Online Marketing Jargon Buster
With so much going on out there in the world of online marketing, it can be hard to keep up with the definitions and acronyms corresponding to the endless strategies and jargon. We’ve come up with a simple jargon buster to help you understand some of the key terms used in the mysterious world of SEO and online marketing below…..
Algorithm – Algorithms perform functions and tasks on computers. In online marketing, the Google Search Algorithm can be used to help websites rank higher in search engines.
Content – In a marketing context, content refers to any written words or images on a website.
Content Management Systems (CMS systems) – Examples of these are WordPress and SilverStripe. CMS systems are used to handle all the content on a website. If something needs editing or updating, this is done in a CMS system where all of the data and information on a site is stored.
Copywriting – Copywriting is the creating of written content such as blogs and articles.
Cost Per Click (CPC) – CPC is how much you have to pay per link or click on an advert.
CSS – Performs a similar task to HTML (*see below), except for it deals with the presentation of the colours, borders, margins, images and other visual embellishments on each webpage – all except the text.
Google Analytics – In a nutshell, Google Analytics is an easy-to-use program gives you the statistics and analysis tools you need to target your advertising to the right places. The benefits? You don’t waste time targeting people who aren’t your target market. Online marketing, SEO and digital marketing agencies use this Google Webmaster Tools to analyse who and when people are visiting your website and use this information to help you rank higher in search engines.
Google Webmaster Tools – This program helps you with the maintenance of your website and helps you pinpoint any issues or viruses.
HTML – What does it stand for? Hyper Text Mark Up Language. But that doesn’t really get us any closer to understanding it. HTML is code text behind the words of your website – the text that makes the words at the forefront, look great. Think of HTML as the off-stage members of a theatre troupe who hold those who represent the production, the actors.
Hosting – Making web pages and sites available for a big capacity of users is web hosting. Web hosting is more easily explained as web space, as the space is sold for you to host your site – hosting is the foundation upon which to place the information you want to share with the world.
Impressions – An ‘impression’ is a visit to your page. Each time someone visits a website, this is classed as ‘an impression’.
Indexed pages – The pages of a website that get stored by search engines.
Maintenance – The journey to a new website never end. Just like a business, a website should be an ever-evolving foundation that you should never leave to gather dust. Keeping up-to-date with plug-ins, updates, functions and posting new content creates a strong online presence.
Meta descriptions – These give a snippet view and brief description of the overall content on a website. Compelling and unique meta descriptions help websites rank higher in search engines.
PHP– This determines the functionality of your website – it’s what makes it do things. Unlike CSS and HTML, it is not related to the visual layout of your pages.
PPC– An advertising technique whereby an advertiser puts an advert on an online advertising platform and pays the platform for each time a visitor clicks on the ad. This is mainly done through Google Adwords.
SEO – The process used to make your website rank as highly as possible in search engines. This is done predominantly by:
• Adding and writing engaging, original content and keywords because they are likely to get shared around the net – no-one wants to share duplicate or boring content.
• Writing meta descriptions – these summarise your page in snippet form. It is in your interest to make this as concise and engaging as possible as this will be your visitors’ first impression of your website – your chance to sell yourself!
• SEO uses techniques to breakdown the information you put online, so that the internet can interpret it more easily thus provide more useful descriptions, thus reaching more people.
Traffic –In this context, it means the number of people who are directed to a website.
White Hat SEO vs Black Hat SEO – White Hat SEO and Black Hat SEO are two opposing methods used to rank content as highly as possible in a search engine. White Hat SEO generates visits to a webpage by using original and engaging content that has not been tailored specifically to suit search engine results. This may sound like a bad thing but it is not. In using its evil twin Black Hat SEO, you will find you’ve got more chance of errors, poorly written copy and plagiarism. As White Hat SEO is an organic method of writing content created in a more natural and human way than Black Hat SEO, it is much more likely to yield results and outline your brand, because it does not draw upon mechanical and online-friendly techniques. Plus if you’re found out using Black Hat SEO, you may find yourself with a nasty penalty from Google!