Small-business Guide to Winning at Web Marketing [glossary]
What, How, Who, and When
301 redirect (also: redirect; URL redirect; URL forwarding) — a technique for sending the visitor to a substitute web page.
404 error page — a page returned when a visitor types in a non-existent URL.
Addon (also: extension; plugin; widget; XTensions) — a small software application that extends the capabilities of a host application.
Alt text (alternate text) — text displayed when an image is missing that was used in an HTML page.
Analytics — the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Article (also: post; story) — a document within a blog site.
Authoritative (authority) — in the context of this book, a person who was been verified by search spiders as a source of reliable information on a topic.
Avatar — graphical representation of a computer user. This might be an illustration, image, caricature, or abstract representation.
Backlink (also: hyperlink; inbound link; link) — a reference in an off-site source document that, when clicked, transports the user to a document or page within your site.
Blacklisted — a domain name that has been deemed as the originator of spam and therefore blocked by many email systems.
Blog — a type of web site usually maintained by a single person through the posting of daily stories. Entries are displayed in a reverse-chronological order.
Blog pages (also: pages; static HTML pages) — a generally static document within a blog site or web site.
Blogger — one who writes stories posted at a blog.
Body tags (* body *; * /body *) — a designated area within an html web site that contains the content intended for the visitor.
Bounce rate — the percentage of visitors to one’s web site that leave without visiting a second page.
Bot (also: crawler; robot; search spider; spider) — a computer application that indexes web pages for the purpose of returning them in search-engine results.
Call to action — a statement or request within messaging that directs the recipient act in some specific manner, such as “call now.”
CAPTCHA — a type of test used within web sites and forms to ensure that the response is not generated by a computer. This is often a task such as typing the characters seen in an image.
Cascading style sheets (CSS) — a style sheet language used to format and provide consistent styling for html web pages.
Category — a grouping of pages within a blog site. Category names should match one’s keywords and keyphrases.
Click-thru — a count of the number of persons who have clicked on a link. It can also refer to the type of link or type of ad.
Comment — a message left by a visitor at a blog site in reference to a posting.
Crawler (also: bot; robot; search spider; spider) — a computer application that indexes web pages for the purpose of returning them in search-engine results.
Customer-loyalty campaign — a campaign that rewards customers for their relationship with a vendor; generally through the tallying of points that can be redeemed for products or as discounts off future purchases.
Deep link — a page within a web site that is not at the top level or directory.
Description (also: excerpt; meta description) — a descriptive summary of the content of a web page. Also used to describe the page in search-engine results.
Domain name — words, letters, and/or numerals, separated from the extension by periods, used to name companies on the web.
Drip marketing — a marketing strategy where one sends several consecutive promotional pieces to current and potential clients as a method of keeping the company name in front of the client.
Endorsement (also: testimonial) — text written by a customer, client, or visitor that validates something that you offer, such as services or products.
Excerpt (also: description) — a descriptive summary of the content of a blog post. Also used to describe the page in search-engine results and in rss summaries.
Eye-tracking heat map — a color-coded representation of a web page that identifies the areas that attracts the visitor’s eye.
Extension (also: addon; plugin; widget; XTensions) — a small software application that extends the capabilities of a host application.
Group — an online community of people that have a common interest.
Head tags (* head *; * /head*) — a defined section within an html page that contains information not visible to the visitor, but that provides instructions to search engines and other applications that can read this information.
Heat map (see also: eye-tracking heat map) — a color-coded representation of a web page that identifies the areas of click activity.
Hypertext Markup Language (HTML) — a computer language used to create and represent web pages and emails.
Hosting provider (also: host; ISP) — a company that charges a fee in exchange for providing the customer with internet access which can be used for hosting a web site and/or email accounts.
Inbound link (also: back link) — a reference in an off-site source document that, when clicked, transports the user to a document or page within your site.
Index — the listing of a web page’s content for the purpose of returing the page to a user during a search on word or phrases used within the page.
Internet service provider (ISP) — a company that charges a fee in exchange for providing the customer with internet access which can be used for hosting a web site and/or email accounts.
JavaScript — an object-oriented scripting language used often within web pages to create special effects or action features.
Keyphrases (see also: meta tags) — a series of words that are used to identify important features, services, or products of a company. In a list of keyphrases, the phrases are separated by commas.
Keywords (also: meta tags) — words that are used to identify important features, services, or products of a company. In a list of keywords, the words are separated by commas.
Link (also: hyperlink; inbound link; backlink; outbound link) — a reference in a source document to another document that, when clicked, transports the user to destination document.
Link farm — any group of web sites that all hyperlink to every other site in the group. This is an undesirable state.
Meta data — text, audio, or video that describes what the audience will see, hear, or experience. In the case of web pages, meta data is generally text descriptions of the content of the page.
Meta description (also: description; excerpt) — a descriptive summary of the content of a web page. Also used to describe the page in search-engine results.
Meta tags (also: tags; keywords; keyphrases) — a series of words or phrases that are used to identify important features, services, or products of a company. In a list, commas are used to separate individual keywords and keyphrases.
Micro-blog — a form of blogging where the content is typically much smaller, shorter, or limited in character count. Twitter is probably the best-known micro-blog.
Multi-touch campaign or marketing — a single marketing effort that integrates a number of messaging vehicles, e.g., direct mail, email, news announcement, and social-media postings.
Nurturing campaign — an on-going marketing effort that proactively guides contacts through a process of awareness, interest, preference, and purchase or investment.
Open source — describes a philosophy or methodology in the production and development of software or solutions that promote access to the end product’s source materials.
Opt-in — the condition of explicitly subscribing, joining, or permitting the inclusion of one’s contact information in company’s mailing or emailing list.
Opt-out — the condition of explicitly unsubscribing from a company’s mailing or emailing list.
Outbound link — a reference in your site or document that, when clicked, transports the user to destination document.
Page title (also: title) — a text tag of a web page that identifies the page to the search engine and that displays at the top of the browser window.
Pages (also: blog pages; static html pages) — a generally static document within a blog site or web site.
Pay-per-click (PPC) — the process of charging fees based on the number of times an ad or hyperlink is clicked by viewers.
Personalization — the process of adding individual customer data to each piece of a campaign.
Personalized landing page (PURL) — a web page that is dynamically or manually created and named using personal information of the recipient (usually their name).
Pingback — a method for web authors to request notification when another site links to one of their documents.
Plugin (see: addon; extension; widget; XTensions) — a small software application that extends the capabilities of a host application.
Podcast — a single or series of digital media files (either audio or video) that are released episodically and often downloaded through web.
Post (see: article; story) — a document within a blog site.
Privacy policy — a legal document posted at your web site that discloses some or all of the ways a you retain, process, disclose, and purge customer’s contact and personally identifiable data.
Private registration — a service offered by a number of domain name registrars where the registrar replaces the user’s info in the WHOIS with the info of a forwarding service.
Really simple syndication (RSS) — a family of web-feed formats that are used to publish frequently updated works in a standardized format, e.g., blog posts, news headlines, audio, and video.
Reciprocal link — the process of creating a link within your site in exchange for and directed to a site that has posted a link to yours..
Registration form — a form posted within your site for the purpose of collecting contact information or survey responses.
Redirect (also: 301 redirect; URL redirect; URL forwarding) — a technique for sending the visitor to a substitute web page.
Relevant — a page’s state as designated by a search spider in being appropriate in the return of SER.
Robot (also: bot; crawler; robot; search spider; spider) — a computer application that indexes web pages for the purpose of returning them in search-engine results.
Safe-sender list — a list of senders you identify in your email software from whom you believe you receive virus — or spam-free email messages.
Search-engine marketing (SEM) — a form of web-based marketing that seeks to promote web sites by increasing their visibility in search engines through organic or paid methods.
Search-engine optimization (SEO ) — the process of increasing visitor traffic or the quality of traffic to a web or blog site by affecting where in the search-engine results a company is listed.
Search-engine results (SER) — the listing of web pages as returned by a search engine in response to a user-defined search.
Search spider (also: bot; crawler; robot; spider) — a computer application that indexes web pages for the purpose of returning them in search-engine results.
Self-promotion — marketing efforts designed to promote the professional aspirations of a person.
Segment (segmentation) — the process of dividing one’s customer-contact list into groups to enable the tracking and analyzing of customer behavior.
Site map — a list of pages of a web or blog site accessible to spiders or users.
Sliced image — a single image sliced or divided into multiple images typically for the purpose of faster page loading or the ability to attach different hyperlinks to each slice.
SmartPhone — a mobile phone that offers advanced capabilities — such as email and web browsing — comparable to a computer.
Software as a service (SAAS) — a model of software deployment over the internet that enables customers to use it as on-demand service, either through a time subscription or a pay-per-use model.
Search spider (also: bot; crawler; robot; search spider) — a computer application that indexes web pages for the purpose of returning them in search-engine results.
Static HTML pages (also: blog pages; pages) — a generally static document within a web site.
Sticky (post) — a type of post or topic in a blog that remains on the front page while others around it change. Forums also can have sticky topics which remain on the home page.
Story (also article; post) — a document within a blog site.
Subdomain — a domain that is part of a larger domain, the only domain that isn’t also a subdomain is the root domain, e.g., http://blog.xraymag.com is a subdomain of the root domain http://www.xraymag.com.
Tags (also: keywords; keyphrases; meta tags) — a series of words or phrases that are used to identify important features, services, or products of a company. In a list, commas are used to separate individual keywords and keyphrases.
Targeted landing page — a customized and dedicated page within a blog or web site designed to supplement and expound upon the information found at the source of the hyperlink.
Template (also: theme) — a collection of files that work together to produce a the look and feel of your blog without affecting the underlying structure.
Testimonial (also: endorsement) — text written by a customer, client, or visitor that validates something that you offer, such as services or products.
Theme (also: template) — a collection of files that work together to produce a the look and feel of your blog without affecting the underlying structure.
TinyMCE — a platform-independent web-based JavaScript/html wysiwyg editor typically used within blogs and other saas.
Title (also: page title) — a text tag of a web page that identifies the page to the search engine and that displays at the top of the browser window.
URL forwarding (also: 301 redirect; redirect; URL redirect) — a technique for sending the visitor to a substitute web page.
URL redirect (also: 301 redirect; redirect; URL forwarding) — a technique for sending the visitor to a substitute web page.
Value-proposition — offering a reward, discount, or other benefit in exchange for an action (such as posting a link).
Validate (validating; validated; validation) — the process of confirming the veracity of site content and elevating the ranking of that site within search-engine results (SER).
Variable data — the process of creating individual marketing pieces customized for each record in your data set. Usually this mean that you have each piece imprinted with a single customer’s information and that typically it includes information beyond just that of their address.
Viral marketing — marketing techniques that use social networks to elevate brand awareness or to achieve other marketing objectives through the passing of information.
Web 2.0 — web applications that enable interactive information sharing and collaboration on the web or between the web and devices.
Widget (see: addon; extension; plugin) — a small software application that extends the capabilities of a host application.
Wiki — a web site that allows the creation and editing of any number of interlinked web pages using a web browser.
XML (Extensible markup language) — a set of rules for encoding documents electronically and often used to create site maps for submission to search engines.
XTensions (see: addon; extension; widget) — a small software application that extends the capabilities of a QuarkXPress.
Small-business Guide to Winning at Web Marketing
Full-color, 8 X 10, 158 pages, illustrated
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