Social Steampunk's Digital Marketing Glossary
CUTTING THROUGH THE JARGON
The pay-per-click (PPC) search-engine marketing (SEM) program provided by Google.
Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed. Every search engine has its own unique, proprietary algorithm that gets updated on a regular basis. Google’s famously has more than 200 major components.
A graphical representation of a real person, often seen in user profiles for online forums, social networks or chat/instant-message services. Avatars can be two-dimensional images, representing the author of a blog or microblog; or they can be three-dimensional figures, occupying space in a virtual world.
This is a special kind of website for self-publishing, often done by the owner of the site. Blogs typically record and categorise all content updates by date/time and topic for easy tracking by readers.
Refers to the percentage of a given page’s visitors who exit without visiting another page on the same site. This term is often used in e-commerce in conjunction with merchandise shopping carts.
Links to pages which no longer exist or have been moved to a different URL without redirection. These links usually serve pages with the “404 error” message (see “404 error”). Incidentally, most search engines provide ways for visitors to report on broken or “dead” links.
CLICK-THRU RATE (CTR)
The percentage of people who actually click on a link (e.g., in an email message or sponsored ad) after seeing it.
This is the percentage of visitors to a site or ad who actually take a further action, like buying a product or filling out a survey. For example, if your primary goal is to collect survey data through your site, and 20 people visit it, but only 5 people complete the survey, you have a conversion rate of 25%.
In the context of social media, this is a process used by many social bookmarking sites where individuals are allowed to vote on news stories and articles to determine their value and relevancy within the site. Related to other social media concepts such as collaboration and collective intelligence, it can also be a research tool.
Any area of administrative control for operating applications, especially social media settings, blogging software, and user profiles for websites that offer multiple customisation options.
An index of websites where the listings are compiled by hand, rather than by a crawler. Whether general or niche-oriented, the best of these sites are structured, reviewed and regularly updated by humans with transparent editorial guidelines.
Stands alternately for “Domain Name Service,” “Domain Name Server,” and “Domain Name System”: the DNS is a name service which allows letters (and numbers) that constitute domain names to be used to identify computers instead of numerical IP addresses.
A piece of writing posted to a blog, microblog, wiki, or other easy-access Web publishing platform.
A symbol (#) placed directly in front of a word or words to tag a post on Twitter. It is often used to group tweets by popular categories of interest and to help users follow discussion topics.
Hypertext markup language (HTML) refers to the text-based language which is used to create websites.
Known as “link” for short, a hyperlink is a word or phrase which is clickable and takes the visitor to another Web page. This page can be within the same site or on a completely different site. Instead of a full URL string, a word or phrase is typically displayed in the body copy for the linked page (see “anchor text”), which can bring both reader and SEO benefits.
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