Glossary

Anchor text:

the clickable text in a hyperlink that serves as a description of the content of the hyperlink destination. Anchor text also contributes to SEO in determining the pagerank.

CMS:

Content Management System is an application usually used for creating, storing and publishing large amounts of content/web material. Its popularity is due to its ease of use as people with little or no knowledge can create websites, blogs etc. Examples of these are Joomla!, Drupal, DotNetNuke etc.

Content networks:

These refer to websites, newspages and blogs that display advertising that relates to the content of their site. As an advertiser you have the opportunity of advertising your product or service on a related website. Example: You sell TVs and my blog talks about audio visual equipment, your ads could appear on my blog.

Corporate identity:

Can also be translated through a company’s branding, can include a logo, design documents, advertising, pr, can also be seen as a representation of the corporation’s values, objectives etc.

Crawlability:

refers to how accessible your website is to search engine ‘bots’.

Email marketing:

is a form of marketing which uses electronic mail as a means of communication to customers.

Emarketing:

a term given to all forms of marketing over the internet e.g. email marketing

Extranet:

refers to a private network used for sharing information. Similar to an intranet, except it is extended to users outside of the organisation. It is extended over the internet but all users have to pass through access control.

HTML:

HyperText Markup Language, coding language used to build web pages

Intranet:

Computer network usually available within organisations where information can be shared by and are generally only accessible by the employees of the organisation.

Link building:

process of building links between different websites. A link to your website can be considered a vote for your site, and search engines use these ‘votes’ to determine pagerank.

Organic search:

The listings that appear on the left hand side of the search engine results page (as opposed to the ‘sponsored listings’ that appear on the right hand side).

Page rank:

is an algorithm that Google uses to determine how relevant/important a web page is. Pages that are deemed more important will receive a higher PageRank and is more likely to appear higher in the search results page.

Pay-Per-Click Advertising:

is an extremely targeted form of paid internet advertising. It involves the management of keyword-targeted advertising campaigns. The goal is to profitably increase the amount of targeted traffic and ROI.

ROI:

return on investment, does not only refer to monetary value, but can refer to sign-ups, subscriptions, conversions.

Search Engine Marketing:

is internet marketing intended to bring traffic from a search portal to another site. SEM includes Search Engine Optimization (SEO), and Pay per Click Advertising (PPC).

Search Engine Optimisation:

a process which involves making modifications to your site, such as editing its HTML coding and revising the site’s content and layout.

Social media:

Internet based tools/applications used for sharing information and user-generated content, and are primarily based on interaction between users.

Traffic:

in this case, transfer of data on the internet. In terms of SEM, the amount if visitors to your site.

Web 2.0:

term used to describe a “second generation” of applications on the web that are characterised by the ability of people to collaborate and share information online, open communication and communities of users. Over time, Web 2.0 has been used as a marketing term.

Web applications:

applications accessed over internet via a browser that are designed to do specific tasks.