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. 

This refers to scanning the web to improve the reputation of an individual, company or organization. Examples include scanning Yelp to see if there are any negative reviews and trying to rectify problems. Services such as Google Alerts are effective ways to monitor an online presence for both positive and negative postings.


This refers to a way of coding a site so that it displays optimally on a mobile device as well as large screens. A RWD is comprised of breakpoints (typically 4), one for a mobile phone, tablet, desktop standard and desktop large. Read more about it here.


Responsive websites have become standard. 2 years ago there were less than 100 types of devices that could access the Internet, now there are close to 300. If you are redesigning your site make sure it uses a RWD.

The strategy through which you measure the performance of an investment relative to other investments. This figure is calculated by dividing generated revenue by total investment costs.

After an Alpha site is released, there are typically revisions. This is due to the fact that until an actual website is released it’s hard to know fully how it will look and work. The different types of revisions include preferences for how a page responds on a particular mobile device to how a page looks when it is fully populated with content. The more time spent in the Definition phase specifying functionality and using advanced ‘live’ wireframing will reduce the amount of time needed for revisions.


Review how much time is included in the Project Plan for definition and revisions. 15 - 30 hours is often needed if the site is reviewed by multiple people, includes a RWD and functional features.

This file prevents web spiders/crawlers such as Googlebot from accessing all or parts of your website which is publically viewable.


This is a term that refers to a type of website user. Each user will be given a role and permissions such as a web page editor or site administrator.

This design style uses single rows to display content so the user is less distracted by competing content that a multi-column user interface displays.

Another benefit is its mobile-friendliness. Since content is presented in a more self-contained block it's easier to change the format for better display on different screen sizes. Mobile designs typically are always one column as well, forcing simplicity and clarity due to the small screen resolution.

Stands for Really Simple Syndication. It’s an easy way to “feed” content from one site to another.


A concept in marketing that states a potential customer should come in contact with your marketing message at least seven times before they make a purchase.

This includes extensive mobile definition and design. The process includes creating a prototype so that key functionality can be reviewed during the Definition Phase. It also includes designs for numerous pages (more than the 3 included with a RWD Intermediate project).

This includes more definition and design time than a RWD Starter website. It includes a wireframe and design for the Home and two other key pages on a phone and a tablet.

This refers to a basic RWD/Mobile optimized site. It is used when the budget doesn’t allow for extensive definition and design of a mobile website. For example, an RWD typically has 4 breakpoints, one for a mobile phone, another for a tablet, another for a small desktop and one for a large desktop. To minimize costs only one design e.g. mobile phone is created and the other devices are implemented as the developer thinks best. In other words, a RWD Starter website is an entry level mobile site where not every type of design or functional feature is fully defined and designed before it is developed and released for review.


Make sure you understand to what extent your Mobile site is designed and defined. Also keep in mind that designing and defining all aspects of a Mobile site takes a considerable amount of time and may be cost prohibitive.

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.

Traffic, Leads, + Engagement

with a Booster program for Healthcare companies.