Alt-text: (Alternative text) the keywords given to images used online. The alternative text displays in instances where the image cannot be seen


Backdoor: a form of hack or attack that allows access to a computer or website without following proper authentication procedures

Back Link: a back link is a link on another website that directs a user to your site. They can assist with your ranking in search engines, if a trusted source directs users to your website, thus granting your website a level of authority

Black Hat SEO: (See also: White Hat SEO) search engine optimisation techniques deemed “illegal” or “untrustworthy” by search engines. They include hidden text on web pages, link farming, and keyword stuffing

Building Information Management (BIM) Systems: is a process involving the generation and management of digital representations of physical and functional characteristics of places


Cascading style sheets (CSS): a type of markup language that describes the look and format of a document. Most often applied to the styling of a website or digital interface

Click-baiting: An eyecatching link on a website or social media platform which encourages people to read on. It is often paid for by the advertiser (“Paid” click bait) or generates income based on the number of clicks

Click to Call system: a type of digital communication in which a person clicks a button or text on a mobile website in order to be connected with another individual in real-time via phone call

Cloud Computing: the practice of using a network of remote servers hosted on the Internet to store, manage, and process data, rather than a local server or a personal computer

Content Management System (CMS): a web application designed for non-technical users to edit and manage a website

Crawler: a robot-type program that systematically browses the web to determine the features of webpages, in order to match a page to a search query. Essentially, a crawler indexes information on the world wide web

Customer Relationship Management (CRM): a system for managing a company’s interactions with current and future customers. It involves using technology to organise, automate and synchronise sales, marketing, customer service, and technical support


Denial of Service (DoS) attack: A denial of service attack is a malicious attempt to make a server or a network resource unavailable to users, usually by temporarily interrupting or suspending the services of a host connected to the Internet

Display as you pay: paying for goods and services in store by presenting a bar code or QR code on a device’s screen for the cashier to scan

Domain: (domain name) a one of a kind subset of the internet, where addresses share a common element. Domain names give ownership of a “section of the internet” owned by an individual or organisation


Embed: A technique where third party content is included within a webpage in such a way that no independent program or device is needed to view it. For example, an online video that is embedded in a web page can be clicked on and played back from within that web page


4-1-1 Rule: A social media term relating to content posted. A general rule is to post four new pieces of content plus generate one share for every individual self serving post

Firewall: a network security system that controls the incoming and outgoing network traffic based on an applied rule set. A firewall establishes a barrier between a trusted, secure internal network and another network (e.g., the Internet) that is assumed not to be secure and trusted

Functional Specifications Document: a document that outlines the technical, engineering or software needs of an organisation. In computing, this generally refers to a document that outlines needs relating to the creation of a website or web presence


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Hosting: the process of storing files on a server or computer, in order to be accessed over the internet

HTML code: (Hypertext Markup Language) HTML is a standardised system of “codes” that allow users to tag text files and achieve formatting changes on world wide web pages

HTML tags: individual components of HTML documents. HTML Tags start and end specific styles of formatting. HTML tags are comprised of the name of the element (e.g. p for paragraph, br for line break) surrounded by angle brackets < and >


Instant Messaging: A program that allows real time text communications between two people via their computer, mobile or other networked device


There are no definitions for this glossary section


Key Performance Indicators (KPIs): metrics used to help a business define and measure their progress towards a set goal. KPIs are quantifiable and can be financial or non-financial

Keyword Stuffing: the practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in search engine results. Often these keywords appear in a list or group, or out of context


Like-gating: (also known as a Fan Gate) A barrier requiring a user to “Like” a brand’s page before they can access certain content from that brand on Facebook. Like-gating is an attempt by brands on Facebook to increase their Fans more quickly than they would otherwise

Link Farm: a set of web pages created with the sole aim of linking to a target page, in an attempt to improve that page’s search engine ranking


Malware: software which is specifically designed to disrupt or damage a computer system

Markup Language: a set of rules for creating tags that embed certain features into online text, in order to enable its processing. See also Cascading Style Sheets and HTML Code

Meta Data: a set of data that gives information about other data. Essentially, metadata provides information about an item’s contents


Navigation Structure: The interface that web users interact with in order to move around the different pages of a website


There are no definitions for this glossary section


Pay Per Click Advertising: an advertising model whereby a business or individual places an advertisement on a website, and pays a fee to the host for every user that clicks on the advertisement

Pay Per Impression Advertising: a term used in traditional advertising media selection, as well as online advertising and marketing related to web traffic. It refers to paying a set rate for the number of people who see your ad, and is generally based on a per thousand standard

PayPal: PayPal is an international e-commerce business allowing payments and money transfers to be made through the Internet. Online money transfers serve as electronic alternatives to paying with traditional paper methods, such as cheques and money orders

Phishing scam: an e-mail fraud method in which the perpetrator sends out legitimate-looking email in an attempt to gather personal and financial information from recipients. Typically, the messages appear to come from well known and trustworthy websites

Plugin: A piece of software that can be inserted into a web based platform to enhance its features


There are no definitions for this glossary section


Return on Investment (ROI): A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments

Rich Snippets: text under your main listing in Search Engine Results Pages (SERPs). The Rich Snippet is compiled from the data read from Microdata/microformats/RDF markup you place on your web page


Search Engine Algorithm: a mathematical formula that allows search engines to rank web pages in their search engine results pages. Algorithms are designed by the search engine e.g. Google, Yahoo, Bing etc. and are closely guarded by these organisations

Search Engine Marketing: a paid form of advertising whereby a business or individual can display ads in search engine results when a query matches the keywords in their advertisement

Search Engine Optimisation: a process whereby website owners enhance their website to be found in ‘natural’, ‘organic’ or unpaid search engine queries

Server: a computer or computer program which manages access to a centralised resource, such as a network or website

Software as a Service (SAAS): A cloud-computing approach to providing users with computer applications. Instead of each user having to install the software on their computer, the user is able to access the program via the internet

Spam: irrelevant or unsolicited messages sent over the Internet, typically to large numbers of users, for the purposes of advertising, phishing, spreading malware, etc.

Spam filter: a program that is used to detect unsolicited and unwanted email and prevent those messages from getting to a user’s inbox. Like other types of filtering programs, a spam filter looks for certain criteria on which it bases judgments.


Text-based ads: These are text based advertisements that appear prominently in search rankings with relevant search results, and provide links to your website or other promotional material


URL: (Uniform Resource Locator) also known as web address, a URL is a specific character string that references a website. In most web browsers, the URL of a web page is displayed on top inside an address bar

User Generated Content: content that is produced through users of online resources. Most particularly used to describe content created for social media outlets such as Facebook, Twitter, Blogs etc.


Virus: a piece of code which is capable of copying itself and typically has a detrimental effect, such as corrupting the system or destroying data

Voice-over-Internet Protocol (VoIP): a methodology and group of technologies for the delivery of voice communications and multimedia sessions over Internet Protocol (IP) networks, such as the Internet


Web Tools: browser based software programs that allow the user to use software online without installing large files on each computer they use. Also known as a web application

White Hat SEO: (See also: Black Hat SEO) search engine optimisation techniques deemed “legal” by search engines. White hat practices maintain the integrity of your website and stay within the limits of a search engines terms of service. Practices include matching keywords to page titles, headings and URLs, non-paid back links, and metadata practise


XHTML (Extensible Hypertext Markup Language): A common computing language that extends HTML and makes it more compatible with other formats


There are no definitions for this glossary section


There are no definitions for this glossary section

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