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The language of marketing changes fast. If you don’t know your ISP from your HTML, the difference between a cloud and a cookie, or the difference between SEO and PPC – look them up in our Jargon Buster. Contact us here if there is a phrase we haven’t covered that you need to understand or that you would like us to add.
FAQ – Jargon Buster
Content Management System (CMS)
A Content Management System (CMS) is a system used to manage the content of a website without the need to know programming skills. Typically there are two forms of CMS: the most common is open source, meaning the actual system itself is free and is developed and supported by thousands of active users on a continual basis. The other type is generally a closed system which is created, developed and supported by specialised web agencies.
Conversion Rate Optimisation (CRO)
In internet marketing, Conversion Optimisation or Conversion Rate Optimisation, is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers or perform the action you want them to (signup for a newsletter, download an eBook etc.). It is also commonly referred to as CRO.
Landing Pages
In digital marketing a landing page, sometimes known as a lead capture page, is a single web page that appears in response to clicking on a search result or on an advertisement. The landing page will usually display directed sales copy that is a logical extension of the advertisement or link.
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales leads. By analysing activity generated by the linked URL, marketers can use click-through rates and conversion rates to determine the success of an advertisement.
Organic Search Results
These are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to being advertisements. In contrast, non-organic search results may include Pay Per Click (PPC) advertising.
Pay Per Click Search Results (PPC)
Pay Per Click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, where advertisers pay the publisher (typically a website owner like Google or Bing) when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. PPC ‘display’ advertisements are shown on websites with related content that have agreed to show ads. This approach differs from the ‘pay per impression’ methods used in television and newspaper advertising.
Search Engine
Traditionally, search engines are the primary method people use to find information on the internet. The best-known search engine providers are Google, Bing and Yahoo!. Many people also use YouTube, Twitter and Facebook.
Search Engine Optimisation (SEO)
This is the process of improving the visibility of a website or a web page in search engines via the ‘natural’ or unpaid (‘organic’ or ‘algorithmic’) search results. In general, the earlier (or higher ranked), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.
Site Map
This is a list of pages on a website accessible to search engines or users. It can be either a document in any form used as a planning tool for web design, or a web page that lists the individual pages on a website, typically organised in hierarchical fashion. This helps visitors and search engines find pages easily.
Social Media
This is a type of online media that expedites conversation as opposed to traditional media, which delivers content but doesn’t allow readers/viewers/listeners to participate in the creation or development of the content.
Social media essentially is a category of online media where people are talking, participating, sharing, networking, bookmarking and creating business opportunities online. There is a wide variety of social media, ranging from social sharing sites such as YouTube and Flickr through to social networks such as Twitter, LinkedIn and Facebook.
Theme
Your chosen theme provides your website with a look and feel which is customisable and extendable. It provides the power to (fairly simply) change the appearance of your website with the minimum of fuss.
URL
The Uniform Resource Locator basically means the web address you type into the address bar of your browser (Internet Explorer, Firefox, Chrome, Safari etc.), i.e. blinkered.co.uk
WordPress
Wordpress is an excellent open source web publishing system or Content Management System (CMS) – it’s what we build your websites on!
