Online & Website Term Glossary

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The Glossary is an educational tool to help people understand the different aspects of website development and internet marketing. 

A clear framework that defines an ideal customer - allowing a company to seek out the right fit in new business relationships.


This refers to how images are handled using the Drupal CMS. For example, an image may be displayed at different sizes on a website such as a thumbnail and then a larger, full sized version. Image styles help makes it easy to manage this as well as how images are attached to content.

Data that is collected based on a user's behavior. 


Typically used when referring to paid advertising. An impression is counted each time an ad is visible on a page thus referring to when an ad is seen.

Inbound brings visitors/consumers into a website/brand rather than having to go out and search for potential customers. This is accomplished many different ways through SEO, blogging, social media, email marketing, etc.

Focus on creating high-quality content for visitor consumption. Quality content will not only rank your website higher in search engines but they will also provide higher engagement. Users are looking for specific answers to their search queries, so if you provide those answers your website will rank higher in search engines.


Inbound marketing is the current trend. Stop going out to search for visitors and customers and start bringing them in. 
Pros: More qualified leads, Cost effective, and less personally invasive to users. 
Cons: Can be time-consuming.

The way in which information is organized, structured, and labeled to enable usability and clear understanding throughout websites and online applications.


This refers to when one section of a site or a page uses the same CSS styling as another already defined section. This reduces the time it takes to style pages and makes for a more cohesive site.


Understanding how images and photography are handled with a CMS saves time and can make for a more visually interesting site.

This is the price people pay to view content. For example, the time it takes for a page to load, or to scroll down the page or click on links before they reach the content they are searching for. Understanding these factors is a critical part of determining what should go on a page which is best determined through the wireframing process. Learn more about Interaction Cost.

Inputting hyperlinks on a page linking to other pages on the same site. 

This aids search engines in telling them how 2 pages on the same site are connected.

There are several disciplines that comprise Internet Marketing such as: SEO, Content Marketing, Social Media, Email and Search Engine Marketing. Underlying principles such as ‘inbound’ and ‘outbound’ and ‘push’ and ‘pull’ marketing form the basis for all Internet marketing.


Understanding basic principles and which type of Internet marketing is most appropriate for your company is key to a successful marketing site.

Traffic, Leads, + Engagement

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