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Glossary

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | W | X

A

  • Above the fold

    The region of a Web page that is visible without scrolling. The area above the fold will vary according to a user’s monitor size and their resolution settings. The region above the fold is called a screenful.

  • Accessibility

    Hardware, software, Web sites, software applications or other types of information services that enable equal access to the public and employees; including individuals with disabilities.

  • Adword

    AdWords is Google's flagship advertising product and main source of revenue. AdWords offers pay-per-click (PPC) advertising, and site-targeted advertising for both text and banner ads.

  • Alt Text
    (Alternate Text) Descriptive text that is added to the HTML tag of an image on a web site. This text is displayed in a box when the cursor moves over the image.
  • Analytics tool

    Tools or resources that help us understand Web site users, what they're looking for and how they look for it. Two common analytics tools are Web log files and Search log files.

  • Anchor links

    Anchor links can be used on content pages that contain several (usually three or more) screenfuls of information. Anchor links allow users to skip through textual information, resulting in a more efficient information-finding process. Anchor links are best arranged as a table of contents for the page.

  • Applet

    A mini-software program that a Java- or Active X-enabled browser downloads and uses automatically.


B

  • Banner

    Banners are graphic images that commonly function as Web-based billboards. Banner ads generally appear toward the top-center of the screen, and are used as attention-grabbing links to other sites.

  • Breadcrumbs

    Breadcrumbs are a navigation element that allows users to orient themselves within a Web site, or efficiently move to one of the intermediate pages. Breadcrumbs are usually placed near the top of the page (generally immediately beneath the browser’s address bar). For example, if users are reading about the features and benefits of ‘widget x,’ breadcrumbs might show the following information:

    Home > Products > Widget x > Features/Benefits

    Breadcrumbs allow users to find their way to the homepage and ensure that they won’t easily become lost. Breadcrumbs should be designed so that users can click on any of the words in the breadcrumb string to jump to that section of the Web site.

  • Browser
    The software that allows a user to view web pages on the Internet. Examples include Internet Explorer and Firefox.

C

  • Cascading menu

    A menu structure where submenus open when the user selects a choice from a menu. Cascading menus are particularly useful in hierarchically-complex Web sites.

  • Check box

    A control element that a user can click to turn an option on or off. When the option is on, an ‘X’ appears in the box. Check boxes are conventionally used when users may select one or more items from a list of items.

  • Client-side

    Occurring on the client side of a client-server system. JavaScript scripts are client-side because they are executed by the user’s browser (the client). In contrast, CGI scripts are server-side because they run on the Web server.

  • Conditions of Use

    Owner-defined and documented circumstances under which others may use your copyrighted materials without having to obtain written permission, while still protecting your copyright. Typical conditions include reproduction of materials for non-commercial and/or educational purposes.

  • Connection speed

    The maximum rate at which Web pages are downloaded to a user’s computer. Connection speed is often quoted in bps (bits per second). Common connection speeds include dial-up (modem) at 56,000 bps, DSL/cable at 500,000 bps or higher, and T1 at 1,500,000 bps or higher.

  • Content page

    A Web page designed to convey specific information to a user. Content pages are often found two or three clicks deep within a Web site. The defining characteristic of a content page is a reliance on text, graphics, and pictures that are designed to convey information on a given subject to users.

  • Conversion

    Refers to when a web site visitor performs a desired action, such as purchasing a product, requesting information or signing up for a membership.

    More info on Conversion Tracking

  • Conversion Rate

    The percentage of web site visitors that convert from simply viewing the page to committing a desirable action such as a purchase, request for information, or membership signup.

    More info on Conversion Tracking

  • Copyright

    "The exclusive legal right to reproduce, publish, and sell the matter and form (as of a literary, musical, or artistic work)" - from Merriam-Webster Online.


D

  • Data entry field

    A visually well-defined location on a page where users may type data.

  • Density, page

    A measure of the percentage of the screen that is filled with text and graphics.

  • Destination page

    The location in a Web site where a given user goes after clicking on a link. See also ‘Target page.’

  • Directory

    An alphabetical listing of companies sorted by category of business or geographic location. Example: Yahoo! Directory

    More info on Online Marketing

  • Domain History
    your domain name has been registered for, and when it expires.
  • Download time

    The amount of time required for a requested page to fully appear on a user’s screen.

  • Drop-down list

    Screen-based controls in which one list item shows, and the remaining list items are hidden until users click on a downward-facing arrow. Drop-down lists allow designers to preserve screen real estate while maintaining the ability to present a full suite of options to users.


E

  • Embedded link

    A link that is found in the middle of prose or continuous text. Embedded links are often used to provide users with the definitions of terms or to lead them to supporting or related information.

  • Entry field

    The entry field, which is also known as a data or text entry field, is employed when users are required to make text or data entries, including keywords, commands, quantities, etc.


F

  • Fold

    The fold is defined as the lowest point where a Web page is no longer visible on a computer monitor or screen. Where on a Web page the fold falls is a function of the monitor size, the screen resolution, and the font size selection. The information that is visible when a Web page first loads is considered to be ‘above the fold.’ Those regions of the same Web page that are visible only by scrolling are considered to be ‘below the fold.’

  • Frame

    A feature supported by most browsers that enables the designer to divide the display area into two or more sections (frames). The contents of each frame behave like different Web pages.

  • FTP
    (File Transfer Protocol) A method used in transferring files between computers over the Internet
  • FTP Server
    A server that stores and makes available the files transferred over the Internet via FTP

G

  • Gloss

    An automated action that provides summary information on where a link will take a user prior to the user clicking on the link. Often, glosses appear as a small ‘pop-up’ text box adjacent to a link. The gloss appears as the user moves the mouse over the link that is programmed with the gloss.


H

  • Heading

    The title, subtitle, or topic that stands at the top or beginning of a paragraph or section of text.


I

  • Image map

    A graphic designed to assist users’ navigation of a Web site. Regions of the graphic are designed to be clickable.

  • Image resolution

    The number of pixels per inch (ppi) in a digital image. For images viewed online, this can be safely set at 72 ppi.

  • Index link

    Index links function as a table of contents—they provide users a quick glance at the Web site organization, allows users to quickly ascertain where they want to go, and to navigate there directly from the homepage.

  • Intranet

    A private network, with many similarities to the setup of the Internet, designed for internal use within an organization.

    More info on Intranets & Extranets

  • IP Address
    (Internet Protocol Address) A number that identifies the computer or a server on the internet
  • ISP
    (Internet Service Provider) Typically fee-based companies that provide users with access to the Internet

J

  • Java

    An object-oriented language developed by Sun Microsystems to eliminate languages features that cause common programming errors

    More info on Custom Programming

  • JavaScript

    Not to be confused with Java, JavaScript is a client-side scripting language that allows for increased functionality of a web site.

    More info on Web Design


K

  • KEI

    (Keyword Efficiency Index) When conducting keyword research, measures the effectiveness by comparing the amount of competition with the popularity (or number of searches) for a particular keyword.

    More info on Keyword Research

  • Keyword

    A word that is used as a reference point for finding other words or information using a search capability in a Web site.


L


M

  • Mouseover

    A Web interaction wherein some visually-apparent change occurs to an item when the user’s cursor/pointer is placed over the item. Examples of visually-apparent change includes links highlighting (words, images, etc.), cursors/pointers changing shape, or menus opening.


N

  • Navigation page

    A Web page that contains no content and that is designed solely to direct or redirect users. Navigation pages may be designed as homepages, site maps, site overviews, etc.


O

  • Off-page optimization
    SEO work conducted off of (outside of) a website. (directory submissions, directory placement, text link placement, article submissions).
  • On-page Optimization
    SEO conducted within a website (meta tag optimization, content optimization, site map creation)
  • Opt-in

    Refers to email subscriptions in which the recipients have to choose to receive the emails.

    More info on Email Newsletters 

  • Opt-out

    Refers to email subscription in which the recipients can request to be deleted from the distribution list.

    More info on Email Newsletters 

     


P

  • Page title

    Page titles refer to the text located in the browser title bar (this is the bar found at the very top of the screen of common browsers).

  • Paging

    A Web site design methodology that requires users to follow a series of ‘Next page’ links to read an entire article. Moving from page-to-page is an alternative to scrolling through long pages.

  • Path

    The route taken by a user as they move through a Web site. The path can be shown by breadcrumbs.

  • PDF
    (Portable Document Format) An electronic document in a format that captures all of the elements of a printed document
  • Plug-in

    A software module that adds a specific feature or service to a larger system. For example, there is a number of plug-ins for common browsers that enable them to display different types of audio and video.

  • Point-and-click

    A term used to describe conventional Web surfing behavior. When a user visually identifies a link they wish to follow, they place their mouse pointer over the link (point) and depress the appropriate button on the mouse (click). See also ‘Mouseover.’

  • Pop-under/Pop-up

    A pop-under or pop-up is a window that is automatically invoked when a user loads a Web page. Pop-under appears ‘below’ the active browser window, whereas pop-ups appear ‘above’ the active window and can obscure screen contents.

  • PPC

    (Pay-Per-Click) Refers to the advertising model in which ads are based on keywords or themes, and the advertiser only pays for the advertisement each time a user clicks the ad to visit the advertiser's web site.

    More info on Sponsored Search Advertising

  • Project Management

    The technique of managing a temporary endeavor to meet a unique set of results.


Q


R

  • Radio button

    A screen-based control used to select one item from a list of mutually-exclusive items (i.e., use radio buttons when only one item in a list of several items can be selected).


S

  • Scroll bar

    The scroll bar is visible along the right edge of common browsers. It is defined by a movable box that runs on a vertical or horizontal axis.

  • Scrolling

    A method of traversing a Web page wherein users either roll the scroll wheel on their mouse, or manually move the scroll bar located on the right side of their browser’s screen.

  • Search Engine Optimization
    The process of altering the physical characteristics of a web site to make it more "search engine friendly" with the goal of achieving high rankings on SERPs for targeted keywords.
  • SERP

    A search engine results page, or SERP, is the listing of web pages returned by a search engine in response to a keyword query.

  • Server-side (image map)

    Occurring on the server side of a client-server system. For example, on the Web, CGI scripts are server-side applications because they run on the Web server. In contrast, JavaScript scripts are client-side because they are executed by the browser (the client). Java applets can be either server-side or client-side depending on which computer (the server or the client) executes them.

  • Simultaneous menus

    Menus that simultaneously display choices from multiple levels in the menu hierarchy, providing users with the ability to make menu choices in any order.

  • Site map

    A clickable, graphic- or text-based display of a Web site’s hierarchy.


T

  • Tab

    A graphical navigation element that is most often placed at the top of a Web page. Effective tabs should be designed so that they resemble real-world file folder tabs.

  • Tagline

    A phrase or short sentence placed directly below a Web page’s masthead. The tagline functions to quickly identify the purpose of the Web site. It may be a subtitle, an organizational motto, or a vision or purpose statement.

  • Target page

    The location in a site where a user will find the information they are seeking. See also ‘Destination page.’

  • Time out

    When entering data that may be sensitive (e.g., credit card or social security numbers), many Web sites will disconnect (‘time out’) if a user has not interacted with the browser in a set amount of time.


U

  • URL
    (Uniform Resource Locator) Is the address of a web site. A URL always begins with http://

W

  • Widget

    Screen-based controls that are used to interact with a Web site and other systems. Widgets include pushbuttons, selection lists, radio buttons, sliders, etc.

  • Wireframe

    Wireframe is a basic visual guide used in web design to suggest the layout of fundamental elements in the interface.


X