DIGITAL MARKETING TERMINOLOGY S
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Schema Markup – Code that is added to the HTML of a website to give
search engines more relevant information about a business, person, place,
product, or thing. Also known as rich snippets or structured data.
Search Network – A group of websites in which ads can appear.
Google’s Search Network, for example, is a group of Google & non-Google
websites that partner with Google to show text ads.
Search Engine – a program that searches an index of information and
returns results to the user based on corresponding keywords. The most well
known search engines are Google, Youtube, Bing, and Yahoo.
Search Operator – a text modifier that can be used in Google searches
to return more specific results. Search operators essentially act as shortcuts
to an advanced search.
SEM (Search Engine
Marketing) – a nebulous term
that can apply to either 1. Any digital marketing that involves the use of a
search engine, or 2. Only paid digital marketing that involves a search engine,
ie: PPC (pay-per-click). There is not an industry standard as to which
definition is correct, however the latter is most commonly used.
SEO (Search Engine
Optimization) – the process of
improving a website’s performance and positioning in organic search engine results
through a variety of methodologies including content production or improvement,
technical and code improvement, and link acquisition.
SERP – stands for Search Engine Results Page, the page
featuring a list of search results that is returned to the searcher after they
submit a keyword search.
Sessions – A metric in Google Analytics that measures one user
interacting with a website during a given period of time, which Google defaults
to 30 minutes. A session is not dependent on how many pages are viewed, so if a
person goes to a website and looks around at different pages for 20 minutes, it
would count as 1 session.
Siri – Apple’s voice search technology that allows for
hands free search on iPhones and other Apple products.
Sitelink – An ad extension in Google Adwords that appears
below the main ad copy which links to a specific page on the website (i.e.
Contact Us, About Us, etc.). Ads can have from 2-6 sitelinks.
Sitemap – An XML file or page on a website that lists all of
the pages and posts for search engines to see. This document helps search
engines quickly understand all of the content that they should be aware of on a
particular website.
Slug – Slang for the portion of a URL that comes after the
.com. For example, the homepage might be http://www.domain.com, but for the
Contact Us page, a slug would be added to the end of the URL to direct the
browser to a page within the website i.e. http://www.domain.com/contact-us.
Source – A term in Google Analytics that helps webmasters
classify where traffic is coming from (ie. the “source” of the web traffic).
Source can be a search engine (for example, Google) or a domain
(website-example.com)
Spam – A broad term that includes many different nefarious
activities in digital marketing that are done either to help a website rank
better or to harm a competitor website. Spam is often in seen the form of
hundreds or thousands of low-quality backlinks that were built by a black hat
SEO to manipulate rankings.
Spider – An automated program that visits websites,
sometimes also referred to as a “crawler” or a “bot”. A spam spider visits
websites for nefarious reasons, often showing in Google Analytics as junk
traffic. However, Google uses a bot to crawl websites so that they can be
ranked and added to Google search.
Style Sheet – Shortened term for Cascading Style Sheet (CSS). CSS
a document of code that tells the website’s HTML how it should be appear on
screen. CSS is a time saving document for web designers as they can style
batched-sections of HTML code, rather than styling individual lines of code
one-at-a-time.
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