Glossary
Call to Action- The action that you want your visitor to take when they are visiting a particular page. This is normally to complete a contact form, make a purchase, download a product sheet, etc.
Meta data- refers to data that sits behind a web page in the source code. The ‘title tag’ is one type of meta data and can be seen in the top blue bar at the very top of the web page, this is often used as the heading on the search engine results page. The meta name description can only be viewed in the source code of the web page and is sometimes shown on the search engine results page underneath the main heading as a description of the page.
Parameter- a variable often found at the end of a URL of a dynamic website when a website is being tracked.
Pay per click- This is a system where you can pay to be shown on the search engines. The main programs are offered by Google, Yahoo and MSN. In most cases you bid a maximum amount that you are prepared to pay for someone to visit your website and the person who bids the most appears first. This is also sometimes known as search marketing.
PPC- this an acronym for Pay per click
Search engine spider- also known as a crawler or a robot. This is a program or automated piece of script that browses the World Wide Web in a methodical and logical manor. Search engine spiders are mainly used to create a copy of all the visited pages for later processing by a search engine.
SEO (Search Engine Optimisation)- is the term used to describe a process of improving the volume or quality of traffic to a website from search engines, through organic search results (ie. Not paid for).
Social Bookmarking- is an online way to store of all of your bookmarks. Instead of bookmarking your favourite websites through your browser (such as Internet Explorer) , you save them to social bookmarking site such as Digg, Del.icio.us or Stumbleupon. These bookmarks are normally public although there is the option to make them private.
Supplemental index- this is something that is unique to google. It is Google’s secondary index and web pages which are in the supplemental index will only be displayed when the user types in a very unique search query.
URL- the address of an individual web page
Web 2.0- considered to be the second generation of web development. In terms of SEO and Online Marketing, Web 2.0 is synonymous with the social web which includes user generated content. Blogs, review sites, forums, photo and video sharing websites are all examples of this. This would include sites such as Facebook (social networking), Youtube (video sharing), Flickr (photo sharing), Tripadvisor (hotel reviews), Wikipedia (reference site) to name just a few examples.
