G

Google AdWords; advertising service which places relevant, keyword-targeted advertisements on the search results pages alongside the organic search results (usually on the top).

Guest posting; the practice of publishing an article on someone else’s blog.

H

Heat map; a visual two-dimensional color-based representation of where visitors focus on a given webpage.

.htaccess; hypertext access file that allows you to manage the web server configurations.

HTML (or Hypertext Markup Language); a standardized coding language used to create web pages and web applications; the final code is a set of markup symbols – elements and tags – compiled in one file intended for display on a WWW browser page.

HTTP (or HyperText Tranfer Protocol); communication protocol used to connect to web servers on the internet or on a local network. Its primary function is to establish the connection with the web server and to send the HTML pages back to the user’s browser.

Hyperlink (or link); a clickable, usually highlighted text or image used to send or redirect a user to a different page or website.

I

Infographic; a highly visual and easily understandable representation of information, data or knowledge; usually is one bigger image containing various graphical elements accompanied by minimal text.

K

Keyword; a relevant word or phrase that has been defined by the website developer to describe the essential content of a given web page; is used by search engines to locate and categorize webpages that match a given search query.

Keyword research; the practice of finding, researching alternative search terms that people enter into search engines while looking for a similar topic or subject.

Key performance indicator (or KPI); metric used to evaluate a certain – quantitative or qualitative, financial, etc – factor which is vital to the success of a given business or strategy.

L

Landing page (or lead capture page); a single webpage displayed as a first touch-point when a potential customer has been approached with a marketing campaign as a result of a search result or an online advertisement. The landing page is used to display additional engaging marketing copy in order to generate a desired action (conversion).

Link bait; articles or various web page elements used for the strict purpose of attracting backlinks to the given website.

Link building; basic SEO technique used to get external sites to link to a web page on your own website; is vital in obtaining high organic search rankings.

Local search; the use of a usually specialized search engine that allows users to submit geographically narrowed or restrained searches against a structured database of local business listings.

Long tail keyword; keyword phrase that contains at least three words and has a low search volume but a high value; in other words they are more specific and less competitive.

M

Meta tag; coding statement used to provide metadata – description, author, keywords, etc – about a given HTML document.

Microblogging; a blogging platform or a broadcast medium where the content is presented in form of short, frequent messages; Twitter is also a microblogging platform.

MySQL (or My Structured Query Language); an open source relational database management system used to store the content in the form of related tables.