Glossary of terms

No-one likes overly complicated technical terms so we try not to use them where we can. Of course the nature of good online marketing can be quite technical so when the odd term creeps in, and you’re not sure what it means, this online glossary should help.

SEO – an acronym for Search Engine Optimization. This is a process that helps the ranking of a website by adjusting content and being linked by other sites. The higher the ranking, the more likely it is that a site will receive visitors through the use of the search engine.

SEM – Search Engine Marketing is the promotion of a website using primarily paid advertising links through search engines.

Online Marketing – This refers to the use of online platforms and tools to promote a products and services. Using online marketing allows you to reach a larger target audience compared to traditional marketing techniques.

Google Analytics – Google Analytics is a free online service provided by Google that allows you to track and report website traffic and statistics for marketing purposes.

PPCThis stands for Pay Per Click. PPC is a type of online marketing where an advertiser will pay each time their advertisement is clicked. This is often done through search engines as it allows advertisers to bid for a sponsored link that appears when certain key words are searched for.

PPISimilar to PPC, this stands for Pay Per Impression. An advertiser will use PPI by paying a fee every time their ad is featured on a webpage. Online services such as Facebook, Twitter and Google offer this type of marketing for businesses.

FTPFile Transport Protocol is a simple and effective way of transferring files between computers on a network and is most commonly used to download files from a server using the internet.

Social Media – Social media is the collection of platforms based on community input where people can share content and connect and interact with others. Popular social media platforms include Facebook, Instagram, Twitter, Pinterest and LinkedIn.

Conversion Rate Optimisation – Often abbreviated to CRO, conversion rate optimisation is the use of analytics and feedback from visitors, and digital marketing specialists to assess what they are looking for when they visit a site. This can help improve how a website is performing.

Search Engine Ranking – A search engine ranking is the position in which a site ranks in the results on a search engine, when a query is entered.

SERP – This stands for Search Engine Results Page which is the results returned by a search engine in response to a query or keyword. The results usually include a title and a short description that includes keywords that were originally searched.

Backlinks – (Also known as Inbound Link) a backlink is a hyperlink that will link from a website, back to your own. These are important within SEO as search engines will rank websites higher if they have more backlinks as this can show the popularity of a website.

Keywords (Long and short tail) – Keywords are the words that you enter into a search engine when looking for something. The search engine will then bring up relevant results based on these keywords. Short tail keywords tend to only contain 1-3 words and are broad and generic. Long tail keywords tend to contain 3-5 words and are more specific to your query, bringing back a more relevant result back within the search engine. Long tail keywords are much less competitive than Short tail.

Key phrases – A key phrase is made up by multiple keywords that you would enter into a search engine.

AdWords – AdWords is Google’s paid advertising service. The advertisements you see at the top or side of your screen when searching on Google are all businesses using AdWords. By having these advertisements, a business is more likely to draw in customers when they specifically appear during searches on Google. This service is not free however, and businesses will pay a fee any time somebody clicks on their advertisement. This is known as Pay Per Click (See above)

PageRank- Google uses algorithms to analyse a website and determine its relative importance. Google will then give the site a score from 0-10. This is called PageRank. The higher the number of inbound a links a site has, the higher they will rank on the scale, only a few websites are currently ranking 10. New websites with little or no inbound links will start with a ranking of 0.

Domain – a domain or domain name is essentially the websites address within a URL. A websites domain will be unique and will follow after www. And will be followed by suffix such as .com/

URL – URL is an acronym for ‘Uniform Resource Locator’ and is a direct link to a specific page on a website. For example

MetaData – MetaData is data that describes other data by summarizing its basic information. This allows people to filter through data easily to locate specific files and documents along with images, videos and websites. Within websites, MetaData contains descriptions for the sites contents along with linked keywords and phrases. These descriptions are then displayed on search engines along with a link to the site.

Title Tags – Appearing at the top of a webpage on a tab, these define the title of a page on a website and are used to provide a small preview of a pages contents within a search engine. These are vital for SEO and should be precise and relevant to the page itself.

Anchor Text – Anchor text is a highlighted word or phrase within text that is a clickable link to another page that is relevant to the content of the original text.

Hyperlink – This is a link from a hypertext document to another location either within the same document or to a completely new location, activated by clicking on a highlighted word or image. A hyperlink will usually be prefixed by www.

CMS – This stands for Content Management System. CMS is a simplified application that allows people to update, edit and manage content on their website without having extensive technical knowledge.

WordPress – An example of a simple CMS is WordPress. Not only is it the largest self-hosted blogging tool used today, but it is also open source. It’s customizable and can be used for many things aside from blogging such as website creation and content management.

Google Plus – Google+ Is a social media and sharing platform provided by Google.

Google My Business – This is a Google service primarily for small businesses to help their promotion within the search engine. Users only upload content and images once and it will be shown across all Google platforms to help engage with customers.

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