What is a Conversion Funnel

Narrative Industries Glossary of Web Terms

A conversion is when someone, e.g. a visitor to your website, does something you want them to, e.g. signs up to your newsletter, makes an enquiry, buys a product etc). A conversion funnel is just a way of describing the …

What is Online Reputation Management?

Narrative Industries Glossary of Web Terms

You’ve got a great product or service. Your customers are happy, your staff are content and your ethics are above reproach. You’ve spent a long time nurturing your website’s SEO until you sit comfortably in top search results but then, …

What is Content Marketing

Narrative Industries Glossary of Web Terms

Part of the Glossary of Web Terms More than just generating blog posts and stories, Content Marketing is the use of targeted content, distributed through various channels, to achieve specific marketing goals. Content marketing is widely considered the next phase of …

What is the Mobile Web

Narrative Industries Glossary of Web Terms

The mobile web, is a generic term – like the terms “one foot experience” or the “third screen” – that refers not just to websites that are suited to mobile devices but also to the behaviour and mindsets of the …

What Does Keyword Mean?

Narrative Industries Glossary of Web Terms

In simple terms, Keywords are the words (or search terms) people use to search. It’s what they type into Google or Bing etc. If you want your website to show up when people search for a specific keyword, that keyword …

What is Responsive Design

Narrative Industries Glossary of Web Terms

Responsive is a design approach that ensures websites display correctly across the plethora of devices and screen sizes that people use. Responsive design creates an optimal viewing experience on practically any device and does not require any complex server side …

What is a Call to Action

Narrative Industries Glossary of Web Terms

A call to action (CTA) is a specific instruction meant to prompt a user to perform a specific task. Usually in the form of a banner, button, or some type of graphic or text, they are used to drive visitors down a …

Digerati

Narrative Industries Glossary of Web Terms

Something of a pejorative term, the Digerati is a name for the collection of people who are visibly concerned with all things digital. The digerati may include famous computer scientists as well as tech magazine writers and technical artists. A …

What is a Social Media Profile?

Narrative Industries Glossary of Web Terms

A profile is the information you give about yourself when you sign up for a social networking site. It’s what used to be referred to as account information but, as the level of personal details increased, the term profile became …

Reach

Narrative Industries Glossary of Web Terms

Reach is the number of unique users, stated as a percentage of the target market, who have viewed your content ( post, tweet, status update, etc) or   online advertisement (like a banner ad).  

Robots

Narrative Industries Glossary of Web Terms

Robots, bots, crawlers or spiders work for search engines and crawl the web gathering information on new web pages, updating old pages and deleting dead pages. They follow links, some can run javascript and most of them hate Flash.

Robots.txt

Narrative Industries Glossary of Web Terms

A Robots.txt file is just a text file that sits on your site and tells the search engine bots to ignore certain folders, such as the admin of your Content Management System. The point of a robots.txt file is to …

Screenshot of Google Search Console

What is on-site SEO?

Narrative Industries Glossary of Web Terms, Search

On-Site SEO is the area of search engine optimisation concerned with what happens on your site. Partly to do with content and partly code structure, on-site SEO ensures all the  boxes are ticked regarding where and how often keywords appear, …

What Are Vertical social networks?

Narrative Industries Glossary of Web Terms

Vertical networks (or vertical social networks) connect people who have very specific interests or passions. To be considered a vertical network, the focus of that group must be a specific niche, but the breadth of that niche can be quite …

Semantic Web

Narrative Industries Glossary of Web Terms

Part of the Glossary of Web Terms The Semantic Web is a project under the direction of the World Wide Web Consortium (W3C) which aims to extend the current Web and will allow you to find, share, and combine information …

Content

Narrative Industries Glossary of Web Terms

A generic term that literally means “The things that are held or included in something” but, in terms of a website, relates to the text, video, audio, images, downloadable PDFs etc. that populate your site. Ideally your content strategy should …

eBooks / e-books

Narrative Industries Glossary of Web Terms

e-books or ebooks are electronic versions of books which can be downloaded from the internet and read on your PC or hand held device. Originally developed to be compatible with screen readers for visually impaired, they are now the standard form …

Google Bomb

Narrative Industries Glossary of Web Terms

Google Bomb or Googlewashing is when a group of people collaborate to get Google to associate a specific keyword with a particular link, image, person or site. When done successfully it’s known as a Google bomb and was brought to …

GoogleWhack

Narrative Industries Glossary of Web Terms

A game where you find a unique combination of words that brings up one result. Ideally you then complete the game by telling the site owner they are a GoogleWhack. The comedian Dave Gorman made a film and comedy routine …

What is a Conversion Funnel?

Narrative Industries Glossary of Web Terms

A Conversion Funnel is a pre-planned set of steps (a journey) that is optimised to take the visitor down a specific path, most commonly as part of a digital marketing strategy. The end result may be a purchase or a …

What Does Organic Search Mean?

Narrative Industries Glossary of Web Terms

Organic Search (or Natural search) results display websites that aren’t paying to have top position – as opposed to the sponsored ads. Getting good organic search results is the goal of SEO and requires a balance of on-site and off-site optimisation. …

What Are Business Blogs?

Narrative Industries Glossary of Web Terms

Blogs that are written by companies and organisations are known as business blogs. A number CEOs of major organisations blog, and some businesses encourage their staff to do the same. It can be a powerful way to communicate directly with …

What is Off-site SEO?

Narrative Industries Glossary of Web Terms, Search

Off-site SEO is the side of search engine optimisation concerned with what happens away from your site, most commonly getting inbound links. While there’s a lot of issues surrounding inbound links and companies selling them, Google ranks websites according to …

Infographics

Narrative Industries Glossary of Web Terms

Information displayed through graphics. Most commonly this will be a jpg/gif showing statistical data in a visually pleasing and easy to understand way. The goal of the best infographics is to render complex data into self explanatory visuals.

Blogs

Narrative Industries Glossary of Web Terms

A shortened form of the word weblog, blogs are easy to use, self-publishing platforms that have grown to cover practically every aspect of human interest. Micro-blogging (Twitter), photo blogging (instagram), vlogs (video blogs) and other variations have sprung up. Usually …

Content Management System

Narrative Industries Glossary of Web Terms

A Content Management System (CMS) is software that allows the owner of a website to edit and add content ( text, images, video etc ) usually through a web browser interface. CMS take many forms but they all remove or …

Atom (RSS)

Narrative Industries Glossary of Web Terms

Many people like to subscribe to a web site using an aggreator or newsreader so they can see  new articles from a range of places in one place without having to go to the site. If you provide a feed …

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What is a Landing Page?

Narrative Industries Glossary of Web Terms

Landing pages are a tactic used in marketing & SEO. A landing page is the point at which visitor enters your site. It can be any page, but if you can control it, you can optimise it.

What is a Content Aggregator?

Narrative Industries Glossary of Web Terms

An aggregator is a piece of software (or website) which collects news from other websites, blogs, podcasts and vlogs and makes them available all in one place. At one time these offered SEO opportunities and would rank quite highly in …

Bounce rates

Narrative Industries Glossary of Web Terms

There can a number of reasons for a high bounce rate, from bad design to lack of relevance or just that the visitor found exactly what they came for on the first page

What is Black Hat SEO?

Narrative Industries Glossary of Web Terms, Search

With recent advances in search engine algorithms, black hat SEO has become almost impossible and many of the techniques commonly used (and still sold to naive webmasters) will actively undermining your search position.

Analytics

Narrative Industries Glossary of Web Terms

Analytics are essential in setting benchmarks & evaluating the success of your online strategies.

What is Astroturfing?

Narrative Industries Glossary of Web Terms

The practice started as an underhand marketing trick but is increasingly common in the strategies of less scrupulous political groups and lobbyists attempting to disrupting intelligent debate