Online Presence Management Glossary
The complete list of all the terms you’ll need to start managing your online presence.
Need help breaking down all the jargon?
An advertising network run by Google which allows advertisers to promote their ads across Google platforms. The system works on a ‘pay-per-click’ basis, meaning that you only pay when someone clicks on your ad as a result of their web search.
Ad Blocking Software
A software which allows people to filter or get rid of adverts in their web browsers and mobile apps. These often target pop-ups and banner ads, allowing people to surf the web without any distraction.
Normally refers to a ‘search algorithm’, which involves the complicated calculations a search engine makes to figure out which pages should be displayed in someone’s search results. Different search engines, like Google, Microsoft and Yahoo!, all have slightly different algorithms.
The clickable part of a hyperlink, which usually appears blue and underlined. The words in the anchor text can determine the page’s ranking by search engines.
The general authority of your website. Based on factors such as your website’s traffic, popularity and social media shares. The more popular and trusted a site appears to a search engine, the more authority it has.
A site which is well-established and trusted in its niche. These are sometimes featured in the Google ‘snippet’ which appears at the top of search queries.
The ‘vote’ of authority given to your website when another website links back to it. Search engines like Google will often rank your website higher if you have more of these ‘votes’.
A popular marketing technique which uses automated systems to encourage people along the buyer’s journey. This often involves a bot auto-completing a manual task, such as filling out web forms or signing up to websites.
Links from other websites which take people to pages on your domain, linking their websites to yours. These build up a backlink profile which helps search engines rank your website higher; roughly speaking, the more backlinks you have, the more relevant and trustworthy your website seems to search engines. See Link Authority.
Generally refers to the volume of information that an internet connection can handle. An internet connection with a large bandwidth will move data much faster than one with a lower bandwidth. Bandwidth is usually measured in ‘bits per second’, which refers to the amount of data transferred every second.
Below the Fold
The bit of a webpage that can’t be seen until someone scrolls down the page.
The shortened word for ‘web log’. A website where people or businesses publish short articles on a regular basis and allow visitors to comment on them.
The measurement for how many people leave your site without visiting any of your other pages.
Business-to-business, or B2B, marketing is when one business markets its products or services to other businesses rather than marketing to the individual consumer.
The alternative to business-to-business (B2B) marketing. This kind of marketing occurs between businesses and their individual consumers.
A shortened version of the word ‘robot’. A ‘search bot’ is a kind of computer programme which searches the internet and catalogues information, whilst on social media you can often find ‘bot followers’ or ‘bot accounts.’ Whilst the first kind bot is used by search engines to figure out the order in which they should display websites, the latter two are automated accounts created to inflate follower counts or social shares on social media.
The process which describes the journey a person takes when buying a service or product from your website. This can be broken down into three key stages: Awareness, Consideration and Decision. Essentially, the stages at which someone becomes aware of your business, considers buying your service or product, and then decides to do so.
A ‘browser cache’ refers to temporarily saved files from sites you’ve visited in the past. Your browser does this so that it can load the site again more quickly if you use it again.
A call-to-action, or CTA, is a phrase or button which encourages you to take a certain action when you visit a website. Some of the most common examples include “Click here to …” or “Subscribe here!”
The ratio of people who saw an advert compared with the number of those who clicked it. The click-through-rate of your adverts can be used to figure out how well your advertising is working. If 100 people saw your advert and twenty of them clicked on it, your click-through-rate would be 20%.
Content Management System (CMS)
A content management system, or CMS, is a user-friendly software which allows users to manage and publish content online. This includes text, videos and images.
A snippet of information websites store in your computer or mobile device which tracks how you use the website.
The percentage of people who complete a sale or a desired action on your website out of everyone who has visited it. A conversion rate can measure how many people place an order with your business, or how many people signed up for email alerts from you. If 4 out of 10 people ordered something from you, your conversion rate would be 40%.
Cost-Per-Click (CPC) or Pay-Per-Click Marketing (PPC)
The cost, paid by an advertiser to a search engine, for every time an internet advert of theirs has been clicked on. A way of paying for search engine ads which means you only play when your advert has been clicked on.
The address of your website, usually the homepage. This is also often called a URL.
The practice of buying and selling things over the internet without any paper documents. E-commerce can be split into three types: business-to-business (B2B), business-to-consumer (B2C) and consumer-to-consumer (C2C).
The list of people who have signed up for email newsletters or notifications from your company. This might include receiving emails about a new blog post or a special offer.
The place or section which someone’s eyes are naturally drawn to when they visit a web page. Focal points are normally the most interesting or emphasised part of your website, meant to capture and hold the viewer’s focus. One of the most common examples of this is logos or slogans.
The front-end part of a website is the part people can see and engage with. This includes the web design.
The back-end of a website is the part that people can’t see when they open it in a browser, like the servers and databases. The back-end involves everything which makes the website work, from website’s security to the basics of its structure.
The sales funnel is used by marketing professionals to describe the complete process of a sale. The ‘wide’ end of the funnel is where ever potential customer begins, and the ‘narrow’ end is where they complete their buyer’s journey and purchase your service or product. Sales funnels are often broken down into four steps: awareness, interest, the consumer’s decision and then their action.
A growth mindset is a mindset which helps you continually improve and grow your business and marketing methods. This involves monitoring and evaluating the performance of all your sales and marketing efforts in order to see how you could improve them next time. Unlike a fixed mindset, a growth mindset makes sure your goals are flexible.
A guest post is a article or text post which is posted on a blog by a guest writer. Guest posting can help you build brand awareness with an audience outside of your usual readership.
A heat map is a data analysis software which shows where people have been looking on your web page. Heatmaps use a warm-to-cold spectrum to show which sections have received the most attention and are useful for showing how far people usually scroll down your web page.
The hero image is a large web banner image which usually appears at the top of a webpage. The hero image is normally placed above the fold in order to entice people to explore further.
HTML (Hyper Text Markup Language)
The code used to create websites.
An electronic link which takes you from one page to another when you , usually coloured blue and underlined.
A kind of marketing which uses individual people, usually thought leaders in their niche, to get the word out about a businesses product or service. Influencer marketing can be a lot more subtle than other forms of marketing, and is most common on big social media platforms such as Instagram and Facebook.
In web design, an image map is a graphic or picture which takes people to different online destinations when people click on different parts of it. Image maps are often used as a more adventurous kind of main menu. A simple example would be clicking on different destinations on a map and then being taken to a website for hotels in that area.
A keyword is a particular word or phrase that helps search engines match your website with Google searches. Keywords tell search engines what your content or business is about and give your website a better chance of turning up amongst people’s search queries.
Short tail keywords are short phrases or single words which sum up the content of a website. Their short length makes them less specific than longer keywords and often means there are a lot more websites competing to turn up for that specific word or phrase. A simple example of a short tail keyword would be “digital marketing”, whilst a long-tail keyword would be “digital marketing for UK hotels.”
Long Tail Keywords
Long-tail keywords are more specific combinations of several terms which have a clearly defined intent. Long-tail keywords are a good place to start when your business isn’t already well-established online – instead of competing with every website out there with content about “food”, a catering service is better off with a keyword like “UK catering service for weddings.”
Keyword density tells you how often a search term turns up in your content relative to the total number of other words. It’s important to make sure your keyword turns up more than once on your website as keyword density is often used by search engines to determine whether a web page is relevant to a specific search or not. If your keyword appears four times in a page with 100 words, your keyword density would be 4%.
Keyword research can help you figure out which keywords and phrases people are searching for. If you make content with a popular keyword, there is a higher chance of people finding your website. The Google AdWords Keyword Tool is one of the best places to start with keyword research.
A landing page is a standalone web page made specifically to draw a visitor into a marketing or advertising campaign. It’s the website a visitor ‘lands’ on when they click a Google advert, for example. Landing pages are designed with the singular focus of calling a visitor to action and are often linked to social media pages, search engine campaigns or email newsletters.
Put simply, meta data is data which describes other data. Meta data summarizes the basic information about other data and makes finding and working with the latter much easier. ‘Author’, ‘date created’ and ‘file size’ are all simple examples of document metadata.
A meta tag is a HTML tag which describes some aspect of a web page. Meta tags often tell a search engine who created the page, when it was update and which keywords represent the page’s content.
A meta description is the small snippet of text which you see under the title of webpages when you search for something online. The meta description tells you what the website offers and what kind of questions it may answer. Making sure you have a concise and compelling meta description is one of the best ways to start generating click-throughs from search engine queries.
A meta title gives an even briefer summary of the content your page offers and is displayed as the clickable title link which search engine queries turn up. Search engines read a websites meta data and then use it to display your webpage to relevant searches. Type anything into Google, and you’ll see all the relevant meta titles in blue.
Website navigation describes the way people use your website and click from page to page. Intuitive navigation is a key element of web design because it gets visitors to view more than just the home page of your business. The longer they stay on your website, the more chance you have of moving them down the sales funnel.
A market niche is a small and focused segment of the market which marketers promoting their service or product focus on. Marketing niches are discovered by identifying consumer needs or wants that aren’t being met by competitors and are crucial to making your business stand out from the rest. Marketing niches are particularly important in online and digital marketing because of the huge wealth of competition that the internet offers.
A tag which can be added to links to let search engines know not to follow them or include them in when calculating rankings. Any content which is a paid or affiliate link should have the nofollow tag.
Organic Content Marketing
Organic content is marketing which involves using free social media platforms such as Instagram, Facebook or YouTube to market ‘organically’ through industry thought leaders and influencers. Because services and products are advertised through placements in these people’s social media feeds, the content your business offers appears more naturally fitted to the audience receiving it.
Opt-in involves explicit permission from a customer to email, message or update them with information about your business. Common examples include things like an email advertising a flash sale or an automated notification of a new post on your blog.
A count of how many times the pages on your site has been completely loaded by a viewer. If you had five different people look at two pages each on your website, your site would have had ten page views.
The order in which pages appear when someone searches for something online.
Pay-Per-Action Marketing (PPA)
A kind of advertising where you only pay for each completed action or confirmed sale made by a viewer.
The permanent address of a given file or page on the internet.
A piece of software that can be installed to add a new function to a website or content management system.
A kind of data analysis that is represented in straightforward numbers. Common examples of measurements expressed in quantitative metrics include click-through rates or visitor counts.
A kind of data analysis which is often represented in non-numerical ways. This is commonly thought of as a less objective kind of business metric, but qualitative metrics are still vital to online businesses. Qualitative assessments can uncover the opinions of clients and identify more specific, personalised feedback. For example, focus group experiments and surveys both involve qualitative metrics.
A series of algorithms which analyse what should be displayed when you search for something online. Google, for example, uses its ranking algorithm to sort through the billions of webpages available and give you the most relevant results.
A calculation which works out how much money you recoup or make from a specific marketing investment. If you invested £100 in an advertising campaign and earnt £130 as a result, your return-on-investment would be 30%.
Reputation management is the practice of shaping the presence of a business online. This is often managed by monitoring what people are saying about your business on social media or investigating how well your businesses online presence is. Maintaining a good business reputation is vital to securing customers in both the short- and long-term.
Search Engine Optimisation (SEO)
A marketing practice which optimises your website ranking in organic, unpaid search engine results.
An online platform where people can post content and interact online. Some of the biggest social media platforms are Facebook, Instagram, Twitter and YouTube.
Social Media Marketing
A kind of marketing which uses social media channels to advertise to their audiences. Common examples include paid promotions on Instagram or featured posts on Facebook.
A target audience is a specific group of people with shared interests who are more likely to be interested in your business than the average person. Businesses usually use demographic information to figure out their target audiences, and consider things such as gender, age and location.
The number of visitors a web page receives. Website traffic is essentially a measurement of how many people pass through your businesses online webpages.
A marketing effort to try and get more people to visit your businesses web pages.
Linked to Navigation. The usability of your website entails how easy or difficult it is to use your webpages. If your website has an intuitive and clear layout, its usability will be high.
URL (Uniform Resource Locator)
The unique address of a web page on the internet. This can be found in the search bar at the top of your page when looking at a site.
A document or page on the internet that can be identified by a URL.
One of the most popular blogging platform and content management system. WordPress allows you to create websites free of charge.