DIGITAL MARKETING TERMINOLOGY U, V, W, X, Y
U
Unique Visitors -A metric used in web analytics to show how many
different, unique people view a website over a period of time. Unique visitors
are tracked by their IP addresses. If a visitor visits the same website
multiple times, they will only be counted once in the unique visitors metric.
URL – stands for Uniform Resource Locator and is the
address of a web page. The URL refers to what specific web page a web browser
is viewing.
UI – Stands for User Interface. User interface is the
area with which a user interacts with something through a digital device. Good
UI should be fluid and easy for most people to understand.
UX – stands for User Experience. UX refers to how a user
interacts with a website or app (where they click, which pages they visit). UX
can be shaped by testing differences in page layouts, CTAs, colors, content,
etc to improve conversion rates. Having a good UX is crucial to having a good
business, as it drives repeating users and engagement.
V
Visits – An old term in Google Analytics which was recently
changes to “sessions”.
Visitors – A metric in Google Analytics that quantifies a user
of a website over a particular period of time. Visitors are often broken down
between “new visitors” who are browsing for the first time in the allotted time
period, or “returning visitors” who have already browsed at least once in the
given time frame.
W
Web 2.0 – The second major phase of development of the World
Wide Web, marked by a shift from static web pages to dynamic content, as well
as social media and user generated content.
Website – A document of group of documents that are
accessible on the World Wide Web.
Webinar – An online seminar used to train, inform, or sell to
an audience of viewers who signed up to view the presentation.
White Hat – Term for ethical digital marketers who don’t
participate in work that could be viewed as unethical or as spam.
Wireframe – a cursory layout drawing of a webpage that acts as
the first step in the design process.
X
XML – Stands for eXtensible Markup Language. Similar to
HTML (Hypertext Markup Language) in that it is primarily used to categorize
various data for computers and humans to use more effectively. In basic terms,
XML allows for customizable tags for marking up information that is otherwise
difficult for computers to understand.
XML Sitemap – A document in XML format that categorizes all
relevant pages, posts, files, etc. of a website. This document is not intended
for human use, though it can be viewed by humans. Instead, an XML sitemap is
designed to help search engine crawler bots easily find all of the pages for a
given website – very similar to a roadmap or atlas that one would use when
driving a car long distances.
Y
Yelp – A social review platform and search engine that
allows users to leave reviews for businesses. Yelp also offers an advertising
program which gives advertisers the ability show their marketing assets to
qualified Yelp users based on keyword searches.
YouTube – A video sharing website, bought by Google in 2006.
YouTube is part of Google’s ad network. Youtube is currently the 2nd most used
search engine in the world.
YouTube advertising – YouTube offers advertising in 6 different formats.
Display ads, overlay ads, skippable video, non-skippable video ads, bumper ads,
and sponsored cards. These ads can all be created and run through the Google
Adwords platform.
Yahoo! Search – the third largest search engine in the
Yahoo! Advertising – Yahoo and Bing ads are both run through the Bing
Ads platform. These search engines share advertising networks.
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