Website Development & Internet Marketing Terms (G-O)
A search term that relates to specific geography that a searcher uses to narrow a search. A search for “pizza” would be too broad to find a local pie, but by searching on “(your town) pizza,” the odds improve.
Define: Google Analytics
A free website metrics service that can be added to a website to track site traffic, popular pages, time spent on the site, etc.
Define: Google Sandbox
When Google puts a website on probation, it is referred to as being in the Google Sandbox and is usually a de-listing of a site for “not playing nice” or incorporating black hat SEO tactics. Sometimes the ranking drops by 30 positions, sometimes more. It’s nearly impossible to contact Google about being in the Sandbox and It is thought that sites are put into the Sandbox for 3 months or as long as the offense remains, whichever is longer.
A hashtag is used on Twitter to categorize tweets around a common theme, event or interest and is expressed with a “#”, such as #LinkedInChat, #SMB or #WP. You can follow hashtags using Tweetdeck, Hootsuite or Twitter Search.
Header tags (H1, H2, H3, etc) are used in HTML to highlight text on a web page, usually in headlines or sub-headlines, and are sometimes used by search engines to determine what a page is about, so it’s important to include appropriate keywords for the website and page in particular in header or H1 tags.
Usually refers to the number of visitors to a website or the number of pages viewed on the website.
Hyper Text Markup Language is the basic language of many websites. It controls how a page looks, where content is placed and controlled, specifies meta tags and other aspects of the web page.
Define: Inbound Links
Links to a website from other sites. They accomplish two things: provides traffic from other sources and elevate search engine rankings. (Some search engines favor sites with more inbound links than competitors.)
Define: Invisible Links
This old webmaster trick will probably get you de-listed from search engines. It’s done by putting keywords on a page that are the same color as the background of the site. There is no real benefit to doing it as there are 2 dozen or more places to put keywords on a web page. Some operators have used this technique to “cloak” the use of competitor names, but it very often can be detected. Avoid the use of invisible keywords.
Define: Lead Magnet
Something of value that you give away, usually on a squeeze page, in exchange for getting an email address and name. (Some call this an ethical bribe) The lead magnet is often delivered electronically, such as a report, white paper, newsletter, spreadsheet or software.
Define: Lifetime Value of a Customer
The amount of revenue or profit (gross or net) of an individual customer or group of customers. Knowing this metric helps decisions on marketing tactics and other aspects of business. Can be useful to look at individual customers, certain groups of customers or total customers. LVC can be affected by upsells and cross sells.
Content put on a webpage or blog post that is designed to attract a lot of attention and specifically links from other sites. Inbound links from other websites help with search engine ranking (and links on other sites can help build awareness and traffic.) Linkbait can be something creative or funny or provocative. Lists are especially popular. It could be a glossary. It could be a video, survey, picture or even a live feed. (See also Social Bait)
A service that provides links to a website. Some search engines consider the number of inbound links in their ranking algorithms. But search engines view these manufactured links as a form of SPAM and may penalize sites that use this strategy.
Define: Link Popularity
The number of inbound links to a website. The more links into a website indicates that it is more popular.
A unit of cultural inheritance. Ideas evolve and their success is based on their ability to spread like genes do. (The term was coined by Richard Dawkins in his 1976 book, “The Selfish Gene.”
Meta description code is usually what shows up on a SERP as the description of what the web page is all about. Some search engines use the meta description in their algorithms to determine how the page should be indexed, so it’s important to use preferred keywords in meta descriptions. If a meta description is not included for a page, the search engines show a random piece of text from the site, so it’s important to write specific meta descriptions for each page of your website.
Meta tags are code that is used to identify what a web page is all about. They usually are not apparent on the web pages themselves but say alot about what the page is about. Meta tags are sometimes important for Search Engine Optimization (SEO) because Title Tags, meta descriptions, alt-tags and meta-keywords have been used by search engines have used them to determine what a website and its content are all about. (See also Header Tags above.)
Define: Natural Search Results
The results of a search engine inquiry that do not include paid or sponsored links. Some surfers prefer or trust natural search engine rankings over paid links.
Short for “navigation.” Sometimes expressed as “NAV-bar.” It is the navigation for a website and it is one of the more crucial elements of website success. Site navigation should be easy and intuitive so that visitors can find what they want quickly. Navigation is affected by labels used on your NAV bars and search engines rely on keyword-rich text links to index a site properly. Navigation is therefore important for human visitors as well as search engine spiders.
The act of someone signing up for something, usually an email like a subscription to an online newsletter. Good web practice dictates that subscribers have the option to opt-out at any time using a link often found at the bottom of the email.