Website Vocabulary

Jon RodmanCritical Website Basics, Web Basics

Mobile Friendly – The ability of a website to render up pages appropriate for different devices.  Most websites will display pages correctly on PCs and Macs but pages may not display correctly on tablets, ipads or phones.  A different type of navigation is necessary so visitors on a phone can navigate the site on a phone or tablet.  Also, forms, pictures, videos and maps should display differently on different devices.  This does not happen by automatically.  Websites have to be specifically built to recognize what type of device a person is using to visit a site and render pages appropriate for that device.  The pages will look different on different devices but they should not look broken and should function properly.

Web Audience – The people you anticipate will visit your site.  Frequently it is planned that the web audience is the target market.

Target Market – To choose a person or group of people that need/want your service.

Forms – Interactive elements that provide a way for the Web site visitor to interact with the site. It may be a pay area with a shopping cart or maybe an email page.

Keywords –  List of words that someone would type into a search engine field to find their need/want.  (computer, flowers, wedding, car)

Keyword Phrase – Phrase or sentence that contains several keywords to more accurately describe your website…for example (computer repair, wedding bouquets, asian restaurant, etc. )

Keyword Phrase plus Local Qualifier – A Phrase and the Qualifier might be a location (auto repair brakes Charlotte North Carolina)

Local Search – A search of a certain city or area like the Charlotte area

Online Directories – One way local businesses can get found is through inclusion in online directories. Adding a listing to these online directories is easy, but if you only list in a few, you’re really missing a huge opportunity to get found by online searchers.

Quality Inbound Links – Links between websites that direct people from other websites to your website.  The search engines have different methods to determine what a quality inbound link is.  Some inbound links help your site rank better in the search engines some do not.  Quality inbound links will help your site to rank better for one or more key words.

Black Hat SEO techniques – SEO techniques that are designed to shortcut or falsely manipulate search engine results.  When discovered, the search engines may penalize a website by not displaying that site in relevant searches until the problem is resolved and a period of time has elapsed.

Google Time Out –  Google may elect to put websites in Time Out if it determines black hat search engine optimization techniques are being used.  Or if your site is infected with malware or distributing malware  your site may be put in a Google Time Out until the issue is resolved and some time has passed.

Effective SEO techniques – Search engines such as Google, Yahoo and Bing have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users.  Search Engine Optimization techniques are processes used by SEO experts to make a page more relevant to searchers and search engines.

Bounce Rate – The ratio of visitors to your website that visit one page vs. number of visitors that visit more than one page.  Typically it is desirable that visitors visit more than one page and if they leave the site leave from the contact page after making contact.

Conversion – When visitors to a website either purchase a item or service on a website or make an inquiry about a service or item they find online.  At that point they have converted from a person visiting the site to someone who has initiated some sort of an interaction.

Qualified Buyers – People or organizations with the interest,  need and ability to purchase your product or service.

Long Tailed Search – The long tail of search refers to lower traffic volume keywords that are often much less competitive than the most popular keywords.  In my experience these can be leveraged to attract more qualified buyers of your product or service because they are more specific.   The important concept here is to determine what exactly your prospective customers would type into a search engine exactly that you would want them to find your site.  This is an excellent way to attract specifically your target market. The long tail contains many simple variations and refinements of the general, short terms.

Landing Page – A landing page generally displays content that is specific to the  search keyword, keyword phrase, long tailed search, advertisement or link clicked. Simply driving visitors directly to your home page can be an ineffective method of converting prospects, because they aren’t presented with tailored content.  Matching content to exactly what a visitor searched for is a powerful  way to attract and convert visitors.

Google Analytics – a service offered by Google that generates detailed  statistics about a website’s traffic and traffic sources and measures conversions and sales. It’s the most widely used website statistics service.

Google Webmaster Tools –  shows traffic for each keyword separately; it gives more information about website performance according to Google search query.

Ad Words – a pay-per-click advertising service that places advertising copy above, below, or beside the list of search results Google displays for a particular search query. The choice and placement of the ads is based in part on a proprietary determination of the relevance of the search query.

Search Engine Ranking – the position at which a particular site appears in the results of a search engine query.

Code Snippet – small section of text or source code.

Short Code – A short piece of code that can be added to a web page that will embed specific functions in that page.  Short Codes are sometimes used to add a photo gallery, contact form or calendar to specific pages.

Alt Tags – tags associated with a picture that pop up a description of the picture when a visitor mouses over the image.

Meta Description – Contains a sentence or two that can be used in a search engine’s results page

Meta Data data that describes other data. Meta is a prefix that in most information technology usages means “an underlying definition or description.”  In this context it is data embedded in a web page that describes what a web page is about.

Title Tag – The text that displays in a web browser that displays at the top of the browser tab.  This is useful to quickly indicate to visitors and also search engines what this page is about.

Content – typically words, sentences or paragraphs on a web page that describe the keyword of the page.

Page Layout –  A very important aspect to web design; the way text, graphics, and space are organized on a document page

Script –  A text file that is executed within an application and usually is written in Perl, VBScript, JavaScript, etc. (processes a form)

Column –  Vertical collection of cells

Row –  Horizontal collection of cells

Cell –  Container created when the row/column intersect

Logo A graphic representation or symbol of a company name or trademark.

Site Description – Text that is part of the homepage metadata that helps visitors and search engines quickly determine what  the website is about.

URL – Universal Resource Locator, frequently starting with a www and including a .com plus characters that describe a specific page on the web.  A specific URL will help people navigate to a specific page on the web.

Web Address – Similar to the URL but frequently shorter and frequently starting with a www. and ending with a .com This helps people to navigate to specific websites.

List –  Provides a scroll bar with up and down arrows that lets a user scroll the list, whereas a menu contains a pop-up list

Text Field –  A form object in which users enter a response (Types: single-line, multiple-line, password)

Input –  Collects data from check boxes, radio buttons, single-line text fields, form/image buttons, and passwords

Header –  Top of webpage; contains logos, images, or text that identifies website

Body –  Informational content; form of text, graphics, animations, video, and audio

Footer –  Provides hyperlinks for contact; information; navigational controls (ex. back to top)

Form Name –  Makes it possible to reference or control the form with a scripting language

Table –  A great tool for designing a webpage