Glossary
A
Adsense – A service provided by Google that automatically puts keyword-relevant advertisements on a website on behalf of a business. Referred to as “contextual advertising.”
Adwords – Google’s pay-per-click (PPC) program.
B
Blog – Blogs began as personal online journals, but the format is taking off and is now utilized by many professionals to network and share industry information, for example. They take a less formal tone than traditional business and corporate content. “Blog” is slang or shorthand for “web log.”
Bookmark – A function that allows you to save a website address for quick viewing later. Some users refer to bookmarks as “favorites.” Bookmarks can be grouped and organized, and, thanks to social bookmarking, shared with friends and anonymous users worldwide.
C
Call tracking – Technology that allows marketing professionals and business owners to view the demographic details of potential leads who call a designated 800-number as directed by the firm’s website.
Click through – Desired action of a search engine user – “clicking through” refers to clicking on a link that appears in search results in order to visit a website directly.
D
Directory – A server or collection of servers set up for the purpose of indexing websites for search results.
E
Email marketing – Utilizing client leads obtained through web forms and other methods, marketing professionals send information, newsletters, and offers to current and potential clients via email.
K
Keyword – Words searched for by internet users in search engines.
M
Meta description – A brief summary or explanation of a web site’s content and purpose, usually containing keywords. The description is used by search engines to allow users to view site information in results.
Meta tag – A non-visible HTML tag that provides information about the site itself. Search engines use the information contained in meta tags to properly categorize and describe a website in results.
O
Organic search – Also called natural search, organic search refers to search engine results earned due to natural SEO techniques such as keyword utilization in content. Organic search contrasts results that are paid or sponsored to be featured by a search engine.
P
PPC – Pay-per-click (PPC) is the practice of bidding on keywords for search engine result prominence. The link owner pays each time a search engine user clicks on their link.
R
Reputation Management – The practice of managing one’s online persona and reputation utilizing web content, blogs, and social media to establish identity. Also referred to as online reputation management or monitoring (ORM).
S
SEM – Search Engine Marketing is a type of marketing involving various techniques whose main goal is to increase search engine visibility and site ranking. SEM involves promoting of individuals or businesses via internet channels.
SEO – Search Engine Optimization, or SEO, is the practice of utilizing methods that help to put your page at the top of organic search results.
Site map – A navigational aid for websites that provides a simple, structured list of all links to content.
Social bookmarking – An internet-based version of storing useful or interesting websites for later viewing. Social bookmarking websites allow users to share bookmarks amongst one another, rank links, comment on content, and provide feedback. Bookmarks are organized by tags and categories.
Social media – A host of websites, applications, aggregators and other web-based technologies that allow users to interact socially with one another via the internet, sharing information, video, events, and more.
Social networking – An online community of users who share information. Some networks target specific audiences, while others have a wider ranging user-base. Social networking allows friends, relatives, and colleagues to connect and interact, and provides an avenue for information distribution and advertising.
T
Title tag – The title tag is included in a website’s HTML and contains keywords specifically chosen for search engine promotion of the site.
Twitter – “Micro-blogging” and social networking website where users post 140-character “updates.” Utilizing features such as hash tags, Twitter is highly-searchable and encourages partnership among users.
W
Web 2.0 – Second generation of internet technology that allows for more dynamic design and content, and encourages information sharing, link exchange, and collaboration.
Y
YouTube – A video-sharing website that allows users to upload their own content and comment on, rank and review the uploaded content of others in the community. Viewers can also embed video files on their own blogs and websites and share links to content via text and email.