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Digital Glossary

Definitions and Descriptions For Key Terminology

Digital Glossary of common terms found in Marketing and for Marketing Onlines, Website Builds and the language used for building them.

Cyber is also covered in our Digital Glossary sometimes also known as a Digital Directory.

Use our friendly search bar to go to the directory term you are wanting to search for.

Most modern browsers have accessibility options which enable the viewing of websites for users who may be visually impaired, hard of hearing or effected by other ailments which may restrict their experience online.

The threat actor – the individual(s) or entities who pose a threat to a system. This can be either direct or indirect as a result of automation and pivoting.

Cyber Security intends to lower the risk of attackers successfully getting to your data and systems. You can deploy various tests both software driven and pen tested to asses your Web Application and systems security.

View the average percent watched on all views for the complete video. What percentage of your viewers have watched the entirety of your video? Can you make the content more compelling to engage your audience and increase the retention of viewers.

Yahoo! is an Internet portal that incorporates a search engine and a directory of World Wide Web sites. The websites are organized in a hierarchy of topic categories. Hundreds of thousands of Web sites and millions of Web pages.

The search engine owned by Microsoft, having its routes with MSN and later Live Search. Bing offers services including Web, Image, Map and Video searches. Yahoo used the Bing search engine for its searches until 2015 when a deal meant that Yahoo only had to use Bing for the majority of it’s searches. Yahoo has a usage of approximately

Bing Ads is another Pay Per Click platform for both the Bing and Yahoo! search engines. The features and designs are similar to that of Google AdWords, with a few of its own distinct features.

The typical usage profile of Bing and Yahoo! are different. So although there is an overlap of demographic the Bing Ads typically have an older and more senior audience. Bing / Yahoo! are also used extensively in local governments and larger organisation.

  1. Black Hat in relation to Internet Security refers to the unethical hacking or penetration of Websites. Black Hat hackers are unscrupulous hackers who violate computer security for little reason beyond malicious ends.
  1. Black Hat in relation to Search Engine Optimisation refers to the practice of gaining page rank in the search engines, but through violating the engines terms of service. Some examples are page stuffing, doorway pages and invisible text.

Blue Hat is used to describe the technique of hacking from people who are from outside the cyber security industry and are used for the testing of functionality on a web site.

BYOD (Bring Your Own Device) is a scheme where employees use devices which they own (such as mobiles and laptops) for work use.

This can go from companies which don’t wish to have the expense of issuing company phones to companies which allow employees to bring in tablets and laptops to use as their workstations.

BYOD does come with risks however – and not just the possibility of an employee using them as a time sink! There is always a risk of viruses or malware being spread by compromised BYOD machines onto a corporate network, along with other such abuses.

BOYD is best avoided if possible and is best mitigated by devices whether it be Smart Phones or Computers being purchased by the company and very good security attached to them.

A breach is the release of data from either a company or an individual.

This can be anything from a hacker breaking into your website to an employee leaving a USB or computer on a train. Employees should varying degree of access according their function within the organisation.

Disaster Recover Plan or Incident Recovery Plan aims to:

  • See what was lost,
  • Find out how it was lost,
  • Make any announcements about the lost data,
  • Ensure that it does not happen again.

Call to action overlays are triggered through either organic (unpaid) or paid ad and are free. They are literally what they are… overlays on the video pointing out a selling point or statement. Used in the correct way in Google and these are incredibly powerful adding an extra layer to your video by providing extra information. These call to action overlays can also positively effect your rankings if used in the correct way with your keywords.

CNAME stands for ‘canonical name’ and it is a redirection to the targeted domain. It is basically used to assign a domain or sub-domain to another domain.

For example if you have yournamewebsite.com as your domain name and you are worried that people might spell it incorrectly such as placing an w in the URL address or spelling your name incorrectly. You can add these potential miss spellings to the CNAME records in the following way.

Easily done and could have a positive effect in extra traffic to your site.

The amount of expenditure on a particular ad in comparison to the all that companies AdWords spend.

The proportion of the estimated cost of buying the same number of visitors or (Through AdWords) for a term compared to the site coming to the site organically acquiring those visitors.

Average cost per view is the average amount an advertiser pays for a view of their video ad on YouTube. Cost per View can vary based on a number of factors including:

  • Video ad length
  • Video creative quality
  • Customer Segment Targeting
  • Dynamic Auction variables

Conversion Rate Optimisation is a combination of art, science and trial. Conversion Rate Optimisation is all about getting the maximum conversion rate from your online marketing efforts. Gaining an improvement in CRO is all about learning and tweaking, looking at your Google Analytics or Bing Analytic tools to review your data. Changing content, page layout, carrying out A/B tests adjusting PPC or Display adds may all affect your Conversion Rate Optimisation. What is important is that you carefully monitor your improvements, making notes of the adjustments made and the resultant change in your CRO.

It comes with practise and not achieved overnight. We have seen a simple change of imagery affecting the conversion rate.

The CTR or Click Through Rate is determined by the number of ‘Clicks’ on your advert divided by the number of Impressions or times that your advert has been shown.

10 (Clicks) / 1000 (Impressions) = 1 %

High Click Through Rates are a good indication that users find your advert useful and relevant. There are other benefits of high click through rates including a positive impact on your QTR or Quality Score. Increased quality scores can help reduce your advertising costs and in turn can also help increase your websites position.

The statistics available analytics tools breaking down viewers, or users split by age and gender. Target ads only to those who are more likely to be interested in your products or services e.g. 20-30 year old females. Highly recommended to target the exact target audience.

A disaster recovery plan is plan which states what to do in the event of a “disaster” – from a data breach of a website to flooding in the business premise..

It should state the best way to manage the IT systems of your business following a disaster – specifically, how to prevent such problems, how to identify potential issues, the steps to take when dealing with a disaster, and what to do following it.

The Google Display network allows advertisers to use a combination of adverts to appear on Websites, in Videos or on mobile devices. The ads can be targeted to appear when the people who are likely to be most interested and on Websites most applicable. The Google Display Network can be targeted very specifically and is great for building brand awareness.

Domain Authority – DA, is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). A Domain Authority score ranges from one to 100, with higher scores corresponding to a greater ability to rank. The higher you are on that score then it means you are getting traffic and that traffic will help along with your backlinks get a higher DA score. Of course your site needs to be optimised to do this. At Pier 9 we do exactly this. Providing the content, backlinks and SEO structure, on page and off to make this happen.

Domain Authority is calculated by evaluating multiple factors, including linking root domains and the number of total links, into a single DA score. This is Domain Authority is not a metric used by Google in determining SERPs (Search Engine Page Results). So it have no bearing on your rank with Google or any of the search engines.

It does however provide inside against your competition. By comparing your self to your direct competition. Think about improving specific key words on specific pages. Think about the authoritative backlinks coming from sites with higher DA than yours. Try to gain backlinks to make this happen.

Negative Keywords are crucial in that they help you not waste money. By deploying keywords you very quickly will maximise your return for your investment. The deployment of negative keywords are deployed when there are PPC words that are similar to another word or brand that could be confused with your keyword. Negative Keywords will prevent your advert from showing and will therefore result in more relevant results for your customers and in doing so will improve your quality score over time.

Packet sniffers are software tools that capture packets of data transferred over the internet and are used for viewing the passwords transferred in those packets. Also called Packet Analysers.

Internet Marketing Companies will typically manage a Real Time Bidding (RTB) campaign. RTB campaigns are typically a means by which advertising inventory is bought and sold on a per-impression basis. The RTB is a programmatic instantaneous auction very similar to those handled in financial markets.

With Real Time Bidding advertising buyers bid on an impression, if this bid is won then the buyer’s inventory ad is instantly displayed on the publisher’s site.

Real-time bidding lets advertisers manage and optimise adverts from different advertising networks by granting the advertisers access to a multitude of networks.

Real Time Bidding can be a highly effective way of launching campaigns and gaining extra reach in campaigns at exactly the right time with the exact audience they are wishing to target.

Software that allows users to find content on the world wide web, based on the words or phrases typed in on the search engine. Voice and image search has also been recently added. So the likes of Amazaon, Google, Apple all now have products that will access their respective search engines using voice to activate the search.

Search engines use an algorithm which are called ‘spiders’ to metaphoricaly crawl the web indexing sites and content. This provides a worldwide directory of content rather like a library that has been indexed.

Every time a new website has been added or created provided the correct elements have been done then that website will be able to be indexed.

At Pier 9 every website we produce has been set up to specifically allow the engines to crawl your site and be set up with the correct search criteria. This will allow the greatest opportunity for your website to rank.

Page Authority (PA) is a score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank.

Tools: Check your PA with Link Explorer

A Page Authority is based on the index of pages developed by Moz and takes into account dozens of factors. These factors include Domain Authority, and uses a machine learning model to identify the algorithm that best correlates with rankings across millions of SERPs. Page Authority scores are then created from this assessment of the Moz page authority and algorithm calculation.

How is Page Authority scored?

Page Authority is scored out of 100 and is logarithmic in scale. It’s fairly easy to get from 20 to 30 than it is to grow from 60 to 70 for example. The Page Authority score will fluctuate over time as elements will change with the content on a site and therefore the page authority score will also go up and down accordingly.

What is a “good” Page Authority?

Page Authority should be used as a comparative metric rather than an absolute. You should be scoring your page authority score relative to your equivalent competitors. It is pointless to compare your score to something on Amazon or Google for example. Their page authority will be in the 90/100’s on Facebook as for example. Usually, linking profiles play a very important in the makeup of the page authority score.  So this is not predicated on one being ‘bad’ or ‘good’ but that it is a relative score and indicator against your competition.

Page Authority vs. Domain Authority

Page Authority measures the predictive ranking strength of a single page, Domain Authority measures the strength of entire domains. They use the same Ai to predict the score, just that one sits at an individual page level and the other sits at a Domain level.

Page Authority can be found on lots of different platforms.

The free MOZ bar as a download is a very useful tool that a lot of our devs use all the time to check the authority of a page, domain,

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