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.
Online & Website Term Glossary
The Glossary is an educational tool to help people understand the different aspects of website development and internet marketing.
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 - www.example.com.
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.
Topic clusters are an important SEO tactic for increasing search visibility for target keywords.
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 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.
Tags that are appended to the end of a URL for tracking purposes. Examples include medium, source, campaign, term, and content.
Vignette is now under OpenText.
A term used to describe the process of collecting customer feedback and utilizing it to improve their experience.
This stands for the World Wide Web Consortium which is the international governing body for the web. Tim Berners-Lee, the director of the W3C, is also one of the original inventors of the World Wide Web.
Keep in mind there are web standards much of which relate to accessibility and some developers are better than others writing code that complies with standards.
This refers to a Project Management process whereby each phase follows another until the completion of a project, specifically first Define, then Design, Develop, and Deploy. It is considered a more practical, less time-consuming process than Agile but also limits the amount of creativity and ability to make substantive changes during the course of the project.
Hosting is the business of storing website information on an online server. More importantly than the space provided, is the fast website loading speed due to the server. Buying one server for a personal website usually would be too expensive, but using a web hosting service enables companies to share the cost of fast loading speed.
Search engines use spiders to crawl linked pages of a website to index them and determine their rankings in regards to search terms.
Webinar stands for web seminar. Virtual seminars give users the flexibility to be in their home or place of work and still be present to learn new things and hear about the latest trends in their industry. It allows for a greater audience and cheaper cost compared to in-person seminars while also leading to increased engagement from users.
This is performed by a web developer during the Development and Deployment Phases. Developers will test the site design and functional features based on the Browser Spec. They will also complete items the QA person has found. Note people unfamiliar with web development are often surprised as to how much time QA and testing take. This is due in part to the amount of different devices that access the Internet and the amount of browsers and operating system combinations there are.
Sometimes the words "template" and "theme" are used interchangeably since they both refer to a system for efficiently managing the design and content of multiple web pages. A theme refers to the design components of a page (layout, typography styles, management of content types) as well as how content is managed on that page. So a template can be thought of as a subset of a theme.
Try to identify how many Themes your site will have i.e. how many different design layouts and templates.
White Hat SEO pertains to accepted SEO practices that marketers and search engines have illustrated as best practices. Where Black Hat SEO might harm websites in rankings, White Hat will help them in performance.
The * character means a wildcard that takes the place of any other character or string of characters.
A wireframe displays the content of a page as well as a preliminary display of the navigation and functionality. It is used to help define a web page. Wireframes are also an important reference doc for designers to know the contents of a page or template before starting the design. Note, while wireframes do display a page layout, they shouldn’t be considered the design. It’s best to not limit design possibilities with wireframes.
Wireframes are critical to understanding what will be required to design and build the page and consequently the website. They are a key deliverable of a Definition Phase.
What it is: One of today's most popular content management and blog publishing applications online today. Used by 22% of the top 10 million websites, Wordpress's open-source aspect makes way for versatility; it can accommodate anything from small-time blogs to large fortune 500 companies.
Type: Open source
Pros: Wordpress is open sourced, making it very versatile. Wordpress has over 30,000 modules serving many different kinds of functions that tailor a website's specific needs.
Cons: Support and upgrades to the software usually are not included. One would have to be dependent on the open-source community to fix any bugs or install any updates.
More about WordPress here.
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