An image that represents an account on social networks and forums.
The window of time that sales can be linked to specific actions on adverts. Facebook automatically works on a 28 day click, 7 day view attribution.
The @ symbol was originally used in email addresses. It is now also used to tag users in messages on social networking websites. Twitter, Facebook, Instagram and more use the @ tag.
An API is a software intermediary that allows two applications to talk to each other. It defines the data formats that should be used, the kinds of calls or requests that can be made and how to make them, the conventions to follow and more. You’re using an API when using apps like Facebook, checking the weather on your phone or sending an instant message.
Short for application. An app performs a function on your mobile phone or computer.
Alexa rank is a measure of website popularity. It ranks millions of websites in order of popularity, with an Alexa rank of one being the most popular.
In an agile team, team members will work in sprints. A sprint usually consists of five phases: design, develop, test, deploy and review. A sprint length can range from one week up to one month.
A bookmarking service that can be added to a website by using a web widget. Once added, visitors can easily bookmark or share an item on the website to other (usually social) sites such as Facebook or Twitter.
Accessibility refers to designing and developing a website that allows users with disabilities to use the website to the same level as other users. This includes using ARIA landmarks to describe the role of a form or image labels for screen readers.
A/B testing is an experiment where two variants of a page (version A and version B) are shown to users at random, and statistical analysis is used to determine which one performs better.
A traditional method for bloggers to list other blogs they recommend. The popular blogging service WordPress has retired the blogroll in recent updates.
The blogosphere refers to all the blogs that exist on the internet.
A person who writes a blog.
Short for web log. A blog is a website that is maintained by one user or a group of users, where the user or users create and post content. Some are used for personal purposes (such as an online diary) and others are run by brands or corporations. A company that maintains a blog uses it as a personable front for potential clients while still maintaining an interesting online presence that can be used for SEO purposes.
White hat SEO activities refer to any technique used to increase a website’s rank that follows search engines rules, while black hat SEO goes against those guidelines. More generally, white hat SEO means ethically promoting a website without resorting to spam and other such black hat activities.
The idea of white hat/black hat comes from hacking, with white hats being benevolent hackers and black hats being disruptive and unethical. Here at Passion we always use authentic and ethical white hat techniques.
A free URL shortening application. They also provide analytics on links.
An online design portfolio-based community recently acquired by Adobe, developers of industry-standard design software such as Photoshop and Illustrator.
A backlink is a link created when one website links to another. Backlinks are also called “inbound links” or “incoming links”, and the number and quality of these links are one of the most important ranking factors.
Also known as server-side, it powers what users see on the frontend. It can be broken down into four components of a “stack”: the server, the database, the operating system and the coding language.
Audience lists using uploaded customer data and matching users on a social network.
The cost you pay for each individual click. This can include clicks to expand ads and profile clicks or link clicks, which are clicks on the ads that take users to another destination. CPC equals cost divided by clicks.
Corporate social responsibility is the ethical behaviour of a company, such as improving the welfare of their employees as well as the local community.
Web Vitals is an initiative by Google to provide unified guidance for quality signals that are essential to delivering a great user experience on the web. The Core Web Vitals report can be found in Google Search Console and shows URL performances grouped by status, metric type and URL group (groups of similar web pages).
The report is based on three metrics: LCP, FID and CLS. If a URL does not have a minimum amount of reporting data for any of these metrics, it is omitted from the report.
Each time your browser accesses a website, it creates a cookie. They make a user’s online experience easier by saving browser information. Cookies can help sites keep a user logged in, remember their site preferences or give them relevant content. However, some people can find cookies intrusive.
A conversion rate refers to 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!
CRO means designing both PPC adverts and the specifics of the website to maximise viewer usability and the conversion rate.
A metric to measure how many visitors convert (what constitutes a conversion can vary depending on your goal). Conversion rate equals the number of conversions divided by visitors.
A Content Delivery Network (CDN) helps a website to provide content to a user faster while lowering the burden on the website’s server. This content could include images, videos and files.
Any form of online media that can be read or watched, or that provides an interactive experience. Content often refers to written materials like blog posts, but also includes images, videos, infographics and more.
A term used on LinkedIn to describe the people you are directly associated with on the website. You must accept an invitation from them or they must accept an invitation from you before you are connected.
An online response given by users as either an answer or reaction to a post or message.
Cloaking refers to the “black hat” practice of presenting different content or URLs to human users and search engines. Cloaking is considered a violation of Google’s Webmaster Guidelines because it provides users with different results than they expected.
Clicks refers to clicks on an ad including interactions such as “see more”, “page likes” and “view comments”. Not to be confused with link clicks.
A metric to measure ads to see how many impressions resulted in a click through to a site. CTR equals clicks divided by impressions.
A CMS is a computer software or an application that uses a database to manage all content, and it can be used when developing a website. WordPress is an example of a CMS.
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.
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.
A temporary storage space for data. When you visit a website, the requested files are automatically stored in the cache. If you return to that same website in the future, your browser will use the files from the cache to load that website faster.
An online community where designers can upload examples of their work.
A domain name is a website’s address that a user types into the browser when they wish to visit the site. Every website is identified by its IP address, and the domain name is a human-friendly label for the numbers in the IP address.
A discovery phase is the initial step of a design process where a UX designer seeks to gather as much information about the target audience, users and the client’s goals as possible. Tools used in this phase are user interviews, stakeholder meetings, user persona development and UX workshops.
A website that collects and hosts links to other websites, much like a search engine but done by humans rather than WebCrawlers. The humans collecting the links 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.
An online news website that has a unique algorithm. The site lets its readers submit articles and 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.
Fullstack developers work in the frontend and the backend of a website rather than exclusively in one part.
Having fresh content means that a website’s pages have been updated or new content has been added. It is an important ranking factor but it’s not as important as quality or relevance.
The average number of times an ad has been shown to an individual.
A social networking app that provides personalised recommendations of places to go near a user’s current location based on their previous browsing and check-in history.
An online discussion board where people can hold conversations with one another. People can post messages about whatever topic they wish in order to generate an online discussion.
The act of choosing to see the posts of someone on a social media website such as Twitter or Instagram. Once a user follows someone, their posts will automatically appear in the user’s newsfeed.
A social network based on picture sharing. Users can store and share photos here.
A large group of people arrange to get together at a specific time and place to surprise the public with a performance for a brief time, then disperse as if nothing 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.
How long it takes a browser to render the first piece of content after a user navigates to a page.
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.
Google Trends is a free tool provided by Google that shows how frequently a keyword is entered into Google’s search engine relative to the site’s total search volume over a given period of time. It’s useful to understand search trends for broad topics.
Google Search Console is a free service offered by Google that helps you monitor, maintain and troubleshoot your site’s presence in the Google search results. You don’t have to sign up for Search Console to be included in Google search results, but Search Console helps you understand and improve how Google sees your site.
Google offers up to $10,000 in free PPC advertising for eligible charities. Please check out our section explaining Google Grants at Passion Digital.
A free, browser based tool that allows users to track many different statistics concerning an owned website. This tool is vital for SEO and all marketing channels to understand the performance of a website. For instance, a webmaster will be able to track from which search engines their users arrive on the site, how many visitors, from what locations, to what pages, for how long they stayed or if they performed a particular action.
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 Google Ads see our pay per click information page. Google Ads used to be called Adwords.
A system that allows developers to store and manage their code. It enables you to track any changes made, and reverse them if any issues arise.
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!
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.
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.
Saying a website got X many hits is saying how many people visited that website.
Following the approval of the lo-fi templates, high-fidelity prototyping begins. These are realistic and detailed designs — all interface elements, spacing and graphics look just like a real app or website.
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.
A video service provided by Google + which allows up to 10 people to talk at one time.
inVision is a cloud-based digital product design platform that helps development professionals and businesses of all sizes create and manage prototypes. It allows users to collaborate, test and experiment with designing templates and ideas on a digital dashboard.
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.
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.
When an ad is displayed to a user, this is called an impression. Whether or not the user has clicked on the ad or bought anything isn’t taken into account.
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.
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.
Keyword stuffing refers to the black hat practice of including certain keywords or numbers on a given web page in an attempt to manipulate your website rankings in the Google search results. Often these keywords don’t read naturally and are obviously forced into the copy.
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.
The first and most important role of lo-fi prototypes is to check and test functionality rather than the visual appearance of the product. Content can be applied at this stage to ensure the suggested layouts suit the desired copy.
An audience built by algorithms based on those similar to a current audience. These can be used on current customer lists.
Long-tail keywords are longer (more than three or four words) and more specific keyword phrases that visitors are more likely to use when they’re closer to a point of purchase. These keywords are searched for fewer times a month than generic keywords and therefore have less competition. For example, “shoes” is a generic keyword while “smart black boots online” is a long tail one.
A corporate social network used to connect professionals.
Clicks through to a specific location either on or off Facebook. Not to be confused with clicks.
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.
Content that was created specifically to attract links that tends to be interesting, useful, controversial, unique or a mixture of all four. The end goal is for this content to be linked to by others. Link bait can be any kind of content, from an interesting infographic or a funny video to a picture of a cat with some text on it. Link bait is vital for creating a high search rank.
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.
An action made by a Facebook user that represents approval.
The number of times an individual clicks a link from Facebook or Instagram and successfully loads the destination 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.
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.
A noindex tag is a meta tag that you can add to your website HTML code to prevent a page from appearing in the SERPs. This can be done to avoid duplicate content or to stop PPC landing pages from getting indexed by search engine crawlers.
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.
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.
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.
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.
The process of updating every server across the web with new information on your website’s server or domain, for example if you were to change the IP address of your website. These changes can sometimes take up to 72 hours to change worldwide.
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.
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.
A digital audio file made available on the Internet for downloading to a mobile device or computer, often available as part of a series.
Framework that runs software and presents content.
A social network for people to create image boards.
Images that are chosen from websites or within the Pinterest community. These images are then placed onto image boards.
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.
PageRank (PR) is a mathematical formula invented by Larry Page (One of Google’s founders) that judges the “value of a page” by looking at the quantity and quality of other pages that link to it. However, Google has stopped updating the toolbar that used to tell webmasters about the page rank of a site from 1-10. Although is no longer a metric we can see, the quantity and quality of links is still a massive ranking factor for websites to be served higher up on search engine results page.
Quality assurance, or QA, is a quality testing process that ensures that an organisation delivers the best products or services possible. it’s undertaken by multiple internal personnel.
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.
Users subscribe to news feeds to get all the latest information in one place (RSS Reader).
Really Simple Syndication, Delivers content enabling readers to stay up-to-date with any blogs or sites they read without them having to visit each individual site.
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.
A robots.txt file tells search engine crawlers which pages on your site the crawler can or can’t go to. This is used mainly to avoid the crawlers finding pages that are not important or are not meant to be ranked organically; it is not a mechanism for keeping a web page out of Google. To keep a web page out of Google, you should use noindex directives or password protect your page.
An action on tweets for users to share that tweet with their following. The action resends the message with the original users name tag.
A metric to measure the efficiency of an ad campaign by comparing your cost to conversion value. ROAS equals conversion value divided by campaign cost.
The action a Pinterest user takes when pinning an image from someone’s board onto one of their own.
A social news site that is made up of users who share and leave comments on stories.
The number of individuals who have seen an ad at least once.
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.
Secure Sockets Layer ensures that all data transmitted between a website’s server and a browser remains encrypted. You can tell if a website has an SSL certificate by looking at the web address: if the URL starts with “https”, the website is secure. You’ll also see a padlock symbol in the browser bar.
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.
The act of driving traffic through social media channels to reach a certain goal.
The act of pro-actively monitoring and tracking applicable social media activity.
Made up of users who partake in social interactions using social websites, networks and applications.
A messaging app where the message disappears after a short time.
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.
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.
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.
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.
Search engine optimisation (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website to users through branded and non branded keywords. SEO refers solely to unpaid search engine results and excludes direct traffic. Visit our SEO page for more information.
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.
A video live streaming service.
A microblogging platform and social network that allows users to post images, text, video’s, links and quotes.
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.
An event or topic that is popular and is widely discussed online.
How long a web page takes to fully respond to a user’s interactions.
A video sharing social network.
A stream of conversations. For example, a list of comments on a blog post.
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.
A persona in user-centered design and marketing is a fictional character created to represent a user type who might use a site, brand or product in a similar way as the character.
The user interface (UI) is the point of human-computer interaction and communication in a device. This can include display screens, keyboards, a mouse and the appearance of a desktop. A user interface design within tech circles is commonly linked to the design of software or computerised devices, focusing on looks or style.
Any type of content that is created by people instead of brands.
User experience (UX) design is the process design teams use to create products that provide meaningful and relevant experiences to users. This involves the design of the entire process of acquiring and integrating the product, including aspects like usability and function.
The main purpose of this testing is to validate the software against the business requirements. This validation is carried out by the end-users who are familiar with the business requirements.
Much like a blog, but documented using video instead of written content.
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.
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.
An open source CMS which is used for blog publication. There are currently over 70 million WordPress sites in the world.
A basic skeletal image or set of images that display the functional elements of a website or page, typically used for planning a site’s structure and functionality at the very beginning stages of scoping with a client.
A Web crawler, sometimes called a spider or spiderbot, is an Internet bot that systematically browses the web, typically for the purpose of indexing websites. Googlebot is Google’s own web crawler, and the most famous of them all.
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.
A global video community where users upload and share videos.
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