Digital Marketing & Web Development Glossary
You’ve finally decided to take the plunge into digital marketing and immediately you are hit with words and concepts that may seem slightly foreign to you. Fear not, the tech world and the marketing world are working together more and more every day, and digital marketers, like Social Eyes Marketing, have the tools not only to help you succeed online, but to help you understand how you are doing it.
If you are totally new to digital marketing and website development this handy guide may serve to answer some questions and help you understand what those tech people are talking about.
A/B Testing – For digital ad campaigns, an A/B test allows marketers to determine what will help an ad perform more efficiently. A traditional A/B test will run two ads simultaneously and measure their effectiveness and response from the audience to determine what method is better received with a specified target audience.
ALT Attribute/Tag – The ALT text will be displayed inside the image placeholder while the page is loading and it contributed to overall optimization of a site for search engines performance.
Analytics – Statistics gathered about website users and how they interact with the website they are on. Analytics can reveal such information as how they got to your site, how many people are on your site, how long they browse, or any specific actions they may take on your website as well.
Browser – The software that users implement to navigate the World Wide Web. Chrome, Internet Explorer, and Firefox are all examples of browsers.
Call to Action (CTA) – A call to actions is text or an image within an ad that encourages the user to take action, such as “Call Now,” “Learn More,” or “Sign Up Today.”
Clickthrough Rate (CTR) – A percentage that relates to the amount of times an ad was seen (impression) and how often it was clicked on.
Content Management System (CMS) – An application that enables the building and on-going modification of website content with a simple to use interface that supports multiple users. WordPress is the CMS Social Eyes uses for all their clients’ sites.
Cascading Style Sheets (CSS) – CSS is the code that developers use to design the look and overall feel of your website. The CSS sets styles for fonts, images, menu, colors and other visual elements.
Domain – The web address that is entered in to a browser when a user wants to visit a specific site. Our domain is getsocialeyes.com.
Domain Authority – A number based on a 100 point scale that determine how much strength your website has which contributes to how well it will rank on search engine results pages. The higher the domain authority, the higher search engine will rank your site organically.
Display Advertising – In digital advertising, display ads are graphic ads that are shown on a webpage. They can be graphics or video and encourage the user to click on them to learn more.
Favicon – A small icon image, usually a logo or variation, that appears in the title bar or browser tab, as well as with bookmarks.
Frequency – The amount of times an ad is shown to the same consumer during an ad campaign.
Hosting – Hosting refers to the web servers where your website files are stored and maintained in order to be on the World Wide Web.
Impressions – The number of times an ad is shown to potential customers or clients.
Keyword – Specific words and phrases that a consumer or client might be likely to use in searching for products or services. Keywords are specifically chosen by businesses and advertisers to enable their ad to show up in specific search engine results.
Landing Page – The web page users “land” on after they click on a display ad or a paid search ad.
Meta Tag – An HTML tag that stores information about a web page. They provide information about a website and its content to sort websites and display the most relevant information on a search engine result page.
Navigation – Often navigation refers to simply the menu which contains the links within site, more broadly however it just denotes the way a user can “navigate” the page. Often navigation is also included at the bottom of a webpage as well.
Organic – Search results that are organic are ones that appear in search engine results naturally based on their determined relevance, as opposed to paid searches, which provide non-organic links via the placement of paid search engine results.
Page Authority – A number based on a 100 point scale that determine how much strength a page in your website has in relation to how it will rank on search engine results pages. Page authority refers to the specific page, while domain authority refers to the whole site under the domain.
Pay Per Click (PPC) – Pay Per Click refers to the pricing model for digital advertising where advertisers pay based on the number of clicks a link or ad receives.
Reach – The total amount of users who see your ad.
Remarketing – Showing ads to people who have already visited your site, encouraging them to reconsider your products or services and revisit your page.
Responsive Design – A website with a responsive design will easily adjusts to the screen it is being viewed on no matter what the device the user is on. This is in contrast to adaptive design where there are several different designs to handle the change among devices.
Return on Investment (ROI) – ROI measures the amount of return, or profit, on an investment in relation to the cost of the investment.
Search Engine Optimization (SEO) – Search engine optimization is the process that helps search engine understand the information that is on your website in order to rank your site higher and more relevantly on search engine result pages. This is the process to getting you to the first page of search results and in a place more likely to be seen by potential customers and clients.
SERP – Search engine results page.
Slider – A “slide show” banner of images or videos that is usually placed on the homepage of a website.
Social Advertising – Running a paid ad campaign on a social media platform, such as Facebook or LinkedIn.
Targeting – Targeting is a specific way to identify your most likely customer based on their various attributes.
Behavioral Targeting focuses their efforts on identifying consumers based on their previous online behavior, such as searches, websites visited and online purchases.
Geographic Targeting helps you select an audience for your ad campaign based on geographical identifiers like zip codes, regions, cities, states and countries.
Contextual Targeting is about selecting audiences based on the type of content they are viewing based on the text that is on the website they are visiting.
WordPress – Web-based, open-source content management system designed to make accessing the site easy for all users.