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 string of HTML code that helps search engines understand the type of content that exists on a webpage.


This software is for speaking on-screen information or outputting the info to a Braille display.

Search engines are computer functions that search internet data using phrases, specified terms, or programs containing this function.

All areas of marketing that involve search engines, namely SEO and PPC.

SEO stands for Search Engine Optimization. It is a process to increase traffic to websites and overall online visibility. An SEO project typically includes determining KPIs, running benchmark reports, keyword analysis, site optimization, inbound linking, content creation, social media optimization and analytics. Click here for full SEO guide.

Marketing strategy that involves SEO, PPC, PR, blogging, and social media. 

The best strategy is to start early before a crisis happens in order to manage your relationship on search engines. 

The list of websites you receive upon entering a keyword string query into a search engine. 

Google tends to test many different elements on these pages: how many ads to show, local listings, product scroller, image search, sidebar ads, etc.

Agreement made between a company and a client featuring tasks such as software and security updates that are performed on a monthly or quarterly basis. These include items such as site monitoring, performing updates (e.g. content management system software Drupal and WordPress), back ups, Google Analytics reporting, as well as more advanced assignments such as server upgrades, server performance optimization, anti-spam tools and security, and rapid response troubleshooting. See the SLA services we offer.


A session is counted each time a user visits a page on your website. The session continues to be counted unless the user becomes inactive for 30 minutes or leaves your website.


There can be multiple pageviews given one session.

What it is: Sharepoint is an enterprise level content management system developed by Microsoft.

Type: Fee-based licensed software

Cost: Depending on amount of users price varies from $12,000-14,000 in software costs, $7,500-250,000 in user licenses, and $15,000-200,000 in implementation, intranet planning and launch costs.

Features: The software package offers intranet portals, website management, data storage management and analytics.

Pros: For a large business environment, Sharepoint offers a platform for large amounts of data to be managed and analyzed. Also, internal communities can be established to manage projects, exchange information in collaboration between staff.

Cons: The high cost of SharePoint in comparison to other options can be too much for some smaller businesses. Also, in many cases 3rd party applications are needed to satisfy company needs.

Visual elements of the UX that instruct a user on how to use features of a site.

This is a general term that refers to how sites are configured using a Content Management System. For example under Drupal’s admin interface these areas are a part of ‘site configuration’: administration menu, content authoring, development, media, people, regional and language, search and metadata, system, user interface, web services. These are some of the aspects of a CMS. How well suited a CMS is for a particular website project depends on its site configuration and other capabilities.

What it is: This is a content management system geared towards higher, enterprise-level customers.

Type: .net based and pay per server, fee-based licensed software

Cost: SiteCore's licensing fee starts at $40,000 and is another $8,000 for following years. The implementation cost starts at $65,000, and support and other licensing fees costs around $10,000 ongoing each year.

Features: The system offers many comprehensive tools to develop, deploy, market and manage multiple sites.

Pros: SiteCore can be integrated, also has a marketing suite tool of interactive content management functions one can install on their site.

Cons: The price of SiteCore can be too high for some businesses.

More about SiteCore here.

A sitemap is a top level view of the website navigation and information architecture, similar to an org chart. It is used to understand the size, structure, and complexity of a website.


In order to efficiently build a website, a sitemap needs to be created as part of the Definition Phase.

The portion of the URL in a web address that comes after the top-level domain (such as .com or .org). 

An acronym used to produce impactful and productive goals. SMART stands for specific, measurable, attainable, relevant, and timely.


The text displayed under the title of a web page on the SERP of a search engine. This is typically used as a web page's summary and parts of the page that match the searched keywords will be highlighted.

Marketing an organization's products or services via social media channels to increase brand awareness and acquire new leads. Platforms include Instagram, Facebook, Twitter, Pinterest, YouTube, and more.

A way for businesses to distribute or sell web applications, SaaS is centrally hosted on an online server and can be accessed via web browser. Examples include Google, MailChimp, and Dropbox.


Any web form or input area such as comments are susceptible to spam entering a site. For example, spammers can automatically input data into a ‘contact’ web form. Deleting this spam content can be time-consuming. There are many ways to prevent spam, though none are foolproof. Common tools include Drupal’s “HoneyPot” module and adding “Captcha” to forms that require users to spell out letters or numbers.

A data file that is added to a web server to ensure a secure connection and allow browsers to use an HTTPS protocol. 


This refers to content that has been added via a WYSIWYG web page editor into a paragraph type container. The content, including images and text are bunched together in one container. This reduces the ability of the content to respond well on different mobile devices. It also makes it harder to display content in multiple places.

Schema or Structured Data pertains to a specific vocabulary of tags that can be added to a website's HTML to help search engines better understand your webpages as well as improve the way these pages are displayed on SERPs.

Learn more on's website.

A document outlining the design specifications of an organization, including fonts, color palettes, and appropriate logo use cases. This guide allows marketers to conform their material to match the branding and voice of the organization they're representing.

A domain used to identify a category that is smaller than a regular domain. Typically a subdomain lived under the main domain of a website.

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with a Booster program for Healthcare companies.