Glossary A – D

Website Development & Internet Marketing Terms (A-D)

This glossary of Internet terms is a work in progress. We’ll add more web development and other Internet marketing terms as possible.

Define: 301 Redirects
A method of alerting website visitors and search engines that a page is no longer a part of a website. The 301 redirect automatically redirects the website visitor or search engine crawler to a new page, usually one with similar information.
Define: AIDA
Often considered the essential sequence of responses needed to generate a sale. Attention, Interest, Desire and Action.
Define: Alt tags
Alt tags area form of meta tags used to provide more information about an image on a website. The tags are added by the webmaster when the images are put on a web page. Originally, alt-tags were designed for people with impaired vision to use browsers that would read the tags to the user letting them know more about the image. Search engines began using the information when indexing web pages.
Define: Autoresponders
Automatic emails that are sent when triggered by an email or form being received. Autoresponders are often used to confirm an order or some communication such as an email or form submission. Sequential autoresponders are used to deliver a series of messages, such as marketing, newsletters, free or paid courses or subscriptions. They are set up in a pre-determined order of delivery at defined intervals. Some CRMs allow a wide variety of options with autoresponders including customization of the message or the ability to delay emails over a weekend.
Define: Blog
Short for Web log, these websites are similar to a journal, easy to update and are often used for commentary on a narrow or niche subject. Blogs can be link to and often comments to the author’s post are allowed. Blogs can be effective marketing tools as search engines have put a lot of credence in them. (See the Web Asylum website success blog Website ROI Guy.)
Define: Bounce Rate
The percentage of website visitors that leave a site without clicking on a second page. A bounce rate of 60% means that 6 out of 10 visitors leave a site without sampling other pages. Web strategists will study the bounce rate on various site pages and for various traffic sources to make informed decisions on content and strategy.
Define: Click-Thru-Rate
Often expressed as CTR, this is the ratio of clicks on a link to the number of impressions. If a web link, banner ad or search engine sponsored link is displayed 1,000 times and somebody clicks on it 18 times, then the CTR is 1.8% (18/1,000=0.018)
Define: Content Management Tools
A CMT is used usually by non-webmasters to update content on a website or intranet. Virtually anything on a page (text, graphics, video, PDFs) can be updated using a CMT.
Define: Conversion
The number or percentage of site visitors who do what the site owner wants-usually buy something. If an offer is viewed 100 times and 6 sales are made, the conversion is 6% (6/100=0.06)
Define: CRM
Customer Relationship Management. It’s a means for managing relationships with prospects and customers. It often includes the ability to send broadcast emails, direct mail or faxes to a list or list segment. There are a number of online CRMs.
Define: CRO
Conversion Rate Optimization These are the refinements to your landing page and online offer in an attempt to increase the conversion rate of prospects to customers.
Define: Cross Sell
Cross selling can be defined in different ways, depending on the situation. The best example, however, is to try and persuade a prospect to buy something else when they’ve rejected another product or service or if their sought after product or service is unavailable. Other definitions include activities that could be described as upselling.
Define: Directory
An online directory is similar to a search engine, except that non-paid results are determined more by humans and not by robotic spiders that search engines use to capture, categorize and rank web content.
Define: Dynamic URLs
Page URLs that are generated using a database as opposed to straight HTML or similar language. They’re usually easy to spot because they contain a “?” and often a mishmash of letters and/or numbers and symbols. Dynamic URLs can also be problematic for search because the page is created on the fly, usually based on a series of questions or queries.
Define: Elevator Pitch
A brief (30 seconds or less) description of your business, product or service. So-called because it’s all you could say during a chance meeting in an elevator, it’s useful as a quick introduction in many business scenarios. Your elevator pitch should be rehearsed and include benefits and your USP.
Define: Exact Match
A type of keyword matching where the search query exactly matches the advertising, whereby “deluxe widgets” would only match for that exact term and not “deluxe blue widgets.” Exact match is often specified in pay-per-click advertising but can be used in organic search. See also “phrase match.”