WSC Glossary
AdCenter (Microsoft)
AdSense (Google)
AdWords (Google)
Apache (Project)
Bandwidth
Banner Ad
Bitmap
Blog
Bookmark
Breadcrumb
Broadband
Browser
Buzzword
C
C++
Cache (memory)
Click
Contextual Advertising
Conversion Rate
Cookie
Cascading Style Sheets (CSS)
Click-through Rate (CTR)
Cost Per Action (CPA)
Cost Per Click (CPC)
Cost Per Thousand Ad Impressions (CPM)
Customer Acquisition Cost
Dayparting
Deep Link
Deep Link Ratio (DLR)
Domain
E Commerce Website
Favicon
Filter
Flash
Forum
Frequency Cap
Free For All Link List (FFA)
Google Dance
Graphic Interchange Format (GIF)
Graphic User Interface (GUI)
Hash Tag (#)
Hit
Home Page
House Ad
Hybrid Model
Hyperlink
Impression
Inbound Link
Incentivized Traffic
Internet
Internet Services Provider (ISP)
Intranet
Java
Java script
Joint Photographers Expert Group (JPEG)
Keyword
Keyword Density
Landing Page
Link Building
Link Checker
Linux
Long Tail Keywords
Meta Elements
MySQL
Navigation
One-Way Links
Open Source
Organic Rankings
Outbound Linking
Page View
PageRank (Google)
Pay For Inclusion (PFI)
Pay For Performance (PFP)
Pay Per Action (PPA)
Pay Per Call
Pay Per Click (PPC)
Pay Per Lead (PPL)
Pay Per Sale (PPS)
Perl
Phishing
Pixel Perfect Layout
Portable Network Graphic (PNG)
Python
PHP: Hypertext Preprocessor
Portal
Quality Score
Query
Rails
Rate Card
Real Simple Syndication (RSS)
Realtime Transport Protocol (RTP)
Reciprocal Links
Referrer
Return on Advertising Spending (ROAS)
Return on Investment (ROI)
Rollover (Cable)
Root Link
Run Of Network (RON)
Run Of Site (ROS)
Ruby
Ruby on Rails
Search Engine
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Search Engine Results Page (SERP)
Search Engine Submissions (SES)
Server
Site
Site Map
Site Search
Site Stickiness
Skyscraper Ad
Social Media
Social Media Marketing (SMM)
Social Networking Website
Sponsorship
Stylesheet
Style Sheet Language
Tag
Template
Text Ad
Title Tag
Trackback
Transparent Portable Network Graphic (PNG)
Unicode Transformation Format (UTF)
Unified Modeling Language (UML)
Uniform Resource Identifier (URI)
Uniform Resource Locator (URL)
Unique Visitors
Validation
Viral Marketing
Yahoo! Search Marketing (YSM)
Web Ring
Website
Website Directory
Website Traffic
Wireless Application Protocol (WAP)
Wireless Markup Language (WML)
World Wide Web (WWW)
AdCenter (Microsoft)
A marketing resource owned by Microsoft, focusing on advertisements for the MSN and Bing search engines.
AdSense (Google)
A marketing resource provided by Google. Through this service websites can ad text, image and/or video advertisements to their web pages.
AdWords (Google)
Google’s pioneer advertising product offering Pay-Per-Click (PPC) advertising.
Apache (Project)
An organizational non-profit project to develop and maintain an open-source HyperText Transfer Protocol (HTTP) server to serve modern Server operating systems including UNIX and Windows NT.
Bandwidth
The maximum data transfer rate allowed on a communication link i.e. an Internet connection.
Banner Ad
A form of online marketing using an embedded advertisement technique into a web page.
Bitmap
A type of image using memory organization technique to store digital images.
Blog
A website where commentary, descriptions of events or other entries are displayed in reverse-chronological order.
Bookmark
A link created by a user which points to a certain webpage.
Breadcrumb
A navigation system that displays the user’s location in a particular document, webpage or other software program.
Broadband
Refers to the data transmission over a fiber optic cable. The speed of transfer can vary depending on the service provider used and chosen plan.
Browser
A software used to view website pages in HyperText Markup Language (HTML), Active Server Pages (ASP), ASP.NET and other formats
Buzzword
Another way of saying technical jargon.
C
A general-purpose programming language meant to be used with Unix.
C++
A general purpose programming language characterized by being statically typed, free-form, multi-paradigm and compiled.
Cache (memory)
A collection of data that is stored elsewhere, which acts as a temporary reference.
Click
In Internet marketing, a click on an advertisement by a user.
Contextual Advertising
Targeted advertising based on what the user is viewing on the web page.
Conversion Rate
The ratio of website visits that are converted to a desired action, e.g. purchase of goods.
Cookie
A small piece of text used by websites that are automatically stored on a user’s computer by web browsers.
Cascading Style Sheets (CSS)
A style sheet language used to describe the presentation of structured documents, e.g. web pages.
Click-through Rate (CTR)
A way to measure the success level of an online advertising campaign. The metric is calculated by dividing the “number of users who clicked on an advertisement” by the “number of times the ad was delivered.”
Cost Per Action (CPA)
An online marketing pricing model, where the advertiser pays per specified action (a purchase, a form submission, and so on).
Cost Per Click (CPC)
An online marketing pricing model, where the advertiser pays per user click.
Cost Per Thousand Ad Impressions (CPM)
An online marketing pricing model, where the advertiser pays per thousandth view.
Customer Acquisition Cost
The cost of convincing a consumer to become a customer for a certain product or service.
Dayparting
The process of dividing the day into several parts, during which a different type of mass media broadcast for that time is aired.
Deep Link
A hyperlink that points to a certain page or image on another website, instead of on the main website.
Deep Link Ratio (DLR)
A metric calculated by dividing the number of deep links by the number of website root links.
Domain
An identification term that defines a region of administrative authority on the Internet.
E Commerce Website
A website that includes purchasing facilities like a basket, credit card and/or other payment processing options.
Favicon
A 16×16, 32×32 or 64×64 pixel square icon that uniquely identifies a particular website or web page.
Filter
A program to process a data stream to accept or reject certain content.
Flash
A popular multimedia platform for animation and interactive content on web pages.
Forum
A discussion site, originated to be the modern replacement of a traditional bulletin board.
Frequency Cap
A method of capping the number of times a specific website visitor is shown a particular advertisement.
Free For All Link List (FFA)
A method to hyperlink different websites, usually used for search engine optimization (SEO).
Google Dance
Refers to the monthly updates of the Google Index.
Graphic Interchange Format (GIF)
A format of bitmap image introduced by CompuServe in 1987.
Graphic User Interface (GUI)
A user interface type offering graphical icons and visual indicators, instead of text-based interfaces.
Hash Tag (#)
A word or phrase that has a # symbol as a prefix used to tag short messages on services such as Twitter or identi.ca.
Hit
A web server request for a file, i.e. a user going to a website.
Home Page
The fist page that appears when the website address is requested.
House Ad
A self promotional advertisement, usually focusing on overstocked items.
Hybrid Model
A combination of two or more online marketing payment models.
Hyperlink
A data link that connects to a specific web page.
Impression
The act of presenting an Internet advertisement.
Inbound Link
Links pointing to a website or web page.
Incentivized Traffic
Visitors to a website who receive gifts or benefits for visiting the site.
Internet
A system of interconnected computer networks that use the standard IP Suite (TCP/IP).
Internet Services Provider (ISP)
A company which offers Internet access to customers.
Intranet
An internal computer network, which uses IP technologies to share any part of an organization’s information securely.
Java
A programming language developed by James Gosling of Sun Microsystems and offered for release in 1995 as a Sun Microsystems’ Java platform core component.
Java script
An object oriented scripting language that enables programmatic access to objects within both the server and client applications.
Joint Photographers Expert Group (JPEG)
A commonly used method to compress photographic images.
Keyword
An identifier having many links within a search engine.
Keyword Density
The calculated ration between number of times a keyword or phrase appears on a web page and the total number of words on the page.
Landing Page
The first page that appears after an advertisement is clicked.
Link Building
The process of creating more “natural” links from the point of view of search engines.
Link Checker
A software tool that checks HyperText Markup Language (HTML) documents to detect broken links.
Linux
An operating system of Unix-like nature, based on the Linux kernel.
Long Tail Keywords
A way to express core, generic and high volume keyword phrases by including numerous combinations and permutations of the keywords.
Meta Elements
HyperText Markup Language (HTML) or Extensible HyperText Markup Language (XHTML) elements that provide information about the data on a web page.
MySQL
A relational database management system (RDBMS).
Navigation
The process of reading and controlling web content accessed by users.
One-Way Links
A hyperlink pointing to a website without any reciprocal link.
Open Source
Computer software characterized by its source code being provided under a free non-copyrighted software license.
Organic Rankings
A systemic definition of self organizing elements.
Outbound Linking
A link from the current web page to another.
Page View
A single page loading request of an Internet website.
PageRank (Google)
An algorithm used to compute a returning score for web pages, based on the weighted sum of the pages linking to them.
Pay For Inclusion (PFI)
A marketing product for search engines, where the search engine company takes fees from websites included in their search index.
Pay For Performance (PFP)
A marketing method involving charges for membership services rendered to jobseekers.
Pay Per Action (PPA)
A pricing model, in online advertising, where the advertiser pays for every specified action linked to the advertisement.
Pay Per Call
A pricing model, in online advertising, where the advertiser pays for every phone call linked to the advertisement.
Pay Per Click (PPC)
A pricing model, in online advertising, where the advertiser pays for every click linked to the advertisement.
Pay Per Lead (PPL)
A pricing model, in online advertising, where the advertiser pays for every lead linked to the advertisement.
Pay Per Sale (PPS)
A pricing model, in online advertising, where the advertiser pays for every sale linked to the advertisement.
Pay Per Sale (PPS)
A dynamic programming language characterized by being high level, general purpose and interpreted.
Phishing
Fraudulently attempting to acquire sensitive information by masquerading as a trustworthy entity in electronic communication.
Pixel Perfect Layout
The process of creating a webpage to visually match non-working graphical design.
Portable Network Graphic (PNG)
A bitmap image format employing lossless data compression.
Python
A programming language characterized by being general purpose and high level.
PHP: Hypertext Preprocessor
A scripting language widely used and characterized by being general purpose. It was originally designed for web development, aiming at producing dynamic web pages.
Portal
A website that functions as an access point to information on the Internet.
Quality Score
A variable used by search engines that influence both the rank and Cost Per Click (CPC) of advertisements.
Query
An information request bounded by keywords or value parameters.
Rails
An open source web application framework for the Ruby programming language.
Rate Card
A price and description document for the available options of various advertisement placements from a media outlet.
Real Simple Syndication (RSS)
A group of web news formats used to publish up to date works, like blog entries, news headlines, audio, and video.
Realtime Transport Protocol (RTP)
A packet format in a standardized form for delivering audio and video over the Internet.
Reciprocal Links
A link between two websites, pointing from one to another to ensure mutual traffic.
Referrer
A web page that links to another website.
Return on Advertising Spending (ROAS)
A term describing the advertising profit in the form of dollars earned versus dollars spent.
Return on Investment (ROI)
The ratio of money gain or money loss on an investment to the amount of money invested.
Rollover (Cable)
The most commonly used null-modem cable to connect a computer terminal to a router.
Root Link
A link created to express the relative reference value to the website root.
Run Of Network (RON)
An option when purchasing Internet advertisements that allows them to be placed on any page, of any website, within a network.
Run Of Site (ROS)
An option when purchasing Internet advertisements that allows them to be placed on any page of the target website.
Ruby
An open source object-oriented programming language which combines Perl and features from Smalltalk.
Ruby on Rails
An open source web application framework for the Ruby programming language.
Search Engine
A search tool that pulls information from the World Wide Web. The search results are usually in the form of a list, sorted by algorithms specific to the Search Engine.
Search Engine Marketing (SEM)
A form of paid Internet marketing that promotes websites by optimizing their visibility in search engine results.
Search Engine Marketing (SEM)
A process of optimizing website keywords to improve search engine page rank.
Search Engine Results Page (SERP)
The web page listing returned by a search engine in reaction to a keyword query.
Search Engine Submissions (SES)
The process of notifying search engines of the existence of website content.
Server
A computer that runs server applications and/or a server operating system.
Site
A collection of connected web pages, images, videos or other digital assets accessible through a common domain name.
Site Map
A list of pages, on a particular website, accessible to users.
Site Search
A website feature that allows users to query for information locally on the website.
Site Stickiness
A measure of how long a website holds the attention of visitors for one period or multiple periods of time.
Skyscraper Ad
A website advertisement vertically oriented on the page and larger than the usual horizontal banner.
Social Media
Disseminated media through social interaction, created using publishing techniques that are highly accessible and scalable.
Social Media Marketing (SMM)
A term describing use of social networks, online communities, blogs, wikis or other online social media for marketing, sales, public relations and customer service
Social Networking Website
A website focusing on building online social communities to share interests and/or activities.
Sponsorship
Advertising aimed at establishing a deeper connection between advertiser and publisher. These advertisements often include coordinated beyond-the-banner placements.
Stylesheet
A file that contains style sheet language which defines the presentation (look, format, etc.) of the webpage.
Style Sheet Language
A language used to describe the look, feel and format of a structured document.
Tag
A keyword of non-hierarchical nature assigned to a piece of information.
Template
A file of standardized type used by computer software as a ready example on which to base other files.
Text Ad
An Internet advertisement consisting of only text.
Title Tag
A Hyper Text Markup Language (HTML) element commonly used to arrange content hierarchically.
Trackback
A method for keeping track of links to content.
Transparent Portable Network Graphic (PNG)
A PNG image that has a certain level of transparency.
Unicode Transformation Format (UTF)
A character encoding of variable-length for Unicode. It can represent any character in the Unicode standard, yet is reverse compatible with ASCII.
Unified Modeling Language (UML)
A modeling language, of standardized general purpose nature, in the field of software engineering.
Uniform Resource Identifier (URI)
A character string used in identifying a name or a resource on the Internet.
Uniform Resource Locator (URL)
Derived from the Uniform Resource Identifier (URI) that specifies the place of an identified resource.
Uniform Resource Locator (URL)
A statistic used to describe a unit of traffic to a website. The basis of the metric is the number of different visitors in the time frame of the report.
Validation
A process to help ensure Hyper Text Markup Language (HTML) code is compliant with certain HTML specifications.
Viral Marketing
A form of marketing that targets social networks in the hope of spreading the material in an exponential fashion.
Yahoo! Search Marketing (YSM)
An Internet advertising service provided by Yahoo! It is keyword based in a form of “Pay Per Click” or “Sponsored Search.”
Web Ring
A collection of websites that usually share a common interest or theme.
Website
A series of web pages on the World Wide Web maintained by a computer connected to the Internet.
Website Directory
A World Wide Web directory that specializes in linking to other web sites and categorizing the linking(s).
Website Traffic
Traffic related to website content that comes to and from the website server.
Wireless Application Protocol (WAP)
A wireless communication environment.
Wireless Markup Language (WML)
A markup language serving devices that implement Wireless Application Protocol (WAP).
World Wide Web (WWW)
A group of interlinked hypertext documents on the Internet.