Above The Fold
Content displayed at the top of a web page or email that is visible without scrolling.
Any metrics (type of measurement), statistics, or performance indicator which measures the results of marketing and/or sales efforts.
The text that appears highlighted in a hypertext link and that can be clicked to open the target web page.
Call to action
Items on a webpage which encourage a visitor to take a certain action. For example, a phone number, an email address, or a coupon with the title, “Offer expires in two days. Print yours today!”
Click-through is based on a person’s clicking through a website, such as when a person clicks on an online advertisement which brings them to the advertiser’s website.
Just like the contents of a suitcase packed for vacation, your website or blog or online advertisement also has content. A website would have pictures, text, forms, links, and any other item needed for promoting your business.
Content Management System (CMS)
A content management system is a software that, when integrated with your website, makes editing easy for those without html knowledge.
The proportion of visitors to a website that convert to the desired outcome, such as a lead or a sale. These are usually expressed as a percentage and indicate the level of success in an advertisement or campaign.
Stands for Hyper Text Mark-up Language, the coding used to create and link together documents and files on the Internet.
Highlighted words or images that link you to another page within a website, another website altogether, or to a document of some sort, such as a PDF.
Key Performance Indicators (KPIs)
Measures used to assess the performance of a marketing process and/or whether goals set are achieved.
Keywords in SEO
The keyphrase or search query which is typed into the search engine by online searchers and shoppers.
Snippets of text found in a website’s code which describe a page’s content to search engines. So yes, meta tags are necessary for helping your website be found in Google, Yahoo, Bing and other search engines..
A method for entering one or a plurality of search items in a single data string into a search engine. For example you might need a picture frame and decide to perform a search through Google. You could enter the search term, “Frame,” but you would more likely enter a more detailed search term such as, “Discount Wood Picture Frame, 8 x 11.”
Organic Search Results
Listings on search engine results pages that appear because of their relevance to the search terms. A broad search term, such as “Frame” would produce a broad answer, such as the definition of the word frame, possibly information about the frame of a house, or even what it means to frame someone. A more detailed search term, such as “Discount Wood Frame, 8×11,” would be more likely to produce the results you are looking for, such as several online stores where this item could be purchased.
The coding of a website which causes the pages to automatically resize themselves according to the type of device the site is being viewed (desk top, laptop, tablet, smart phone, etc.).
The number of visitors who visit a website.
Techniques used to assess and improve the contribution of e-marketing to a business including reviewing traffic volume, referrals, clickstreams, online reach data, customer satisfaction surveys, leads and sales
Short for “web-log”, a blog is an online space where we are able to express our opinions, share our passions, and promote our insights to the world. Comments can be added to each blog posting to help create interactivity and feedback.
Based on number or percentage of visitors to a website that exit without navigating additional pages of the website.
A visual trail of where a visitor is on a website and what level of navigation that page falls. This tool helps the visitor remember what they clicked to end up where they are on the website.
The exposure of content to an individual.
A hyperlink back to your site from another website.
The promotion of a company or organization through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel.
Sometimes the home page of a website is referred to as a landing page, but more often a landing page is a single webpage used for a very specific campaign and therefore containing a pointed message or offer with several obvious calls-to-action.
The method of finding and moving between webpages. Primary navigation would most commonly be something like, Home, About Us, our Services, and Contact Us.
The term used when people have clicked on or viewed a web page.
PPC Search Marketing
When a company pays for an advertisement to be displayed on the search engine results page when a specific key phrase is entered.
PPC (Pay per Click)
A method of advertising in which a fee is paid each time an advertisement is clicked. In other words, you’re paying for leads to your website instead of being found organically. PPC can be a good temporary fix while a business is strengthening their organic presence.
A method used by Google to evaluate a webpage’s importance based on the quality and quantity of links to that webpage.
The total number of different people or households exposed, at least once, to an advertising medium during a given period.
Search Engine Marketing (SEM)
Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
Search Engine Optimisation (SEO)
The process of improving webpage visibility in a search engine’s unpaid results, often referred to as “natural,” “organic,” or “earned” results.
Search Engine Results Page (SERPS)
The page displayed by a search engine in response to a query by a searcher.
The reporting and analysis of a website’s activity based on the actions taken by visitors to the site. Items of interest would include the duration of time spent on a page, click through rate, the number of revisits to the site, etc.
A visual demonstration, whether by text, imagery, or links, which lists the pages of a website and their hierarchical placement within the website.
Social networking sites helps people acquire new connections with shared interests and/or related skills.
A program which crawls the web and fetches web pages in order for them to be indexed against keywords. This process is used by search engines in order to formulate SERPS, Search Engine Results Page.
Measure used to gauge the effectiveness of a site in retaining its users, usually measured by the duration of the visit.
User generated content
Online content created by website users rather than media owners or publishers – either through reviews, blogging, podcasting or posting comments, pictures or video clips. Sites that encourage user generated content include Facebook, Twitter, YouTube, Wikipedia, and other similar platforms.