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Print. Design. W
The Essential
Digital Dictionary
Common Digital Marketing
Terms Explained
The Digital Dictionary from Snap is a handy guide to the most popular terms used in all aspects of digital marketing. Web terms, advertising terms, social media, measurement and much more. If you would like to look at bringing digital marketing tactics to your business, contact our team today at: Snap 2058 Castle Drive Citywest Business Campus Co. Dublin P: 1850 812 002 F: 01 4660554 E: info@snap.ie www.snap.ie
A-B
Digital Marketing at Snap
- because this is where
your clients now do
business.
At Snap, we are aware that digital
marketing is moving at a rapid pace
and that the choice of products can
sometimes be overwhelming and
confusing. Our priority is to help you
understand the pros and cons of each and
what’s right for your business.
Our specialist online marketing team
can advise you on how to drive more
visitors to your website,
more customers and
more sales through a
number of advanced
digital marketing
techniques.
3A-B
Above The Fold The content Algorithm An algorithm is a
that can be seen on a screen mathematical, computational
without having to scroll down. or statistical method that
Key in web design as web users calculates a number of variables
need to find what they are into a single output. Google, for
looking for very fast. All the example, use algorithms for
most important information ranking pages to the top.
should be visible to entice
visitors to read more. Alt Text An Alt Tag is used in
HTML (see HTML) to attribute
Adsense Text and image a text caption to an image on
advertisements by Google that a webpage. Images that are
appear on websites. tagged tell the web user what
the image is about, displaying
Affiliate Marketing An the text when an image cannot
agreement between two load. It is good SEO practice to
websites. The affiliate agrees tag all images as search engines
to feature content on their will not see images.
site that aims to drive traffic
to another e-commerce site. Anchor Text When a link is
In return, the affiliate site displayed on a website or in an
receives a percentage of any email, it is usually highlighted
sales generated by this traffic. in a different colour and
Typically companies with underlined. The anchor text is
e-commerce sites that want the text that is seen in a link.
to sell products to a particular
target audience will use this Banner Ad A web banner
approach. or banner ad is a form
of advertising on the
Alerts Notifications that can be internet. This form of online
set up for various search terms, advertising entails displaying
events or website metrics. These an advertisement within a
are often sent to an individual via webpage. It is intended to
email, e.g., whenever a company/ attract traffic to a website by
product name appears on the linking to the website of the
internet in newly published advertiser.
content. Google Alerts is a
commonly used alert system.
4B-C
Blog A Blog is a type of website that indicate where a page
that allows users, also known sits within the hierarchy of the
as bloggers, to post entries on website and usually provide a
topics and to allow others to path back through the website.
comment on the posts. Blogs
are easy to update, encourage Broken Links Links to pages
repeat visits, create fresh which no longer exist or have
content and inbound links to been moved to a different URL
your website, which is good without redirection. These links
for Search Engine Optimisation usually serve pages with the
(see SEO). “404 error” message (see “404
error”). Most search engines
Bookmarking The practice of provide ways for visitors to
saving the web address of a report on broken or “dead” links.
webpage or website so that
it may be easily found again. Browser An application used
Bookmarks can be managed to access the Internet. Popular
with a browser or with browsers include Google
downloadable software. Very Chrome, Firefox, Internet
useful for sites that you visit Explorer and Safari.
regularly. Cache A high speed storage
Bounce Rate In web analytics, mechanism that allows users
(see Google Analytics) this to access sites much quicker
refers to the percentage of rather than reloading the sites
people that do not progress every time.
beyond the first page they land Click Tracking Measuring the
on within a site within a certain number of clicks it takes to
time limit. It can be an indicator enter or exit a website.
for web content that requires
revisions. Click-through Rate Expressed
as a percentage, this refers to
Bounces The number of emails the total clicks on a link divided
that were unable to reach their by the number of times that
final destination. link was shown. Commonly
Breadcrumb Links Links, used as a measure for online
usually on the top of the page, advertising.
5C-E
CMS Content Management This is typically from a search
System. A script or program engine using Pay Per Click
for maintaining websites that search marketing (see Paid
allows companies to update Search).
content regularly and maintain
websites without relying on CPM Cost Per thousand. In Pay
external resources. per Click advertising, CPM refers
to Cost per 1000 ad impressions
Contextual Advertising i.e. the cost an advertiser pays
Advertising on content each time their ad appears
websites rather than on search 1,000 times.
sites. Where adverts are placed
is based on the content of the Crowdsourcing Harnessing
website. the skills, talents and ideas of
a broader community, usually
Conversion A visitor completing through social media.
a target action which could
include making a contact or Domain Name The name of a
completing an online sale. server that distinguishes it from
other systems on the World
Conversion Rate The percentage Wide Web. Snap’s domain
of visitors to a website that name is Snap.ie.
perform a desired action, such as
making a purchase or filling out Digital Available in electronic
a form. form; able to be manipulated
and read by a computer.
Cookies A small file that is stored
on an end-user’s computer and Email Marketing A direct
allows websites to identify that form of sending a marketing
user, store information about message to a specific database
the user and allow the website using email software.
owner to construct a profile for Entry Page The first webpage
that user. visited when someone enters a
CPC Cost Per Click. Refers to website.
when an advertiser only pays Exit Page The last webpage
when their ad is clicked upon, a user visits before exiting a
resulting in a visitor to their site. website.
6F-G
Facebook A dominant, free- Google Adwords Google’s
access social-networking site Pay Per Click (PPC) program
which is available to companies allows advertisers to display
and any person 13 years of age their adverts on relevant
or older. search results and across
Google’s content network via
Favicon Favourite Icon. It is this program. When a person
a small icon that identifies a searches for a term that relates
bookmarked site. It can also to that product or service, the
be displayed in the toolbar ad is designed to appear. When
of a web browser, making it a the ad is clicked, the advertiser
worthwhile branding effort is charged hence pay per click.
Flash Refers to a form of video Google Analytics The free
software developed by Adobe traffic analytics software
Macromedia that creates provided by Google that gives
graphic animations that are in depth information on all
small file sizes. visitor activity on websites
Flickr A media-hosting network with information that can be
where users can upload and used to improve content and
share image files. It is the largest performance.
photo-storage and photo- Geographical Targeting Also
sharing site on the Web. known as geo-targeting or geo-
Frequency This is the interval locating. Used to enable you to
at which email efforts or see where your visitors come
advertisements such as from and give them specific
newsletters are sent, or information that is relevant to
displayed to users (daily/ them based on their location.
weekly/monthly etc.). GIF Graphics Interchange
FTP Abbreviation for File Format. A GIF is an 8-bit-per-
Transfer Protocol, a standard for pixel bitmap image format
transporting files online. using a palette of up to 256
distinct colours. GIFs allow
images to be reduced without
degrading their quality.
7H-I
Hashtag A symbol (#) placed sustainable way. The aim is to
directly in front of a word or help users find information and
words to tag a post on Twitter. complete tasks. It is a plan for
It is often used to group tweets how the website elements will
by popular categories of be organised to make sure the
interest and to help users follow user finds everything they need
discussion topics. to find and is usually one of the
first exercises in a web design
Heading Tags Heading tags project.
(H1, H2, H3 etc) are standard
elements used to define Impressions The number of
headings and subheadings on a times a web page or ad is
webpage. The number indicates viewed.
the importance, so H1 tags are
viewed by search engines as Index The catalogue of websites
being more important that the listed in search engines. Search
H3 tags. Targeting key phrases engines index websites by
in headings on websites is good scanning them.
SEO practice. Instant Messaging (IM) Instant
HTML Hypertext Mark-up messaging (often shortened to
Language. This is the code IM) is a type of communication
read by web browsers. As an service that enables you to
example, HTML emails usually create a kind of private chat
contain graphics and can be room with another individual
interactive. in order to communicate in
real time over the internet e.g.
Hyperlink A link in an electronic Facebook, Snapchat etc.
document that allows you, once
you click on it, to follow the Internet Service Provider (ISP) A
link to the relevant web page. business that provides access
Hyperlinks are often written in to the internet, generally for a
underlined, blue text. monthly fee. e.g. Eircom, UPC.
IA Information architecture Internal Site Search A search
(IA) focuses on organising, function specific to one site.
structuring and labeling This tool allows users to find
content in an effective and whatever they are looking for
on your site.
8I-L
IP Address The Internet Keyword Rankings This term
Protocol (IP) address is an refers to where the keywords/
exclusive number, which is phrases targeted by SEO efforts
used to represent every single rank amongst the search
computer in a network. engines. So when searchers
use keywords relating to your
JavaScript A popular web business, they should be able to
coding language that is used easily find you.
on websites allowing users to
perform actions on the site Keyword Research The process
without requiring full page of researching what searchers
refreshes. Examples include are actually searching for.
analytics for page tagging and Writing good website copy
page animation. revolves around the selection
of the best keywords/phrases.
Keyword A word or words There are a multitude of tools
used by a searcher on a search out there that can assist with
engine. In SEO, keywords are keyword research, which will
the words that a website is help you discover the best
optimised to rank for and in possible keywords to use.
Pay Per Click (PPC) marketing,
keywords are bid upon by Landing Page The page a
advertisers. user reaches when clicking
on a search engine listing or
Keyword Phrase Two or more a banner advertisement. The
words that are combined to pages that have the most
form a search term/query - success are those that match up
often referred to as keywords. as closely as possible with the
It is usually better to optimise user’s search query.
your website copy for a phrase
rather than a single word as Link A link is a URL embedded
more searchers will search for on a webpage, if you click on
a phrase rather than a word as the link you will be taken to that
they want more specific and page.
relevant content.
Link Checker These tools are
used to check your site for
broken hyperlinks. Very useful.
9FACTS ABOUT SNAP
Founded
We supply more promotional items to
more businesses across Ireland with a 1st July
choice of over 300 pens, 200 T-shirts 1984
and more…
We are one of the highest employers of graphic
and web designers in Ireland - with over 25% of
our workforce working every day on bespoke
creative solutions for our customers
We offer digital
marketing
products
that are essential to We are a wholly
every business Irish owned
including SEO, business
Ad words and and winner of multiple Irish
more... Franchise Awards including
We deal with Service Franchise of the Year
70% of the
on 3 separate occasions
top 1000
companies in
IrelandA-B
All our websites are On an average day at
responsive i.e. the Snap we are dealing with
content format changes approx
no matter what device
you are viewing from 500 businesses
phone to desktop and across all our centres
ed tablet
ly One of only a
few printers in
Ireland to be
fully ISO 9001
accredited
21
We have
We’ve designed
and delivered over
500 websites Snap centres
in the last 4 years all over the
country – and
growing
Snap centres in
Australia and 8 in New
Zealand and China
Facts as at 2014.L-N
LinkedIn A business-oriented important. Search for your
social networking site for company and you will see what
professionals. Similar to the SERP returns and this will
Facebook, LinkedIn allows show the Meta Description Tag
members to connect with i.e. the words that appear.
other users on the network,
share status updates, and Meta Keyword Tag A list of
participate in groups and chats the words and phrases that are
but the focus is on careers and important and relevant on the
profession. web page. The use of targeted
key phrases is important here
Load Time The length of - but remember not to use an
time it takes for a page excessive amount of keywords
to open completely in – four or five relevant keywords
the browser window. is enough.
Mashup When content from two MMS Stands for Multimedia
or more sources is combined. Message Service. An extension
on SMS, allows picture, sound
Meta Tags Meta tags are there or low quality videos to be sent
to tell search engines what on a wireless network.
exactly web pages are about.
It’s important that your Meta mozRank A number from 0 to
tags contain targeted key 10 indicating how high a site
phrases. Meta tags are made up is likely to rank in the search
of meta titles, descriptions and results.
keywords.
MPU Mid-page unit. These are
Meta Description Tag A short digital ads that are generally
paragraph describing the 300 x 250 pixels. One of the
page content. This summary is most common formats for
usually shown on the Search online advertising.
Engine Results Page (SERP) if
it contains the term searched Navigation Navigation is what
for. The spiders use the meta allows users to move from
tag description to determine page to page in your site. It is
the topic of the page, making essential that your navigation
the use of targeted key phrases is user friendly. If the users can’t
12N-P
easily find their way, they won’t influenced by direct financial
travel deeper into your site. payments. These listings are
results based on factors such as
New Visitor A unique visitor keyword and content relevancy
who visits a website for the first within a webpage: SEO is used
time ever in the period of time to boost success.
being analysed.
Page Rank Page Rank gives
Open Rate This is also referred a ranking or score to every
to as the read rate. This is the webpage on the internet based
number of emails that are on the number and quality of
opened in an email marketing the page’s back links, this score
campaign as a proportion of is a number out of 10 with 1
the total number of emails sent. being the lowest and 10 being
Organic Listings Also known the highest. Anything above 5
as “natural” listings, these are means your site is doing well!
search-engine results that have Paid Search Placing ads for
not been purchased. They are products or services on Search
calculated solely by an engine’s Engine Result Pages (SERPs)
algorithm and are based (listings appear at the top of
on the merits of the listed the page and on the right
pages. Typically, most search hand side) and on content sites
engines will display several across the internet. These ads
sponsored ads related to are typically small snippets of
search terms (often separated text linked to product pages.
by background colour or
otherwise highlighted) before Page Views The number of
displaying the non-paid listings. times a page was successfully
requested.
Outbound Links These
links will, once clicked on, take Page Views Per Visit The
users to another site. number of page views in a
reporting period divided by the
Organic Search These are the number of visits in that same
listings generally found on the period.
left hand side of a Search Engine
Results Page (SERP) and are not
13P-R
Phishing A criminal activity Ranking In search, ranking is
where “Phishers” attempt used to describe the relative
to fraudulently acquire position of a web page in
sensitive information, such the SERPs.
as passwords and credit card
details. Often this is done by Referrer The URL of the web
masquerading as an entity the page that a user was on before
victim is likely to trust (another reaching yours. The server’s
person or reputable business) logs capture referral URLs and
via some form of electronic store them in their log files.
communication usually email. Furthermore, if a user used
a search engine to find your
Podcasting Publishing audio website, the key phrases they
programs via the internet, used to find your site will be
allowing users to subscribe to embedded in the referring URL.
a feed of new files. Podcasting
enables independent Repeat Visitors A unique visitor
producers to create self- with two or more visits within
published, syndicated “radio the time period being analysed.
shows”. Listeners may subscribe Responsive Web Design
to feeds using “pod catching” Responsive Web Design
software such as iTunes (a (RWD) is a type of web design
type of aggregator), which approach aimed at crafting
periodically checks for and sites to provide an optimal
downloads new content viewing experience—easy
automatically. reading and navigation with a
Popup Unrequested window minimum of resizing, panning,
that opens on top of the and scrolling—across a wide
currently viewed window. range of devices from mobile
phones to desktop computer
PPC Pay per Click. Buying monitors to tablets. The content
sponsored adverts on search changes format according to
engine results pages and the device it is being viewed on.
content pages and only paying
for those ads on a performance Return Visitor A unique visitor
basis. who is not a new visitor to the
site.
14R-S
Robot.txt A file written and their result pages is called their
stored in the settings of a ranking algorithm. Algorithms
website that restricts search are regularly updated to
engines from listing certain combat spam and malicious
pages of the website on their SEO tactics. As the algorithms
results pages. For example, change and put more or less
content such as privacy settings importance on certain factors,
on your website would not SEO companies do the same
need to be ranked by the search
engines as it is regulatory Search Term Search terms
requirement. are the words entered by the
searcher. Search engines will
RSS Really Simple Syndication. then look for these words in
RSS allows you to receive/ their index and return matching
syndicate information without results. Also known as Search
having to constantly open new Query.
pages in your browser.
SEM Search Engine Marketing.
Search Engine A tool for This is the process of getting
searching the internet. Users of a website to achieve top
search engines enter keywords rankings for its chosen key
relevant to their search and phrases on SERPs.
the search engine returns both
organic and paid listing results SEO Search Engine Optimisation.
from its databases. The creation or tweaking of a
website to increase the amount
Search Engine Algorithm of traffic to it from search
Search engines rank web engines. The aim is to get the
pages based on different sets page to rank highly on SERPs.
of criteria: while they may
attribute different values of SERP Search Engine Results
importance to the criteria Page. The page that shows
they tend to consider the the results for a search on a
same factors in general. The search engine. In terms of SEO,
programme which search websites should aim to be the
engines use to judge these first result on the SERP.
factors and rank web pages in
15S-T
Sitemap On a website, this Spider An automated program
is a page that links to every that scans or crawls web pages
other page in the website and to gather information for search
displays these links organised engines. Also called trawlers,
according to the information crawlers and robots, or bots.
hierarchal structure.
Sponsored Links The paid
Skyscraper Ad A web banner ad search results on a SERP.
with dimensions that are usually
120 pixels wide, 600 pixels high Streaming Media playback
and are placed on the outside directly from the internet.
edges of web pages. Subject Line The title of an email
SmartText A mobile marketing communication. As it is the first
product from Snap which element of the communication
allows you to embed a mobile that will be seen, it needs to
optimised disposable webpage attract attention and entice the
into an SMS message so that you user to open the email.
can include more information Tag A keyword which is attached
in your message along with rich to a blog post, tweet (see
media such as video and audio. “hashtag”), social bookmark or
SMS Short Message Service. media file. Tags help categorise
The transmission of short text content by subject.
based messages to and from a Title Tags The (preferably
mobile phone, fax machine or keyword rich) title text you
IP address. select will appear in the top bar
Social Media The media that is of a user’s browser when they
published, created and shared view the web page. Title tags
by individuals on the Internet, should be a brief and accurate
such as blogs, images and description of the page’s
video. content.
Social Network In the online Tracking Measuring the
sense, this refers to a type of effectiveness of a campaign
website model where individual by collecting and evaluating
members become part of a statistics.
broader virtual community.
16T-W
Traffic This refers to the visitors first requirement for exemplary
that visit a website. UX is to meet the exact needs
of the customer and make it
Tracking Codes A piece of code very easy for them to find the
that tracks a user’s interaction information they require and
and movement through a take the action they want e.g.
website. purchase an item, contact your
Tweet Twitter is an online social company.
networking and microblogging Viral Marketing The spread
service that enables users of a message quickly across
to send and read short the internet, largely by “word-
140-character text messages, of mouth”. It mimics a virus
called “tweets” because of the speed at which
Unique Visitors The number of is transferred and the number
individual people visiting the of people that it reaches. Viral
website at least once within a Marketing is an effective form
specific period of time. Each of marketing that yields a
individual is only counted once. good return on investment if
successful.
URL Uniform (or Universal)
Resource Locator. The unique Visit Duration The length of
address of a site or web page time a visitor spends on a
on the internet. website in a session.
Usability Usability is a measure Visitor An individual visiting a
of how easy it is for a user website.
to complete a desired task. Web Analytics Site analytics
A really important factor for are essential to the success
consideration in how users of any website – they provide
navigate websites. you with information detailing
UX User Experience is a term used how visitors are interacting
to describe the overarching with your site as well as how
experience a person has when successful your supporting
interacting with a particular eMarketing techniques are on
product or service and how it your site’s performance. Site
is delivered on a website. The analytics provide you with a
17
WA--YB
comprehensive and insightful view, upload and comment on
analysis of your website as well video content for no charge,
as an insight into what needs to though companies can pay for
be done to ensure even greater sponsored promotion of videos
success. or to have enhanced branding
and design capabilities on
Web Browser This is what allows their profile pages, known as
you to browse the World Wide “channels.”
Web – examples of browsers
include Internet Explorer, Safari 301 Redirect A permanent
and Firefox. feature that redirects one url
to another, particularly useful
Web Design The layout and when websites are changed or
structure of a web page. Web updated.
design is not solely about
making the page look pretty, 404 Error An error message that
it’s also about functionality and says that a web page could not
usability. be found.
Web Server A remote third-
party computer whose job it is
to deal with requests coming
from web browsers.
XML eXtensible Mark-up
Language. A standard used for
creating structured documents.
XML promises more efficient
and organised delivery of data
over the internet. XHTML is the
XML version of HTML.
YouTube The most popular
video-hosting and video-
sharing site and it is also
currently the largest search
engine after Google (also
owned by Google). Users can
18The Best Of Both
A Digital Marketing Dictionary
delivered in a print format. One
example of how traditional and
digital marketing tactics can work
together to get the best of both.
We’ll share this on our website
and via email marketing. Tangible
print working with online tactics,
another example of the best of
both.
Snap is the only company in Ireland to provide businesses
with essential marketing services all under the one roof.
Our team of designers, digital experts and marketers can
provide you with a range of products and services suitable
for every stage of your company’s development - from
launch through to ongoing marketing and brand awareness.
Why not get started with Snap’s “Essential
Marketing Health Check”?
For your FREE health check, just
contact your Snap team today
and find out what essential
marketing is right for your business.
We’ll bring the best of both and more.A-B
Snap
2058 Castle Drive
Citywest Business Campus
Co. Dublin
P: 1850 812 002
F: 01 4660554
E: info@snap.ie
www.snap.ie
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