Go Local Glossary


prep. The portions of a webpage that are visible without scrolling. Also known as “above the scroll.” This originally came from newspapers for information on the top half of the front page (because newspapers are typically folded into a book and then in half the other way once more.) Because browser size, layout, and screen resolution can vary depending on device and user preferences, this is not the same for each user. Benchmarks have been set to typically include the top 768-1000 pixels as being “above the fold.”

Ad Copy

n. The ad itself that will be displayed when a user conducts a search on your keywords. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results web page. Most advertisers use ad copy not only to describe the advertisement, but to also insert the keywords that the ads have been created for. While ad copy is only two or three lines long it is very important to pay-per-click marketing.

Ad Extensions

n. Appendages that increase the size of an ad by including additional details or services.  Examples of ad extensions could include a phone number, address, or additional services offered that do not already appear within the ad copy itself.

Ad Group

n. A selection of keywords that share a common theme and share the same Ad copy. Ad groups are an essential part of pay-per-click marketing. Creating effective ad groups can help you drive more traffic and leads to lower costs.

Ad Schedule

n. Hours of the day your account will be running in the search engine, which is also known as “flighting”.


prep. Similar to “Above-the-Fold” in that this term originally came from newspapers and was used to optimize text within a small spare. “After the jump” refers to the expandable content available within another area of a website. Typically this is seen in the “read more….” hyperlink at the bottom of snippets that leads the full article.


n. A website, business, or firm that collects various content such a news or music files to make them available in one place for a consumers convenience. For example, iTunes, YellowPages, and the Huffington Post.

Alexa Rank

n. One of the more well-known metrics of comparing individual website success. Alexa rank was founded in 1996 by a subsidiary of Amazon that specializes in web traffic data. Each website’s “score” or “rank” is determined by combining the number of unique visitors and pageviews for top level domains and then ranking them from highest to lowest, however the actual formula for ranking these websites is not public knowledge. So for example, Google.com typically has the highest number of daily visitors and pageviews and typically is ranked in first place. A lower numerical rating indicates a stronger website.


n. A step by step set of operations to be performed. An Algorithm is an effective method for calculating a function that is expressed as a finite list of well-defined instructions. Conceptually, algorithms have existed for centuries but the original modern algorithm began with attempts to solve the Entscheidung’s problem or the “decision problem” that was posed by David Hilbert in 1928. Today, as is relevant to digital marketing, many websites and search engines use algorithms to dictate which results are shown to users and in what order.

ALT attribute

ALT stands for alternative and is employed to represent text associated with an image.

ALT Tags

n. An HTML attribute that is specified in the image tag to provide alternative text options when an image cannot be displayed or loaded.

Anchor text

The (usually underlined) text part of a link. Anchor text is granted importance by search engines as it implies a specific contextual value to the destination page. Anchor text is important for passing keyword relevancy value along to the destination page.


n. A public-domain open source web server. The first version of Apache was developed in 1995 by 20 volunteer programmers (called the Apache Group) and is based on the NCSA httpd web server.

API - Application Program Interface

n. A set of routines, protocols, and tools for building software applications. Overall, a good API makes it easier for a programmer to develop a program by providing all of the necessary building blocks (think of them as shortcuts). API’s come in libraries that contain routines, data structures, object cases, and other variables.

Average CPC – Average Cost-Per-Click

n. Found by dividing all clicks within a campaign by the amount of spending on that campaign. Average CPC is determined by actual CPC (the actual amount charged for a click on an ad), which is different than maximum CPC (the highest specified amount a click can cost within a campaign).

Average Position

adj.  A statistic attributed to each keyword that refers to the average position on a search result page that an ad appears in when it's triggered by that keyword. Average position determines in which order ads appear on a given page.

AWR – Advanced Web Ranking

n. Advanced Web Ranking monitors search engine results pages’ (SERPs) rankings for selected websites and keywords.

AWS – Amazon Web Services

n. A hosting server for websites through Amazon.com. The server is advertised to provide a large computing capacity faster and cheaper than building a server farm from the ground up. AWS was officially launched in 2006 and was intended to offer functionality that other developers could use in their applications.


adj. The term for an application, processor, or program that is not directly accessed by the user. The back-end is where the data is stored that is then provided to the application or program upon request but not necessarily seen by the user.


n. Backlinks or “inbound links” are links from one web page to another either within the same website or on another website. Search engines crawl backlinks that a website has in order to determine that website’s popularity, ranking, and authority.

BC – Basecamp

n. A web-based project-management tool that was originally launched in 2004. Basecamp offers everything from to-do lists, file-sharing, and  milestone management to time-tracking and e-mail integration. It is also compatible with a host of other mobile and web apps.

Black Hat

A term used to designate SEO techniques that are considered unethical by search engines. These tactics generally exploit weaknesses in search ranking algorithms to increase SERP position rather than focus on creating relevant website content and implementing intuitive navigation structure, which are aspects of White Hat SEO techniques. Black Hat SEO often results in penalization by the search engine, which may cause lower SERP visibility or complete removal from the search engine index, and is often followed by adjustments to the search engine algorithms to prevent further exploitation. See also White Hat.


n. A regularly updated website or webpage where people creatively write about nearly anything (passions, hobbies, lifestyle, etc.) Blogs are typically written informally and run by one individual but some focus on art, videos (video blogs or “vlogs”), photography, music, and audio (podcasts) and are contributed to by many individuals.

Boilerplate (code)

The sections of code that have to be included in many places with little or no alteration. For more information see “Boilerplate (text).”

Boilerplate (text)

n. A snippet of text used across various platforms without the need for modification. This term originally came from the sheets of metal used to make water boilers. It was later adapted by printing companies as a name for the printing plates that were stamped into sheets of steel used for printed material that was needed over and over again. Similar to those commonly used text blocks, boilerplates today are snippets of text used over and over again. Specifically, a boilerplate is often used as the snippet of text seen below website entries in a list of search engine results pages (SERPs.)


v. One of the most popular front-end frameworks used to make websites responsive to different devices. The program contains a set of common components that developers use to speed up the process of building a website by using plugins and code made to interact with each other. Historically bootstrapping also refers to an early technique for computer programming development or the development of new hardware.

Bounce Rate

n. The percentage of single-page sessions or sessions in which the person quickly left your site from entrance page without interacting with the page. When high bounce rate occurs it is usually caused from site design, usability issues, or if a user has found needed information on the first page and has no need to explore other pages.


n. A program that displays webpages for users. Chrome, Safari, and Firefox are some of the more common browsers used today. Learn more.

Bulk Verification

n. Allows you manage 10 or more business locations’ information for all google properties. Once you become bulk verified you are able to update and change contact details, descriptions, and pictures for every one of your business locations through Google. Having a verified account and updated information is vital to make sure information about your business is up to date.

BW – Bing Webmaster Tools

Similar to Google Webmaster Tools. See “GW.”


n. Actually pronounced “cash.” Used for storing recently used information so it can be accessed at a later date. Computers have different types of “caching” in order to run more efficiently such as browser cache, memory cache, disk cache, and processor cache. Most caching is also done in the background so you don’t have to manually control it. However in some cases, such as browser cache, you can clear or set parameters for the cache to run.  

Call Tracking Line

n.  A phone line purchased for tracking the phone calls through a Pay Per Click (PPC) campaign. Inbound phone calls are routed/forwarded to a specific phone number that calls should be received from.


n. In terms of digital marketing campaigns are used to give structure to the products or services in advertisements. The ads in a given campaign share the same daily budget, language and location targeting, end dates, and syndication options. Within each campaign are one or more ad groups. While a campaign may represent a broad product class, the ad groups within that campaign can be more focused on the specific product  to be advertised.  


adj. An industry-wide set of standards and best practices that define how websites should be built for ease of use and interaction.

CDN – Content Distribution Network

n. A large system of servers in multiple data centers. The goal of a CDN is to serve content to end users with high availability and high performance. CDN’s are a large part of internet content today including web objects, downloadable objects, live stream media, and social networking. This is sometimes also referred to as a “content delivery network.”


n. A cloud-based data management system designed specifically for self storage businesses. Centershift’s goals are to help self storage businesses reduce costs by making them more efficient. The system integrates seamlessly with websites, call centers, mobile devices, and centralized mailing systems to provide a better user experience.


n. Giving written credit to the website (or person) a piece of content originated from. This applies to images, quotes, videos, and other forms of original content not created by the author.


v. A click (sometimes called a click through) occurs when an ad is clicked on, leading a user to a website.

CMS – Content Management System

n. A computer application that allows publishing, editing, and modifying content as well as general maintenance. Some content management systems also provide workflow in certain work environments while helping run websites containing blogs, news, shopping, etc.


n. A hosting platform that specializes in, “On-Demand Hybrid Clouds” that can seamlessly connect cloud resources together. It is built to enable private connections through a hosted infrastructure.

Community Edit

v. The “free-for-all” ability to go into someone's Google Maps account and make edits if wanted. This option has been removed from Google and now all edits have to be approved before information is changed.


v. When a user completes an action on your site, such as buying something or requesting more information. Conversions can also be referred to as “leads.” Calls, web submissions, and emails are all forms of interaction that qualify as a conversion.

Conversion Code

n. A code that is placed within a webpage (i.e. confirmation or thank you page) that allows for program interfaces (such as Google Analytics) to know an action has occurred.


n. In terms of marketing, copy is the textual content created by a team or an individual that is used for public consumption.

CPC – Cost Per Click

n. The average amount paid each time someone clicks on an ad. Average CPC is determined by dividing the sum of the cost of all clicks within a campaign by the number of clicks within the campaign.

CPL – Cost per Lead

n. This is the cost of a conversion (conversions include calls, emails, and web submissions). Sometimes referred to as cost per action or “CPA.”


v. To crawl is an action completed by a “crawler,” or “spider,” which is a program that visits various websites and scans their pages to find information. Crawlers are used by search engines to create entries for a search engine results page (or SERP). Search engine crawlers are programmed to visit and crawl sites based on which websites have been submitted for new updates.  

CSE – Comparison Shopping Engine

n. Various shopping search engines that compare prices on products that are commonly search for within other online stores. CSE’s can be used for many things including everything from monitoring or gathering information about a website to driving traffic to ecommerce sites by learning about different products.


n. A style sheet language used for describing the look and format of a document written in a markup language. This language can also be applied to any kind of XML document. CSS is typically used to create visually engaging websites and web applications and houses a centralized copy of the design elements to be applied to web pages within the site.

CTR – Click Through Rate

v. The percentage (or number) showing how often the people who saw your ad or link actually clicked on it.

CVR – Conversion Rate

v. The percentage of clicks that result in a purchase. Typically this is more of a benchmark number, as actual purchases take part on a third party website.  

DA – Domain Authority

n. The overall power of a domain name including search engine ranking factors such as age, popularity, and size. Domain authority is a useful metric in which to consider the quality of a given website.

Daily Cap

n.  The maximum amount a cap has the ability to spend per day.  Google’s policy allows this level to be up to 10% above your settings as exact Cost Per Click cannot be estimated in any user search.

DHCP – Dynamic Host Configuration Protocol

adv. A protocol used on (IP) networks to allocate network distribution parameters. When using DHCP, this reduces the need for a network administrator that usually organizes these settings manually.

Direct referrals

The visits to a webpage that originate from a direct source, such as a browser bookmark or by a user typing a webpage URL directly into the browser search bar. See also search referrals and referral traffic.


v. In terms of digital marketing, to disavow is to denote that search engine spiders should not pay attention to specific websites linking to your website.

Display Page

n. This is the URL displayed on an ad to identify the website being advertised to users. The point of the display URL is to give users a clear idea of which website they'll be taken to when they click on the ad. The display URL is limited to 35 characters and cannot be used as another line of ad text. Sometimes this is referred to as “display URL.”

DNS – Domain Name System

n. The naming system for computers or servers. It assigns different networks with differentiating domain names and is used primarily by users as a directory to look up different networks. In other terms, DNS is used as a phone book for the internet by using easy host names to represent IP addresses.


n. A group of computers and devices on a network that are administered together with common rules and procedures. A domain is a place to group devices to easily manage them, such as user accounts and shared folders.


n. A hardware device that is attached to a computer and software program that prevents unauthorized use. Dongle is also known as a wireless adapter or a device that can be plugged into a USB port to enable wireless access through Wi-Fi.


n. A 100% cloud based self-storage software solution. Using the cloud is an easy solution, for data storage is accessible anywhere at anytime through the internet.


n. An open source software application that can be used by anyone who is looking to create and manage different types of websites. The application has a content management platform and development framework. Drupal can be used for many different thing such as blogs, personal websites, forums, and social networking sites.

Dynamically generated page

A page with content that is generated and displayed based on unique factors, often varying by user. Those factors may include the user’s language, geography, searched product information, etc. SEO best practices dictate that dynamically generated content should be kept to a minimum, as some search engines have difficulty indexing such URLs. See also static page.

EMD – Exact Match Domain

n. Domains that are literally what is being searched for. An EMD is a domain name that exactly matches a search engine query. EMDs are often recommended domain names because search engines give high importance to domain names that refer to a specific topic.

EOD – End of Day

n. EOD is the end of the standard work day or the time when the relevant market closes. Traditionally EOD is around 5:00 pm.

Evergreen Content

n. Content that will always be relevant to a user and won’t lose relevancy over time.

Evergreen Traffic

n. Traffic to a website from a visitor that has never been to that website. It is based on the Evergreen Traffic System created by Tinu Abayomi-Paul.


n. A software used to create vector graphics and animation programs. Most commonly used on the web because of the way it can display graphics. However, due to the large files it creates, flash is becoming less commonly used on websites because it doesn’t load well on slow servers and mobile devices.


v. A timing pattern that allows ad campaigns to be run in intervals. The intervals are separated by periods in which no advertising messages appear for the advertising item. Any time that an ad runs it is in “flight”.

Follow/Nofollow attribute

Every link is determined to be either a follow link or a nofollow link. This designation indicates whether the link should pass along value to the destination page. Common uses for nofollow links are those included in blog comments. Spammers often try to leverage the strong PageRank of a popular blog by linking to their own websites in blog comments. Nofollow attributes prevent this from causing a positive effect on the spammer’s website.


n. The word “Foo” is usually used by programmers to refer to a variable. See also “widget.”


n. A mobile-first responsive framework that allows users to build their websites using a grid-based system. As an open-source product, developers are able to contribute to the improvement of the program.

Framed sites/pages

A website or webpage that is divided into sections, each having its own vertical and/or horizontal scroll bars. SEO best practices dictate that frames should be avoided when possible. Learn more.


n.  A reusable software environment used to develop software applications and product solutions. A framework contains the building blocks for a program, and is there to serve as an area to support applications and high-level coding.

Front End

n. The front end of an application is what the user is seeing and interacting with (i.e. when you visit Google and see the main web page with visuals, this is the front-end.)

FTP – File Transfer Protocol

n. A standard network protocol used to transfer large files from one host to another, using a network like the internet. An FTP can act as online storage and even provide direct access to your website.  It is built on a client server architecture and uses different data connections between the client and the server.

GA – Google Analytics

n. A service offered by Google that generates statistics about website traffic. It has the ability to measure a number of different metrics and can be customized for metrics such as conversion rate and sales. It can also track visitors from search engines, social networks, direct visits, and referring sites. The basic and premium versions of GA are free to the public.

Gantt Chart

n. A type of bar chart that illustrates a timeline or project schedule. It illustrates the start and finish dates of important and summary elements of a project. When first introduced, Gantt Charts were considered revolutionary. The chart is also used in IT to represent collected data.

Google PageRank

A link analysis algorithm that assigns a numerical weighting to each element of a hyperlinked set of documents, with the purpose of "measuring" its relative importance within the set.

GPP – General Purpose Preprocessor

n. Preprocessors are designed for basic PCs and workstations and are used for a wide range of preprocessing tasks with a customizable syntax. GPP is also a free software.   

Grey Hat

A term used to designate SEO techniques that may or may not be considered unethical by search engines. Generally, Grey Hat SEO includes experimentation and tweaking of White Hat techniques to the level that they may be considered Black Hat by some SEOs and search engines. See also Black Hat and White Hat.

GTM – Google Tag Manager

n. Helps people create and update tags for websites and mobile apps anytime, anywhere. GTM has an easy-to-use interface so users are able to tweak the applications themselves and eliminate the need for an IT department to rewrite code.

GW – Google Webmaster Tools

n. A service for webmasters, allowing them to check indexing status and optimize visibility of their websites through the use of various tools. The tools allow webmasters to submit and check a site map, crawl rate, traffic, get a list of broken links for their web page, and much more.

H1/H2/H3 Tags

n. Heading elements that denote section headings. Header HTML tags are important because they assist formatting and provide information on the hierarchy of any document. H1-H6 headings improve a websites standing in the eyes of search engines.


n. A character sequence consisting of a number sign and an exclamation mark which is always at the beginning of a script (Ex. #!). Also known as “shabang”or “pound-bang.”


n. A searchable, unspaced keyword or phrase used in social media that is preceded by a pound sign, and acts as a tag to reference a topic. There are popular categories corresponding to days of the week, pop culture, trending topics, etc. An example is: #ThrowbackThursday or #TBT.


n. A trap used to counteract attempts of unauthorized use of information systems. A honeypot consists of three parts; a computer, data, and a website that is a part of a network. This network is actually monitored and is used to reel in potential attackers. Two or more honeypots being used at one time is a called a “honeynet” and is usually used when monitoring larger and more diverse networks.


n. Any computer that has two-way access to other computers on the internet. A host usually has a specific host number that, added to the network number, makes a unique IP address. Generally a host provides services to other devices or programs.


n. One of the most popular web hosting server companies.


n. An HTML attribute that defines the document to which the link leads. This can be a web page, a location on the same server, or any kind of document stored on another server. You can also reference a document relative to the website’s root by using the file folder after the domain name. Appears as <x> in code.

HTML – HyperText Markup Language

n. The standard markup language used to create web pages. It is written in HTML elements of tags and angle brackets. Web browsers can read HTML files and make them into visible and audible web pages. HTML dictates the structure of a website along with cues for how it is to be presented.

HTTP – HyperText Transfer Protocol

n. The protocol used by the World Wide Web. HTTP shows how messages are formatted and transmitted and what actions servers and browsers need to take to respond to commands (i.e. when you enter a URL in your browser this sends HTTP a command to the server to find the web page.)

iFrame – HTML inline frame element

n. An inline frame, or iFrame, is used to embed one HTML document within another, or even a website within a website, through the use of tags. An iFrame can also act as the target for other links.

IMAP – Internet Message Access Protocol

v. A protocol for email retrieval and storage. It allows multiple clients to be connected to the same mailbox and refer to changes that other people have made. IMAP supports both on-line and offline modes.


v. Each time an object is viewed within a SERP but not necessarily clicked on or “clicked through.” In terms of digital marketing, an ad impression is counted when an ad is displayed and viewed through a website or appears within a SERP. Cost-per-impression is used to assess the cost effectiveness and profitability of online marketing campaigns.

Inbound links

A link into a website from another website. SEO places a priority on receiving “follow” inbound links, rather than “nofollow” inbound links, as the latter does not generally directly impact the value of a site as perceived by the search engine algorithms.


The process by which a search engine crawls, stores, and organizes webpages.

Internet Yellow pages (IYPs)

Electronic or interactive versions of Yellow Pages directories that allow on-line search for local listings. Examples include yellowpages.com, superpages.com, citysearch.com, etc.


n.  A computer system that uses internet protocol (IP) technology to share important information with an organization. It refers to the organization’s internal website and may be made up of many local area networks. Overall, the goal is organize each person’s desktop with minimal cost, time, and effort while also allowing for internally secure communication and data sharing.

IOT – Internet of Things

n. The interconnection of computing devices within the internet. The IOT offers a variety of applications and protocols. There are many devices in the IOT such as biochip transponders often used for animals, smart thermostats, and wearables such as Google Glass.

IP Address

n. A name assigned to each device within a network that uses internet protocol (IP) for communication. An IP address has two main functions: to network interface identification and to locate the address. IP addresses are used to digitally indicating where something is.

IS – Impression Share

n. The percentage of ads that are shown in relation to competitors with similar keywords (i.e. 1000 impressions per day divided by 2000 people searching for the target keywords amounts to a 50% IS.)

ISP – Internet Service Provider

n. An organization that provides various services for connecting to and interacting with the internet. ISPs can be organized in different forms such as commercial, non profit and community-owned, and privately owned. Internet services provided by ISPs include internet access, domain name registration, and web hosting.


n.  A popular programming language that allows application developers to write one script and run it on every Java-supported platform.


Programs that run on a user’s server rather than a web server; therefore, search engines cannot run JavaScripts. Most common uses of JavaScript include drop-down menus and expandable content.


n. An open-source, user-friendly, free Content Management System (CMS)  that helps to easily publish content to the web. Joomla can assist you with different projects such as blogs, polls, and overall searches.

JSON-LD – JavaScript Object Notation for Linked Data

v. An alternative to XML, it uses human legible text to transport linked data between a server and a web application.


A word or phrase that is being targeted on a webpage. Keyword targets should be the initial consideration for a well-optimized SEO campaign and should reflect the products or services being offered via a webpage.

Keyword Stuffing

v. When the copy of a web page contains many instances of the same (irrelevant) keywords that are located in the copy or background of a page. This is a black hat tactic that is severely frowned upon and de-indexed by most search engines.

KPI – Key Performance Indicator

n. A metric used to judge the successfulness of a business or project. KPIs are an industry standard used to compare progress towards goals over time as well as to highlight trends or potential future issues through the use of historical data.

LAMP (Developer/Coder) – Linux, Apache, MySQL, PHP

n. A software bundle development platform containing tools across different operating systems used to build “stacks” and make them viable in different environments.

LAN – Local Area Network

n. A network that connects computers and devices that share a server in a certain geographical area through a local (or hardwired) connection. A network can serve a various number of users who can also share files and data between each other. There are many different types of network connections, a LAN being one of them.

Landing Page

n. An active web page where people 'land' when clicking through a link. In digital marketing, PPC campaigns refer to landing pages as the destination the ad targets. The web address for this page is sometimes referred to as a 'destination URL' or 'click through URL.'

Lazy Loading – Or Dynamic function loading

v. A design choice when formatting a website in which only the portions of a web page visible above-the-fold load when a site is visited. The rest of the page only loads when a user scrolls down to view them.

Link building

v. The practice of increasing link popularity, and in turn search engine rankings, by acquiring inbound links to a website. Generally speaking, the more quality inbound links pointing to a webpage, the higher that webpage will rank for associated keywords.

Link Juice

n. The value or importance assigned to a link (used to be included in PageRank calculations) and the authority it passes along to other websites. This term is mostly used in SEO when talking about a link’s power. For example, a link with high importance will pass along more “link juice” than a link of little or no value. Many SEO experts believe that link juice plays a role in search engine ranking.


v. Is the principles or arrangements in a computer or device that makes it decide on doing a specific task. It refers to the basic operation and structures  of a certain device.

LSI – Latent Semantic Indexing

v. LSI groups documents into two groups. Documents that have many words in common are considered semantically close and documents that do not have many words in common are semantically distant. LSI matches keywords to results using whole documents, rather than just the keywords within the documents.

Manual Verification

v. Ensures and verifies that specific answers, passwords and codewords are correct. (Ex. Manually verifying answers on an answer sheet for an exam).

Map Pack

n. The section of a search engine results page (SERP) that shows a local map with results for what is being searched. Map packs are triggered when local search terms are included within the search parameters.


v. Typically used in social media, a mention is “tagging” a person or business in a post in order to recognize or name them. In Twitter, it’s called @mention, because in order to actually tag the person, you have to use the @ symbol before entering their username.

Meta (tags)

Meta tags provide additional information about the content of a webpage. The most commonly utilized meta tags are the Description and Keywords tags. The title tag, though not technically a meta element, is commonly grouped into discussions about meta tags. Meta tags appear between the <head> </head> tags on a webpage. Microdata represents a further refined version of meta tags.


n.  Information that is put into the backend of your webpage to make it easier for computers to understand and read the content of your page. Search engines also use Microdata to gather information in order to tweak their article snippets.


n. Data used for testing purposes. You are able to test certain software and pull up mock data to show to clients or to use in presentations. You can use certain software programs to format the data.

MOM – Month Over Month

v. Changes in levels of data month to month. You can compare months to find patterns and insights about activity.


n. A tag used by web admins to tell search engines that a specific hyperlink should not be used to influence the link target’s ranking in SERPs. Website owners will use nofollow in many circumstances, for example, when a specific search engine has made it known they will not support a specific site or type of link.

Off-page (site) optimization

Optimization that takes place outside of a particular website. Off-page optimization may include, but is not limited to, building business listing profiles in IYPs, creating inbound links, and cross-referencing websites and other social profile domains. Increasingly, social media engagement is being considered by SEOs as an off-page optimization method.

On-page (site) optimization

Optimization that takes place within the pages of a particular website. On-page optimization may include, but is not limited to, modifying page content, meta tags, navigation structure, URL structure, and implementing sitemaps and microdata.

Open Source

adj. A way of implementing the use of a certain program or tool (usually a form of code) to the public for anyone to use and manipulate to their needs. It allows everyone access to tools and code for free and is typically one of the best ways to get developers to widely use a specific code format.

Optimization (PPC)

v. The process of modifying ad campaigns to improve the quality and performance of AdWords ads through Pay-Per-Click advertising.


n. Provides customer experience optimization software that can gather data through various testing strategies. They also offer products for websites and mobile options.

Oracle - Or Oracle DBMS – Object-relational Database Management System

n. A database where there are two areas; relational databases and object-oriented modeling techniques. Overall the oracle database is trying to put these two areas together.

Page Authority

n. A score on a 100-point scale that determines how websites will rank in search engines, based in part on how relevant their content is. Pages with higher page authority typically have a better chance of ranking.

Page content

Everything that makes up the content that is visible to users on a webpage. Page content may include, but is not limited to, text, images, hyperlinks, and videos.

Page saturation

Refers to the number of pages a given search engine has in its index for a website domain. Page saturation is an important number to consider within the context of a single website, but cannot be used directly as a competitive comparison.


n. The first ranking algorithm implemented by Google, developed by Larry Page. Although the actual formula is unknown, it most likely works by counting how many quality links are on web page. The more quality links, the more relevant a page is and that it will most likely have a higher ranking.

Pay-Per-Click (PPC)

An Internet advertising model used by search engines, advertising networks, and content websites, such as blogs, forums, and some social media sites that allow advertisers to pay only when a user clicks on an advertisement. Unlike a traditional CPM (Cost Per Impression) model, impressions are not charged.

Perl – Practical Extraction and Report Language

n. Perl is a high-level programming language that is very dynamic. It is sometimes referred to as the “the Swiss Army Chainsaw” of scripting languages because of how powerful it is. It is used on everything from graphics and networks to finance programming.


n. Similar to a blog, but in a directory format with a collection of files. Phlogs are run on Gopher Protocol servers that collect documents from all over the internet. The name phlog comes from the most typical directory, a photo blog, thus ph-log.

PHP – Hypertext Processor

n. A scripting language that is free (open source) and available for everyone’s use. PHP is used to interpret and perform operations on a web page before the page has been requested by a specific user.


v. A way of locating specific users or items within a server. To ping is to send out a call that returns specific results, similar to sonar. Used to verify IP addresses of users online to ensure they are using the right address.


n. Applications that can be downloaded and used on your web page to add capabilities not included in a template. They are considered easy to use since they are automatically recognized and can easily integrate into your page.

Port (hardware)

n. Open receptacles to connect computers to another computer or device. Ports are used to plug in speakers, keyboards, monitors, etc.

Port (software)

n. The location on the computer where the information is sent through. Each port has its own IP address and port number.


n. A website that lets people enter into the internet by providing useful links and information so a user is easily directed throughout the world wide web.


v. Taking software that is in one environment and moving it to another environment. This can also be used when referring to porting computer hardware, such as other devices.


n. A set of standards that show how traffic and communications are handled by a computer or network.

Proxy Page

n. Mirror image of a website used for the purpose of tracking a Pay Per Click campaign. The proxy page includes call tracking numbers in place of original phone numbers. Conversion tracking codes may be placed on the thank you/submission pages of the proxy site in order to serve as a tracking mechanism.

Quality Score

v.  A measure of how relevant your ad, keyword, or web page is. Quality Scores help ensure that only the most relevant ads appear to users on Google and the Google Network. Quality score can also affect cost-per-click (CPC) and page ranking.


n. A search term or phrase that is typed into a search engine or SERP (Search Engine Results Page).

Radio Buttons

n. A set of predefined options in a graphical web-form. Usually these are present as small dots that get filled in once selected. At least one must be selected before the prompt can continue. Typically this format is used in online surveys for multiple choice questions.

Referral traffic

n. The visits to a webpage that originate from another website, not including visits from search engines and direct referrals.


n. A tag used to ensure search engines are looking at the true version of a page. For example, if there was a page that was duplicated across multiple websites, in order not to be dinged on other websites for duplication of content, a rel=canonical would be put on every page except the original. If a website has a lot of duplicate content (i.e. search pages, directories, etc.) a rel=canonical should be used so that each page is not crawled individually.

Result SERP

n. Refers to the number of results that appear on a Google Search Engine Results Page [SERP]. Prior to 2012, Google searches resulted in no less than 10 site links on the first page of search results. In a move to make results as relevant as possible, Google decreased that number to seven, and allowed for the following: Expanded individual result site links, the inclusion of image results, more robust locations results, and rich snippets.


n. Commonly expanded as Really Simple Syndication. RSS is a web feed format that utilizes XML to syndicate frequently updated information such as blog posts, forum threads, and news headlines.

RT – Retweet

v. Retweeting is when you copy a tweet from a different user and re-post it to your feed so your users can see it.


n. An area within a website that is blocked off so software developers are able to test new code and make changes without affecting the rest of the site.

Search engine

A program designed to organize and display links to webpages based on a user’s search term input. Examples of search engines include Google, Bing, Yahoo, and Yandex.

Search Engine Optimization (SEO)

The practice of improving the rankings in a search engine results page (SERP) for a webpage by leveraging both on-page and off-page optimization tactics such as modifying page content, meta tags, navigation, URLs, and more including off-page properties like social profiles, wikis, business directories, and more. SEO may also refer to the job title given to a person who optimizes websites (Search Engine Optimizer).

Search referrals

The visits to a webpage that originate from a search engine. See also referral traffic and direct referrals.

SEM - Search Engine Marketing

n. A term used to refer collectively to marketing tactics that involve search engines. Common forms of SEM include Search Engine Optimization (SEO) and Paid Search (PPC).


Acronym for Search Engine Results Page. This refers to the results that populate when a user performs a search using a search engine.


n. A computer or network of computers that serve as a central resource in a network of many other computers and users. Servers are there to fulfill requests for specific users and clients and connect them to even larger networks.

Site visits

n. The total number of visits to a webpage. How many times people visit your site and how they get to it can determine web traffic and support market research. Often site visits are refined by Search Engine Optimizers to reflect specific metrics. Search referrals, direct referrals, and referral traffic are all examples of refined site visit metrics.


n. A set of links, usually gathered on a single page, within a website that contains links to all existing static pages. SEO best practices dictate that the sitemap layout should mirror the architecture of the website. Types of sitemaps include user sitemaps and XML sitemaps.

SLD – Second Level Domain

n. The area of the URL that specifies a unique IP address and name and commonly includes the name of the organization that registered the domain. (i.e. In www.Google.com the name “Google” is the second level domain.)

SMTP – Simple Mail Transfer Protocol

n. Another term for e-mail. SMTP is a communication tool that transfers text from computer to computer. SMTP was first developed in 1982 by RFC 821.

Social Media

A term used to describe various forms of online, community-driven web activity. Social media connotes a collective, group sharing mentality most commonly associated with websites such as Facebook, Twitter, and Google+. However, social media may describe any web content intended to be shared including message boards, blogs, media sharing (photos, videos, music), podcasts, video blogs, and forums.

Social Media Optimization (SMO)

Applying the Search Engine Optimization mentality to social media. SMO refers to a set of optimization tactics for generating awareness, community, and conversions using social media and social media websites.

SOW – Scope of Work

n. A contract between client and agency that lists guidelines to be followed when completing a specific project. SOWs usually include a timeline, goals, and objectives.


n. A program used to “crawl,” or gather information about webpages for the purpose of indexing webpage content. Algorithms are then used to determine relevancy for each indexed page when a user performs a search using a search engine. See “Crawl.”

SQL – Structured Query Language

n. An interactive programming language used for updating specific databases. SQL became a standard for the American National Standards Institute in 1986 and is the programming language most used today.

SSI – Server Side Includes

n.Scripting commands within HTML pages that include dynamic content of one or more files into a web page. They are easily updated, and are useful for including a common piece of code throughout a site, like headers, footers, and navigation menus.

SSL – Secure Socket Layer

n. A security technology that can make secure links to transport important information such as SSN numbers and passwords from server to client. Using SSL is one way to protect websites from hackers seeing sensitive information.

Static Page

A webpage that does not use attributes of a dynamically generated page. It shows the exact same content from user to user and usually doesn’t need updating. Most 'about us' pages or bios are static pages. Generally, these are favored by search engines due to their consistent nature.

Structured Markup

n. A system of HTML code conventions used to highlight specific pieces of data on a website, that make it easier for search engines and other bots to know what information is within a website. Learn More.

Third Level Domain

n. The first part of a domain seen by users. It is typically found to the left of the second domain in a URL. (i.e. in www.weather.com, the “www” is the third level domain.)

Tier One search engines

Google, Bing, and Yahoo (these search engines account for approximately 95% of search engine share).

Tier One Search Engines

n. Known as the most popular search engines that dominate the internet in terms of how many people use them. These would be search engines such as Google, Yahoo, and Bing.

Title attribute

A link or image attribute that provides supplementary information. Title attributes can generally be seen by hovering the mouse pointer over an image or link. The popup text that appears is the title attribute.

Title Tag

This tag refers to the HTML tag that titles a web page.  The title tag contains the information that is displayed in the top bar of a browser.

TLD – Top Level Domain

n. The highest level of a domain hierarchy. For instance www.example.com would be the TLD for lower level domains like www.example.ca or www.example.pt (country code specific).


v. Finding information on prospective buyers, like consumers or companies, using information from their blogs or websites.


n. An industry standard for setting up binary codes in text. Unicode provides a unique number for every character. Incorporating unicode into different applications can help with cost savings.


n. A popular multi-user operating system often used by programmers. Unix can be installed on any computer and is a cost-effective option, making it very popular at technical universities. It’s also open-source so it can be modified and changed to suit various needs.


Acronym for Uniform Resource Locator. URL refers to the name of a website (ex.http://www.google.com). URL is commonly used interchangeably with webpage address.


How visible you are within the search engines for targeted search terms

White Hat

n. The implementation of ethical measures to boost search engine rankings. These tactics focus on creating relevant content and a better user experience rather than merely boosting rankings, which is the goal of Black Hat SEO. Although an increase in rankings is a side effect of White Hate SEO tactics, the end result is often much more beneficial as websites often see an increase in overall site traffic and sales.


Protocol which is widely used for querying an official database in order to determine the owner of a domain name, an IP address, or an autonomous system number on the Internet.


n. A simple software application that can be used in different software platforms. Widgets take up a space on a web page and are not used until an action occurs and information is needed to be displayed in their place.


n. A visualization tool to show what a website will look like and what functions it will have before it is actually built. Wireframe creates an environment where developers can show how users will interact with a specific site.

WP – WordPress

n. A free program that helps developers build aspects of a website including blogs or other web pages. WordPress has different templates and design options to format and customize websites. WordPress was first released in 2003 by its founders Matt Mullenweg and Mike Little and is known for being user friendly.


Acronym for Extensible Markup Language. XML is a scripting language used to define the properties of a document. Common uses of XML include RSS feeds and XML sitemaps.

XML sitemap

An XML document that defines the properties of each page within a website. XML sitemaps are most commonly located within the root directory of a website, utilizing a sitemap.xml naming convention. EX: www.example-web-page.com/sitemap.xml.

YOY – Year Over Year

v. A growth rate comparing year to year so businesses can gain insights and create strategies based on solid data.

YP – Yellow Pages

n. Originally a telephone directory that contains names, phone numbers, and addresses of businesses, organized alphabetically. Yellow pages also has an online version that is now becoming more widely used than its paper counterpart.