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
A
A/B Testing
This refers to when you undertake research within an online campaign and you release two versions of the same element of a campaign to see which performs the best. For example, you may send two emails with the same content but different subject headings to see which one has the highest opening rate or you might use different keywords in a Google Ad campaign.
Analytics
It’s important to understand the success of all online activity you undertake. Analytics is a feature that comes in different formats and allows you to do this.
B
Blog
This can either be an independent website or as part of an existing site and is used for individuals or groups of people to produce updates and articles of interest to their users. They should be updated regularly and are a great way of adding new content to a site which is important for SEO reasons.
Banner Advert
These are adverts which are placed on a website and used to drive traffic to the advertiser’s website.
C
Conversion Rate
This shows the percentage of clicks through from an advert that then result in an action, for example, sales.
CPC
This refers to ‘Cost-per-Click’ and is the cost paid when someone clicks through on your advert.
CPM
Meaning cost per thousand impressions this is another way to pay for online adverts and is charged based on number of impressions, the times people see your advert.
CTR
‘Click through Rate’ refers to the average number of click-throughs from an advert based on per 100 impressions on the advert.
D
Description Tag
This is a piece of copy that is written within an HTML tag. It is created to provide search engines with information about the content of the page.
E
Email marketing
A form of direct marketing using email.
Find out why you should be using email marketing in your marketing campaigns.
G
Geo-targeting
This explains the process of delivering online adverts specified by the user’s location. This allows you to run localised campaigns producing more relevant results.
I
Inbound Link
This describes a link that comes into your site from another site.
K
Keyword
A word used when searching for a website through search engines.
Keyword Marketing
This is the term which refers to activity undertakenin order to get your site within search engines when people searchusing your keywords.
Keyword Research
This is research undertaken to see what words relate to your website content and what the competition is within the market, therefore concluding which words you should use on your site.
Keywords Tag
This is a meta tag that shows the search engines what the keywords of a page are.
L
Link Popularity
The quality and quantity of links linking to your site are measured.
O
Outbound Link
As the name suggests this is the opposite of an inbound link and describes any links from your site linking to other sites.
P
PageRank
A trademark of Google this term refers to a numerical weighting assigned to pages within a website based on its considered importance. This importance is defined by links to a page, the more credible links the higher the PR will be.
Pop-under Advert
This type of advert opens in a new browser window, as with the Pop-up adverts below, but opens behind the browser window you are currently looking at.
Pop-up Advert
This is an advert that appears within a new browser window when you areon a website. People can set their browsers so as to not show these types of adverts by blocking them.
PPC
Stands for ‘Pay Per Click’ and refers to an online advertising payment method that is based on only paying when someone clicks on your advert.
R
RSS Feed
This is an acronym for either Rich Site Summary or Really Simple Syndication and is a way to distribute news headlines from your site across the web. People choose to receive this information from you by signing up to the feed on your website.
S
SEO
This stands for ‘Search Engine Optimisation’ and refers to the process of ensuring keyword phrases related to the content of your site appear in key areas within the site. This works to ensure your site appears prominently in search results.
SERP
This is an acronym for ‘Search Engine Results Page’. The page of results that you see when you use a search engine.
T
Title Tag
The content of this meta tag determines the text that appears in the top line of search results and is important for conveying information to the search engines.
V
Vlog
This is a video version of a blog.