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Glossary of A to Z Terms Used in Digital Marketing – Part 2


jQuery — jQuery has been designed to change the way you write JavaScript by simplifying HTML document, animating, event management and Ajax interactions for rapid Web development.

JPEG —Joint Photographic Experts Group (JPEG) refers to the standard for compressed pictures that are widely used on the Web. This technique is best used for photographs and images that comes with many shades of colour.

Javascript — This is a popular scripting language most often used for client-side Web development. Besides being dynamic, softly typed, prototype-based language with first-class functions, JavaScript (designed to have a similar look to Java) is influenced by many languages and has proven itself to be easier for non-programmers to work with.


Keyword — This refers to a word or phrase that potential customer’s type into a search engine while searching for a product or service.


Landing Page — Also aptly called the lead capture page in online marketing, a landing page refers to the page that is optimized to feature specific keywords or phrases for indexing by search engines; this appears when a potential customer clicks on an advertisement or a search-engine result link.

Lightbox — This is a JavaScript application that uses modal dialogs on Web pages for displaying images.

Link Farms — Link farm in Internet terms refers to any group of web sites that all hyperlink to every other site in the group.

Link Popularity — Link popularity is a virtual measure of the quality and quantity of other websites that link to a specific site on the World Wide Web.

Long Tail — This refers to unusual and infrequently used search words in the search engine, which are many in numbers and, if targeted, can help start-up websites compete with established names to rise to the top of the search engine results with long tail keywords.


Mobile Apps — This refers to the little sets of code designed and developed for use on a portable device and are intended to improve the features of a portable device by offering added functionalities and utilities that increase the device’s beneficial and entertaining features.

Mobile Marketing — Mobile marketing refers to a set of best practices that enables organizations to communicate and participate with their audience in an interactive and pertinent manner through any mobile device or network.

Mashup — A digital media file that comprises any or all audio, video, graphics, text and animation drawn from pre-existing sources to create a new derivative work.

Meta Keywords — While a keyword refers to the content or the type of meta element included in a given Web page’s HTML code; a meta keyword may include several comma-separated keywords (or keyword phrases, each of which may again contain several individual words).

Metatag —Meta elements are HTML or XHTML elements used to provide structured metadata about a web page, and can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes.


eNewsletter — This is an electronic newsletter that is periodically published in reference to one main topic that is of interest to its subscribers; and distributed electronically via email.


Open Source — Open source refers to an approach taken for design, development, and distribution of software, offering practical ease of access to a software’s source code.

Optimization — Optimization of the search engine is the process of improving the volume as well as quality of traffic to a website from search engines via ‘organic’ search results.

Organic — This refers to a process by which World Wide Web users can search and find websites having unpaid search engine listings. And this is as opposed to using the pay per click (PPC) advertisement listings displayed among the search results.


Page Rank — This is a link analysis algorithm that assigns a numerical weighting to each element of a hyperlinked set of documents — with the intent of measuring its comparative importance within the set.

Page Views — A page view (PV) or page impression refers to a request for loading a single page of an Internet site.

Pay Per Click — Pay per click (PPC) is an Internet marketing technique used on websites, in which advertisers pay their host only when their ad is clicked.

Paid Search — Also, known as sponsored search, paid search is characterized by advertiser bids on queried keywords. The USP of paid search is that its results appear typically at the top, right or bottom of a search results page — i.e. separate from organic search results.

Permission Marketing — This form of marketing in the World Wide Web refers to obtaining an individual’s consent to obtain marketing and advertising information from a company.


ROI (Return on Investment) — This refers to the percentage of profit or avoided costs generated by an expenditure. Although it is difficult to arrive at a logical conclusion as to what the return on your investment are, an ROI is any business generated above the initial investment made.

RSS  —Also known as really simple syndication, the RSS technology allows people to constantly receive updated content without having to revisit a website. An RSS document, also referred to as ‘feed’ or ‘Web feed’ contains either a summary of content from an associated web site or the full text.

RSS Reader — This refers to the application that is used to subscribe and monitor selected RSS content feeds.

Reciprocal Link — A reciprocal link refers to a mutual link between two objects, generally between two websites, so as to ensure mutual traffic.

Run of site (ROS) — ROS refers to scheduling advertisements across an entire website rather than within a specific section or sub-section. The USP of ‘Run of site’ ads is that they are typically sold at lower rates than targeted ads.


Search Engine —Search engine for the Web is designed to look out for information (consisting of web pages, images and other types of files) on the World Wide Web.

Search Engine Marketing — Search engine marketing, or SEM is an Internet marketing technique that seeks to promote websites by improving their visibility in search engine result pages (SERPs) through the use of paid placement, contextual advertising, and paid inclusion.

Social Bookmarking — This refers to a popular method used by Internet users to search, organize, store and manage bookmarks of web pages on the Internet with the help of metadata.

Social Media — This form of media is designed to be distributed through social interaction, created using highly scalable publishing techniques. Most businesses have been using social media as user-generated content or consumer-generated media.

Spam — This refers to an e-mail message that is unwanted or unsolicited by the recipient. Legitimate e-mails are also sometimes incorrectly identified as spam. A few alternative terms used for spams are junk e-mail, bulk mail, and commercial e-mail.


TLD (Top-Level Domain) — TLD refers to the letters at the end of an Internet domain name, which denote the type of organization that owns the website. Just for example, .org refers to organization, while .com refers to a commercial organisation or business.

Tag — Tag (metadata) refers to a keyword or term associated with a piece of information.

Tag Cloud — A tag cloud is a visual representation of user-generated tags used normally to describe the content of websites. Usually denoted by single words and typically listed alphabetically, the significance of a tag is displayed with font size or color. Moreover, tags are generally hyperlinks that lead to a collection of items associated with a tag.

Title Tag — HTML elements in an HTML document are tags, as well as text; and they act as indicators to a Web browser.

Traffic — This refers to the amount of data sent and received by visitors to a website. Even though it refers to a large portion of Internet, traffic is determined by the number of visitors who land up on the website and the number of pages they visit. There are a number of ways to monitor traffic and gather data.


URL — An abbreviation of Uniform Resource Locator, URL suggests the technical name for a web address as it allows you to locate services via the Internet.

Usability — Usability is a term used to signify the ease with which people can employ a particular tool or other human-made object, so as to achieve a certain goal.

User Centred Design — This refers to a design philosophy and a process where extensive attention is given to the needs, requirements, and limitations of the end user of an interface or document at each stage of the design process.

User Generated Content — It is also popular as Consumer Generated Media (CGM), and refers to the active, participating and creative audience that dominated the World Wide Web — thanks to the reasonably accessible media, tools and applications.


Visibility Time — This refers to the ‘time’ a single page (including a blog, Ad Banner, etc.) is viewed.

Vlog — Shortened form of video blog, where the medium of video using a combination of embedded video or a video link with supporting text, images, and other metadata is used to relate a fact.

Viral — This is a term that refers to information that spread from person to person very quickly, much like a virus; with phrases being commonly used like “go viral.”

Viral Marketing — This refers to a marketing strategy where consumers are encouraged to share and pass along messages (including e-mails and video clips and images) to other connections with the intention to create additional exposure mainly through e-mail and social networking sites.


World Wide Web (WWW) — This is one of the best and foremost vehicle for digital marketing and is typically positioned as a prefix to website names.

Wireless Application Protocol — Also known as WAP, this refers to an international standard for applications that is open and use wireless communication. Its main function is to make Internet accessible from mobile phones.

Web 2.0 — This is collective term representing new technologies and online consumer trends like blogs, RSS, social networks and podcasting.

Web Cache — This involves the caching of Web documents (viz. HTML pages, images, etc.) so as to reduce bandwidth usage, server load and perceived lag.

Widgets — Widgets in computing terms refers to objects on a computer screen that the user interacts with.


Xhtml — This refers to the Extensive Hypertext Markup Language, or XHTML, a markup language that has the same depth of expression as HTML, but also follows XML syntax.

Daniel Rusling is a tech writer associated with VITEB, a Web Design India-based company that develops high-end Web and mobile applications for individuals and SMEs. He writes aticles on subjects related to Web application development, mobile application development and digital marketing.

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