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134 Cards in this Set
- Front
- Back
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application programming interface (API)
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a particular set of rules and specifications that software programs can abide by when communicating with each other. it serves as an interface between different software programs and facilitates their communication, similar to the way a user interface facilitates communication between humans and computers. APIs are often used by third party developers to create applications for social networking websites like twitter and facebook
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cluetrain manifesto
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a set of 95 theses organized as a call to action for businesses operating within a newly connected market place
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eMarketing
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the process of marketing a brand using digital channels
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market share
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the percentage or proportion of the total available market or market segment that is being serviced by a company
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metric
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a unit of measurement
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online reputation management (ORM)
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the understanding and influencing of the perception of an entity online. this entails ensuring that you know what is being said about you, and that you are leading the conversation
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pay per click (PPC)
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advertising on search engines where the advertiser pays only for each click on their advert
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return on investment
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the ratio of cost to profit
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really simple syndication (RSS)
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allows you to receive/syndicate this information without requiring you to constantly open new pages in your browser, also known as a feedreader
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search engine optimization (SEO)
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the practice that aims to improve a website's ranking for specific keywords in the search engine
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short message service (SMS)
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electronic messages sent on a wireless network
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simple object access protocol (SOAP)
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a simple XML-based protocol to allow for the exchanging of structured information over HTTP
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strategy
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a set of ideas that outline how a product line or brand will achieve its objectives, this guides decisions on how to create, distribute, promote, and price the product or service
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tactic
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a specific action or method that contributes to achieving a goal
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web PR
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public relations on the web, online news releases and article syndication promote brands as well as drive traffic to sites
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eXtensible markup language (XML)
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a standard used for creating structured documents
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bounce rate
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single page view visits divided by entry pages
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data
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statistics and facts collected for analysis
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focus group
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form of qualitative research where a group of people are asked questions in an interactive group setting. from a marketing perspective, it is an important tool for acquiring feedback regarding new products and various topics
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hypothesis
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proposed explanation for a situation used as a base for further investigation
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listening labs
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the set up of a testing environment where the use of a website or application by a consumer may be observed
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observation/online ethnography
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when a researcher immerses themselves in a particular environment in order to gather insights
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primary research
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the collection of data to present a new set of findings from original research
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qualitative data
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data that can be observed but not measured, deals with descriptions
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quantitative data
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data which can be measured or defined, deals with numbers
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research community
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a community set up with the intention of being a source for research
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research methodology
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methods employed in research for reaching results
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sample size
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the number of units or respondents in a sample of the population
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secondary research
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the collection of existing research data
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sentiment
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the emotion attached to a particular mention - whether it be positive, negative, or neutral
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statistically significant
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a sample that is big enough to represent valid conclusions
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amateur
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a person without formal training or professional credentials in a specific field
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brief
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a document giving essential information concerning the problem that needs solving
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creative
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a term used in the advertising industry to describe people who produce creative products, i.e. designers or copywriters
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collaboration
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an online community working together on a single project
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collective intelligence
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a shared intelligence from the collaboration of many individuals
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community
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a social network of individuals who interact through a specific medium
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crowd
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a large undefined group of people made up of many online individuals
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crowdsourcing
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taking a job traditionally performed by a professional and distributing it to an undefined, generally large group of people in the form of an open call
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folksonomy
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a form of crowdsourcing also known as collaborative tagging, social classification, social indexing, or social tagging. the practice and method of collaboratively creating and managing tags to interpret and categorize content
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ideation
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a process during which new ideas are created
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intellectual property (IP)
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legal property rights over intangible creations of the mind, both artistic and commercial
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new agency model
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the incorporation and use of crowdsourcing platforms to source marketing and communications solutions
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open call
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when a request is made for anyone to submit solutions to a problem
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open source
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in the context of crowdsourcing, this is when a cooperative activity is initiated and voluntarily undertaken by members of the public, not by a client or crowdsourcer
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outsourcing
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work is conducted outside of an organization by a specific defined individual or group of people
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spec work
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fully executed creative work requested by crowdsourcing platforms that is not paid for upfront, and is only paid for when the work is chosen or accepted. work that is not selected is not paid for
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user-generated
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various kinds of media content, publically available, that are produced by end-users
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wiki
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a simple website that can be edited in real time by a number of users
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wisdom of the crowd
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the collective knowledge, opinion or skills of a group or individuals rather than a single expert used to solve a problem, usually used for consumer feedback and new product development
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above the fold
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all the content that can be seen on a screen without scrolling down
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accessibility
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the degree to which a website is available to users with physical challenges or technical limitations
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alt tag
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information that is displayed if an image cannot be displayed; used by search engines to determine what an image is
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breadcrumbs
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links, usually on the top of the page, that indicate where a page is in the hierarchy of the website
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client side
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transactions that take place before information is sent to the server
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content management system (CMS)
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a system that is used for updating content of a website
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common page elements
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items which appear on every page of a website
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cascading style sheets (CSS)
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an approach to web design that aims for lightweight code and standards compliant websites
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document object model (DOM)
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a web standards approach to representing HTML and XML documents as objects
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dynamic parameter
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the elements of a URL that are dynamically generated
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flash
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a technology used to show video and animation, can be bandwidth heavy and unfriendly to search engine spiders
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HyperText Markup Language (HTML)
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the code that is used to write most websites
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HTML5
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latest version of HTML, update to HTML4; allows for rich media content and interaction on the scale of Adobe Flash, but unlike its counterpart does not require additional third-party plugins
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information architecture
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the layout and structure of a website, which should be according to information hierarchy and categories
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meta data
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information that can be entered about a web page and the elements on it that provide context and relevancy information to search engines; these used to be an important ranking factor
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navigation
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how a web user moves through a website, and the elements that assist the user
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nofollow link
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an attribute of a hyperlink, indicating that the link is not necessarily endorsed by the website
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robots exclusion protocol
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a protocol used to indicate to search engine robots which pages should not be indexed
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search engine results page (SERP)
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what you see when you use a search engine
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server-side
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transactions that take place on the server
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sitemap
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on a website, a page that links to every other page in the website, and displays these links organized according to the information hierarchy
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universal resource locator (URL)
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a web address which is unique to every page on the internet
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usability
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the measure of a website's ability to accomplish the goals of the user
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W3C
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World Wide Web Consortium oversees the Web Standards project
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animated GIF
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a GIF (type of image file) which supports animations and allows a separate palette of 256 colors for each frame
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banner
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an online advertisement in the form of a graphic image that appears on a web page
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content network
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content websites that serve PPC adverts from the same provider, such as AdWords
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conversion
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a visitor completing a target action
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cost per action (CPA)
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refers to the cost of acquiring a new customer. the advertiser only pays when a desired action is achieved (aka cost per acquisition)
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cost per click (CPC)
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when an advertiser only pays when their ad is clicked upon, giving them a visitor to their site - typically from a search engine in pay per click search marketing
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cost per mil (CPM)
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amount paid for every 1000 views of an advertisement
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google AdWords
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Google's PPc program, which allows advertisers to display their adverts on relevant search results and across Google's content network
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key performance indicator (KPI)
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a metric that indicates whether a website is achieving its goals
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pay per click (PPC)
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advertising on search engines where the advertiser pays only for each click on their advert
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popup
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unrequested window that opens on top of the currently viewed window
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tracking
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measuring the effectiveness of a campaign by collecting and evaluating statistics
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tracking code
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a piece of code that tracks a user's interaction and movement through a website
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traditional media
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newspapers, magazines, television, and publishing houses are the realm of traditional media
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unique selling point (USP)
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what makes your offering different to your competitors
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viral video
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a video that becomes immensely popular leading to its spread through word of mouth on the internet via email, social networks, and other hosting websites
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web analytics
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a software tool that collects data on website users based on metrics to measure its performance
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web browser
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this is what allows you to browse the world wide web i.e. internet explorer, safari, and firefox
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above the fold
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the content that can be seen on a screen without having to scroll down
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algorithm
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when it comes to search, a search engines's algorithm is its set of rules for computing ranking
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index
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the databases for keywords created by the search engines
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keyword
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a word(s) used by a searcher on a search engine. in seo, keywords are the words that a website is optimized to rank for, and in PPC, keywords are bid on by advertisers
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keyword phrase
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more than one keyword can be referred to as a keyword phrase
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organic search results
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the listings on a SERP resulting from the search engine's algorithm, these are not paid for
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paid search results
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the listings on a SERP that are paid for
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ranking
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in search, ranking is used to describe the relative position of a web page in the SERPs
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search engine
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a tool for searching the internet. users of search engines enter keywords relevant to their search, and the search engine returns results from its databases
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search engine marketing (SEM)
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marketing that is related to search
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spider
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automated program that scans or crawls web pages to gather information for search engines
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sponsored links
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the paid search results on a SERP
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atl text
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the "alt" attribute for the IMG HTML tag. it is used in HTML to attribute a text field to an image on a web page, normally with a descriptive function, telling a user what an image is about and displaying the text in instance where the image is unable to load
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anchor text
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the visible clickable text in a link
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backlink
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all the links on other pages that will take the user to a specific web page. each link to that specific page is known as an inbound/backlink. the number of backlinks influences PageRank, so the more backlinks the better
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canonical
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the definitive version. in seo, it refers to a definitive URL
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domain name
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the easy to read name used to identify an IP address of a server that distinguishes it from other systems on the World WIde Web
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heading tags
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[H1, H2, H3] standard elements used to define headings and subheadings on a web page. the number indicates the importance, so H1 tags are viewed by the spiders as being more important than the H3 tags. using target key phrases in you H tags is essential for effective SEO
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home page
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the first page of any website. the home page gives users a glimpse into what your site is about - very much like the index in a book
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hyperlink
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a link in a document (electronic) that allows you, once you click on it, to follow the link to the relevant web page
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keyword frequency
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the number of times a keyword or key phrase appears on a website
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keyword rankings
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this term refers to where the keywords/phrases targeted by seo rank amongst the search engines - if your targeted terms do not appear on the first three pages, start worrying
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landing page
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the page a user reaches when clicking on a paid or organic search engine listing. the pages that have the most success are those that match up closely as possible with the user's search query
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link
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a URL embedded on a web page. if you click on the link you will be taken to that page
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link bait
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a technique for providing content that attracts links from other web pages
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meta tags
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there to tell spiders what exactly the web pages are about. it's important that they are optimized for the targeted key phrases, made up of meta titles, descriptions, and keywords
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referrer
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when a user clicks on a link from one site to another site the user left is the referrer. most browsers log the referrer's URL in the referrer strings. this information is vital to determining which queries are being used to find specific sites
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robot.txt
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a file written and stored in the root directory of a website that restricts the search engine spiders from indexing certain pages of the website
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URL rewriting
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presenting search-friendly URLs without question marks, rewriting them on the server to their standard format suitable for use in querying dynamic content
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usability
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a measure of how easy it is for a user to complete a desired task. sites with excellent usability fare far better than those that are difficult to use
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adCenter
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Microsoft's advertising platform. serves PPC adverts to Bing and Yahoo!
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AdWords
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Google's PPC advertising system
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ad space units (ASUs)
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facebook ad space units, a type of advertising available on facebook
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clickthrough
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a click on a link that leads to another website
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conversion rate
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conversions/clicks %
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clickthrough rate (CTR)
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clicks/impressions %
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display network
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content websites that serve PPC adverts from the same provider, such as adwords
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impression
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each time an advert is shown
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quality score (QS)
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a measure used by google adwords to indicate how relevant a keyword is to an ad text and to a user's search query
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social network
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websites that are social networks such as facebook, youtube, linkedin
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traffic
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refers to the visitors that visit a website
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youtube
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video platform that allows text, banner, and other video advertising through adwords
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