Avatar

An image that represents an account on social networks and forums.

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  • Social
At tag(@)

The @ symbol is used in email, but it is now also being used to tag users in messages on social networking websites. Both Twitter and Facebook use the @ tag.

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  • Social
App

Short for application, an app performs a function on your mobile phone or computer.

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  • Technical
API

Application Programming Interface, a document interface that allows software applications to interact with other applications. For an example the Twitter API.

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  • Technical
Alexa Internet

A website and toolbar that tracks the number of hits (visitors) to a particular website and ranks them based on this amount.

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  • SEO
  • Technical
Adwords

The technology that powers Google’s PPC advertising. It facilitates targeting adverts to specific searches, and the adverts appear above and to the right of the organic searches. To find out more about Adwords see our Pay Per Click information page.

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  • PPC
AddThis

A bookmarking service that gives a code people can use on their websites so when people visit they can share.

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  • Social
A/B Testing

This is testing a new technique (A) of online marketing (whether it be PPC or SEO) against a control (B) to see if the new technique is more effective.

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  • PPC
  • SEO
  • Technical
Blogroll

A traditional method for bloggers to list all the other blogs they have read. The popular blogging service WordPress have retired the blogroll in recent updates.

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  • Content
  • Social
Blogosphere

A term given to the sum of all blogs on the internet.

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  • Content
  • Social
Blogger

A person who writes a blog.

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  • Content
  • Social
Blog

Short for weB LOG, a blog is a website that is maintained by one user, or a group of users, where the users post updates. Some are used as online diaries, but others may be corporate. A company that maintains a blog gives it a personable front for the potential clients, and it also maintains an interesting online presence that can be used for SEO.

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  • Content
  • SEO
Blekko

A relatively new search engine that aims to better Google. It claims to be spam-free, and it also contains functionality that makes SEO easier.

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  • SEO
Black/White Hat SEO

White hat activities are any technique to increase a websites rank that follows search engines rules. More generally, this means ethically promoting a website without resorting to spam and other such ‘black hat’ activities.

The idea of Black hat/White hat comes from hacking, where white hats were benevolent hackers and Black hats were disruptive and unethical. We always use authentic and ethical ‘white hat’ techniques here.
Tags
  • SEO
Bitly

A free URL shortening application. They also provide analytics on your links.

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  • SEO
  • Technical
Behance

An online design portfolio-based community recently acquired by Adobe, developers of industry-standard design software such as Photoshop and Illustrator.

Tags
  • Design
  • Technical
Back Link

What SEO attempts to encourage, a link to a specific website from another. It increases the websites standing when evaluated by a webcrawler such as PageRank, in essence telling it that the website must be popular.

However, links from untrustworthy websites tell the search engine that perhaps this specific website is untrustworthy and this is therefore undesirable.
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  • SEO
CSR

Corporate Social Responsibility, the ethical behaviour of a company while serving to improve the welfare of their employees as well as the local community.

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  • Social
CRO

Conversion Rate Optimisation. The conversion rate is how many people go from just browsing to making a purchase, or becoming a customer. We don’t need to tell you a high conversion rate is desirable!

Conversion Rate Optimisation means designing both the PPC adverts and the specifics of the website so to maximise viewer usability and hence the conversion rate. See our Conversion Rate Optimisation page for more details.
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  • Content
  • PPC
Content

Text, pictures, video’s and any other online material.

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  • Content
Connections

A term used on LinkedIn to describe the people you are associated with.

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  • Social
Comment

An online response given by users as either an answer or reaction to a post or message.

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  • Content
  • Social
Cloaking

What a user sees on a webpage and a WebCrawler sees are actually very different. A computer does not see pictures or text in the way we do, and users do not see the code that produces these pictures or arrangements of text.

Google advises that they should not differ too much, meaning that there should not be hidden text or links that the user does not see, which would be there to alter a search engines ranking of the website. Hiding things from the user like this is known as ‘Cloaking’ and is generally a ‘black hat’ technique, and search engines penalise these websites.
Tags
  • SEO
  • Technical
Circles

Groups of friends on Google + network. Circles can be categorised into colleagues, family etc. You can share certain information with certain groups if you wish.

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  • Social
Canonical

If there are multiple versions of similar pages, the canonical rel tag tells the WebCrawler that the page linked is the definitive version. Each non-canonical page must link to the canonical version with this link.

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  • SEO
  • Technical
Campaign

A campaign is made up of marketing messages with a specific aim. A campaign may aim to raise awareness, raise funds or increase the sales of a product.

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  • PPC
  • Social
Dribbble

A community for designers to upload snapshots of their work.

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  • Design
Directory
Trending

A website that collects links to websites much like a search engine, but instead is done by humans rather than WebCrawlers. They are not going to be fooled by spam, but they cannot index nearly as many links as a search engine and generally stick to one topic.

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  • Technical
Digg

An online news website which has a unique algorithm. The site lets its readers submit articles and also allows people to vote whether or not they liked the article. The articles with the highest number of votes appear at the top of the page while the less popular stories move down the page.

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  • Technical
Freshness

Links tend to decrease in their power over time. A backlink may do better for your website today than it will in a year if it remains unchanged, to stop results pages being clogged up with outdated material. Therefore it is necessary to always get new, fresh, links.

Tags
  • SEO
Foursquare

A social network for users to share their location with friends that are within a close proximity.

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  • Social
Forum

An online discussion board. People post about whatever topic they wish to generate an online discussion.

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  • Content
  • Social
Follow

The act of choosing to see the tweets of someone on Twitter. Following – Twitter users that choose certain accounts to follow are choosing to view their tweets in the timeline (aka news feed). Your following are all those people that have chosen to view your tweets.

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  • Social
Flickr

A social network based on picture sharing. Users can store and share photos here.

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  • Social
Flash Mob

A large group of people organise to get together at a specific time and place to surprise the public. They will put on a performance that is random and pointless for a brief time and then they will disperse as if nothing has happened.

The performance could entail acting, dancing and singing, all with the aim to entertain and spur curiosity. Many companies use this method to generate awareness.
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  • Social
Filter Bubble

Nowadays Google and other search engines attempt to pre-empt what you want when you are searching. Geo-Targeting is one example of this, but the search engine will also try to guess what you want, and tailor your results, by your past search history.

This means that over time, as the search engine gathers a profile of what you are like, the more constricted the results may be. This can be a positive thing, as it stops results you are unlikely to want from appearing, but it also separates you from new and potentially interesting things that may be happening outside the bubble.
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  • SEO
Facebook

Brainchild of Mark Zuckerberg and portrayed in the film The Social Network, if you haven’t at least heard of this website I’m surprised you managed to navigate to this page. It is the definitive social networking site.

Users carve out their own section of the website with their own friends, interests and ‘likes’ and allows people to chat with their friends and share photos, along with a host of other things. Companies can also maintain a corporate page to promote themselves. The revenue comes from advertising based on the users own interests that they divulge as they interact with the site (targeted ads). To find out more about advertising on Facebook as well as other social media sites, see our Social Media Services.
Tags
  • Social
Google+

Google plus is the latest competitor to the social networking market, and offers the benefit of merging all other Google services under one social networking site.

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  • Social
Google Trends

A tool that shows search density by keyword. It can show the keyword popularity in comparison to others, as well as popularity over a given amount of time.

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  • PPC
  • SEO
Google Grants

Google offers up to $10,000 in free PPC advertising for eligible charities. Please check out our section explaining Google Grants at Passion Digital.

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  • PPC
Google Analytics

A free, browser based tool that allows users to track many different statistics concerning an owned website. This tool is vital for SEO. For instance, a webmaster will be able to track from which search engines so users arrive on the site, and what search terms they used.

It is also linked in with Google Adwords and allows control over these ads from the Google analytics site.SEOBOOK: A toolbar for Mozilla Firefox that aggregates many different measurements of a websites popularity. It is very useful for getting information about a website at a glance.
Tags
  • SEO
  • Technical
Google +

Google’s very own social network encourages you to share with the circles (see description above) you make.

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  • Social
Geo-Targeting

The practice of search engines displaying results dependant on where you are. If you want a new pair of shoes it is useless to you if shops 5000 miles away are top of the results page and they don’t deliver!

Tags
  • SEO
  • Technical
Hyperlinks

Text that is highlighted and takes you to a certain destination. They are used to reference other content or to navigate you through a website.

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  • Technical
HTML

Hyper-Text Mark-up Language is the code that the World Wide Web is written with. If you right-click on this page a select “view code” you can see this code. Interestingly, this code is all a WebCrawler sees.

Other types of code are used on the internet, such as flash, but search engines cannot view this material at all. The latest version is HTML5, and this hopes to incorporate features that were previously only seen with Flash.
Tags
  • Technical
Hit

Saying a website got X many hits is saying how many people visited that website.

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  • SEO
  • Technical
Hashtags (#)

Like the concept of tags, a user can draw attention to certain aspects of a twitter post. By placing a #symbol before a word (phrases must be joined without spaces) it is highlighted as a tag.

Other users will do so, and Twitter can track how many people are talking about something. This has been used to track natural disasters as many people tweet about them.
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  • Social
Hangout

A video service provided by Google + which allows up to 10 people to talk at one time.

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  • Social
Instagram

A photo sharing social network with differs from others as it runs as a mobile application. The application allows users to take photographs which they can then apply filters to. Your photos are automatically shared on Instagram and then you have the option to share them on other social networks.

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  • Social
Influencer

Someone who is an expert in a certain field and, or have a large following. Influencers therefore hold a lot of power in communicating their opinions to their following, perhaps affecting their opinions and behaviour.

Impression

An impression is simply someone seeing an advert. They may not click on it or buy anything.

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  • Content
IM

Instant Messaging , texts that are delivered in real-time. This can occur one-to-one or in group messages. IM also allows users to us live record and video calling.

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  • Social
Klout

A measure of social influence, Klout connects your social accounts and provides each user with a Klout score. The higher your score is the more influencer you have in the social world. The Klout score is out of 100.

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  • Social
Keyword Stuffing

A webpage has a section that is hidden from users, but contains all the words relevant to the page. Keyword stuffing is a black hat technique whereby this section is abused and filled my a high amount of irrelevant keywords, in the hope that it will be associated with these words and found when these words are searched for.

Google will penalise websites that it discovers using this technique, and the use of keywords to tag a website is becoming less useful.
Tags
  • PPC
  • SEO
Keyword

A term or phrase that a user will search for with a search engine. It is important to have your business’ website associated with these keywords so that it will appear when these words are searched for.

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  • Content
  • PPC
  • SEO
  • Social
Long Tail

Many terms are searched for through search engines, and many people search for the same things. As these terms are so popular, it is very difficult for a starter company to compete against the established websites.

However, on the other hand, there are a vast amount of terms that are searched for relatively rarely. These terms are said to be part of the ‘long tail’, as when plotted on a graph the terms are searched for infrequently, but there are many of them. It is far easier for a starter company to rise to the top of the results with long tail keywords, albeit with fewer potential searchers.
Tags
  • SEO
LinkedIn

A corporate social network used to connect professionals.

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  • Social
Link Building

The process by which you increase the amount of links to your website. It may involve generating more interesting or newsworthy content, creating a blog, asking clients to link, plus many other techniques. It is the goal of SEO to build many good links to a website.

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  • Content
  • SEO
Link Bait

A webpage with great, interesting content that people will share with others. They may share it through email, or over Facebook or Twitter, or even social news and bookmarking sites like Reddit or Digg.

The link bait may depend on your market; it could be an interesting infographic, a funny video or even a picture of a cat with some text on it. Depending on who links to it, creating link bait is vital for creating a high search rank.
Tags
  • Content
Like Button

You probably see these on plenty of websites, and it is a little graphic button encouraging linking between a website and a social media profile. The “Like” is Facebook’s own version, Google has a “+1” button.

The purpose of them from the social networking companies point-of-view is that it facilitates targeted adverts. You can like this page by clicking on the relevant buttons at the bottom of this page!
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  • Social
Like

An action made by a Facebook user that represents approval.

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  • Social
Landing Page

The specific webpage on a website that a user is taken to when clicking on a search engine result or a PPC advert. While this could simply be the homepage, often it is more helpful to the customer (and therefore your profits) if they are taken to a page that is specific to their search terms.

For instance, if you clicked a PPC ad for ‘Passion Digital SEO’ and ended up on the CRO explanation page, that would be disingenuous for both us and you.
Tags
  • PPC
Meme

An idea, joke or concept that people share. Meme’s can be images or videos or text. Typically a meme comes in the form of an image with supportive text.

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  • Social
NoFollow

Since 2005, Google has been using a new term that can be implemented into the ‘rel’ code of a link. Whereby a normal link to another website counts as a ‘vote’ in that websites favour, a ‘nofollow’ command stops Google and most other search engines from counting a vote. It does not stop their WebCrawlers from following the link, however.

Tags
  • SEO
  • Technical
News Feed

The hub of everyone’s posts. For Facebook, the news feed is made up of friend’s posts. On Twitter, it is known as Timeline as is made up of tweets of those you follow. The news feed is constantly refreshed with the latest posts.

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  • Content
  • Social
Neighbourhood / Link Neighbourhood

Search engines evaluate the trustworthiness of a website based on how many links point to that website. But links from trustworthy sites are better than links from untrustworthy, and potentially spammy, websites.

If a website is within a system of bad websites that all link to it, it is seen to be in a bad link neighbourhood. So while the website may have many links pointing to it, a search engine may still evaluate it untrustworthy based on the websites that point to it. On the other hand, if many trustworthy websites link to it, the search engine can be reasonably certain that it too is trustworthy.
Tags
  • SEO
Negative Keyword

The opposite of a keyword: if a user searches using a negative keyword, your results will not show. This is useful if a link is easily confused with something else.

Tags
  • PPC
  • SEO
Organic Listings

These are the results of a web search that have not been paid for. The positions of the results should be organic in that they reflect the popularity/trustworthiness of the website without being influenced by paid advertising.

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  • Content
  • SEO
Profile

On each social network you are given a profile to develop with your personal information and content which you can then choose to share and interact with.

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  • Social
PR

Stands for Page Rank, and is usually seen accompanied by a number i.e. ‘PR6’. It is a score of how trustworthy a particular site is as ranked by Google’s PageRank algorithm. A score of 10 is the highest, and unattainable by all but the most popular websites on the web.

A Score of 0 or N/A is the worst. The PR of a website must be evaluated next to similar websites and websites that have similar keywords to see how well it will do in search results.
Tags
  • SEO
PPC
Trending

Pay Per Click. While Search Engine Optimisation improves a websites standing in the unpaid section of a search engine, paid results are also found on search engines. On Google, they are above, and to the right, of the main (unpaid) results.

The website being advertised only has to pay when these paid links are clicked, and more popular keywords are more expensive. These adverts are targeted to the specific search terms. Find out more about our Pay Per Click Coordination.
Tags
  • PPC
Podcast

Typically an audio file, a podcast is available to download for playback.

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  • Content
Platform

Framework that runs software and presents content.

Tags
  • Technical
Pinterest

A social network for people to create image boards.

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  • Social
Pins

Images that are chosen from websites or within the Pinterest community. These images are then placed onto image boards.

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  • Social
Penguin

Google Penguin is the latest version of its PageRank WebCrawler which improves its spam detection. It is better at detecting cloaking, keyword stuffing and duplicate pages. It is in place to better organic searches.

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  • SEO
  • Technical
Partial/Exact Match Anchor Text

The anchor text is the text that the user clicks on for a link. It is also what a WebCrawler uses to decide what the linked page is about. Therefore, a link to your website with the anchor text that has the exact keywords you wish for your website is the ideal.

Or at least it used to be, but Google has taken measures to penalise too many links with the same anchor text, as it is inorganic. Instead, it is more effective to include some keywords in the anchor, perhaps separated by a few words, which will create a Partial match. It is becoming better to use PMAT rather than EMAT.
Tags
  • SEO
  • Technical
PageRank

The algorithm or WebCrawler that powers Google’s search. It is named after Larry Page, a co-founder of Google and not webpages.

PageRank indexes all the accessible webpages on the web and ranks them by how many important websites link back to a particular page. The higher the rating, the further up the results page they are than similar websites with lower ranks. Other search engines, such as Yahoo and Bing, use similar systems.
Tags
  • SEO
RSS Reader

Taking all the information from subscribed news sites and blogs, the reader puts all this information in one easy-to-digest place. It is displayed in a format that is constantly refreshed to get up-to-date information.

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  • Content
  • Technical
RSS Feed

Users subscribe to news feeds to get all the latest information in one place (RSS Reader).

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  • Content
  • Technical
RSS

Really Simple SyndicationDelivers content enabling readers to stay up-to-date with any blogs or sites they read without them having to visit each individual site.

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  • Technical
ROI

Return on Investment. What every business person likes to see! If one puts £200 into an ad campaign, a return on investment is any business generated above that initial investment.

Tags
  • PPC
ROBOTS.TXT

A file that says to a search engine WebCrawler “do not search me!” Placing a file named robots.txt in the main directory of a website allows the webmaster to block all WebCrawlers from accessing the page, or specifically block certain WebCrawlers, and therefore stop appearing in results of search engines.

Tags
  • SEO
  • Technical
Retweet

An action on tweets for users to share that tweet with their following. The action resends the message with the original users name tag.

Tags
  • Social
Repins

The action a Pinterest user takes when pinning an image from someone’s board onto one of their own.

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  • Social
Rel

Part of the code for a link may include a ‘rel’ signifier, which is short for relation. It tells a WebCrawler something about the link, and is used to fine tune certain aspects of SEO. There are two terms frequently used by us:

Tags
  • SEO
  • Technical
Reddit

A social news site that is made up of users who share and leave comments on stories.

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  • Social
Subscribing

The action of choosing to get updates and information from a certain site. It is much like signing up for the monthly postage of a magazine.

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  • Social
Spam/Link Spam

As the amount of links pointing to a website tell the search engine how popular it is and therefore how high up the website will be on the results page, some people attempt to create vast amounts of links to a website to try to increase its apparent popularity.

There are several ways to do so, but they are all unethical. While spamming was useful in the past, search engines are getting better at distinguishing these unethical links and ignoring them. It may produce short term success nowadays, but the search engine will penalise websites that have many spam links to them in the long run.
Tags
  • SEO
  • Technical
Social Media Policy (SMP)

A written document that outlines how employees should talk about work on social media as well as advising them on how to best use social media sites. This is written for the protection of the company and clarifies what employees can and cannot say.

Tags
  • SEO
Social Media Optimization (SMO)

The act of driving traffic through social media channels to reach a certain goal.

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  • Social
Social Media Monitoring

The act of pro-actively monitoring and tracking applicable social media activity.

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  • Social
Social Media

Made up of users who partake in social interactions using social websites, networks and applications.

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  • Social
Skype

A video chat programme that is free to use. You can also use it for texting and leaving video and voice messages to other users.

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  • Social
Sharing

One feature of social networking sites is that users can share links. If your website has an awesome page, a user may want to share it with all their friends. Most social networking sites have features that make this process very easy.

 

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  • Social
Share

An action made by internet users to pass on any form of information (whether a photo, video, article etc) to their friends, followers and connections.

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  • Social
SERPS

Search Engine Results Pages. You probably see this every day; it is the page that is displayed when you search with a search engine. It will have a list of results relevant to your search, as well as PPC adverts. The goal of SEO is to move a website to the top of the results page of relevant searched terms.

Tags
  • PPC
  • SEO
SEO
Trending

Search Engine Optimisation. By tailoring the specifics of a website and how it is marketed, a website can move further up the results page on a search engine when a user searches. Doing so vastly improves the odds that the user will click on the link and visit your website! See our SEO strategies page to see what we do.

Tags
  • SEO
Twitter

A social media website where users can post short messages, known as tweets (up to 140 characters) for anyone who is following them to see. It is sometimes known as microblogging as it is similar to blogging but with a strict limit to what can be posted.

Companies and individuals can use them, and is a great way to draw attention to certain things, as well as maintain a social media presence. It has a political aspect to it as well; it was used to organise and track the Arab spring revolutions.
Tags
  • Social
Tumblr

A microblogging platform and social network that allows users to post images, text, video’s, links and quotes.

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  • Social
Troll

Someone who has the intention to get an emotional response from others online. They generally post controversial, provocative & irrelevant messages for their own amusement. Their views do not necessarily reflect the ones they post about.
troll face

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  • Social
Trending

An event or topic that is popular and is widely discussed online.

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  • Social
Thread

A stream of conversations. For example, a list of comments on a blog post.

Tags
  • Content
  • Social
Tag

Since computers cannot understand text in the way humans can, tags can draw attention to certain aspects of a webpage or other online content for a WebCrawler to use, or for the websites own search system. For instance a user may tag a video with its relevant actors.

Tags
  • SEO
  • Technical
User Generated Content (UGC)

A term given to all user-created data such as blogs, comments, reviews, podcasts and more.

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  • Content
Vlog

Much like a blog, but documented using video instead of written content.

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  • Content
  • Social
Viral

Certain bits of information are said to ‘go viral’. This means they spread from person to person very quickly, much like a virus. Memes can often spread like this.

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  • Social
  • Technical
World Wide Web

There is a lot of jargon used on the web, especially in the world of digital marketing. This guide explains both some one the more commonplace as well as some of the more technical terms you may see.

Tags
  • Technical
WordPress

An open source CMS which is used for blog publication. There are currently over 70 million WordPress sites in the world.

Tags
  • Technical
WebCrawler

(Sometimes called a bot, robot or spider) Search engines work by indexing all available webpages and scoring them based on a number of factors to gauge their trustworthiness or popularity.

WebCrawlers are automatic routines that travel the web using links and carry out evaluations of each individual website. Google’s PageRank WebCrawler is possibly the most famous.
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  • Content
  • SEO
Web 2.0

Several years ago the web was ‘one way’, meaning that users were only able to consume information; they did not contribute to the web themselves. Web 2.0 is the idea that users are now able to influence websites and send information to them.

This is the underpinning of all online social media, from Youtube, where users upload videos, to Facebook, where entire lives are maintained online. Other, less dramatic Web 2.0 ideas may be the inclusion of a comment section on a news site.
Tags
  • Technical
YouTube

A global video community where users upload and share videos.

Tags
  • Social

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