301 - 301 is a HTTP (Hypertext Transfer Protocol) response code that indicates a permanent URL redirect.
302 - 302 is a HTTP (Hypertext Transfer Protocol) response code that indicates that a temporary URL redirect. It is used when the URL is to be utilized again in the future.
404 - 404 is a HTTP (Hypertext Transfer Protocol) response code that indicates that the server could not find what was being requested. Commonly caused by an incorrectly entered URL.
A/B Testing - A/B testing, or split testing, pits two versions of ad copy, landing pages, etc. against each other and their individual performances (click through rate, positioning for an advertisement, etc.) are measured. The measured results are then compared and the higher performing version is the version that is kept.
Above The Fold - Above the fold refers to what you can see of a web page before you need to start scrolling down. In our mobile responsive, online world there are shifting opinions about the importance of the fold as device sizes vary greatly therefore so does the location of the fold.
Ad - An ad, or advertisement, is a paid announcement used to call the public's attention to a product, service, or event.
Adobe Illustrator (AI) - AI is an acronym for Adobe Illustrator. It also refers to the file type/extension (.ai) for Adobe Illustrator files.
Agile - A method of project collaboration and solutions that are approached through cross-functional, interactive, and flexible team organization. This method promotes adaptive planning and evolutionary development at each stage of a project, encourages rapid changes, ongoing improvements, and results in customer expectations being met and, often times, exceeded.
Analytics - Depending on context of how it's used, analytics can refer to Google Analytics or the process of using data measuring and data recording to identify trends and performance.
Application Programming Interface (API) - API is an acronym that stands for Application Programming Interface. It is a set of routines, protocols, and tools used for building software applications.
Authority Building - Authority on the web is what separates the sites that come up in search results from the sites that don’t. Authority building aims to increase the prevalence of sites through various marketing methods and techniques.
Back-End - The administration area of a website or web application. May also refer to the data storage (database).
Backlog - A backlog is a list of features or technical tasks which the team maintains and which, at a given moment, are known to be necessary and sufficient to complete a project or a release: if an item on the backlog does not contribute to the project's goal, it should be removed; on the other hand, if at any time a task or feature becomes known that is considered necessary to the project, it should be added to the backlog. These necessary and sufficient properties are assessed relative to the team's state of knowledge at a particular moment; the backlog is expected to change throughout the project's duration as the team gains knowledge. The backlog is the primary point of entry for knowledge about requirements, and the single authoritative source defining the work to be done.
Blogroll - A blog roll is a list of hyperlinks that lead to blog posts within a site or other websites.
Bounce Rate - A bounce rate is the percentage of users who visit a webpage, do not navigate to any other page on the site, and then leave.
Business to Business (B2B) - Business to business (B2B) is the circumstance where one business make a commercial transaction with another business for the purpose of driving their own business process through the acquisition of goods and/or services.
Call to Action (CTA) - A call to action (CTA) is essential in the act of converting a site visitor into a paying customer. They are thoughtfully created in the form of a banner, button, graphic, or text with the intention to incite a user to click and continue down the line of conversion. CTAs play a key role in inbound marketing (SEO), permission marketing (newsletter), and web design.
Canada's Anti-Spam Legislation (CASL) - CASL is an acronym for Canada's Anti-Spam Legislation. This legislation is one of the toughest laws of its kind in the world and is intended to combat Spam communications. To learn more, visit Canada's Anti-Spam Legislation.
Cascading Style Sheets (CSS) - CSS is an acronym that stands for Cascading Style Sheet. CSS is used with HTML to create a web page. HTML is the framework for most web pages, and CSS provides the visual styling of elements.
Change Request - A change request is a document that contains a call to adjust a project. A change request can address a change in scope, price, or time.
Click-Through Rate (CTR) - A click-through rate refers to the number of people visiting a web page that click a hypertext link to a particular advertisement. Click through rate is commonly expressed as a percentage.
Comma-Separated Values (CSV) - CSV (.csv) is a file type consisting of comma-separated values. It is similar to a spreadsheet and can be edited in a text editor or in Excel. It consists of rows of data, with each value separated by commas, and each row on its own line. It may/may not have a header, and values can be enclosed in quotes.
Content Audit - A content audit is the cornerstone of a good content strategy. It is an analysis of all of the currently published information assets on a website. This analysis helps make informed decisions about content strategy.
Content Management System (CMS) - CMS is an acronym for Content Management System. As the name implies, a CMS allows a user to organize, modify, and share information. Usually there is a front-end and a back-end to a CMS. The front-end is what a visitor would see. The back-end is where administrative tasks are carried out. Many modern websites are built on a CMS and the most popular CMS in the world is WordPress.
Content Marketing - Content marketing involves the creation and sharing of media and publishing content in order to acquire and retain customers.
Content Strategy - Content strategy is the auditing, analysis, planning, development, and management of content, written or otherwise.
Conversion - Conversion refers to the act of converting website visitors into leads and later into paying customers.
Copywriting - Copywriting refers to content written for web pages, advertisements, banners, promotional materials, etc. Intended to entice customers to take interest and encourage purchase of a product or service, as well as raise brand awareness. Copywriting is most commonly used in advertising and marketing.
Database - A database is an organized collection of data. Most websites with a content management system use a database to store things like users, posts, pages, and settings. There are many kinds of, and many uses for, databases when we are looking at web-based solutions.
Digital Strategy - A digital strategy is the result of a process where an organization's vision, goals, opportunities, and other activities are defined and optimized to help get the most out of digital initiatives.
Domain - Any name registered in the DNS (Domain Name System) is a domain name. Most people will have encountered domain names when they go online as they are used for websites. e.g. facebook.com is a domain name
Domain Name System (DNS) - DNS is an acronym for Domain Name System. DNS is a hierarchical distributed naming system used by every resource connected to the internet or private network. Most commonly, resources connected to the internet have their domain name associated with a DNS.
Domain registrar - Domain names must be reserved through an organization or commercial entity (domain registrar) that manages the reservation of domain names. eg. GoDaddy, TuCows, CIRA. A domain registrar must be accredited before it can reserve a domain name for you.
Drip Campaigns - A drip campaign is a communication strategy that sends a pre-written set of messages to customers or prospects over a period of time. Often, this is email marketing but it is not restricted to that.
Dropbox - Dropbox (dropbox.com) is a service that provides a digital receptacle for storing files for the purposes of storage or retrieval distribution.
Element Collage - An element collage is an organized collection of design elements that communicates an overall design aesthetic. An element collage does not address the layout of a design.
Email Broadcasting - Email broadcasting, also known as email marketing, is the process of sending engaging content about your brand, product, or services to your email list of new and existing customers.
Event Tracking - Event tracking refers to tracked metrics on how users interact with the content and layout of a website.
Favicon - A favicon is an image (usually 16x16 pixels) that is associated with a particular web site. Depending on the browser, it often appears in the URL bar or browser tab.
File Transfer Protocol (FTP) - FTP is an acronym for File Transfer Protocol. It is a standard network protocol used to transfer files. In the case of a web site, it is used to transfer files between the web server and your computer. There are many applications that can help you with FTP transfers, such as Filezilla.
Geo-Targeting - Geo-targeting refers to the method of delivering content or promotions to a website visitor based on his or her geolocation, such as city, province, country, postal code, IP address, Internet Service Provider (ISP), or other criteria.
HyperText Markup Language (HTML) - HyperText Markup Language (HTML) is the standard markup language used to present the visual (and audible) components of a web page.
Inbound Marketing - Inbound marketing refers to marketing strategies that draw the visitor in, rather than reaching out to prospects, through great content and intelligent SEO strategies that make the company/brand easier to be found.
Interactive Wireframe - An interactive wireframe is the visual representation of the layout of a proposed website or web application meant to simulate how a user would interact with the components of the design before the site moves into the development stage.
Key Performance Indicator (KPI) - KPI is an acronym for Key Performance Indicator. It is a metric used to evaluate factors that contribute to success.
Lead - A lead is a prospect/person who has expressed interest in our services and is identified as a person with the authority and budget to purchase our services.
Lead Form - A lead form is a form outlining contact information, interest, and how a lead came into contact with our company and services. The form is then used to generate sales leads.
Lead Generation - Lead generation is the first stage of conversion and the process of generating consumer interest or inquiry into the products or services of a brand through digital marketing strategies such as search engine optimization, PPC and AdWord campaigns, call tracking, and more. Leads are tracked and placed in a list for conversion and sales.
Lead Tracking - Lead tracking entails following up with leads, or prospects, who have expressed interest in a company's marketing or web services.
Leads To Follow (LTF) - Leads to Follow is Top Draw's online email marketing tool.
Legacy - Legacy refers to a source code base that is no longer developed, or code that relates to an operating system or computer technology that is no longer manufactured or supported.
Metadata - Metadata is data about data. Metadata summarizes how, when, and by whom a particular set of data was collected, formatted or processed, and makes finding, tracking and working with data easier.
Microdata - Microdata is a WHATWG (Web Hypertext Application Technology) HTML specification used to hold metadata within existing content pages allowing web crawlers, browsers and search engines to extract the data to provide a richer user browsing experience.
Mockups - Mockups are the deliverables from the final visual design stage consisting of files demonstrating complete site design layout of a proposed website before it moves into the development stage.
Nurture Campaigns - A nurture campaign is a component of inbound marketing that serves to encourage the lead to take the next step in the buying cycle and invest as a customer.
Optimization Guide - An optimization guide is a summary report outlining the most valuable keywords to be implemented in SEO and content strategy practices to improve a website or campaigns page ranking and click performance.
Organic Search Results - Organic search results refer to the results listed on a search engine page based on relevancy to a users choice of search terms.
Pay-Per-Click (PPC) - Pay-per-click (PPC), also known as cost-per-click or paid advertising, is an online marketing model created to target audiences and drive traffic to a website. Advertisers only pay the publisher when the ad is clicked.
Plugin - A plugin is a component that acts as an add-on, gives additional functionality, or displays additional content on a website or web application.
Progressive Disclosure - Progressive disclosure is an interaction design technique often used in human computer interaction to help maintain the focus of a user's attention by reducing clutter, confusion, and cognitive workload. This improves usability by presenting only the minimum data required for the task at hand.
Project Management - Project management entails the careful planning, organizing, motivating and managing of project resources and teams in order to meet the specific goals and expected deadlines of the overall project. The role also includes acting as line of contact between the team and the client, as well as keeping the project within scope, on schedule, and on budget as initially outlined in the proposed contract.
Prototype - Prototype refers to the second stage of web site design preparation which delivers an early sample, layout and demonstration of the proposed website created to test user paths, concept and overall design functionality.
Quality Assurance (QA) - Quality Assurance (QA) is a process put in place to prevent mistakes, missing variables and avoiding problems before delivering solutions or services to a customer.
Remarketing - Remarketing, also known as retargeting, is a digital marketing strategy that uses cookie-based technology to track previous site visitors and advertise to them for the purpose of directing the visitor back to the site and convert to a lead.
Responsive Design - Responsive design is a web design approach that crafts website layouts for optimal viewing, interaction and navigation with minimal scrolling, resizing or panning by the user across a range of different devices (i.e. desktops, tablets and smartphones).
Return on Advertising Spending (ROAS) - Return on Advertising Spending (ROAS) represents the percentage of dollars earned from dollars spent on the corresponding advertising.
Return on Investment (ROI) - Return On Investment (ROI) is a profitability measure that evaluates the performance (gain) of a business investment.
Schema - Schema refers to the format or structure of a piece of web data.
Search Engine Marketing (SEM) - Search engine marketing (SEM) is a digital marketing strategy involving the promotion of paid advertisements of a service or product in order to drive traffic to the site for conversion.
Search Engine Optimization (SEO) - Search engine optimization (SEO) is a digital marketing strategy that involves getting traffic from unpaid, organic search results on search engines.
Search Engine Results Page (SERP) - Search engine results page (SERP) is a listing of website results in response to keyword queries entered in the search engine.
Style Guide - A style guide is set design standards for internal and external documents, templates, print or digital publication, or other media for the purpose of having a set, consistent identity of a company's branding style. Elements in a style guide include colour theme, tone of voice, typeface, logo display, writing style, and more.
Traffic - Traffic refers to the number of visitors that a site receives.
Uniform Resource Locator (URL) - Uniform resource locator (URL), also known as web address, is a reference to a resource on the internet.
User Experience (UX) - User experience (UX) describes the meaningful, valuable, experiential, practical and affective aspects of human-computer interaction and product ownership. It also includes the human perception of system aspects, such as utility, ease-of-use, and efficiency.
Waterfall - Waterfall is a project lifecycle characterized by a sequential process in which progress steadily moves downwards through the phases of planning, development, initiation, analysis, design, construction, testing, production/launch, and maintenance.
Website Usability - Website usability refers to how easy a website is to use. Some broad goals of usability are the presentation of information and choices in a clear and concise way, a lack of ambiguity and the placement of important items in appropriate areas.
What You See Is What You Get (WYSIWYG) - WYSIWYG is an acronym for What You See Is What You get. It refers to viewing your content, while editing, how it will appear in its published state. For example, when you edit a post in WordPress and italicize a word, if you are using the WYSIWYG editor, the word you are editing will look the same as when it is published.
Wireframe - A wireframe is a visual guide and representation of a proposed website's skeletal framework.
WordPress - WordPress is a free and open-sourced content management system (CMS) based on PHP and MySQL that includes plugin architecture and a template system. WordPress is a web based software that can be used to build websites.