Digital Marketing Key Terms

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Key terms and concepts taken from Chapter 4 in the e-marketing book ” eMarketing: The essential guide to digital marketing”. I love this book it is offered online for free and thought i would share some of the terms for those who needed a clear definition or an “english language” definition per se. 

Above the fold: All the content that can be seen on a screen without scrolling down.

Accessibility: The degree to which a website is available to users with physical challenges or technical limitations.

Alt tag: Information that is displayed if an image cannot be displayed; used by search engines to determine what an image is.

Breadcrumbs: Links, usually on the top of the page, that indicate where a page is in the

hierarchy of the website.

Client-side: Transactions that take place before information is sent to the server.

Content Management System (CMS): A system that is used for updating content of a website.

Common Page: Elements Items which appear on every page of a website.

Cascading Style Sheets (CSS): An approach to web design that aims for lightweight code and standards compliant websites.

Document Object Model (DOM): A web standards approach to representing HTML and XML documents as


Dynamic parameter: The elements of a URL that are dynamically generated.

Flash: A technology used to show video and animation; can be bandwidth heavy and unfriendly to search engine spiders.

HyperText Markup Language (HTML): The code that is used to write most websites

HTML5: HTML 5 is the latest evolution of Hyper Text Markup Language, and is an update of HTML4, which was published in 1998. HTML5 allows for rich media content and interaction on the scale of Adobe Flash, but unlike its counterpart does not require additional thirdparty plugins.

Information architecture: The layout and structure of a website, which should be according to information hierarchy and categories.

Meta data: Information that can be entered about a web page and the elements on it that provide context and relevancy information to search engines; these used to be an important ranking factor.

Navigation: How a web user moves through a website, and the elements that assist the user.

Nofollow link Nofollow is an attribute of a hyperlink, indicating that the link is not

necessarily endorsed by the website. See the SEO chapter for more.

Open source: Unlike proprietary software, open source software makes the source code available so that other developers can build applications for the software, or even improve on the software.

Robots Exclusion Protocol: A protocol used to indicate to search engine robots which pages should

not be indexed.

Search Engine Results Page (SERP): What you see when you use a search engine.

Server-side: Transactions that take place on the server.

Sitemap On a website, a page that links to every other page in the website, and displays these links organised according to the information hierarchy.

Universal Resource Locator (URL): A web address which is unique to every page on the Internet.


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