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Tech Terms Glossary

Use our No Fear Tech Terms Glossary as your handy resource to marketing and technical terms anytime you have a mind melt from all the techy talk. We put together all the terms you need to know to grow your business in a language you can understand. Don't forget to bookmark this page!

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A A/B Split Test A way of running two PPC ads against each other using a version A and a version B to see which one performs better. This is also known as split testing, and allows you to continuously test to find the best performing ads. Ad Campaign (See Campaign) A campaign organizes the products or services you want to advertise. Within each campaign you create one or more ad groups. Ad Copy The “ad copy” is the text of your PPC ad. It describes the top benefits that your businesses product or service offers. The ad copy is important, because this is what will compel someone to click your ad. Ad Group An ad group contains one or more ads that target a set of keywords, placements, or both. Ad Text Ad Text is the keywords and information you combine together on three lines to complete your ad. AdWords (See Google AdWords) Google’s PPC advertising network. A program where you can run PPC ad campaigns to run on Google search results and partner sites. Analytics (See Google Analytics) Google Analytics shows you a rich set of metrics to provide insight into how your website is performing, and how people are using it. These web statistics can be used to refine pages and identify new content. Anchor Text Anchor text is the visible (clickable) text that is displayed in a link. When keywords are used within an active hyperlink, this is known as anchor text. You want inbound links to your website to use your keywords and website name in the anchor text, if possible. The words contained in the Anchor text can determine the ranking that the page will receive by search engines. (Wikipedia) back to top B Blog Weblog, or “blog” is a website that offers frequent postings, typically in the form of short and informal articles, listed in reverse chronological order. Blogs are frequently visited by search engines and typically rank well due to the large amount of continuously fresh content. It is a good strategy to run a blog to increase your traffic and exposure. back to top C Campaign A campaign organizes the products or services you want to advertise. Within each campaign you create one or more ad groups. Clickable Headline This is the first thing viewers will read and take note of in your PPC ad. Click-Through-Rate Formula Click-Through Rate = Click-throughs / Impressions x 100 Content Shows navigation summary, entrance path and keywords, Google AdSense performance, click patterns, top content, and more. Conversion Tracking Tracking how many of your visitors "converted" to the desired behavior after clicking one of your PPC ads. Cost Per Sale Formula Cost Per Sale = Total Advertising Spend / Number of Sales Cost Per Visitor Formula Cost Per Visitor = Cost of Ad / Number of Visitors CPC Cost per Click is the amount of money it costs to pay search engines (Google) for a single click on your advertisement that brings one visitor to your website. CPC Formula Total Net Revenue/Total Unique Visitors = Value per Visitor CTR Click through rate. A formula to calculate a percentage ratio of the number of times your ad appears (impressions), versus when it is actually clicked (clicked through to your site). Custom Reporting Design a custom report to display the dimensions and metrics you want to analyze. back to top D Description Meta Tag The description tag for a web page that appears in search results. Display URL This is the actual visible link (click through) to your business website in your PPC ad. Domain Name The name of a website as it appears on the web, also known as the URL or address of a website: For example, www.mydomainname.com. back to top F Forum A website forum is a discussion bulletin board where visitors can post comments and discuss common topics. Becoming a regular poster on a forum, with a link back to your website, is a search engine optimization technique. back to top G Geographic Targeting When running an advertising campaign, you can specify geographic targeting settings. This allows you to determine the geographical locations and languages for your display ads. Goals Goal conversions are the primary metric for measuring how well your site fulfills business objectives. Once you have set your goals, you'll be able to see conversion rates and the monetary value of the traffic you receive. Google AdWords GoogleÍs PPC advertising network. A program where you can run PPC ad campaigns to run on Google search results and partner sites. Google Analytics Google Analytics shows you a rich set of metrics to provide insight into how your website is performing, and how people are using it. These web statistics can be used to refine pages and identify new content. Google Base Google created Google Base as a platform to allow anyone to enter offline and online content onto the Web. Google Base users can add ñattributesî that describe site content to help people find their related content in their searches. The attributes field is a perfect place to add top related keywords. back to top H Heading Tag The Heading tags (H1, H2, H3, etc.) are used to indicate important content on the web page, used very much like a headline in a newspaper. Headings are important to search engines. HTML Hypertext markup language is the language, or code of web pages viewed on the Internet. Using an HTML editor allows you to create web pages using HTML code, so they are then viewable on the World Wide Web. back to top I Image Tag Image tags contain the text used to identify an image or photo on a page. Search engines canÍt ñreadî images, so the text is used to describe the image. Impression An impression, or appearance, of your advertisement. In Internet Marketing the term impression is sometimes used as a synonym for view, as in ad view. The number of impressions is the number of views of your ad. back to top K Keyword (SEO) Keywords are individual words or phrases that are used to clearly differentiate your web page. Keywords are extremely important as they are used throughout the web page design in order to improve overall search engine optimization and search engine rankings to drive more traffic to your web site. Keyword (Advertising) The keywords you create for a given ad group in your campaign are used to target your ads to potential customers. For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your campaign. Keyword Density Keywords should be used throughout a web page, in relation to the overall total number of words on that page. For example, a 3% keyword density means you used that word 3% of the total of all words on that page. Keywords Meta Tag The keywords tag for a web page is used to identify the most relevant keywords that describe the content on that page. Keywords are not visible when visiting the page, but used by search engines. Keyword Spamming Using too many of your keywords or keyword phrase on a single webpage is frowned upon by search engines as a "trick". You can be banned from the search engine if you practice this technique. back to top L Landing Page The page on your website that a visitor will land on, when they click your PPC ad. This is the sales page that should match your ad. Linking A link is a navigation reference to another web page or web site. When the link is clicked, the visitor is redirected to the destination specified in the hyperlink. You want to get as many in-bound links to your website from other quality, high-ranked sites as possible, as this can increase your own web site Page Rank. Local Business Ads Local business ads are advertising campaigns that are targeted to specific business locations. back to top M Multivariate Testing This type of testing allows you to test different elements of your site together, such as testing two different headlines while you are testing two different price points. back to top N Natural/Organic Search ranking of a website in search results that was obtained naturally (not paid). back to top O Opt In When a website visitor chooses to ñopt inî and sign up for your newsletter or other offer. Opt-In Ratio Formula Opt-In Ratio = Number of Opt-ins / Number of Visitors x 100 back to top P Page Rank (PR) PageRank is a link analysis algorithm used by the Google search engine that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. (Source:Wikipedia) A higher Page Rank for your website means that it is given more weight than other lower PR sites. The higher the PR value, the more valuable the site. Ping To ping a site is to announce something to it„for example, you might ñpingî a blog announcer site like pingomatic.com to notify it of your blog when a posting is made. Placement A placement is any website or other ad position where you'd like to see your ads appear. You can decide whether you want your ad to appear in the Google search results, for example, or also place your ad on other websites that have relevant content to your adÍs keywords. PPC Pay per Click is the amount of money you pay search engines (e.g. Google, Yahoo, etc.) for a single click on your advertisement that brings one visitor to your website. PPC Ad Pay per click. An online marketing technique used to buy ads for the purpose of sending traffic and customers to your website. PPC Ads are paid per click. PPC Campaign A campaign is a term used to describe an advertising campaign running on a PPC network like Google AdWords. Each campaign is targeted at one or more keywords, using one ad, and a set budget. Your ad will appear in search results or on GoogleÍs partner websites, whenever that keyword is searched for. back to top R ROI, Return On Investment A Return on investment is a calculation of how much income or profit you earned in return for an investment you made in advertising. If your return on investment is high, that means you returned good profits in comparison to what you invested in your advertising campaign. back to top S Sales Conversion Rate Formula Sales Conversion Rate = Number of sales/Number of visitors x 100 Search Engine A tool used on the web to search for websites based on search terms. Search Ranking The overall ranking of a website as determined by the search engine in overall search results. The more popular the website, the higher it will rank. Search engines try to return the most relevant websites at the top of the list. SEM (Search Engine Marketing) SEM refers to online marketing using search engines to drive traffic to your site. It includes marketing your website on the web utilizing all methods available; including natural search rankings, or paid/sponsored search rankings. SEO Search engine optimization: these are techniques that can be used to make a website more appealing to search engines and popular to visitors. Social Bookmarking Social bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. In a social bookmarking system, users save links to web pages that they want to remember and/or share. Examples include Digg and del.icio.us. (Source: Wikipedia) Social Networking A social network service focuses on building online communities of people who share common interests. Social networks provide a variety of ways for users to interact and share information. (Source: Wikipedia) Because of the high level of interactivity, social networks are ñstickyî sites that develop repeat visitors. It is a good strategy to implement a social network or to become an active. Examples include Facebook and Myspace. Split testing (A/B testing) Split-Testing, also known as A/B testing, is used for testing an "A version" and a "B version" of one element against each other. Sponsored Link Search ranking of a website in search results that was obtained through a paid advertisement. back to top T Title Meta Tag The title tag for a web page appears at the top of a webpage in your browser. It is an important component of SEO, in that your primary keywords should also be placed within the Title tag. Title tags are placed between HTML codes: Tracking Conversion tracking is when a click on your advertisement leads to a specific behavior, such as a purchase. Tracking conversions is important to gauge the success of your advertising campaign and whether it is effective in achieving your desired goal. Traffic Visits to your website, sometimes referred to as ñhitsî (page views) or visitors (individual, unique visitors to your website). Just like in the physical world of business, the more traffic and visitors your site and business receives overall, the higher your chances to make a sale and increase revenue. Traffic Source Provides detailed information on traffic sources: direct, referred, and search engine traffic. back to top V Value per Visitor Formula Net Revenue per Product x Conversion Rate = Value per Visitor Videos Submitting videos to popular video sites like YouTube, with a link back to your website, is a search engine optimization technique. Visitors Provides detailed statistics on your visitors including location, how many unique visitors, how long they visited each page, and more. back to top X XML Sitemap A sitemap is a listing of all of the individual pages on your site, and how they relate to each other back to top
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