Terms Explained

Online Real Estate

Any other online properties or applications. This includes; other websites, blogs, message boards/forums, photo gallery, etc.

Keyword Research

Keyword research is a process that helps determine what keywords you should optimize your website for.  Including Keywords in your page’s content/information as well as your URL (web address), page names, META tags, and other site components will help you rank higher in the SERPS.

Some of the tools used in Keyword Research are:

  • Google’s Keyword Tool
  • Keyword Discovery
  • as well as others

Competitor Review

The process of reviewing a client’s competition and that competition’s website or other internet property.  This is an important step and allows for better understanding of the online environment.


Any image, graphic, site mock up, etc. developed.

Best Practices

Best Practice is an idea that asserts that there is a technique, method, process, activity, incentive or reward that is more effective at delivering a particular outcome than any other technique, method, process, etc. The idea is that with proper processes, checks, and testing, a desired outcome can be delivered with fewer problems and unforeseen complications. Best practices can also be defined as the most efficient (least amount of effort) and effective (best results) way of accomplishing a task, based on repeatable procedures that have proven themselves over time for large numbers of people.

— Wikipedia

In terms of the internet space, this can be expanded to include the generally accepted and industry wide techniques and rules that govern Website Design as well as SEO or SEM related actions.

Navigational Structure

This refers to a website’s links, menus, etc. that offer a user the ability to navigate or find their way through that site.

Categories & Sub Categories

The sections or areas of a website used to easily organize data and pages for better navigation.


A Website Structure as it pertains to size, shape, placement of buttons and images and links.  A site’s layout is very important in achieving a friendly user experience.

Color Schemes

Simply the colors used in the site.  A good color scheme utilizes colors that match each other and often colors that reflect a look and feel that relate to companies particular industry.

Additionally, it is vital that a site’s color scheme be visually pleasing.  Eye-strain and “loudness” are often overlooked and can lead to a user leaving a site prematurely.

What are Robots?

Robots or Search Engine Robots or Spiders are simply programs developed by various Search Engines.  The goal of these Robots is to scour the internet for as much information as they can get their “hands” on and load it into their bank of information.

What is a Robots.txt file?

A Robots.txt or Robots files is a file placed on a website that will tell the Search Engine Robots (see above) what pages in your website they should or should not view.

What is a Site Map?

A Site Map is a file placed on a website that will help show the Search Engine Robots all of the pages of your website.  This is a very important file as it will help the robots find files that may be buried very deep within your site.

What are SERPS?

SERPs is an acronym for Search Engine Results Page

What are Metrics?

Metrics are measurable statistics or actions used to show success, or lack of, within a website.  Metrics can include; visitors, conversion rate, page views per visitor, and more

What are Meta Tags?

Meta Tags are pieces of coding used to help the Search Engines distinguish what each of your pages are about including the relevant Keywords.

Meta Tags include:

Title Tag:  Coding that is used to alter a specific page’s Title.  This is the text that is at the very top left of your browser while viewing a webpage
Meta Description: Coding that is used to alter a specific page’s description.  This is the text that is usually displayed in the SERPs and shows what the page is about.
Meta Keywords: Coding that is used to help the Search Engine Robots distinguish the relevant keyword phrases associated with a specific page of your site

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