Glossary P – W

Website Development & Internet Marketing Terms (P-W)

Define: Page Authority
Authority rankings for websites and webpages are based on a variety of factors that could be compared to some kind of ‘respect index.’ This ranking changes from website to website and even from page to page on a site. The authority of sites linking to a site or page is part of the complex equations search engines use to determine rank for specific keywords. (See also Site Authority)
Define: Pageviews
The number of pages viewed on a website. This metric can refer to the total number of pages viewed or the number or average number of pages viewed by a visitor. It can also be segmented by the type of visitor traffic. This metric is useful in assessing the trend of a site or the success of particular marketing initiative.
Define: Paid Results
The results of a search engine inquiry. These are links for certain keywords that are purchased from search engines or directories. The are often shown as “sponsored links.”
Define: Pay-Per-Click
Paid search engine results. Sponsored links on Search Engine Results Pages can be purchased for virtually any keyword or phrase. Sponsored links can make it to the top of search engines in a day or less. Natural Search Engine Results can take longer to build.
Define: PDF
Portable Document Format. Often a non-editable version of a Word or Excel document. PDFs can also limit the changes made to a document, such as a form. PDFs are often emailed or downloadable from a website and are great ways to present many types of information. Most computers have PDF readers included.
Define: Phrase Match
Used in Pay-Per-Click advertising, Phrase Match allows for ads to match search queries when the keyword or keyphrase is used verbatim, but allows for leading or trailing words in the queries. (EG: When “down comforters” is the advertising keyword, but would match a query of “satin down comforters” or “down comforters store in Chicago.”) See also “Exact Match.”
Define: Pillar Post
A blog post designed to attract inbound links from other sites for the benefit of search engines OR to attract significant attention that results in more brand awareness or to get visitors to click on affiliate links, opt-in to email lists or buy something. Pillar content is significant and special.
Define: Search Engine
If you don’t know what a search engine is you have no business being on the web. Please turn your computer off and apply for a job at McDonald’s.
Define: SCO
Social Content Optimization: refining social content for search engines.
Define: SERP
Search Engine Results Page. The page that shows the results of a search. The page includes both natural and paid (sponsored) results.
Define: Site Authority (aka Domain Authority)
Search engines rate websites and webpages for ‘authority” based on a variety of factors that may include how much traffic the sites gets, how many inbound links it receives and from where, whether the TLD is .com, .org, .net or something else. The authority of sites linking to a site or page is then used in the algorithms that determine rank for specific keywords. (See also Page Authority.)
Define: Sitemap
Sitemaps help users and search engines find content on a website. HTML sitemaps are usually links on a site to a directory tree of a website. Search engines most often use XML sitemaps, which is code behind the page and not visible to to visitors, but search engines sometimes use HTML sitemaps, especially if the site is missing an XML sitemap.
Define: Socialbait
Similar to linkbait, social bait is content created for a website specifically to attract interest in social media, such as comments on Twitter or references to the content on Facebook. The socialbait content could be a blog post, online game, quiz, video, commentary, pictures or video. It could also be social media content that is created to be picked up on other social media sites.
Define: SOHO
Small Office / Home Office
Define: Spiders
Automated online robots that search engines use to travel the Internet capturing, categorizing and ranking website content. Some analytics packages keep track of when individual spiders visit your site. Trivia: The spiders have names! Google’s is named Googlebot. The DMOZ directory uses a spider named Robozilla.
Define: Sponsored Results
Paid placement of links (or ads with links) on a SERP. Define: Unique Visitors-The number of separate visitors to a website, including visitors who visit just one or more than once. “Total” visitors (or visits) are the number of times someone visits a website. The metric would be larger than the number of unique visitors because it includes visitors who landed more than once.
Define: Squeeze Page
A web page specifically designed to squeeze at least minimal information from a prospect (or even a current customer to get them into a different email list). Most squeeze pages focus specifically on getting someone to opt-in to an email list and don’t usually have distractions from the goal, such as site navigation.
Define: Title Tags
Meta description of a web page that shows up at the top of a browser and reinforces for the visitor what the page is about. The code for meta descriptions is put in the background of the page. Some search engines use the words in title tags to identify what the page is all about. Each page on a website should have separate and specific title tags.
Define: Trust Marks
Trust Marks or Trust Signals are webpage elements that convey authenticity and security to site visitors. Logos, testimonials and secure badges are all trust marks.
Define: Up Sells
As part of the sales process, when a salesperson or website tries to sell a more expensive product or service or additional product(s) or service(s). Many sales experts think that the best time to sell an additional item is right after a completed sale. See Cross Sell.
Define: USP (Unique Selling Proposition)
Unique Selling Proposition or Unique Selling Point is used in advertising or sales presentations to differentiate the value of one’s goods and services over a competitor’s.
Define: WAHM
Work At Home Moms
Define: Website Metrics

Measurements of website performances, including the number of visitors, unique visitors, pageviews and time spent on the site. Analysis of metrics can be useful in refining strategy. For instance:

  • Tracking the number of visitors to a page or landing page.
  • Knowing where they went from that page.
  • How long they spent on the page or website.
  • Knowing what keywords brought them to the site.
  • Knowing what search engines, directories or other sites referred them.
  • Knowing which pages they exited your site from.