digital marketing course  Glossary

Database driven


Refers to a "database-driven web site", a website that is connected to a database and page content that is based, in part on, information taken from that database.



Algorithm


A formula that determines how a search engine indexes and ranks website pages and content.

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_404


"A ""not found"" result for a requested URL on the server, generally meaning the page requested does not exist. A link that includes the full URL rather than just the page name: e.g."...


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Anchor text


"Clickable text in a website link. Search engines include anchor text as part of their algorithms. Example Search Marketing Organization - in this example ""search marketing organization"" represents the anchor text."...


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Alt tags or alt text


Used when coding images to specify an alternative text description for images that do not render correctly or, with some browsers, as a pop up when mousing over images....


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Authority site


A site that is trusted with a particular search query. "Authority" is determined by other trust factors including the quality and quantity of incoming links from other websites....


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Back links


Incoming (aka inbound) links to a page or site from another site....


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Black Hat SEO


"Optimization techniques and strategies that are deemed inappropriate and unfair by the search engines. These mostly include things that will unnaturally cause a boosted search engine ranking."...


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Bounce rate


The percentage of users who land on a site and leave immediately, without viewing other pages....


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Bread crumbs


The navigation above the main content that helps a user see where they are on the site and the "trail" from which they came, leading back up to the front page of the website....


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Broken Link


A link that does not take the user to the page originally intended. This may be because the page has been renamed or deleted entirely....


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Conversion


The action of a webpage visitor becoming a customer or taking a step(s) towards customer acquisition....


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CPC


The rate that a Pay-Per-Click Company charges advertisers per click-through to their page....


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Cascading Style Sheets


A method of layout used to control the design of a website....


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Deep Linking


"A link to a page one or more levels removed from the home directory. This is desirable to build Page Rank to a specific page on a website."...


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Domain


A human friendly address or URL of a website. When a URL is entered in a browser, a dedicated computer known as a Domain Name Server (DNS) translates the URL into a discrete IP address which is used to find the actual website.

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Domain Name Servers


A special computer used to translate human friendly URLs into computer friendly IP addresses....


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Dynamic IP Address


IP addresses that change everytime a computer logs onto the internet....


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Dynamic Content


Webpages that are generated from information on a database. Dynamic pages often include a "?" character in the URL....


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Flash


Developed by MacroMedia Corp., this technology allows web designers to embed interactive media into their pages....


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Google Analytics


A free web analytics tool by Google that details visitor statistics....


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Google Trends


Tool offered by Google Labs. It allows you to monitor search volume for a particular keyword over a period of time....


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Google XML Sitemap


XML files that list URLs available on a site....


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Header Tags


Keywords that are in the HTML source code. This is invisible to the human user accessing a webpage. Keywords inside header tags give a rankings boost to the page....


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Hits


One count of a file being accessed on your website. A hit happens whenever the server sends an object (i.e. documents, graphics, etc)....


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Homepage


The main page of a website. Its main function is to welcome and inform visitors to the overall purpose of the site....


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Hyper Text Markup Language


The mother language of search engines, and therefore the general language of webpages. HTML is used to add formatting and web functionality....


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Impression


How many times your search ad is served by the search engine....


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Inbound links


Links from other sites pointing to yours. These links are important to improving page rank on search engine results....


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Junk pages


A spam page with no real value to a visitor. This page is usually stuffed with keywords in hopes that a visitor will click on one of its Adsense ads....


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Keyword


A word or phrase that is typed into a search engine to find results with that word or phrase....


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Keyword density


The ratio of a particular keyword to the total words on a page. If this ratio is unnaturally high, then the page may be penalized by the search engine....


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Keyword research


Researching what words or phrases people use to find something and compiling them into a list to use on a webpage or website....


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keyword stuffing


When a webpage or website has an inappropriately high density of keywords....


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Location Targeting


Target audiences based on where they are in the world. You can also choose areas to avoid. Search: simply type in the locations you would like to include or exclude Radius Targeting: Target an area on the map around a certain point, landmark, city, or area. Location Groups: Places of interest: select the places of interest within a certain area (i.e. airports in India or Universities in Hyderabad) Airports Central Commercial Areas Universities Demographics: Target household income tier within a certain location you select Top 10% 11-20% 21-30% 31-40% Lower 50% My Locations: create a radius around your Google My Business Locations. This is great for franchises and advertisers working for multiple locations...


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Keywords Meta Tag


"An HTML meta tag that contains the main keywords on the webpage. Some search engines use the meta tag to rank pages."...


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Landing Page


The page visitors first see when they click on an ad or natural search listing....


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Link


An element, both text and graphical, on a page that, when clicked on, will bring the user to another page of another part of the current page....


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Link Anchor Text


The words on a page that represents part of the link structure....


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Meta description


The HTML tag that contains information about a webpage....


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Meta keywords


A HTML tag that lists the keywords relevant to the page....


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Meta tag stuffing


Overuse of a keyword in the meta tag or using unrelated keywords....


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Meta tags


Information about information on a webpage that is in the HTML but not visible to the user....


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_302


A "found" requested resource under a temporarily different URL. This redirect may be altered from time to time, so the client should continuing the Request-URL for future requests....


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Absolute Link


http://www.mysite.com/thispage.html vs just /thispage.html)...


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Accessibility


Using coding techniques to make a web page or website more easily used by people with disabilities, such as the blind. Accessibility is also often referenced in regards to search engine spider accessibility (see indexability) - meaning the spiders ability to crawl the pages on your website....


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AJAX


A client-side web application used inside a browser to create a more user friendly webpage by increasing page esponsiveness without changing the behavior of the existing page...


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Banned


A website that has been blocked from search engine results....


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Blacklist


A list of search engine spammers that are considered banned from the SEO community....


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Body copy


The text content of a webpage that is visible to users. This does not include graphics, navigation or hidden source code....


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Cloak


A "black hat" tactic that delivers content to the search engine spider not seen by human users....


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Content


"The information on a page. This includes text, images or any other type of medium that conveys information on a page."...


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Cross Linking


"When two or more websites with the same owner ""interlink"" the sites to boost search engine rankings. A penalty by the search engine is enforced if this is discovered."...


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Database driven


Refers to a "database-driven web site", a website that is connected to a database and page content that is based, in part on, information taken from that database....


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Directory


Human editors that group websites into categories. Directories provide or edit site descriptions....


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Duplicate content


Content similar or identical to another website. While a site is not penalized for this, it will receive little if any Trust from search engines compared to the perceived original source....


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Error page


A webpage that states an error message like "File Not Found"....


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Findability


The relative ease of finding your website using a search engine....


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Gizmo


"Small applications with special functions (i.e. hit count, IP address display, etc) that are used on webpages. These make excellent link bait."...


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Hidden Text


A black hat tactic hiding contextual html text from human users but visible to search engines to boost keywords and page ranking....


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Image Map


Multiple hyperlinks on the same image in different areas. Clicking on different parts of the image will take the user to different pages....


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Index


After a search engine has crawled the web, it places the URLs into the database, or index....


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Internal Links


A hypertext link that sends the user to another page within the same website....


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IP Address


An Internet Protocol Address (IP Address) is a unique key assigned to every computer that connects onto the internet. IP Addresses are either static (never changing) or dynamic (changes with every connection)....


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Keyword cannibalization


The excessive use of the same keyword on too many web pages within the same website. This makes it difficult for the search engine to determine which page is most relevant to a visitor....


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Keyword local set


The top 1000 webpage results for a given search engine query....


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Keyword rich


When a page or a piece of text is filled with good keywords rather than meaningless or irrelevant words....


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Latent Semantic Indexing


"A group of associated words that a search engine lists together. SEOs call this string of words ""Long Tail Searches"". LSI usually consist of three or more words strung together."...


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Link bait


Compelling or useful content on a webpage that compels visitors to link to it....


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Link juice


The value and authority of your webpage/site based on the quality and quantity of your inbound links....


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Link Popularity


The quantity or quality of the links pointing back to a website....


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Long tail


Longer, specialized search queries that appeal to a smaller number of searchers....


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Mirror Sites


An identical website on a different domain....


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Organic


The natural and non-paid way of gaining traffic or source of traffic is known as Organic methodology. It is one of the most important factors of successful SEO...


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Pay Per Click


An online Paid-advertising model in which advertisers pay for their ad when it is clicked. It is similar to CPC which I discussed above...


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Query


The phrase, term or word that a searcher types in search bars of search engines like Google, Bing, and Yahoo is called Query. Search engines show results for Queries...


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Rankings


A general term that tells about the position of a site in search engine results is called as Ranking and the whole business of Search Engine Marketing revolves around the ranking that a page get in SERPS...


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Robots.txt


A text file that gets stored on the server of a website and incorporates rules for indexing robots that will crawl that site...


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Natural search results


Search engine results that are organically ranked and not paid for in any way....


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Nofollow


A command in the link that tells search engine spiders not to follow the link to the other page....


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Organic link


Links that are added to a website only because it adds value to visitors....


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Outbound Links


Links from your website to outside websites....


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Paid placement


Paying a search engine to have your website shown prominently on a search results page....


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Scraper sites


Websites whose sole purpose is to automatically "scrape" other websites for content in order to create their own website....


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Search Engine Optimization


Search engine optimization (SEO) is the art and science of driving targeted website traffic to your website from search engines....


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Search Engine Results Page


The page from a search engine after a visitor makes a keyword or keyphrase search...


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Time on page


The amount of time a user spends on a particular web page. There is a general belief that time on page is used in determining page rank in search engines....


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Text link


A non-graphic, plain HTML link to another website, web page, or content within the same page....


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Traffic


The amount of site visitors a particular website receives....


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Uniform Resource Locator


The location address of a web page: e.g. http://www.bing.com...


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Usability


The level of user-friendliness of a given web site. Good site usability is generally discussed in opposition to optimizing for search engines....


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Visibility


The amount that a particular site shows up in the search engines. The greater the presence, the higher the visibility....


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Visitor


A person who visits a website. Also refered to as a "user."...


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Web 2.0


A theory of web design that encourages more space designs and increased user activity....


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White hat SEO


Optimization guidelines, techniques, and best practices that are deemed appropriate and fair by the search engines....


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XML


Extensible Markup Language used for categorizing various data for computers and humans to use. It allows customizable tags to mark up those information which otherwise difficult to comprehend by computers...


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YouTube advertising


YouTube offers 6 different types of advertising- Display ads, Overlay ads, Skippable video, non-Skippable video ads, Sponsored Cards and Bumper ads. YouTube Ads can also be created and run via Google Adwords platform...


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Yext


Yext lets marketers manage their local content, listings, store pages, social pages, campaigns, and more through the functionally integrated Yext GeoMarketing Cloud. Over 250,000 businesses, including dozens of Fortune 500 companies and top retailers use the Yext Cloud....


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Zapier


Zapier is an automation tool that lets your apps talk to each other. Its similar to other tools like IFTTT and Alfred....


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Hashtags


A word or phrase preceded by a hash mark (#), used within a message to identify a keyword or topic of interest and facilitate a search for it. Whenever a user adds a hashtag to their post, it's able to be indexed by the social network and becomes searchable/discoverable by other users.

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Affiliate Marketing


Affiliate marketing is an online sales tactic that lets a product owner increase sales by allowing others targeting the same audience – “affiliates” – to earn a commission by recommending the product to others.

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Insights


A insight, or consumer insight, is an interpretation of trends in human behaviors which aims to increase effectiveness of a product or service for the consumer, as well as increase sales for mutual benefit.

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Inbound Marketing


A marketing methodology that is designed to draw visitors and potential customers in, rather than outwardly pushing a brand, product or service onto prospects in the hope of generating leads or customers.

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Email Marketing


The act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

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