Structured Data pertains to a specific vocabulary of tags that can be added to a website's HTML to help search engines better understand your webpages as well as improve the way these pages are displayed on SERPs.

Learn more on's website.

A document outlining the design specifications of an organization, including fonts, color palettes, and appropriate logo use cases. This guide allows marketers to conform their material to match the branding and voice of the organization they're representing.

A domain used to identify a category that is smaller than a regular domain. Typically a subdomain lived under the main domain of a website.


This is the characteristics that make up the people who you feel with directly want to interact with your company through your products and services. 

It can take the form of age group, gender, race/ethnicity, income level, buying habits, interests, hobbies and more. 

This refers to how content is classified such as categories and sub-categories of content. The larger the website the greater the need for classifying content. For example, a website that has recipes will have different categories for appetizers, soups, entrees, salads etc.


The more well thought out the taxonomy is the easier it will be to build and use a website.

What it is: An enterprise-level content management system.

Type: Fee-based licensed software

Features: TeamSite manages, stores and analyzes web pages, documents, databases, source codes, and scripts.

Pros: TeamSite's digital marketing system makes for large corporations to more efficiently market through e-commerce, email marketing, and rich media management.

Cons: Being an enterprise level CMS, TeamSite will cost more then some businesses can handle.

All about TeamSite here.

A template file manages and displays multiple pages. This allows for making changes easily to many pages. The different components of a template file include the display of specific content types as well as a unique design. The template design is also called a "theme" in Drupal. Unlike print design, where each page in a brochure can have a different layout and still take the same amount of time to print, the more web templates there are, the more time it will take to develop the site. The advantages of a Template include: More efficient code and less time to code a site resulting in a less expensive website, easier maintenance of a website since changes can be made globally, improved usability since it’s easier to view pages that have common layouts and navigation schemes, easier display of content from a database and more efficient integration with Responsive Web Designs (mobile friendly).


Try to identify how many Templates you think your site will need e.g. Home page, Blog overview, multimedia gallery etc. The fewer templates needed, the less time and cost there will be to build the site.

TLD or Top Level Domain would be .com in the following example URL - 


Topic clusters revolve around a specific topic. A pillar page is first created that covers all aspects on that topic. Then, supporting articles are created to go in-depth on specific aspects of the topic and link back to the pillar page. 

In the end, you have all your content sorted by topic with one general overview and many in-depth articles to support the overview.

A unique web address that allows you to disguise your content with a branded URL. Tracker domains are used by Pardot (a SalesForce marketing platform), and are also known as Canonical name (CNAME) or vanity URLs.

Information included in URLs that allow advertisers to track marketing campaign effectiveness. It records data of users who came to or interacted with a website from a specific location due to an ad or social campaign.

A subset of analytics focused on the users at the "top" of your funnel - i.e. users without much knowledge of your company and the services it provides.

A business framework that considers social, environmental and financial performance. TBL is derived from an accounting term for the “bottom line,” which is the financial profit or loss in an organization, usually found on the very bottom line on a revenue reports.


This refers to how a user experiences the site. Usability has a substantial effect on the success of a website. A site with simple, quality and credible material has great usability, and the user will notice. Also, equally as important, many search engines look at usability when ranking websites, and they will rank your page accordingly. 

The overall design of a web page and site, and how the user will experience it.

This term refers to the layout of a page or rather where a user interacts with a software application or Internet browser. Often referred to as a GUI or graphical user interface. The User Interface or UI is a subset of the overall User Experience design which includes how people interact with a series of pages, a whole website, or web application.

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.