Learning Centre | Web Terms Glossary

Understanding the techno jargon removes uncertainty in all the numbers 🙂

Web Analytics.

These are useful tools to help you to see who is visiting your website and to understand their behaviour. The data collected can be analysed and presented in easy to read reports with charts. Maximise your advertising dollar, learn what works and what doesn’t.

Search engine optimisation (SEO)

A series of methods to drive or improve the traffic created by search engines to your web site. The web page code must be designed with proven techniques that aim to push a sites ranking higher in the search results, such as Google.

Keyword or keyphrases

Terms that your customers would use when searching for the products and services you offer or information found in your web site. These keywords are an important part of the SEO process. (See above)

Hits / impressions / page views

Is the number of times a page is viewed or document downloaded. This unit must be put into perspective with other data such as how many pages are viewed by the same person and how much time is spent on the site.

Unique Visitors

Web analytics can show you how many visitors have viewed your site for the first time. It’s like knowing this is a potentially new customer!

Cost-per-click (CPC)

Online advertising can measure the number of times your banner or text is clicked. Google offers advertising on its search pages. Advertising on search results is charged on a cost per click basis. The cost varies depending on the bid value of the search term.

Conversion rate

The sales process can be monitored in web statistics from the point of entry for a new user then tracked until they exit the site. The point of exit must be set like a goal post which can be a contact or order form. The rate is the total number of unique visitors divided by the number of users that reach the goal.

Click-thru-rate (CTR)

The measurement of clicks on a text link or image ad compared to the number of impressions or total views of the page that contains the ad.

Content Management System (CMS)

IIs a software program installed on your web site or computer that allows you to update content. The range of programs is huge, from easy to use to powerful and extensive.

There are compromises when choosing an easy to use program, such as making only basic changes. The more complicated CMS usually require an experienced IT person.

A CMS puts you in control of your web information, allowing you to post news immediately without waiting for your web developer.

Cost per action

The buying action of an online customer can be either a lead generation or order. The cost for this action is calculated by dividing the total advertising cost by the number of leads or sales over a given period of time.

Social networking

This has always been present on the web because it connects everyone. The tools have become more sophisticated and in some cases more open. Web sites like Facebook, Myspace, LinkedIn and Twitter allow people to form online communities to share information, comments and pictures.

Web crawler / spider / robot (BOT)

A program designed to collect information from the internet. The spider crawls through web pages and other content to create an index for directories and search engines, such as Yahoo and Bing.

Geographic Information systems (GIS)

Software that gathers spatial information stored as maps and indexes. Google maps, for example combines this information with web sites for business purposes.