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Tip #7

Glossary of Terms

Trafficdeveloper realizes that the language of web marketing, and it's many acronyms can be difficult to understand.

Here we have gathered a list of general terms and acronyms related to this industry, as well as some terms that we use regularly.

Analyze site statistics
All websites gather the activity on the site in a log file. This log file can then be analyzed to determine how many visitors came to the site, how many and which pages were viewed, and much more. This analysis provides in depth information on the usage of the website. We present our reports using our proprietary online reporting tool- TrafficdeveloperReports, and in Google Analytics.

Award and incentive programs
Providing the site visitors with value added possibilities. This can include discounts for high volumes, discounts for repeat orders, web only coupons, free shipping, and whatever other offers can be considered.

Community building
The process of bringing the site visitors together in a community, and allowing them to interact on a mutually appealing topic. This will encourage visitors to return to the site and participate in discussions, creating community.

Database needs and bandwidth requirements
These are two critical pieces of information needed to set up the hosting account correctly. There could be a My SQL database required, and, as the site grows in traffic, we will monitor and upgrade bandwidth usage. Bandwidth is the server space needed to transfer all the information from the server, to the visitors browser.

Dedicated hosting accounts
Trafficdeveloper offers hosting packages only for clients. While you are free to choose the hosting package and company that you like, we strongly recommend that you host with us, as we have better access to the server.

(Yahoo, DMOZ, Skaffe) directories are different than search engines in that they are organized by an actual human. Directory listings are very important for ranking on search engines because search engines consider directory listings very high quality.

Domain registration, DNS records, email accounts
We will maintain the registration and ownership of the domains. You legally retain ownership of the domains. DNS records are a part of the domain, and tell the visitors browser where to look for the server. It shows the address of the website. Email accounts are normally set up on the server level, and we will maintain these as well- adding or deleting emails, and configuring the correct mail server addresses.

Internal link structure
The more links inside the site to other pages of the site, the better the chance of ranking on search engines. In addition to the main navigation, we will add a footer at the bottom of all pages of the site with text links to all pages of the site.

Keyword Phrases
As part of the initial set up for SEO, we will research the keyword phrases that provide the highest volume of searches, but still give us the best chance of ranking. Some phrases will be exceedingly difficult to rank on , but other, very similar phrases will not. As an example “cactus” is a very difficult one word phrase to rank on, but we might discover that “agave cactus” is easier to rank on, but still has a high volume of searches.

Logfile Analysis
Processing and reviewing the data from the logfiles to determine detailed usage of the site.

Meta tags, alt tags
Short directives to search engine spiders, not visible on the webpage. Alt tags are for images.

Open and click through rates
When operating a direct email marketing campaign, it’s important to monitor the results. With email marketing software, we can tell how many people received and opened the email, and also, how many people clicked through to the site as a result of receiving the email.

Paid spider subscriptions
It’s possible to pay small fee to get a search engine spider to visit the site every 48 hours, and return to its index with the gathered information. While it does not guarantee rankings, it’s does help by presenting the most up to date information available on the site.

Pay per click Directories
It is possible to buy a ranking. There are several search entities which charge you a fee every time someone clicks on your listing.

Scripting language used to deliver information from the database to the browser.

Pay per click. Online advertising opportunities now focus on a paid placement within a search engine or directory, instead of banner ads. Each time a user clicks on your ad you are charged a fee.

Reciprocal link program
Trafficdeveloper will research other sites which are related, but not competitors. We will then propose a link exchange with them. You will add a link to this site, and they will add a link back.

Relevant, high quality links
Search engines measure link popularity by counting the number of these links to your site. A link from CNN would be considered very valuable, where a link from a small local site would be less important. We research sites that are high quality, and relevant to the categories, and request a listing from them.

When necessary, the site should be fine tuned for rankings by adjusting the meta tags, page titles, and text on the page.

Search engine marketing. This describes the process of marketing a website using a variety of different methods.

Search engine optimization. This is the process of on-the-page techniques used to make that page the best it possibly can be for search engine rankings.

Viral marketing techniques
This is the attempt to get visitors on the site to recommend the site to their friends, family and acquaintances. There is no better referral than a personal one. There are many ways to do this, including encouraging visitors to forward email newsletters, and “send this page to a friend”. Hotmail’s free email service is the best example of viral marketing. Every email sent from a Hotmail account has “free email account” at the bottom, encouraging others to get their own free account.