An index of some terms we use and what they mean
Our services cover all of the terms below in that we can provide the resources and technology to accommodate any option you wish to develop.
index
Clicking on a term in this index will take you to a brief explanation of it
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Search Engine Marketing
The term used for any paid promotion and advertising on Search Engines (Google, Bing, Yahoo and others). The advertising options vary across the media but are unique in that the method are based on 2 forms of payment. These are "pay per click" (see below) and "cost per 1000 impressions". These are abbreviated to "cpc" and "cpm" respectively. Other organisation shave adopted these advertising options to boost their revenues, prominent amongst them, Facebook and Twitter. YouTube also runs advertising using a similar method called cost per click per view (abbrev. CCV). Search Engine Marketing's method is based on charging by online activity rather than simply being included in a newspaper, periodical or local/national directory. That activity is measured daily so the impact, responses and interest identifies how well the adverts are working.
Pay Per Click
Also referred to as cost per click this is the common term used for online advertising where the advertiser only pays when a user clicks on their advert . Is a form of advertising offered by most search engines, with Google being the largest and most profitable. Other prominent sites using this are Bing and Yahoo. Facebook, Instagram, Twitter, and YouTube (owned by Google) have copied this model as a revenue generating technique. The basis of payment is either paying for each click ("cpc") or on the basis of cost per 1000 impressions ("cpm").
It has the advantage in that there is no commitment to spend upfront, other than to set a daily budget and amount per keyword.
Also called cost per click. (See Google Ads for variants)
To run a successful campaign requires the same level of focus as any proper promotion. (Take a look at our advertising/marketing page to which considers some of the factors involved.)
It has the advantage in that there is no commitment to spend upfront, other than to set a daily budget and amount per keyword.
Also called cost per click. (See Google Ads for variants)
To run a successful campaign requires the same level of focus as any proper promotion. (Take a look at our advertising/marketing page to which considers some of the factors involved.)
Search Engine Optimisation
Search Engines will list the web pages of websites in order of how they rank for relevance to the keyword search performed by a user. Optimising the pages of your website is a process which creates the information and conditions which correspond to the criteria of the Search Engine.
The process should in itself be "natural" as you would want any user to your site to gain relevant information about you and your product. In short the process should not be contrived to "trick" the search engines. Google in particular is looking at how the user's experience is "optimised".
To be effective the process involves integrating multiple features and media. Noting also that the ranking is a quality scoring system which periodically undergoes major changes and weekly modifications. So the process has to be continuous to remain effective.
The process should in itself be "natural" as you would want any user to your site to gain relevant information about you and your product. In short the process should not be contrived to "trick" the search engines. Google in particular is looking at how the user's experience is "optimised".
To be effective the process involves integrating multiple features and media. Noting also that the ranking is a quality scoring system which periodically undergoes major changes and weekly modifications. So the process has to be continuous to remain effective.
Google Ads (previously AdWords)
Google offers the largest program of online advertising, and has been the market leader since 2002. The formal term is given as "sponsored search". But it is really "advertising" taking a lead from "small ads" which appear in newspapers.
Ads may be text or image based. You can pay for them on the basis of "cost per click" (abbrev. "cpc") or "cost per 1000
impressions" (abbrev. "cpm", literally meaning "cost per mille"). There is another alternative - cost per click per view - which is how ads are priced to be seen on videos.
Google's reach is wide and it has a content network which feeds ads across many different online sites, from individual blogs and websites to major news content sites. For many online networks and individuals it has become a primary source of revenue. (See summary of Google AdSense below)
Ads may be text or image based. You can pay for them on the basis of "cost per click" (abbrev. "cpc") or "cost per 1000
impressions" (abbrev. "cpm", literally meaning "cost per mille"). There is another alternative - cost per click per view - which is how ads are priced to be seen on videos.
Google's reach is wide and it has a content network which feeds ads across many different online sites, from individual blogs and websites to major news content sites. For many online networks and individuals it has become a primary source of revenue. (See summary of Google AdSense below)
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Display Advertising
Display advertising refers to Pop-Up Displays. These ads promote everything from products, to events, to cinema releases and anything worth spending money on. Websites which have large traffic numbers are the most popular with digital advertisers. Though there are less well known sites which can offer good results. The cost of display advertising is usually based on cost per 1000 impressions (abbrev. "cpm"). So the ad appears (its impression) as each user comes to to the site.
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Google AdSense
This is where Google will pay you to display its ads. The payment comes if a user clicks on the ad. The payment is about $1.00 (or equivalent) per click. Promoters of such ads should beware they do not try to trick Google by clicking on the ad themselves. IP addresses are logged via cookies and Google will know if this is being done.
If your website, blog, or any other digital media you employ attracts a reasonable amount of traffic then this can be a good opportunity to earn some incremental revenue. |
Social Media
Any form of digital media which allows you to interact with others. The key aspects for business use fall into three main categories: online reputation; social networking; other forms of media and communication. Understanding how best to use each element delivers better results from what is a difficult, but highly effective, form of marketing. It should be understood that to gain commercial results from social media channels takes time and perseverance. (Refer to our page on some of the actions you can take with Social Media.)
Online Reputation
Online reputation is defined on a simple basis. When someone searches for your business name do you appear on page one of the search rankings. Or is it someone else who has the same business name as you. Or is it sites which promote your business name.
And when you are found are there any adverse or negative comments about your business. Or even the individuals employed there.
The problem is that online allows reputations to be damaged often without good reason, and usually outwith an individual's or company's control. So it is important to take control of how you as an individual or as a business want to be seen. The concept which accompanies this is called "digital trust" and is integral to your reputation.
And when you are found are there any adverse or negative comments about your business. Or even the individuals employed there.
The problem is that online allows reputations to be damaged often without good reason, and usually outwith an individual's or company's control. So it is important to take control of how you as an individual or as a business want to be seen. The concept which accompanies this is called "digital trust" and is integral to your reputation.
Social Networks
A Social Network allows you to interact with individuals and organisations of your choice. The "network" element means you can include who you want and exclude those whom you think have no relevance, or are even harmful, to you. For business the opportunities from social networks are significant. Communication, feedback and sales are all obvious ways of what you can achieve. And there is also a clear path to building your business reputation The key sites which provide business with the best networking opportunities are: Facebook, Instagram, Twitter, LinkedIn, GooglePlus, and Ning. (Ning provides the tools for a business to create its own social network.)
Vlogging
Blogging was one of the early forms of social media. Its use was to keep people interested in who you are and what you do as a business. Video blogging (a Vlog) has been the natural progression of this format. It follows the same path: reporting on events; highlighting points of interest; and keeping users informed. Trying to sell or obvious self-promotion is not as effective as you may think and may even alienate some users. The question is whether written text is now obsolete. It still has some value - often classified as news. Use it if you feel it provides value. Overall Vlogs are more accessible, and gain a lot of attention.
Videos
Videos benefit from the video sharing sites which help to circulate the content. Whether self-produced, or made by a professional video creation company, strong relevant content hits the audience quickly. Used as digital advertising, you can promote a product at a low cost with a high potential traffic volume. YouTube offers advertising rates on the basis of cost per view. So much cheaper than television and with a larger potential traffic flow.
Videos also appear on the pages Search Engines thereby giving you the opportunity to have multiple channels to promote yourself.
And the most dramatic outcome of all videos is if they "go viral".
(More on using video and some examples. )
Videos also appear on the pages Search Engines thereby giving you the opportunity to have multiple channels to promote yourself.
And the most dramatic outcome of all videos is if they "go viral".
(More on using video and some examples. )
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Podcasts are simply audio recordings which can be stored online for general consumption. It is effectively the "new radio". Podcasts can be added to your website and blog to add a variant of the visual themes.
An often under-rated medium when compared with other forms but they still prove to be very popular. |
An option for professionals and service providers to tap into article writing. It can help you identify yourself as an expert in niche areas. Publishing is done on "free sites" where the articles are edited to ensure the content meets their standards. The key sites are indexed by Google and can help develop your online reputation.
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Social Bookmarking
Allows users to edit, add, change, annotate and share web documents. The process is facilitated by social bookmarking sites. DeliCious and Technorati were two of the most popular and developed the concept. (The former is in transition, while the latter has changed its focus and commercial base.)
Bookmarking is useful for persons/organisations creating and using documents on a large scale. On a personal basis, and for rapidly growing business interaction. WhatsApp and Pinterest are superceding everything else at present where "sharing" has become "immediate" and "right now". Flickr is still there, now owned by Yahoo, which hopes to compete against the others.
Redditt, an old site, is now the popular place where "what's happening" across the web is shared and identified.
Bookmarking is useful for persons/organisations creating and using documents on a large scale. On a personal basis, and for rapidly growing business interaction. WhatsApp and Pinterest are superceding everything else at present where "sharing" has become "immediate" and "right now". Flickr is still there, now owned by Yahoo, which hopes to compete against the others.
Redditt, an old site, is now the popular place where "what's happening" across the web is shared and identified.
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Information Marketing
Information marketing works on the principle that your prospect has a problem and you are the solution. The key to understanding the best way to market is to analyse and understand the true intent behind the prospect's need for what you offer. It may be that the solution is obvious and need no explanation. But what testing shows is that the more you advise and inform the better your results.
Example: someone looking to buy a drill bit needs to solve their problem. which is how to make a hole the right size. Tell them so they can buy the right drill bit. |
Inbound Marketing
The term given to web marketing as individuals are the ones searching and they come to you. It is the opposite of "outbound marketing" where you actively seek leads and new business through active promotions and advertising.
The marketing implication is that you have to have presence to benefit from inbound marketing. In short you need to be active across various marketing platforms which is the key to securing traffic and sales. |
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Specifically designed site for mobile devices. Smaller in size they act as a supplement to the larger site. Set-uu using normal domain name wih suffix "/mobi" or by "domain.mobi". If former is used a code is inserted to the main site which enables "user device detection". This means that the mobile site will be selected by a web browser if the user accesses the site on a mobile device (example: a Smartphone.) If the user works on their PC then the website is viewed as normal.
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E-commerce means the ability to take accept a payment online. By implication they have created a convenient way to shop for the consumer. They are also valid for certain types of business transactions. Their full capability is dependent on how the business operates.
(More on e-commerce.) |
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The method of design for websites, emails and other web media which alters the shape and size of the display to the device it is being used on. Web sites viewed on a PC one way will fold into a reduced shape for a Smartphone, or iPad/Tablet device. This way the user does not have to adjust their screens to see the content.
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A process of server-site detection that chooses a design layout and size to display different versions of a website to different devices. This is based on common screen sizes and resolutions. It differs from RWD in the way the design is looked at from a device viewpoint rather than the one-size-fits-all approach to layout of RWD.
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Mobile Applications
Applications written and customised for mobile devices. Simple applications are calculators, clocks, calendars. "Customised Apps" allow businesses to communicate price data and important updates to their customers. Railway timetables allow passengers to view and plan their journey. (More on mobile apps.)