Useful Resources

Online Marketing & ORM Glossary

You have heard all these online terms but don’t know what they mean? Want to be able to talk the lingo and impress the people around you. Here are a couple of terms to help you out…

• 404 Page:

  Comes up when a URL on your site is not found. Means that search bots and humans lose their way and generally leave at this juncture. Sad situation for your SEO.

• Adwords:

  Google Pay Per Click contextual advertisement program, very common way of basic website advertisement.

• Affiliate Marketing:

  Performance based online marketing.

• Affiliate/Affiliate Marketing:

  An affiliate site markets products or services that are actually sold by another website or business in exchange for fees or commissions.

• Analytics:

  A program which assists in gathering and analyzing data about website usage. Google analytics is a feature rich, popular, free analytics program.

• Authority Site:

  A website which has many incoming links from other related expert/hub sites. Because of this simultaneous citation from trusted hubs an authority site usually has high trust, PageRank, and search results placement. Wikipedia, is an example of an authority site.

• Avatars:

  Graphical images representing people. They are what you are in virtual worlds. You can build a visual character with a body, clothes, behaviors, gender and name of your choice. This may or may not be an authentic representation of yourself.

• Bandwidth:

  The amount of data that can be carried from one point to another in a given time period.

• Banner:

  A graphical ad placed on a web site or newsletter usually 468×60 pixels in size.

• Bot (robot, spider, crawler):

  A program which performs a task more or less autonomously. Search engines use bots to find and add web pages to their search indexes. Spammers often use bots to “scrape” content for the purpose of plagiarizing it for exploitation by the Spammer.

• Brand Reach:

  Brand Reach is provided to give the client an idea of the reach-value of the article they are mentioned in, in commercial terms. This commercial value (expressed in currency) is derived from the number of unique users visiting the site/page multiplied by the average online advertising CPM rate (Cost per 1000 impressions). This provides an idea of the value of the exposure that the Brand is receiving online. This is not based on the sentiment of the mention but, purely reach and the cost to achieve same amount of exposure if purchased as online banner advertising.

• Button:

  A smaller graphical ad which is usually 120×60 pixels in size.

• C.P.A:

  Cost Per Acquisition (eg. Lead, download, sales etc.)

• C.P.M:

  Cost Per Thousand ad Impressions.

• Cache:

  The storing of a web page on a server by an organization to reduce bandwidth load.

• Campaigns:

  A campaign is a saidWot term used to describe a group of keywords.

• CMS (Content Management System):

  Programs such as WordPress, which separate most of the mundane Webmaster tasks from content creation so that a publisher can be effective without acquiring or even understanding sophisticated coding skills if they so chose.

• Consumer Generated Media (CGM) a.k.a. User Generated Content (UGC):

  This is the manner in which social media users contribute to the content of the website. The acronym in fact applies to all websites that ask for the active involvement of visitors (forums, profile pages, etc).

• Cookie:

  An anonymous number that is stored on a computers browser, generally used to aid the effectiveness and measurement of online advertising.

• CPA (Cost Per Action):

  Online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.

• CPC (Cost per Conversion):

  Describes the cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of “Conversion” varies depending on the situation: it is sometimes considered to be a lead, a sale, or a purchase.

• CPI (Cost Per Impression):

  Phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign.

• CPL (Cost Per Lead also PPL – pay per lead):

  Method of marketing that enables an advertiser to receive membership or advertising services in return for paying per lead received from the marketing venue used.

• CPM (Cost Per Mille):

  Used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad.

• Credibility:

  The credibility score has to do with the rating of the mention tracked. We have split the credibility between social sites (blogs, forums, micro-blogging, social media etc) and other (news sites, portals, corporate sites etc).

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• CTR (Click -Through Rate):

  The number of clicks received on an ad divided by the number of impressions served, expressed as a percentage.

• Cumulative Brand Reach:

  Cumulative Brand Reach is the cumulative total of the mentions received from the start of the account until the current date. It is a dynamic field which updates real-time as the relevant mentions are being received.

• Domain Name:

  An internet web site address.

• EZINE:

  Media are no longer what they used to be. EZINE stands for electronic magazine. These magazines are available solely online, some of them call for subscription to make all content available.

• Facebook (FB):

  FB is the acronym that stands for Facebook, probably the most popular social website. Facebook is a community allowing its users to connect to old friends, schoolmates, relatives, coworkers and new acquaintances. Its numerous options make Facebook an excellent tool for marketing experts due to the options to create groups, fan pages, discussion forums and product presentations.

• Feeds:

  The means, by which you can read, view or listen to items from blogs and other RSS-enabled sites without visiting the site, by subscribing and using an aggregator or newsreader. Feeds contain the content of an item and any associated tags without the design or structure of a web page.

• Flash:

  Used for creating high class animated and rich media ads.

• Forums:

  A discussion area on websites, where people can post messages or comment on existing messages asynchronously – that is, independently of time or place time. Chat is the synchronous equivalent.

• Frames:

  Web page design where two or more documents appear on the same screen, each within its own frame. Frames are bad for SEO because spiders sometimes fail to correctly navigate them. Additionally, most users dislike frames because it is almost like having two tiny monitors neither of which shows a full page of information at one time.

• Frequency:

  The number of times an ad is seen by a user

• GIF:

  Graphics Interchange Format – the most common type of online image which can be static or animated.

• Groups:

  Collections of individuals with some sense of unity through their activities, interests or values. They are bounded: you are in a group, or not. They differ in this from networks, which are dispersed, and defined by nodes and connections.

• Hit:

  A request for a file on a web page. A hit is not a measurement that determines the popularity of a site (see “Page impressions” and “Unique User”)

• Hits:

  Counts every element/image on a page – outdated way of measuring.

• Hot Topics:

  Hot topics are a way to track which keywords are most popular for your account.

• HTML (Hyper Text Markup Language):

  Directives or “markup” which are used to add formatting and web functionality to plain text for use on the internet. HTML is the mother tongue of the search engines, and should generally be strictly and exclusively adhered to on web pages.

• HTTP (Hyper Text Transfer Protocol):

  Communications protocol for the transfer of information on the intranet and the World Wide Web.

• Hyperlink:

  A text link that links to another page or web site.

• IBL (Inbound Link):

  Inbound links from related pages are the source of trust and PageRank.

• Impression Ad /Page:

  The request to load a single page of an Internet site. On the World Wide Web a page request would result from a web user clicking on a link on another HTML page pointing to the page in question.

• Irrelevant Mentions:

  While crawling for new mentions based on keywords in your account, it might find mentions that fit all the criteria of the keyword you are looking for, but the crawler might make a judgement call based on advanced algorithms, and your previous filtering preferences to decide if it is in fact relevant. If it believes that it’s not relevant it will put it under the “Irrelevant Mentions” category on the raw hits page so that you can review it later if you are finished filtering the main raw hits.

• JPEG:

  Joint Photographic Experts Group – uses the extension .jpeg and is used for high quality images which are not animated.

• Keyword / Key Phrase:

  The word or phrase that a user enters into a search engine.

• Keyword Density:

  The percentage of words on a web page which are a particular keyword. If this value is unnaturally high the page may be penalized.

• Keyword Research:

  The hard work of determining which keywords are appropriate for targeting.

• Keywords:

  In order for the saidWot crawlers to understand what you are interested in, it has to narrow the results down to specific “keywords” which may make more sense for you as the user. Keywords can be your brand’s name, your employee’s names, industry related, competitors etc.

• Landing Page (SEO Definition):

  The page that a user lands on when they click on a link in the Search Engine Result Page.

• Link:

  An element on a web page that can be clicked on to cause the browser to jump to another page or another part of the current page.

• Long tail:

  Longer more specific search queries that are often less targeted than shorter broad queries. For example a search for “widgets” might be very broad while “red widgets with reverse threads” would be a long tail search. A large percentage of all searches are long tail searches.

• OBL (Outbound Link):

  A link pointing from your site to another site.

• Online Reputation Management (ORM):

  The key word in Online Reputation Management is engagement. The goal is to have people speak about your brand in a positive sense by achieving, maintaining and improving a positive online sentiment about it. Being mentioned in social media can be a threat if not dealt with correctly, but can also generate great benefits if used the right way. It’s all about buzz and sentiment, and how you manage it. The art has been given a name called ORM.

• Opt – In:

  Permission-based subscription to a newsletter.

• Opt – Out:

  A request to unsubscribe from a newsletter.

• Organic link:

  Organic links are those that are published only because the webmaster considers them to add value for users.

• OWBL (One way back link):

  One way link from an authority site to your webpage.

• Page Impression / Page view:

  A full download of a web page.

• Platform:

  Platform is a way for saidWot to classify sites as Wiki’s, Blogs, Social Media, News, Mobile, Website, Ecommerce, Video, Consumer Reviews or Forums.

• Portable Document Format (PDF):

  PDF is a binary format created by Adobe to facilitate easier documentation distribution for reading and especially printing. PDF reports can be generated from any page on saidWot by clicking the link in the top right corner. To read a PDF document, a software application called Adobe Reader is neaded, which can be downloaded here.

• PPC (Pay Per Click):

  Contextual advertisement scheme where advertisers pay add agencies (such as Google) whenever a user clicks on their add. Adwords is an example of PPC advertising.

• PR (Pagerank ):

  A value between 0 and 1 assigned by the Google algorithm, which quantifies link popularity and trust among other (proprietary) factors.

• Reach per Million:

  Reach per million is a metric originally exposed by Alexa. saidWot uses it as an additional metric to estimate the credibility of a site. In it’s simplest terms, it means that out of a select million people, how many people have seen a specific mention.

• Reach:

  The number of unique users who have been served an advert.

• Really Simple Syndication(RSS):

  RSS is an XML standard for distributing news in a format that can be picked up by other websites, mobile phones, RSS readers etc. saidWot can distribute any piece of content as an RSS feed by clicking on the RSS feed icon in the top right corner. You will then get a URL that you can use as a source on any RSS reading application such as Microsoft Outlook, Feedreader, Mozilla Firefox etc.

• Reputation Score:

  Reputation score is a value from 0 to 5 indicating how much impact (good or bad) a mention has on your online brand. A mention only receives a reputation score after it has been sentimented. The reputation score is then calculated predominantly on the sentiment itself, the credibility of the site it came from, and estimations on how many users read the mention.

• Rich Media:

  Adverts that allow for users interaction and can include sound, video and/ or animation.

• ROS:

  ROS refers to (Run of Site); in certain instances the campaign is not targeted to a specific section on the publisher’s site but is targeted to run across the site in any open position that is available.

• RSS: (Really Simple Syndication):

  A family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts in a standardized format.

• SE (Search Engine):

  A program, which searches a document or group of documents for relevant matches of a users keyword phrase and returns a list of the most relevant matches. Internet search engines such as Google and Yahoo search the entire internet for relevant matches.

• SEM (Search Engine Marketing):

  Often used to describe acts associated with researching, submitting and positioning a Web site within search engines to achieve maximum exposure of your Web site. SEM includes things such as search engine optimization, paid listings and other search-engine related services and functions that will increase exposure and traffic to your Web site.

• Sentiment:

  Sentiment is loosely used throughout the saidWot application as an adjective or a noun. Sentimenting is the action you perform to tell saidWot if a mention is positive, neutral or negative. But it can also be used to discuss a mention as having a good sentiment.

• SEO (Search Engine Optimisation):

  The process of increasing the number of visitors to a Web site by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site. It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in SERPs is essential for obtaining traffic for a site. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.

• SEP (Search Engine Positioning):

  The ranking of your website on search engine results pages.

• SERM (Search Engine Reputation Management):

  Process employed by companies to proactively shield their brands from damaging content brought to light through search engine queries.

• SERP (Search Engine Results Page):

  The listing of web pages returned by a search engine in response to a keyword query. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.

• SIM (Social Influence Marketing):

  Social Influence Marketing is about leveraging social media at every stage of a marketing campaign, going beyond the life time of a campaign.

• Site Rank:

  There are millions of websites on the internet, and Google has established a method to rank them from 1 (the most popular) to the actual amount of websites Google has indexed. This ranking is called “Site Rank”. So for example if a site has a “Site Rank” of 10,000 then it means there are 9,999 sites that are more popular than that specific site. It’s a metric used to calculate the credibility of a website.

• SMM: (Social Media Marketing):

  Website or brand promotion through social media.

• SMO (Social Media Optimization):

  Set of methods for generating publicity through social media, online communities and community websites. Methods of SMO include adding RSS feeds, adding a “Digg This” button, blogging and incorporating third party community functionalities like Flickr photo slides, galleries or YouTube videos.

• SNS (Social Networking Site):

  Online places where users can create a profile for themselves, and then socialise with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums and messaging.

• Social Bookmark:

  A form of Social Media where user’s bookmarks are aggregated for public access.

• Social Media:

  Various online technologies used by people to share information and perspectives. Blogs, wikis, forums, social bookmarking, user reviews and rating sites (digg, reddit) are all examples of Social Media.

• Sponshorship:

  Exclusive placement within a particular area of a website or newsletter.

• Third Party Ad Server:

  An independent server which hosts ads not belonging to the publisher, advertiser or its agency.

• Threads:

  Strands of conversation. On an email list or web forum they will be defined by messages that use the same subject. On blogs they are less clearly defined, but emerge through comments and trackbacks.

• TR (Trust Rank):

  Link analysis technique described for semi-automatically separating useful WebPages from spam.

• Tracking:

  The study of website visitors and the unique behavior they exhibit.

• Trafficker:

  The person responsible for loading ads on an ad server.

• UGC (User Generated Content):

  Refers to various kinds of media content, publicly available, that are produced by end-users.

• Unique Browser /Viewer:

  Number of individuals that see an impression – only counted once during the month.

• Unique User:

  One individual who has either visited a site or viewed an ad.

• URL (Uniform Resource Locator):

  The web address of a site or page.

• User:

  An individual who uses a computer.

• Widgets:

  Stand-alone applications you can embed in other applications, like a website or a desktop, or view on its own on a PDA. These may help you to do things like subscribe to a feed, do a specialist search, or even make a donation.

• Wiki:

  Web page – or set of pages – that can be edited collaboratively. The best known example is Wikipedia, an encyclopedia created by thousands of contributors across the world. Once people have appropriate permissions – set by the wiki owner – they can create pages and/or add to and alter existing pages.

• WWW: (World Wide Web):

  A system of interlinked hypertext documents accessed via the Internet (Commonly shortened to the Web).

• XML: (Extensible Markup Language):

  General-purpose specification for creating custom markup languages. It is classified as an extensible language because it allows its users to define their own elements.