ad clicks: When a visitor
uses an advertisement link to go to another website.
ad inventory: The number of
ads a website or publication can sell in a given
ad views (or
impressions): When a visitor
pulls an advertisement's image from the server, it is assumed they
saw it and have the opportunity to visit the advertiser's website by
clicking on the link. One person looking at one ad.
ActiveX A programming
language supported by Microsoft Internet Explorer which works a lot
like Java. ActiveX is more invasive than Java, and can transmit
computer viruses. If you use Explorer, turn off ActiveX.
AIM: AOL Instant
program: An advertising program offering a monetary
incentive for webmasters to drive traffic to the advertiser's
website. This eliminates the necessity for the advertiser to find
websites with related content to list their banners. It also
increases the response rate by giving the "affiliate" websites a
stake in the response rate. Affiliate programs are a great plan for
the websites offering them, but the websites that participate often
become underpaid sales representatives.
which allows access to certain webpages only by offering a username
and password. This process shows that the person entering the pages
is an authorized user.
autoresponder: A program
which will respond to your email immediately with a pre-designed
response. They're great for confirmation messages, but be careful
not to rely on them too heavily.
bandwidth: How many bits
are transferred between the server and its visitors. The more (and
bigger) graphics and downloadable files you offer on your website,
the more bandwidth your site will take, increasing the time visitors
must spend on your website, and the amount of resources your host
must spend on you. Taking up too much bandwidth may drive visitors
away or force your host to charge you more to support your website.
beacon pages: A webpage
created to increase search engine rankings by increasing the number
of "related" pages linking to your main website. They take advantage
of search engines' new emphasis on pages that have many links from
related websites in determining relevance to a search term. They are Doorway Pages with a
BCC: Blind carbon
copy. This is a field in your email program that will send a copy of
your message to a person without the primary recipient knowing. The
email address of the BCC recipient will not appear on the resulting
email, and any replies to the message will not be sent to them.
browser: A program used
to find and interpret HTML documents on the internet. The most
popular browsers are Microsoft Internet Explorer and Netscape, in
advertising and promotion done during a given period of time.
catch-all: A program that
allows any email sent to your domain to go to a particular email
address. That allows any email sent to a misspelled or unused
username will still get to a person who can deal with them.
CGI script: A program,
often written in the PERL programming language, written to run on
any computer. They add value to a website by doing any number of
cute things. For example, a CGI script can send a visitor to a
"thank you" page when they submit a form. They normally go in a
separate folder from your HTML files.
rate: The percentage of users who click on a
viewed advertisement. It shows how effective the ad is, when
compared to the average rate of the media.
client: The browser
used by a visitor to a website.
client errors: An error
occurring due to a bad request by the visitor's browser, such as
typing in a page name that doesn't exist. Client errors will show
error numbers in the 400 range in your log analysis program.
indicating a commercial domain.
cookies: These aren't
the kind your Grandma used to make! Web cookies are files containing
information about visitors to a website, like username, password,
and what they want to buy. It is stored on the visitor's computer,
and sent back to the website that created it when the visitor comes
back or gets to the order page. Cookies can also retrieve
information like monitor resolution and platform to webmasters who
intend to use this information to improve their website.
counter: A script
which counts the number of times your page is requested by visitors.
Remember that a visitor which visits your page more than once will
be counted every time.
CPA: Cost per
action for banner ads. This is the best type of rate to pay for
banner advertisements, and the worst type of rate to charge.
Advertisers only pay for the visitors who click on their banner and
then sign up, fill out a form, or purchase something on their
website. This is most common for Affiliate Programs. My opinion is
this type of payment arrangement is already an endangered species,
and will soon become extinct.
CPC: Cost per click
through for banner ads. The advertiser only pays when a visitor
clicks on their banner (whether or not the visitor waits for their
page to load before leaving). Look for this type of rate when you
plan to place a banner on a website with related content.
CPM: Cost per
thousand (impressions or subscribers). CPM is a marketing term you
will see often when researching banner and magazine ad rates. It
helps you determine how much you are spending per person viewing
your ad, and the company by allowing them to charge more as their
subscriber base or hit count increases without changing their posted
ad rates. If you are planning to offer advertising, this is the way
to do it.
Style Sheets. They let you assign the look of different elements of
each webpage in your website. They're an HTML 4.0 feature, so older
browsers may not support them.
demographics: The types of
people looking at a given advertising medium. (For example: 25-30
year old males making $50,000-$100,000 per year, with blond hair and
digest: An email
message containing several postings to a mailing list. Lists often
inundate members with postings, and digests help people with less
time keep up.
directory: A list of
websites, usually organized by category. Many directories are
searchable, but they are different from search engines because they
just list your home page. They don't spider your site, so any hidden
descriptions or keywords will not count toward the relevancy of your
page in any given search.
discussion list: A group of
people discussing a particular topic by email.
DNS: Domain Name
Server. A program which automatically translates domain names into
their correct IP addresses.
domain: An area on the
internet assigned to a particular company. Each area is assigned its
own numeric IP address and a text
name. If one server has more than one, they are considered "virtual"
domain name: The text name
assigned to a website. A domain name example would be
pages: A webpage designed to rank well on a
specific search engine for a specific keyword phrase. These pages
usually rely on frequent repetition of the keyword phrase, and often
try to "trick" search engines into ranking
download: The transfer
of information from the internet to your computer. The information
could be a webpage, email, or a program. Downloading things can be
dangerous, so be sure to use Protection before engaging in
intercourse with other computers. (In other words, if you're going
to be on the internet, get a good virus protection program.)
Subscriber Line. A method of connecting to the internet permanently
via a high-bandwidth phone line. They're faster than dial-up
service, and you can be on the phone and the internet at the same
time without purchasing an additional phone line. They're also more
expensive and temperamental than phone lines.
E-Commerce: The ability to
sell goods and services over the internet. To enable your website to
sell goods and services, you need a merchant account (to process
credit cards), a secure server for your form, and (if you have more
than one product) a shopping cart program to "remember" what your
customers want to purchase. If you anticipate a large volume of
purchases, you may need a separate company to provide real-time
processing of your credit card transactions.
mail. A wonderful, free marketing tool and a great way to keep in
touch with friends, family, business associates, and website
visitors. If you don't have an email address, what are you waiting
for? Your internet service provider should give you one, your web
host should give you one if you have your own domain, and you can
get them for free on the world wide web or by using Juno.
email address: The first part
of an email address is the username, which identifies the person you
want to contact. The @ symbol is after the username, and before the
host name. The host name identifies the computer or email service
the person uses. A three letter suffix is added (separated with a
dot) after the host name. The most common suffixes are: .com
(commercial), .net (network), .org (non-profit organization), .edu
(educational), .gov (government), and .mil (military). Any two
letter suffixes after the three letter suffix identify a country:
.us (United States), .uk (United Kingdom), .de (Germany), .ca
(Canada), .se (Sweden), etc. The host name and country suffix are
unnecessary if your information is the same. (If you use AT&T
Worldcom and so does your best friend, you can address email to just
her username, and if you live in the United States, you'll never see
a .us suffix.)
encryption: A program that
scrambles and unscrambles data on a network, so personal information
located there is unintelligible to unauthorized people. Even if a
website's form data is encrypted, if it is sent via email it becomes
accessible to anyone. If you are setting up E-Commerce on your
website, be sure to store your customers' data on a secure server.
Ethernet: The most
common method of networking computers in a local area network, since
it can be used with any kind of computer. It also provides fast
connections and (if the network has a direct connection to the
internet), can provide fast and constant connections to the
internet. Most University of California campuses now offer Ethernet
connections to their students in the dorms for free - all they need
is an Ethernet card in their computer!
ezine: An electronic
magazine, often sent via email and/or posted on a website. These
"magazines" are usually short, and are often free. I strongly
suggest signing up for free ezines in your field and starting one of
your own as a marketing tool. Signing up for your competitor's ezine
helps you keep up to date with what they're doing, and can give you
ideas for your website.
abbreviation of "frequently asked questions."
flame: To send an
angry or malicious comment to a newsgroup, chat room, bulletin
board, or via email. Doing so is considered bad, so if an online
comment makes you angry, don't send your response until you've
cooled down a bit! Derived words include: flaming, flamer, and flame
war (which is basically a nasty online argumentt).
forms: A set of HTML
commands which allows the author to control information sent to them
by visitors. Forms can make it easier for visitors to give feedback
because the author does all the work. All the visitor has to do is
answer the author's questions. (Other times, forms aren't any easier
to fill out than an email screen, and the tiny input areas make it
FTP: "File Transfer
Protocol." This computer language allows you to get files from and
send files to any type of computer over the internet. Under most
circumstances, your browser works very well for transferring files
between computers, but when you have your own website, it's helpful
to have a specialized program to update it.
abbreviation for "for your information."
gif: A type of
graphic understood by all graphic browsers. They were introduced by
Compuserve back when graphic browsers were young. Now, they are the
most flexible graphic format, allowing transparent backgrounds and
gopher: A menu-driven
interface for the internet. This system is now obsolete; it was
almost entirely replaced by the world wide web four years ago, when
I first encountered it.
.gov: A suffix
indicating a government domain.
GUI: Graphical User
Interface. A program that uses icons rather than commands. Windows
uses GUI; Unix and DOS use command-line
hallway pages: Most search
engines which scour the internet for new webpages to add to their
database give better rankings to pages they "found" than pages that
were submitted on the "Add URL" page. Hallway pages are basically a
list of links to all the pages in a website that the designer wants
indexed by search engines. By submitting the Hallway page, rather
than the index page, the website is likely to be indexed faster,
more completely, and get better rankings.
tags: Form tags which visitors will not see when
visiting your site. Some search engines index them. For example:
<input type="hidden" name="Description" value="Your page
hits: Hits are
simply requests for files from visitors. Each HTML document and
graphic file counts as a separate hit, so they aren't an accurate
representation of the number of different visitors to your site, but
sometimes they're all you've got.
home page: The main or
entrance page to a website. The page visitors are sent to when they
type in your URL without adding a specific page name. Home pages are
usually named index.html, home.html, or default.html. (I recommend
index.html, since all hosts support that name.)
host: Your internet
service provider host is the computer you connect to for internet
access. Your website host is the computer where your website files
are located, which allows visitors access from the internet.
Markup Language." HTML is a simple programming language everyone
uses to author their webpage. (Programs which claim to avoid the
necessity of learning it translate your document into HTML.)
transport protocol. The language used to move web pages across the
world wide web.
hypertext: A term used to
describe associative writing, as opposed to linear (narrative)
writing. People follow links in the text to read it their way,
rather than how the author wrote it. Web pages are hypertext, and so
are many CD-ROMs and computerized help systems.
IMHO: Email and
newsgroup abbreviation of "in my humble opinion." IMO & IMNSHO
are variations that aren't humble.
Messaging, or chatting on-line.
(IO): The contract between an ad buyer and the ad
.int: A suffix
indicating an international domain. (I've never seen it, but
WebTrends assures me it exists.)
Interstitial: A web
advertisement that appears on its own page. They aren't clickable,
so they've lost popularity since introduced. When a visitor clicked
on a link, the ad would appear briefly before the page they wanted.
Order. It is a binding contract on one piece of paper that outlines
the ad sale you are making. It must be signed by your ad client.
IOW: Email and
newsgroup abbreviation of "in other words."
address: The internet protocol address identifying a
computer connected to the internet. Every computer (including yours)
is assigned one when they log onto the internet. Servers always use
the same IP address, but if you get internet access through a large
dial-up internet service provider, you may be assigned a new IP
address every time you log on to the internet.
IRC: Internet Relay
Chat. A system which lets you join real-time text conversations over
Services Digital Network. A digital alternative to phone lines for
connecting to the internet. Like DSL, it's faster than analog
modems, more expensive, and allows you to talk on the phone and be
on the internet at the same time without additional phone lines. I
think DSL made ISDN obsolete by being faster and cheaper.
IRL: Chat and
newsgroup abbreviation of "in real life."
Service Provider. These are the companies who supply internet access
to people who don't have their own servers. It is best to find one
which is fast, reliable, and inexpensive. If you travel often,
choose a national provider whom you can access from anywhere you're
likely to go. If you are overwhelmed by choices, ask your friends if
they like their service or visit a website which compares the
services in your area.
object-oriented programming language developed by Sun Microsystems.
It's smaller and more versatile than C++, the popular programming
language it's based on. It's useful for programming web
applications, because it will run on any computer platform -
Macintosh, UNIX, Windows, or DOS.
language developed by Netscape and Sun Microsystems that is loosely
with HTML and is easier to write than Java. It is not a true
programming language, though, and has limited functionality. In
have a browser that supports it, such as Netscape.
JK: Email and
newsgroup abbreviation of "just kidding."
Photographic Experts Group (also JPG). A graphic file format which
stores images in a compressed form. They aren't as small or
versatile as GIFs, but they offer better resolution, and are
especially useful for photographs you want to display on the web or
send via email.
kbps: Kilobits per
second - the standard measurement of modem speed.
key phrases: Phrases you
want associated with your website in search engines. Most people
search for combinations of words rather than single words, and
writing your list of keywords grouped into phrases can give you a
keywords: The words
which best characterize your business and website. If you include
them in the text of your website, search engines will associate them
with your site, and return your site in searches for them.
keyword weight: The number of
a particular keyword in your document divided by the total number of
words. Calculate it by copying the text of your website into your
favorite word processor. Count the words, and count the keywords by
using the Find/Replace option. Replace all your keywords with
themselves, and the program will tell you how many there were.
knowbie: A person who
understands the finer details of computer networking.
artificially intelligent computer program that automates the search
for information on the internet.
KWIM: Chat room
abbreviation for "Know what I mean?"
listserv: The email
server managing a discussion list.
LOL: Email and
newsgroup abbreviation of "laugh out loud."
log: The record
your website server keeps of who visits you, when, and which pages
they visited. Make sure your website host makes these available, and
then check them. A log record can show you how many pages each
visitor is looking at, and differentiates requests for pages from
requests for graphics.
lurk: To read
messages in a newsgroup or chat area without participating in the
mail bomb: An email
message sent with the intent to crash the recipient's mail server or
mail reader. On many systems, this can result in the cancellation of
the bomber's account. A person can unintentionally crash their
message recipient's mail server or mail reader by attaching files
that are too large or that are not supported by the recipient's mail
server. So, don't send files that require browser attachments, and
if you have to send a large file, you may want to zip it first!
mail filter: A program that
allows you to sort email before viewing it using the subject, the
sender's email address, or even information in the body of the
message. Eudora and Pegasus both have mail filtering options.
mailing list: A list of
email addresses compiled under an alias in an email program like
Eudora. It allows you to send messages (like newsletters or
announcements) to the entire group of people without using blind
carbon copies (BCC:) or having every email address appear on the
marquee: A horizontally
meta tag: An HTML tag
which is not visible when the document is viewed. It is placed
within the head tag to tell search engines the description you would
like them to use in their database, and the keywords you want your
page associated with.
Internet Mail Extensions. The standard format for sending non-text
email attachments, like photos, sound, video, or software.
mirror sites: An exact copy
of a website. They're often used for overloaded web and FTP sites,
when the server can't take it anymore.
.mil: A suffix
indicating a military domain.
Marketing. These are the pyramid schemes your teachers warned you
about in school. They promise you'll make money with almost no
effort. Don't believe them, and don't advertise where they do.
DEModulator. A device either inside or connected to your computer
which allows you to connect to the internet.
MPEG: Motion Picture
Experts Group. The standard format for digital video and audio
compression. (AKA MP3)
.net: A suffix
indicating a network domain. (Often used as an alternative to .com.)
etiquette. The rules of behavior for interacting with others over
email, newsgroups, discussion lists, discussion boards, and chats.
This includes restraining yourself when you feel like writing angry
comments ("flaming") and sending unsolicited email or posting
blatant advertisements ("spam").
netizens: People who
frequent the world wide web, newsgroups, and discussion lists. They
understand how everything works and what all these words and
newbie: A person just
learning the ropes of the internet.
news bots: Computer
programs that customize portal sites with the information you're
most interested in and sends you customized email with the latest
updates depending on the way you answer a few questions. They're the
opt-in: The people
subscribed to a mailing list have asked to receive the information
or advertising. (Double Op-In means the person requesting
information must confirm their desire to receive it by responding to
an email message after subscribing.)
opt-out: The people
subscribed to a mailing list have not asked to receive the email
(it's SPAM), but they have the option of removing their name from
the list if they wish. Removing your name from an Opt-Out list often
has the undesirable effect of getting your name and email address on
even more lists!
.org: A suffix
indicating a non-profit organization domain.
page views: A measure of
the number of times an HTML file was requested from the server.
Unlike hits, image files aren't counted. Unlike unique visitors or
users, one person visiting the same page multiple times may be
Extraction and Report Language. The most common (and simple)
language used on the internet to add interactivity to a website,
such as the processing of form data.
marketing: Using Opt-In lists to send advertising
pixels: A unit of
picture measurement. One pixel is about the size of a period (.) in
12 point font. Web banners and other graphics are measured in
pixels. A standard banner size would be 468 pixels long and 60
pixels high (468 X 60). Monitor resolution is also measured in
pixels. Right now, the most popular monitors display 800 pixels wide
and 600 pixels high (800 X 600).
platform: The operating
system used to access the internet. Windows 98 and 95 are the most
popular, but when you're designing your website, that doesn't mean
you can ignore Macintosh, Sun, or Linux computers, which are used by
significant portions of the internet community (unless your site's
content is just for users of one particular platform, like "Windows
portal: A website
where visitors can find what they are looking for. Generally, a
search engine or directory. A "vertical portal" specializes in one
industry or target market. A "horizontal portal" tries to have
something for everyone, like Yahoo! or Looksmart.
protocol: A set of rules
for exchanging data over the internet. These rules allow computers
with different operating systems to communicate with each
ranking: The placing
your website gets when visitors conduct a search for your keywords
or keyword phrases using a search engine. (The most "relevant"
response would be the top ranking.)
reach: The amount of
different types of people who see an ad or message, including a
reciprocal link: A link you
place on your webpage with the understanding that the linked webpage
will create a link to your site.
referral page: A webpage
which links to your website and sends traffic. The URL will appear
in your website's server logs, or in The Counter's analysis of your
traffic. A good referral page can be worth more than a good search
engine ranking, since it is likely to last longer.
ROI: Return on
investment. A marketing term pointing out that paying money to
market yourself is worth it as long as you earn more money from the
advertisement than you spent on it. Make an effort to measure your
results from marketing efforts, so you can evaluate and improve
ROS: Run Of Site.
An advertising package involving many ads on one website, where the
website selling the space chooses where the ads appear.
ROTFL: Chat and
newsgroup abbreviation of "rolling on the floor laughing."
search bots: Computer
programs which will search a dozen search engines simultaneously.
Used by meta search engines like Dogpile.
engine: A cgi program which allows a visitor to
search for words or phrases in a database of webpages. The creator
adds to the database by sending a program called a "spider" to
follow links in webpages.
algorithm: The criteria a search engine uses to
determine which websites match the words or phrases a visitor is
shopping bots: Computer
programs that search commerce sites for the best deal. Also called
roboshoppers, they'll find you the best deal on anything from cars
to Palm Pilots.
side door pages:Doorway Pages created to
rank well on several search engines for one or more keyword phrases. They provide
valuable content to the visitor, often in the form of an article.
signature file: A small file
you can create to add to the bottom of your email and newsgroup
messages. Most email programs will allow you to create one fairly
easily. For Netscape, create a file named .sig.txt in the default
folder on your hard drive. Add your address, phone numbers, email
address, URL, your company name, and/or a cute message. But keep it
to four lines or less.
source code: The HTML and
Java programming of a web document. Look in your browser under View
Source Code to look at a page's code. If their page does something
nifty you want to copy, cut and paste their source code into a word
processing program and save it.
SOV: Share Of
Voice. How large a percent of a given niche or population a web or
email property reaches.
email. This term encompasses everything from those annoying jokes
your friends send you to the multi-level marketing schemes appearing
in your email box every day.
email addresses from the internet to create a database. The database
of email addresses is then either used to send unsolicited marketing
messages or sold to somebody else for that purpose.
spider: A program
which follows links through websites to add or update a database
(usually for a search engine, but spamdexers have spiders too). They
look at HTML code and add information their search engines will use
to determine the page's relevance to keywords and phrases. They are
text-based, and often can't follow frames.
stemming: The ability of
search engines to associate words with prefixes and suffixes to
their word stem. If you have "water" on your website, the search
engines with this ability will also associate "watering" and
"watered" with your page.
stock bots: Computer
programs that will find stocks meeting your investment criteria.
Consider them your completely impartial stock broker. You can
program them to find companies you want to invest in, and alert you
when a company's profile begins to drift away from your
TAFN: Chat and
newsgroup abbreviation of "That's all for now." TTFN is the Tigger
variation, "Ta-ta for now."
target audience: The people
most likely to buy your product or service, or most interested in
the information you provide. The more you know about them, and have
designed your product or service with them in mind, the easier it
will be to sell it to them.
Control Protocol/Internet Protocol. A language allowing different
types of computers to communicate over a network. It's how computers
talk over the internet, and sometimes even Local Area Networks.
command-driven access to information on the internet. I recommend
ignoring it unless your job requires you to use it or you already
understand it. Like gopher, it was around before the world wide web,
and is being replaced by simpler methods of accessing information.
for "Thanks in advance." I don't recommend you use it with your
business email responses!
for "The Powers That Be."
abbreviation for "Talk to you later." TLK2UL8R is a longer
variation. They both mean exactly the same thing.
visitor: One person
coming to your website. They may access one or many pages on your
site, creating multiple hits. They may even come back with a
different address. Visitors are what everyone wants, not hits. Count
watermark: A background
image that doesn't scroll along with the rest of the page.
web host: A company
which keeps websites on their computers for public access. If you
are paying for a company to host your website, make sure they
provide redundant backups, fast and friendly support, access to your
logs, and cgi script access and support.
webpage: One HTML
document accessible form the world wide web. One page on a website.
website: A collection
of webpages linked together on a single topic or for a single
business accessible from the world wide web.
abbreviation of "works for me."
abbreviation of "way to go!"
abbreviation of "Want to go private?"
abbreviation for "What the heck you talking about?"
WWW: World Wide
Web, often called simply "the web." The most popular method of
finding information on the internet. The World Wide Web is a
collection of documents linked by HTML.
of "What you see is what you get," often used in regards to HTML
editors. With a WYSIWYG editor, you don't have to learn HTML code in
order to design your own website.
zip: Zipping a file
compresses the information to make the program smaller by actually
deleting some common information. To use a file that has been
zipped, you must "unzip" it. Windows 98 can automatically unzip
files, but for other operating systems you may need to acquire a
separate program in order to do so. (Check your computer for
Microsoft Unzip, or visit Dave Central for a free