Online Marketing Glossary

We at SEM Consultants want to ensure that you don’t get lost in the massive world of internet marketing. Sometimes you are given a lot of information that doesn’t help and only confuses you. Well, allow us to help. Here we have created an extensive list of words and phrases often used in online marketing. You’re welcome!

404 Server Error: The HTTP 404 Not Found Error appears when a webpage you’re trying to reach can’t be found on a server.

AdWords: Google AdWords is for businesses to advertise on Google with a focus on keywords.

Affiliate Marketing: online retailers will pay commission to another website for traffic directed to their products or services advertised on the site.

Algorithm: A set of rules or calculations that a site or program operates by on computers.

ALT Tags: This is an ALT attribute within the IMG tag, which gives a clear text alternative to the image.

Anchor Text: This is the clickable text in a hyperlink, the blue underlined text.

Analytics: The analysis of data or statistics to determine results.

Blog: A website or webpage that is often an informal written article about anything at all, regularly providing information, guides, or personal thoughts.

Black Hat SEO: It is search engine optimisation that goes against natural SEO, where a person targets content to search engines in order to rank higher on search result pages rather than to real people.

Brand: A defining characteristic or mark that is notable for a certain business.

Bounce Rate: This is the number of website visitors who leave after viewing one page only.

Business to Business (B2B): Where a business will market products or services to other businesses.

Business to Consumer (B2C): Where a business will market products or services directly to customers.

Cost-Per Sale (CPS): also known as pay-per sale, is online advertising where a business pays a publisher or website when they receive sales from ads.

Conversion Rate (CR): the percentage or number of visitors who do a desired action

Content Marketing: creating material for online marketing on websites, social media and the like; consists of written and visual content.

Cookies: is data from a website that is saved by the web browser, remembering information for you.

Cost-Per Click (CPC): The amount you pay for every time someone clicks on your paid Ad that aims to drive traffic to your site; also called PPC.

Cost-Per Action (CPA): where someone will pay for an action, and they pay when the action is taken.

Cost-Per Lead (CPL): is the cost of generating leads (sign-ups or interest in your product or service).

Crawler: a program that browses the web in order to gather and connect data.

Curated Content: is content that is gathered and shared which is specific to a certain subject area.

Customer Relationship Management (CRM): is the use of strategies, information and actions to analyse customer interactions in the hope of improving customer satisfaction and the relationship with the business.

Conversion Rate Optimisation: is strategies and actions taken to help improve the percentage of visitors to a website that become customers.

Call-to-Action: This is a word or phrase that encourages a person to do something and navigate towards where you want them to be; e.g. click here for more or buy now.

Content Management System (CMS): is a software/system to create and organised content.

Click-Through Rate: the number of visitors to a website from a link.

Display URL: is the webpage address name that appears with your advertisement.

Domain Name: This is essentially the address name of your site.

Direct Messaging or Direct Mail (Twitter): is an instant message that you send to people you follow on Twitter and who follow you back.

eCommerce: commercial transactions electronically done on the internet.

Facebook: a social networking site to add your friends, share things and interact.

Feed: this is the frequently updated content on the news, social media or a website.

Forum: is an internet space or medium where ideas are shared and discussed about a particular topic.

Google Analytics: is a web analytics service with Google that tracks website traffic (visits) for you to them analyse.

Hashtag: is this symbol ( # ) which is used on social media to highlight keywords that other users can then find relevant information.

HTML: Hyper-Text Markup Language is the language used to create webpages and the tags used to define what a webpage is.

Hyperlink: a connection (link) between documents or pages.

Instant Messaging: a message that sends directly to recipient(s) within social networking sites.

Internet Marketing: also known as online marketing, these are any marketing strategies done by businesses to attract sales that are done online using the internet.

Impressions: is when an ad is fetched from its source, and is countable

IP Address: identifies each computer using internet protocol over a network.

JavaScript: a computer programming language (code) often used to create interactive effects within web browsers.

Keyword: A word that is used to search for your business by other people.

Key Performance Indicator (KPIs): used to weigh up success within a business or organisation in terms of meeting performance goals/targets.

Landing Page: the first webpage that a visitor sees when they arrive on the website (the entry point) or a certain section on a site.

Link Building: is the exchanging of links with other sites to optimise your own site’s backlinks and quality.

Meta Title: It’s the title of your page as seen in search engine results.

Meta Description: A description of your webpage as seen in search engine results.

Organic Search: Achieving ranking naturally on search engines.

Paid Search: is advertising within sponsored listings of search engines or partner sites and paying when it is clicked (PPC, see below) commonly.

Pay-Per Click: is an advertising technique where you pay every time your ad is clicked on Google or other search engines when keyword terms are searched.

Pay-Per Sale: (see cost-per sale above)

Public Relations: building strategic, beneficial connections and relationships between businesses or organisations and their public.

Push Notifications: is a short message on a mobile that is tied to an app alerting the user of updates and interactions within those apps.

Rank: this is where you appear, for example on search engines, within a set context amongst others doing the same or similar things.

Retweet: when a Twitter user or re-posts something someone else posted on their own Twitter feed.

Return on Investment: a measurement of profit that analyses performance of businesses by dividing the net profit by the net worth.

Robots.txt: a way for websites to communicate with web crawlers and other web robots; it will tell the robots which parts of the site shouldn’t be scanned or processed.

Search Terms: Keywords used by consumers to find your business.

Search Engine: An online Yellow Pages! Where all information can be found using words or phrases imputed into the search bar. Google, Bing, Ask etc.

Search Engine Marketing: is a form of internet marketing that aims to increase the visibility of websites on search engines like Google – SEO and paid search, commonly.

Search Engine Optimisation: a strategy used to gain more visitors to a site, by enhancing the sites visibility in search engines due to keywords and links. (Organic search).

Social Media: websites and apps where users create and share content in order to be social and create a social network.

Social Media Marketing: using social media websites and apps to share ideas and information about a business, interact with potential customers and create brand awareness.

Social Networking: connecting with others who share your ideals via the internet.

Search Engine Results Page: the page that appears after a search term or keyword(s) is searched on a search engine. The list of results from websites that feature the search term.

Spam: irrelevant or unwanted messages sent via the internet, often to large numbers of people.

Target Market: this is the ideal person(s) that a product or service is suitable for, and therefore who a business aims to reach.

User Interface: how the user (web visitor) interacts with the website or software. How information appears and how a user uses it.

Unique Selling Proposition (or Point): the thing that makes your brand or business different from similar markets. What makes you better or standout.

URL: Also known as the web address

Usability: how easy it is for web visitors to use your website or software etc.

Website traffic: the number of visitors coming to your website.

Webinar: a seminar that is held over the internet.

White Hat SEO: organic search enhancements that use strategies to focus on a human audience rather than overdoing it to reach search engines. Considered good practice.

WordPress: A self-made website and blog making platform.

World Wide Web: Where the web resources are found.

Word of Mouth: A marketing tactic that involves your customers spreading the word about your business for you, making recommendations to friends and family.